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Making Your Website a
Traffic Magnet
CHRISTINA INGE, FOUNDER, SLEEK MARKETING UNIVERSITY
WORDCAMP BOSTON 2015
Everybody is Trying to Get Leads
Large business = lots of leads
Small business = good flow of customers
Nonprofit = donors...
Design for Users
A/B Test Everything
Only your customers can tell you what really converts
Only data will tell you what your customers think
But What About People Who Get the
Control?
Don’t you lose leads when you test?
You lose more if you don’t
How to minimize ...
Speaking of Retargeting
Yes, it is a bit intrusive
Yes, you should do it
Here’s the data:
“Nearly three out of five U.S. o...
Look at Your Google Analytics. All the
Time
Yes, You Really Do Need Content
Paid Search-Winning at PPC
Be factual
Connect to content
Be very specific
Now the Leads Are on
Your Page
GAME OVER? NO! WHAT TO DO
96% of site visitors
never convert to a lead
or sale
SEARCH ENGINE LAND/FORRESTER
Landing Pages are Not Optional
There is nothing on your static website that can double as a landing page
There really isn’...
Are You Sure?
Web pages and landing pages are meant to accomplish different things
Web pages:
◦ Inform
◦ Create trust
◦ Se...
Make Sure Your CMS is Working for You
“Lead” is not enough of a category
Your sales team needs to know:
◦ Pain points
◦ Wh...
At a Minimum:
Specific lead forms for every page
A little more work at the beginning saves by growing conversions
Tag by:
...
Remember Mobile Conversions
Can be an assisted conversion
Or a “real” conversion
But it’s increasingly where conversions h...
Are You Really Responsive?
Check!
If customers don’t get a 100% experience, they leave
But Wait, There’s More
Forms
CTAs
Offers:
A whitepaper downloading to your phone?
A coupon for later?
Immediate, light, mo...
Make Your Website a Lead Magnet
Make Your Website a Lead Magnet
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Make Your Website a Lead Magnet

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A content-based digital marketing strategy is the key to generating more leads. Learn tips and tricks for PPC, web analytics, and conversion optimization in a content-based environment.

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Make Your Website a Lead Magnet

  1. 1. Making Your Website a Traffic Magnet CHRISTINA INGE, FOUNDER, SLEEK MARKETING UNIVERSITY WORDCAMP BOSTON 2015
  2. 2. Everybody is Trying to Get Leads Large business = lots of leads Small business = good flow of customers Nonprofit = donors Personal blog = readers Something for the heck of it = people who enjoy the heck of it
  3. 3. Design for Users
  4. 4. A/B Test Everything Only your customers can tell you what really converts Only data will tell you what your customers think
  5. 5. But What About People Who Get the Control? Don’t you lose leads when you test? You lose more if you don’t How to minimize “lost” leads: ◦ Set the certainty level to the lowest you are comfortable with ◦ Retarget and point back to the winner ◦ Use the data from early tests, email campaigns, social to create a “still decent” control ◦ Test and iterate fast-make it a priority
  6. 6. Speaking of Retargeting Yes, it is a bit intrusive Yes, you should do it Here’s the data: “Nearly three out of five U.S. online buyers said they notice ads for products they looked up on other sites CPG company Kimberly-Clark relies on retargeting, saying it is seeing 50 to 60 percent higher conversion rates among consumers who have been retargeted. ” Average for display ads is 0.07 percent; the average retargeted ads CTR is about 0.7 percent. -CMO.com
  7. 7. Look at Your Google Analytics. All the Time
  8. 8. Yes, You Really Do Need Content
  9. 9. Paid Search-Winning at PPC Be factual Connect to content Be very specific
  10. 10. Now the Leads Are on Your Page GAME OVER? NO! WHAT TO DO
  11. 11. 96% of site visitors never convert to a lead or sale SEARCH ENGINE LAND/FORRESTER
  12. 12. Landing Pages are Not Optional There is nothing on your static website that can double as a landing page There really isn’t Build landing pages, already!
  13. 13. Are You Sure? Web pages and landing pages are meant to accomplish different things Web pages: ◦ Inform ◦ Create trust ◦ Serve as content repository Landing pages: ◦ Attract ◦ Create just enough trust to give up contact info ◦ Create excitement ◦ Serve as short-term It’s the difference between dressing for a job interview vs a nightclub Landing pages = Your business, clubbing Do not “wear” a suit!
  14. 14. Make Sure Your CMS is Working for You “Lead” is not enough of a category Your sales team needs to know: ◦ Pain points ◦ Where leads found you ◦ How leads found you ◦ What message hooked them
  15. 15. At a Minimum: Specific lead forms for every page A little more work at the beginning saves by growing conversions Tag by: ◦ Lead source (most are) ◦ Campaign ◦ Landing page ◦ Industry Connect all followups to campaign: ◦ Language ◦ Pain points ◦ Offers
  16. 16. Remember Mobile Conversions Can be an assisted conversion Or a “real” conversion But it’s increasingly where conversions happen:
  17. 17. Are You Really Responsive? Check! If customers don’t get a 100% experience, they leave
  18. 18. But Wait, There’s More Forms CTAs Offers: A whitepaper downloading to your phone? A coupon for later? Immediate, light, mobile-friendly

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