Slides from a webinar on getting the most from your lead gen efforts. Jay Baer, founder of the world's #1 content marketing blog and Formstack's Eva McKnight, the brains behind the 2015 Form Conversion Report, share insider secrets for harnessing conversion rate optimization for more leads. You will learn: Why "leads" matter more than "likes" Social media tips for 189% conversion lift How to better convert traffic from social media The form type with a 35% conversion rate

1. The State of Lead Gen in 2015:
4 Secrets to Boost Your Results
A WEBINAR BY FORMSTACK
FEATURING JAY BAER & EVA MCKNIGHT

2. Flexible online form building platform. Quickly
capture responses with branded web forms.
INTRODUCTION
#formreport

3. @formstack #formreport
Join the conversation on Twitter!
This webinar is being recorded and will be
emailed to registrants.
INTRODUCTION
#formreport

4. Jay Baer
Jay Baer is a renowned business
strategist, speaker, and author.
@jaybaer
Eva McKnight
Eva McKnight is the Content
Team Lead at Formstack.
@evachristine09
INTRODUCTION
#formreport

5. The Problem with Online
Marketing and Social Media
#formreport

6. Many (most?) people think of social media
as a way to get visitors to their website.
THE PROBLEM WITH ONLINE MARKETING
#formreport

7. And one of the main social media success
metrics for many companies is how much
website traffic comes from Facebook, Twitter,
LinkedIn, et al.
cation
THE PROBLEM WITH ONLINE MARKETING
#formreport

8. That's not the only social media
measurement, and it CERTAINLY isn't the best.
THE PROBLEM WITH ONLINE MARKETING
#formreport

9. Why? Because traffic is a means to an end,
not the goal.
THE PROBLEM WITH ONLINE MARKETING
#formreport

10. If you pay a lot of attention to website
visits (from social media or other sources),
you need to dig a LOT deeper.
THE PROBLEM WITH ONLINE MARKETING
#formreport

11. You need to focus instead on ACTIONS, not
EYEBALLS.
THE PROBLEM WITH ONLINE MARKETING
#formreport

12. You need to focus instead on ACTIONS, not
EYEBALLS (unless you're selling ads, which you
probably aren’t).
THE PROBLEM WITH ONLINE MARKETING
#formreport

13. It's much easier (and less expensive) to build
your business with post-click improvements
rather than pre-click reach and exposure.
THE PROBLEM WITH ONLINE MARKETING
#formreport

14. Website Traffic 50,000
Conversion Rate 2%
Total Conversions 1,000
Total Sales (@$50/each) $50,000
THE PROBLEM WITH ONLINE MARKETING
#formreport

15. Website Traffic 100,000
Conversion Rate 2%
Total Conversions 2,000
Total Sales (@$50/each) $100,000
THE PROBLEM WITH ONLINE MARKETING
#formreport

16. Website Traffic 50,000
Conversion Rate 4%
Total Conversions 2,000
Total Sales (@$50/each) $100,000
THE PROBLEM WITH ONLINE MARKETING
#formreport

17. In almost every case, it will be far less
expensive (and more controllable) to double
your conversion rate, compared to doubling
your website traffic.
THE PROBLEM WITH ONLINE MARKETING
#formreport

18. But comparatively few companies pay
attention to landing page and form optimization
because it isn't sexy.
THE PROBLEM WITH ONLINE MARKETING
#formreport

19. If we all (including me) spent as much time
on post-click optimization as we did on pre-click
social media shenanigans, we'd be
WAY better off.
THE PROBLEM WITH ONLINE MARKETING
#formreport

20. So, Now What?
#formreport

21. Let's say you got someone to click a link on your
tweet (yay!) and they end up on your landing page.
What should you ask them to do next?
?
#formreport

22. A lot of companies don't know!
!
#formreport

23. For EVERY page of your site, you should know (and
document) your top 3 preferential behaviors.
#formreport

24. Preferential Behavior = Ideally, what's the
OPTIMAL thing we would want a visitor to this
page to do next.
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25. Preferential Behavior
• Fill out form
(duh)
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26. Of course, you want the "hard conversion" that
yields sales or leads or awesomeness. But you
also have to give people other options that don't
require a full commitment.
#formreport

27. Not everyone wants to "put a ring on it" instantly…
#formreport

28. Other Preferential Behaviors
• Email sign-up
• Webinar sign-up
• Whitepaper download
• Video view
• Podcast download
• Contests
#formreport

29. Formstack found that contests and event
registrations are the most effective mechanisms
for enticing a form completion
#formreport

30. 4 Secrets for Better Lead-Gen:
1. Experiment with Form Type
2. Create a Social-Friendly Form
3. Find Your Submissions Sweet Spot
4. Test Your Perfect Form
#formreport

31. Secret #1: Experiment
with Form Type
#formreport

32. Highest performing form types:
• Contests - 35%
• Surveys - 14%
• Lead Gen & Event Registration - 11%
SECRET #1: EXPERIMENT WITH FORM TYPE
#formreport

33. Secret #2: Create a
Social-Friendly Form
#formreport

34. Take advantage of your users’ addiction
to social media.
Social Autofill boasts a 189% conversion rate lift.
SECRET #2: CREATE A SOCIAL-FRIENDLY FORM
#formreport

35. Get more out of Facebook.
Embedded contest forms on Facebook Page saw
conversion rates more than double.
SECRET #2: CREATE A SOCIAL-FRIENDLY FORM
#formreport

36. Secret #3: Find Your
Submissions Sweet Spot
#formreport

37. Peak submissions times vary by form type and industry.
SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT
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38. Event registrations are most popular on
Wednesdays from 11 a.m. to 12 p.m.
SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT
#formreport

39. Forms in the technology industry see peak
submissions Thursdays 1 p.m. to 2 p.m.
SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT
#formreport

40. Secret #4: Test Your
Perfect Form
#formreport

41. Submit button copy can influence
your conversion rates.
“Submit Survey” has quadruple the clicks as just
“Submit.”
SECRET #4: TEST YOUR PERFECT FORM
#formreport

42. A/B Test your forms to find out which button copy
gets your customers to click submit.
SECRET #4: TEST YOUR PERFECT FORM
#formreport

43. Test beyond the button. Use A/B Testing to tweak
colors, headlines, fields, form length, and more.
Optimize for your audience!
SECRET #4: TEST YOUR PERFECT FORM
#formreport

44. Savvy social strategies
+ insider form secrets
= More Conversions!
SECRET #4: TEST YOUR PERFECT FORM
#formreport

45. Questions?
CONCLUSION
@jaybaer | @evachristine09 | @formstack | #formreport

46. Sources:
Formstack’s 2015 Form Conversion Report
Images: flaticon.com | Freepik, Appzgear, Yannick, Atzeni, Icon Works
CONCLUSION
#formreport

47. Thanks for Joining Us!