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Optimizing Landing Pages f L d
O i i i L di P           for Lead
Generation & Conversion

www.HubSpot.com
With Mike Volpe ...
Welcome!

Mike Volpe
VP I b
   Inbound M k ti
          d Marketing
LinkedIn: http://www.linkedin.com/in/mikevolpe
Twitter...
Agenda
•   Inbound Marketing
•   Conversion
    Con ersion
•   Offers
•   Layout & Design
•   Case Study
Outbound Marketing
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing
• Telemarketing
• Trade shows
• Direct mail
• Email blasts
• Print ads
• TV/radio ...
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
HubSpot Inbound Marketing System

                                    Content
                         SEO      Management...
Agenda
•   Inbound Marketing & the New Rules
•   Conversion
    Con ersion
•   Offers
•   Layout & Design
•   Case Study
Lead Conversion is Critical Step

                              Target M k t
                              T    t Market
C...
The Mindset of the Visitor
•   Why are they there?
•   What do the want?
              they ant?
•   Does it make sense?
•...
Conversion Takes Place…
•   Website Homepage
•   PPC Ads
•   Email Blast
•   Blog Articles
•   Inside Software
•   Direct ...
Call to Action
Call to Action
Call to Action Tips
• Action Oriented & Positive
    • Try “click here” as part of it
           click here
•   Simple & C...
Action Oriented & Positive
Simple & Clear
Make It Pop
Link Both Text and Images
Link Both Text and Images
Link Both Text and Images




        X         X
Agenda
•   Inbound Marketing & the New Rules
•   Conversion
    Con ersion
•   Offers
•   Layout & Design
•   Measurement ...
Offers
•   WIIFM?
•   Free Trials Work
•   Try a “Kit”
•   Match Offer and Landing Page
•   Test, Test, Test
Offer – WIIFM?
Free Trial
Try a “Kit”
Match Offer and Landing Page
Match Offer and Landing Page
Agenda
•   Inbound Marketing & the New Rules
•   Conversion
    Con ersion
•   Offers
•   Layout & Design
•   Measurement ...
Landing Page Tips
•   The blink test
•   Go naked
•   Graphics matter
•   Keep it simple
•   Keep it short
•   Mistakes to...
The Blink Test
Go Naked
How Naked is up to you…
How Naked is up to you…
Graphics Matter
Keep It Simple
Keep It Short




   32%
 Conversion
Keep It Short




   32%            53%
 Conversion     Conversio
                   n
Don’t Put Form Below the Fold
Don’t – Ask for Really Private Info
Don’t – Use a Clear / Cancel Button
Agenda
•   Inbound Marketing & the New Rules
•   Conversion
    Con ersion
•   Offers
•   Layout & Design
•   Case Study
HubSpot Case Study
•   Ad in Marketing Profs Email
•   Call to Action
•   Offer
•   Landing Page
•   Tracking / Analysis
Call to Action & Offer
              • 0.2% Click Through
                Rate
              • Includes
                un...
Offer & Landing Page
Edit Landing Page
Page Properties for SEO
Edit Page Side Bar
Edit Page Body
Offer & Landing Page
Offer & Landing Page
Edit Form Fields
Manage Field Properties
Auto-Responder or Redirect
Configure Form Actions
Tracking & Analytics




PAGE NAME                       PAGE     SUBMISSIONS   CONVERSION RATE
                          ...
Tracking & Analytics
•   http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05




     Referrer     Visitors  ...
Leads and Lead Grade
Lead Details
Forms Submitted
Forms Submitted
Connect to SFDC
Lead Intelligence in SFDC
Conversion Tracking
Funnel Visualization
Summary Tips
• Eliminate distractions
  • No other calls to action maybe no navigation
                      action,
• Sho...
Thank You!
       To get started:

    1-800-482-0382 ext. 1
http://www.hubspot.com/demo
http://www hubspot com/demo

    ...
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Optimizing Landing Pages Webinar Slides Hub Spot[1]

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Transcript of "Optimizing Landing Pages Webinar Slides Hub Spot[1]"

  1. 1. Optimizing Landing Pages f L d O i i i L di P for Lead Generation & Conversion www.HubSpot.com With Mike Volpe and Prashant Kaw
  2. 2. Welcome! Mike Volpe VP I b Inbound M k ti d Marketing LinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe Prashant Kaw Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/prashantkaw Twitter: @prashantkaw
  3. 3. Agenda • Inbound Marketing • Conversion Con ersion • Offers • Layout & Design • Case Study
  4. 4. Outbound Marketing
  5. 5. Outbound Marketing 800-555-1234 Annoying Salesperson
  6. 6. Inbound Marketing Blog g SEO Social Media
  7. 7. Rethinking Marketing Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print ads • TV/radio ads Interruption
  8. 8. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  9. 9. HubSpot Inbound Marketing System Content SEO Management Blog • Software Landing Social Pages Media • Support + Expertise Lead Intelligence • $250 or $500 / month CRM (Salesforce.com  or other) • No IT Required
  10. 10. Agenda • Inbound Marketing & the New Rules • Conversion Con ersion • Offers • Layout & Design • Case Study
  11. 11. Lead Conversion is Critical Step Target M k t T t Market Conversion is where we take what we have spent time Website Visitors and money t get (visitors) d to t ( i it ) and change it into something valuable to Leads marketing (leads). a et g ( eads) A cost becomes a benefit. Opportunities Customers Customers
  12. 12. The Mindset of the Visitor • Why are they there? • What do the want? they ant? • Does it make sense? • Does it look easy? • Do they trust you?
  13. 13. Conversion Takes Place… • Website Homepage • PPC Ads • Email Blast • Blog Articles • Inside Software • Direct Mail • Anywhere that you want someone to do something…
  14. 14. Call to Action
  15. 15. Call to Action
  16. 16. Call to Action Tips • Action Oriented & Positive • Try “click here” as part of it click here • Simple & Clear • Make it Pop • Link Both Images and Text g • Targeted to Audience
  17. 17. Action Oriented & Positive
  18. 18. Simple & Clear
  19. 19. Make It Pop
  20. 20. Link Both Text and Images
  21. 21. Link Both Text and Images
  22. 22. Link Both Text and Images X X
  23. 23. Agenda • Inbound Marketing & the New Rules • Conversion Con ersion • Offers • Layout & Design • Measurement & Testing
  24. 24. Offers • WIIFM? • Free Trials Work • Try a “Kit” • Match Offer and Landing Page • Test, Test, Test
  25. 25. Offer – WIIFM?
  26. 26. Free Trial
  27. 27. Try a “Kit”
  28. 28. Match Offer and Landing Page
  29. 29. Match Offer and Landing Page
  30. 30. Agenda • Inbound Marketing & the New Rules • Conversion Con ersion • Offers • Layout & Design • Measurement & Testing
  31. 31. Landing Page Tips • The blink test • Go naked • Graphics matter • Keep it simple • Keep it short • Mistakes to avoid
  32. 32. The Blink Test
  33. 33. Go Naked
  34. 34. How Naked is up to you…
  35. 35. How Naked is up to you…
  36. 36. Graphics Matter
  37. 37. Keep It Simple
  38. 38. Keep It Short 32% Conversion
  39. 39. Keep It Short 32% 53% Conversion Conversio n
  40. 40. Don’t Put Form Below the Fold
  41. 41. Don’t – Ask for Really Private Info
  42. 42. Don’t – Use a Clear / Cancel Button
  43. 43. Agenda • Inbound Marketing & the New Rules • Conversion Con ersion • Offers • Layout & Design • Case Study
  44. 44. HubSpot Case Study • Ad in Marketing Profs Email • Call to Action • Offer • Landing Page • Tracking / Analysis
  45. 45. Call to Action & Offer • 0.2% Click Through Rate • Includes undelivered,, blocked, etc. • No opportunity to use text • CPM priced appropriately
  46. 46. Offer & Landing Page
  47. 47. Edit Landing Page
  48. 48. Page Properties for SEO
  49. 49. Edit Page Side Bar
  50. 50. Edit Page Body
  51. 51. Offer & Landing Page
  52. 52. Offer & Landing Page
  53. 53. Edit Form Fields
  54. 54. Manage Field Properties
  55. 55. Auto-Responder or Redirect
  56. 56. Configure Form Actions
  57. 57. Tracking & Analytics PAGE NAME PAGE  SUBMISSIONS CONVERSION RATE VIEWS Blogging for Business Webinar 3803 2165 56.93%
  58. 58. Tracking & Analytics • http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05 Referrer Visitors Leads Conversion % [MPT05] 512 271 52.93%
  59. 59. Leads and Lead Grade
  60. 60. Lead Details
  61. 61. Forms Submitted
  62. 62. Forms Submitted
  63. 63. Connect to SFDC
  64. 64. Lead Intelligence in SFDC
  65. 65. Conversion Tracking
  66. 66. Funnel Visualization
  67. 67. Summary Tips • Eliminate distractions • No other calls to action maybe no navigation action, • Show the benefit • Image of what they are getting • Build trust • Privacy policy, security if appropriate • Keep it simple p p • Short form, simple text, pictures • Test measure then test again Test, measure,
  68. 68. Thank You! To get started: 1-800-482-0382 ext. 1 http://www.hubspot.com/demo http://www hubspot com/demo Mike Volpe VP Inbound Marketing LinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe Prashant Kaw Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/prashantkaw Twitter: @prashantkaw
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