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Lead Generation, Conversion, Measurement and Marketing ROI
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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
  • 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
      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?

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