Lead Generation, Conversion, Measurement and Marketing ROI
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Presentation on Lead Generation, Conversion, Measurement and Marketing ROI by Mike Volpe, VP Marketing at HubSpot. Covers how to convert more traffic into visitors using landing pages, offers, calls ...

Presentation on Lead Generation, Conversion, Measurement and Marketing ROI by Mike Volpe, VP Marketing at HubSpot. Covers how to convert more traffic into visitors using landing pages, offers, calls to action, analysis, and how to measure ROI and marketing.

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  • http://blog.hubspot.com/blog/tabid/6307/bid/4602/Want-More-Web-Traffic-Blog-More-Often.aspx

Lead Generation, Conversion, Measurement and Marketing ROI Presentation Transcript

  • 1. Lead Conversionand ROI
    w00t! Con – 22 Feb 2010
    Mike Volpe
    VP Marketing @HubSpot
    Twitter: @mvolpe
  • 2. Lead Generation Process
  • 3. Lead Conversion & ROI
    Conversion Tips
    ROI and Measurement
  • 4. Conversion Tips
    4
  • 5. Calls to Action on ALL Content
    5
  • 6. Never let the user guess
    what to do next.
  • 7. Conversion Tips
    Source of Visitors
    Offer +
    Call to Action
    Landing Page
  • 8. Conversion Tips
    Traffic source affects conversion
    Measure the differences
    Know what you can pay per source
    Source of Visitors
    Offer +
    Call to Action
    Landing Page
  • 9. Traffic Source Examples
    Organic search (SEO)
    Pay per click search (PPC)
    Online PR coverage
    Directories
    Advertising
    Email
  • 10. Mindset of the Web Visitor
    What page did they visit first?
    What are they looking for?
    How likely are they to buy something?
  • 11. Key Metric = Cost Per Customer
  • 12. Visitor to Lead Conversion Rates
    PPC: 5-15%
    SEO: 2-7%
    Direct traffic: 2-7%
    Social media: 2-7%
  • 13. Conversion Tips
    • Value of offer
    • 14. Visual design of CTA
    • 15. Text on CTA
    • 16. Placement of CTA
    • 17. Test & experiment
    Source of Visitors
    Offer +
    Call to Action
    Landing Page
  • 18. Offer – WIIFM?
    Whitepapers / eBooks
    Research / Studies
    Free Tools
    Trials & Samples
    NOT “Contact Us”
    Value must be greater than the cost…
  • 19. Offer – WIIFM?
  • 20. Offer – WIIFM?
  • 21. No Call to Action
  • 22. Call to Action
    Starts with verb
    Positive
    Clear
    Direct
  • 23. Good Homepage Call to Action
  • 24. Call to Action Throughout Site
  • 25. Calls to Action – Blog Posts
  • 26. Calls to Action – Twitter Grader
  • 27. Calls to Action – Website Grader
  • 28. Offer and Calls to Action Tips
    Offers need to have value
    Use CTAs everywhere
    Test to find the best CTA / offer
    Offer, colors, text, size, place
    Make the next step obvious and easy
  • 29. Conversion Tips
    • Consistent with past steps
    • 30. Simple & clear
    • 31. Short forms
    • 32. Test & experiment
    Source of Visitors
    Offer +
    Call to Action
    Landing Page
  • 33. Landing Pages
  • 34. Track Your Conversion Rate
  • 35. Go Naked
  • 36. How Naked is Up to You…
  • 37. Graphics Matter
  • 38. Keep It Simple
  • 39. Keep It Short
    53% Conversion
    32% Conversion
  • 40. Don’t Put Form Below the Fold
  • 41. Don’t – Ask for Really Private Info
  • 42. Don’t – Use a Clear / Cancel Button
  • 43. Final Rule? Nothing is Set in Stone!
  • 44. Landing Page Tips
    Tell people what they will get
    Limit distractions (navigation / links)
    Keep it short and simple
    Test to find the best
  • 45. Measurement and ROI
    Flickr: akisra
  • 46. Traffic
  • 47. Leads
  • 48. Sales
  • 49. …By Channel or Source
    Visitors
    Leads
    Sales
    SEO
    Social
    Media
  • 50. What is ROI Anyways?
    ROI = Return on Investment
    What did you get? (return)
    VS.
    What did you spend? (investment)
  • 51. What Did You Spend?
    Advertising costs
    Materials costs (brochures, design)
    Cost for tools (software)
    People costs (time & effort)
  • 52. Inbound Marketing Investment
    Writing blog articles
    Building landing pages
    Participating in social media
    Measurement & optimization
  • 53. Compare ROI by Channel
  • 54. Summary
    Measure conversion by source
    Optimize offers and CTAs
    Optimize landing pages
    Measure ROI and invest accordingly
  • 55. Q & A
    HubSpot Free Trial: www.HubSpot.com/free-trial
    Mike Volpe
    VP Marketing @HubSpot
    Twitter: @mvolpe
  • 56. Appendix
  • 57. Why do you want to measure?
    Understand what’s happening with your marketing efforts and overall business
    Decide which marketing programs to invest in
    Control how fast or slow your business is growing
  • 58. Analytics: Marketing vs. Website
    Website Analytics
    Hits, Page Views, Time on Site
    Page Load Time, Visit Geography
    Marketing Analytics
    Leads & Customers
    Marketing Campaigns
    Closed Loop Marketing
  • 59. What to Track: Blog Metrics
    Traffic Drawing Keywords
  • 60. What to Track: Blog Metrics
    Traffic Drawing Keywords
    Subscribers
  • 61. What to Track: Blog Metrics
    Traffic Drawing Keywords
    Subscribers
    Comments
  • 62. What to Track: Blog Metrics
    Traffic Drawing Keywords
    Subscribers
    Comments
    Inbound Links
  • 63. What to Track: Blog Metrics
    Traffic Drawing Keywords
    Subscribers
    Comments
    Inbound Links
    Traffic, Leads, Customers
  • 64. More Content = More Visitors & Power
    Traffic After Increasing Blog Frequency
    MikeVolpe.com Blog Traffic
    http://blog.hubspot.com/blog/tabid/6307/bid/4602/Want-More-Web-Traffic-Blog-More-Often.aspx
  • 65. What to Track: SEO Metrics
    Keywords in Google top 10
  • 66. What to Track: SEO Metrics
    Keywords in Google top 10
    Keyword Rank (vs. Competition)
  • 67. What to Track: SEO Metrics
    Keywords in Google top 10
    Keyword Rank (vs. Competition)
    Inbound Links
  • 68. What to Track: SEO Metrics
    Keywords in Google top 10
    Keyword Rank (vs. Competition)
    Inbound Links
    Traffic, Leads, Customers from SEO
  • 69. Good Content Spreads
  • 70. What to Track: Social Media Metrics
    Reach
  • 71. What to Track: Social Media Metrics
    Reach
    Influence
  • 72. What to Track: Social Media Metrics
    Reach
    Influence
    Referrals from Social Media
    Twitter.com (5.1%)
    Facebook.com (9%)
  • 73. What to Track: Social Media Metrics
    Reach
    Influence
    Referrals from Social Media
    Traffic, Leads, Customers
  • 74. Which Offers Convert Better?
  • 75. How to Track Your Funnel
  • 76. Summary
    Questions you should be able to answer:
    How many visitors, leads and customers am I getting?
    What is driving those visitors, leads and customers?
    What are my best and worst sources of leads and sales?
    How can I grow sales?
    How can I lower marketing costs?