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

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Optimizing Landing Pages Webinar Slides Hub Spot[1] Optimizing Landing Pages Webinar Slides Hub Spot[1] Presentation Transcript

  • 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
  • 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
  • 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 ads Interruption
  • 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
  • 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
  • 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 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
  • 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?
  • Conversion Takes Place… • Website Homepage • PPC Ads • Email Blast • Blog Articles • Inside Software • Direct Mail • Anywhere that you want someone to do something…
  • Call to Action
  • Call to Action
  • 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
  • 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 & Testing
  • 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 & Testing
  • Landing Page Tips • The blink test • Go naked • Graphics matter • Keep it simple • Keep it short • Mistakes to avoid
  • 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 undelivered,, blocked, etc. • No opportunity to use text • CPM priced appropriately
  • 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 VIEWS Blogging for Business Webinar 3803 2165 56.93%
  • Tracking & Analytics • http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05 Referrer Visitors Leads Conversion % [MPT05] 512 271 52.93%
  • 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, • 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,
  • 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