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How Top of the Funnel Optimization Often Gets Overlooked

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Slides from presentation by Chris Lucas, VP of Marketing at Formstack

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How Top of the Funnel Optimization Often Gets Overlooked

  1. 1. How Top of the Funnel Optimization Often Gets Overlooked PRESENTED BY Chris Lucas, VP Marketing
  2. 2. 2 About our Product Formstack is an online form conversion software that helps marketing teams turn website traffic into leads and revenue.
  3. 3. How Top of the Funnel Optimization Often Gets Overlooked3
  4. 4. How Top of the Funnel Optimization Often Gets Overlooked5 Before We Get Started
  5. 5. How Top of the Funnel Optimization Often Gets Overlooked5 The Marketing Funnel SEO, paid search, ads, etc. Pique interest with compelling content Collect information for further engagement Continue to keep their interest, prep for close Turn your lead into a customer! Attract Engage Capture Close Nurture
  6. 6. How Top of the Funnel Optimization Often Gets Overlooked10 Attract Engage Capture Close Nurture Conversion: The Moment of Truth!
  7. 7. How Top of the Funnel Optimization Often Gets Overlooked7 96 4 Will come back Gone forever 96% of Visitors who don’t convert the first time never will - WordStream
  8. 8. How Top of the Funnel Optimization Often Gets Overlooked8 Online forms are the often gatekeeper for leads entering your sales funnel. Bad online form
  9. 9. How Top of the Funnel Optimization Often Gets Overlooked9 If offer is good, optimize your form. Three things: Make it easy Focus on content, not style Test and analyze
  10. 10. 10 Some Easy Wins
  11. 11. 11 • Forms with social media autofill capability convert at 26% on average. • Quick and easy for the user • Data is pre-verified Social Autofill
  12. 12. 12 A/B Testing • #1 way to increase conversions - FCOR • Changing your submit button can increase conversions up to 250%
  13. 13. 13 Conditional Logic • Only ask what you need to! • Shorter forms = more conversions • Formstack research has also proven that when users add Conditional Logic, they can see increased conversions up to 50%.
  14. 14. How Top of the Funnel Optimization Often Gets Overlooked10 Let’s Be Clear
  15. 15. 15 Let’s Just Be Friends: Contests
  16. 16. 16 Let’s Just Be Friends: Contests • Contests average a 35% conversion rate, according to Formstack research. • High conversion rate, but low lead quality • If willing to offer an incentive for more leads, be prepared to nurture them down the funnel • Drip email campaigns, more content, etc.
  17. 17. 17 Dos and Don’ts: Contest Forms • 1st Date - Save Something for Later • What do you really need - Why? • Use Logic • What’s your second date?
  18. 18. 18 The Inner Circle: Content
  19. 19. 19 The Inner Circle: Content • Webinars, e-books, new research • High conversion rate, average lead quality (demo checkbox on webinar) • More familiarization in your brand and a clear interest in your offering • Nurture with more problem-specific content and pose your brand as a solution
  20. 20. 20 Dos and Don’ts: Content Forms • Keep the content brief and showcase one clear call to action • If you need to know more information to nurture the lead to sale, consider conditional logic or A/B testing • Keep the form above the fold • Avoid putting field text inside the form field Image Credit: Unbounce
  21. 21. 21 Putting a Ring on It: Demo Requests • Lower conversion rate, but higher quality • Clear interest in your brand and product offering • If the demo is for a specific product line or subscription tier, speak to that on your landing page
  22. 22. 22 Dos and Don’ts: Demo Forms Image Source: Conversioner
  23. 23. 23 In Conclusion • Determine the goals for your marketing efforts: do you want quality or quantity? • Remember to optimize the top of the funnel to meet your sales priorities • Don’t neglect the form when testing! Try different variations on your form to find the best conversion rate on your landing page • Optimize different types of forms for warmer/colder leads
  24. 24. 24 Questions? Chris Lucas chris@formstack.com Twitter: @chris_c_lucas

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