Tricks and Treats of
High-converting Lead Generation Forms

Tim Ash

Craig Swerdloff

CEO

CEO

@tim_ash

#BooWebinar
Copy...
About SiteTuners
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & te...
Copyright © 2012, SiteTuners - All Rights Reserved.
Before

Copyright © 2012, SiteTuners - All Rights Reserved.
After

+ 51%

+ $48,000,000

Copyright © 2012, SiteTuners - All Rights Reserved.
Before

Copyright © 2012, SiteTuners - All Rights Reserved.
After

+ 17%

Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Express Review - Special Offer
•

45 or 90-min interactive review of landing page or site

•

Video transcript recorded vi...
2014 - San Francisco – Paris – Chicago – Boston – London – Berlin
$100 off with code “BOO”

Susan
Weinschenk

Bryan
Eisenb...
Q&A and Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in...
LeadSpend

LeadSpend, founded in 2008,
is the leading provider of
email validation services.
We serve clients around the w...
Optimize Your Lead Gen Forms with Email Validation

With email validation on your forms you can:
• Ensure the collection o...
Types of Harmful Addresses
Undeliverable email addresses

Disposable email providers
Some traps (e.g. typo domains)*
Monit...
Email Validation: Metrics
• Average invalid rate on registration forms
is 6.41%.
• Two-thirds of the time, people will pro...
Best Practice: In-Form Email Validation

Only prompt visitors once to correct their
email address.
• If they enter an inva...
Email validation: a cure for zombies
Resuscitate Your List

Bring your email
list back from the dead!
Define, Identify and remove inactive email addresses.
Defining an Inactive Subscriber

An inactive subscriber is one who no longer reads your email, but
hasn't yet taken action...
How Zombies are Killing Your Email Program!
Deliverability Woes
• Inactive subscribers hurt
engagement rates
• Low engagem...
Defining an Inactive Subscriber
Before removing an inactive subscriber check if:

No Opens/Clicks
(ever)

No Purchases
(ev...
Thank you!

Craig Swerdloff
Co-Founder & CEO
cswerdloff@leadspend.com

917.648.6838
@swerd
@leadspend
Grab Our Whitepaper
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
Tricks and Treats of High Converting Lead Gen Forms
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Tricks and Treats of High Converting Lead Gen Forms

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Scary forms and landing pages lead to frightening conversions. Join SiteTuners and LeadSpend this Halloween, and learn how to magically turn the most ghastly landing page into a spell-binding conversion machine.

In this devilishly fun webinar you'll learn:

*Why most B2B sites have dreadful form-fill rates
*How to bewitch your visitors with the right copy, layout and offer
*Techniques for bringing inactive subscribers back from the dead
*How to keep your list from becoming an email graveyard

If your conversion rate makes you want to scream bloody murder, watch this free 50-minute webinar to learn the tricks (and treats) of high-converting lead generation forms. Presented by Tim Ash and Craig Swerdlow.

Published in: Technology, Business
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Tricks and Treats of High Converting Lead Gen Forms

  1. 1. Tricks and Treats of High-converting Lead Generation Forms Tim Ash Craig Swerdloff CEO CEO @tim_ash #BooWebinar Copyright © 2013, SiteTuners - All Rights Reserved. @leadspend @swerd
  2. 2. About SiteTuners • Conversion-focused website blueprints (full redesigns & quick facelifts) • Landing page test plans & testing strategy development • Internal optimization team mentoring & training • More than 1200 clients since 2002 Copyright © 2013, SiteTuners - All Rights Reserved. #BooWebinar @tim_ash
  3. 3. Copyright © 2012, SiteTuners - All Rights Reserved.
  4. 4. Before Copyright © 2012, SiteTuners - All Rights Reserved.
  5. 5. After + 51% + $48,000,000 Copyright © 2012, SiteTuners - All Rights Reserved.
  6. 6. Before Copyright © 2012, SiteTuners - All Rights Reserved.
  7. 7. After + 17% Copyright © 2012, SiteTuners - All Rights Reserved.
  8. 8. Copyright © 2012, SiteTuners - All Rights Reserved.
  9. 9. Express Review - Special Offer • 45 or 90-min interactive review of landing page or site • Video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of your page http://ExpressReviewOffer.com – Starting at only $699 Promo code “BOO” to get $200 off by November 8st Copyright © 2013, SiteTuners - All Rights Reserved. #BooWebinar @tim_ash
  10. 10. 2014 - San Francisco – Paris – Chicago – Boston – London – Berlin $100 off with code “BOO” Susan Weinschenk Bryan Eisenberg Steve Krug Michael Summers BJ Fogg Tom Davenport Copyright © 2013, SiteTuners - All Rights Reserved. Jared Spool Tim Ash Patrick Bultema Roger Dooley Jakob Nielsen Brian Massey Amy Africa #BooWebinar @tim_ash
  11. 11. Q&A and Contact Info tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1 Copyright © 2013, SiteTuners - All Rights Reserved. #BooWebinar @tim_ash
  12. 12. LeadSpend LeadSpend, founded in 2008, is the leading provider of email validation services. We serve clients around the world in the following industries: Financial Services Retail/eCommerce Education Publishing Daily Deals Travel
  13. 13. Optimize Your Lead Gen Forms with Email Validation With email validation on your forms you can: • Ensure the collection of valid email addresses. • Catch invalid and mistyped addresses before they even enter your system. • Prompt users to correct mistyped email address in-form, or filter out harmful addresses as they enter your system. • Improve conversion rates on your forms. • Reduce bounces by 5-10x.
  14. 14. Types of Harmful Addresses Undeliverable email addresses Disposable email providers Some traps (e.g. typo domains)* Monitoring and parked domains Technical role accounts Abuse-reporting mailboxes *Fact: To catch 100% of spam traps, you must use confirmed opt-in
  15. 15. Email Validation: Metrics • Average invalid rate on registration forms is 6.41%. • Two-thirds of the time, people will provide a valid email address when prompted. • Senders with an unknown user rate <0.2%, have a Sender Score in the high 90s. • Senders with an unknown user rate >5% have a Sender Score in the 60s.
  16. 16. Best Practice: In-Form Email Validation Only prompt visitors once to correct their email address. • If they enter an invalid address again, let them through and flag it in your database as invalid.
  17. 17. Email validation: a cure for zombies
  18. 18. Resuscitate Your List Bring your email list back from the dead! Define, Identify and remove inactive email addresses.
  19. 19. Defining an Inactive Subscriber An inactive subscriber is one who no longer reads your email, but hasn't yet taken action to stop receiving it. Up to 75% of email subscribers are inactive!
  20. 20. How Zombies are Killing Your Email Program! Deliverability Woes • Inactive subscribers hurt engagement rates • Low engagement rates hurt Inbox Placement Rate • Over time, ISPs reclaim accounts, recycle them or convert them into spam traps
  21. 21. Defining an Inactive Subscriber Before removing an inactive subscriber check if: No Opens/Clicks (ever) No Purchases (ever) Inbox Placement Rate struggling • If all three criteria are true, then start to eliminate. • Remove inactives that have been unresponsive the longest first.
  22. 22. Thank you! Craig Swerdloff Co-Founder & CEO cswerdloff@leadspend.com 917.648.6838 @swerd @leadspend
  23. 23. Grab Our Whitepaper

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