Lead Conversionand ROI<br />w00t! Con – 22 Feb 2010<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
Lead Generation Process<br />
Lead Conversion & ROI<br />Conversion Tips<br />ROI and Measurement<br />
Conversion Tips<br />4<br />
Calls to Action on ALL Content<br />5<br />
Never let the user guess<br />what to do next.<br />
Conversion Tips<br />Source of Visitors<br />Offer +<br />Call to Action<br />Landing Page<br />
Conversion Tips<br />Traffic source affects conversion<br />Measure the differences<br />Know what you can pay per source<...
Traffic Source Examples<br />Organic search (SEO)<br />Pay per click search (PPC)<br />Online PR coverage<br />Directories...
Mindset of the Web Visitor<br />What page did they visit first?<br />What are they looking for?<br />How likely are they t...
Key Metric = Cost Per Customer<br />
Visitor to Lead Conversion Rates<br />PPC: 5-15%<br />SEO: 2-7%<br />Direct traffic: 2-7%<br />Social media: 2-7%<br />
Conversion Tips<br /><ul><li>Value of offer
Visual design of CTA
Text on CTA
Placement of CTA
Test & experiment</li></ul>Source of Visitors<br />Offer +<br />Call to Action<br />Landing Page<br />
Offer – WIIFM?<br />Whitepapers / eBooks<br />Research / Studies<br />Free Tools<br />Trials & Samples<br />NOT “Contact U...
Offer – WIIFM?<br />
Offer – WIIFM?<br />
No Call to Action<br />
Call to Action<br />Starts with verb<br />Positive<br />Clear<br />Direct<br />
Good Homepage Call to Action<br />
Call to Action Throughout Site<br />
Calls to Action – Blog Posts<br />
Calls to Action – Twitter Grader<br />
Calls to Action – Website Grader<br />
Offer and Calls to Action Tips<br /> Offers need to have value<br />Use CTAs everywhere<br />Test to find the best CTA / o...
Conversion Tips<br /><ul><li>Consistent with past steps
Simple & clear
Short forms
Test & experiment</li></ul>Source of Visitors<br />Offer +<br />Call to Action<br />Landing Page<br />
Landing Pages<br />
Track Your Conversion Rate<br />
Go Naked<br />
How Naked is Up to You…<br />
Graphics Matter<br />
Keep It Simple<br />
Keep It Short<br />53% Conversion<br />32% Conversion<br />
Don’t Put Form Below the Fold<br />
Don’t – Ask for Really Private Info<br />
Don’t – Use a Clear / Cancel Button<br />
Final Rule?  Nothing is Set in Stone!<br />
Landing Page Tips<br /> Tell people what they will get<br />Limit distractions (navigation / links)<br />Keep it short and...
Measurement and ROI<br />Flickr: akisra<br />
Traffic<br />
Leads<br />
Sales<br />
…By Channel or Source<br />Visitors<br />Leads<br />Sales<br />SEO<br />Social<br />Media<br />
What is ROI Anyways?<br />ROI = Return on Investment<br />What did you get? (return)<br />      VS.<br />What did you spen...
What Did You Spend?<br />Advertising costs<br />Materials costs (brochures, design)<br />Cost for tools (software)<br />Pe...
Inbound Marketing Investment<br />Writing blog articles<br />Building landing pages<br />Participating in social media<br ...
Compare ROI by Channel<br />
Summary<br />Measure conversion by source<br />Optimize offers and CTAs<br />Optimize landing pages<br />Measure ROI and i...
Q & A<br />HubSpot Free Trial: www.HubSpot.com/free-trial<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe...
Appendix<br />
Why do you want to measure?<br />Understand what’s happening with your marketing efforts and overall business<br />Decide ...
Analytics: Marketing vs. Website<br />Website Analytics<br />Hits, Page Views, Time on Site<br />Page Load Time, Visit Geo...
What to Track: Blog Metrics<br />Traffic Drawing Keywords<br />
What to Track: Blog Metrics<br />Traffic Drawing Keywords<br />Subscribers<br />
What to Track: Blog Metrics<br />Traffic Drawing Keywords<br />Subscribers<br />Comments<br />
What to Track: Blog Metrics<br />Traffic Drawing Keywords<br />Subscribers<br />Comments<br />Inbound Links<br />
What to Track: Blog Metrics<br />Traffic Drawing Keywords<br />Subscribers<br />Comments<br />Inbound Links<br />Traffic, ...
More Content = More Visitors & Power<br />Traffic After Increasing Blog Frequency<br />MikeVolpe.com Blog Traffic<br />htt...
What to Track: SEO Metrics<br />Keywords in Google top 10<br />
What to Track: SEO Metrics<br />Keywords in Google top 10<br />Keyword Rank (vs. Competition)<br />
What to Track: SEO Metrics<br />Keywords in Google top 10<br />Keyword Rank (vs. Competition)<br />Inbound Links<br />
What to Track: SEO Metrics<br />Keywords in Google top 10<br />Keyword Rank (vs. Competition)<br />Inbound Links<br />Traf...
Good Content Spreads<br />
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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 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

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