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Perfecting the Conversion Process to Get More Leads

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HubSpot Senior Inbound Professor Angela Hicks presented to #GulfCoastHUG on how to improve website conversion process.

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Perfecting the Conversion Process to Get More Leads

  1. 1. GOOD EVENING! #GulfCoastHUG August 16, 2016
  2. 2. Perfecting the Conversion Process to Get More Leads
  3. 3. Angela Hicks @angela_9
  4. 4. 1 A Goal-Driven Website 2 The Conversion Process 3 Tips to Maximize Conversions AGENDA
  5. 5. A GOAL-DRIVEN WEBSITE.1
  6. 6. Think of your website like your handshake. It’s the first interaction with a visitor and your chance to make a great first impression. FLICKRUSER JUST.LUC
  7. 7. Right Content Right Person Right Time Inbound Website +
  8. 8. Is your website promoting everything at once?
  9. 9. 15 seconds or less: the amount of time that 55% of visitors spend on a website. SOURCE: CHARTBEAT
  10. 10. Your homepage should have simple, action-orientedcontent.
  11. 11. Define your goal. FLICKR USER MATT HINTSA What is your page about? Where should I go next? One page, one goal.
  12. 12. THE CONVERSION PROCESS.2
  13. 13. YOU CAN’T GET LEADS WITHOUT A CONVERSION PROCESS.
  14. 14. The Conversion Process Call-to-Action LandingPage Thank You Page
  15. 15. CONVERSION PROCESS CALLS-TO-ACTION
  16. 16. A CTA starts the conversionprocess.
  17. 17. The sole purpose of a call-to-action is to drive traffic to a landing page.
  18. 18. Common CTA issues: • content-cramming above the fold • inappropriate call-to- action for a visitor • lacking clear direction
  19. 19. Make it action-oriented. Don’t make your visitors think about what to do next. Just tell them! Download the Free Dog Training GuideDownload the Adventure Travel Guide Action-oriented verb • Start • Join • Learn • Discove r • Begin • Try • Save
  20. 20. Includes keywords consistent with the offer and landing page. Without keywords, would you know what this offer is about? Download the Free Dog Training GuideDownload the Guide
  21. 21. AmbiguousCTAs generate leads at a great cost. Don’t make more work for your marketing and sales teams. Download the Free Dog Training Guide Source: Moz
  22. 22. Includes keywords consistent with the offer and landing page. Using the same keywords and phrasing for the entire conversion process helps your visitors understand what they are going to get. Download the Free Dog Training GuideDownload the Adventure Travel Guide Keywords
  23. 23. CALL-TO-ACTION FORMULA [Action Verb] + [Offer Type] + [Value Offer] • What do I need to do? • What do I get for doing what you suggest? • Why do I want what you are giving me?
  24. 24. Text: action-oriented, aligned with landing page. CALLS-TO-ACTION SHOULD: Placed on the page appropriately. Obvious it’s a button and it grabs attention.
  25. 25. 1-2%CTA click-through rate. A good goal to aim for is a
  26. 26. 10%CTA clicks-to-submissions rate. A good goal to aim for is a
  27. 27. CONVERSION PROCESS LANDING PAGES
  28. 28. • Whitepapers • Ebooks/Guides • Checklists • Infographics • Free trial • Demos/Consultations • Case studies • Videos • Calculator/Worksheets • Free assessments • Templates • Research reports • Webinars • SlideShare decks CONTENT OFFER TYPES FOR LANDING PAGES
  29. 29. What is the latest content offer that you’ve created? How are you promoting it? DISCUSSION QUESTION.
  30. 30. Writea clear,action-orientedheadline. Tell your visitors what they’re getting and how they are going to accessit.
  31. 31. Remove the navigationmenu andlinks. Theprimary goal of your landing page is to generateleads, so get rid of any distractions.
  32. 32. Explain the offer and its value, and keep it short. Explain the offer in 1-3 sentences, and how someone would benefit from the offer in another 1-3 sentences.
  33. 33. A form allows a visitor to describe what they need.
  34. 34. Why do your leads contactyou?
  35. 35. Are you using asking the right questions on your forms? What do you need to know? DISCUSSION QUESTION.
  36. 36. Have an action-oriented headline. LANDING PAGES SHOULD: Have a form length mirrors the value of the offer. Explain the offer clearly and concisely. Be distraction-free: no navigation menu or links.
  37. 37. CONVERSION PROCESS WHAT DOES AN EFFECTIVE LANDING PAGE LOOK LIKE?
  38. 38. LET’S DO A BLINK TEST.
  39. 39. WHAT WAS THE LANDING PAGE ABOUT?
  40. 40. 20%landing page conversion rate. A good goal to aim for is a
  41. 41. CONVERSION PROCESS THANK YOU PAGES
  42. 42. A thank you page ends the conversion process. It can be used to help someone continue through the buyer's journey.
  43. 43. Move leads further into their buyer’s journey.
  44. 44. WHY USE THANK YOU PAGES?
  45. 45. 0% chance of a conversion Without a Thank You Page to suggest additional direction, you’ll always miss out on a potential conversion.
  46. 46. Deliver the offer that your lead is expecting. Include a link for them to access the offer or, in some cases, set proper expectations on what happens next.
  47. 47. Give your leads every opportunity to look around.
  48. 48. Deliver promised content offer or set expectations. THANK YOU PAGES SHOULD: Move new leads further into the buyer’s journey. Display the site’s navigation menu.
  49. 49. TIPS TO MAXIMIZE CONVERSIONS.3
  50. 50. ANALYZE YOUR RESULTS. Find the weakest point in your conversion process and focus your efforts there.
  51. 51. Provide more than one path to find your content across your website. CTA TIPS: 1 2 3 Consider the tone for your buyer persona. Evaluate the visual elements such as: placement on page, color, shape, contrast, imagery.
  52. 52. Be distraction-free with no links and an easy-to-find form. LANDING PAGE TIPS: 1 2 3 Consider a video to explain complex offers. Improve your form questions for your lead first, your company second. Evaluate the visual elements such as: layout, reading fatigue, form intimidation, and imagery. 4
  53. 53. Don’t let search engines index your thank you page for search engine results. THANK YOU PRO TIP: User-agent:* Disallow: /typ/ Search for “no index” to find instructions for your website platform. Example: www.website.com/typ/whitepaper123
  54. 54. Attention-grabbing trends: • CTAs in Image sliders • Slide-in Forms
  55. 55. 1% of website visitors click on a CTA in an image slider. With 3+ images, the CTR on the last CTA drops by 29%. SOURCE: NOTRE DAME
  56. 56. If you place a CTA in an image slider, only place it on the first slide.
  57. 57. Slide-in Forms: Submissions + Views = A Sense of Engagement. Use for feedback, not conversions.
  58. 58. MAKE SMALL CHANGES. Only change one element at a time. Otherwise, it’s hard to know what works.
  59. 59. What is your biggest challenge with the conversion process right now? DISCUSSION QUESTION.
  60. 60. THANK YOU. #GulfCoastHUG | Aug. 16, 2016

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