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
The State of Lead Gen in 2015: 4 Secrets to Boost Your Results
1. The State of Lead Gen in 2015:
4 Secrets to Boost Your Results
A WEBINAR BY FORMSTACKāØ
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
6. Many (most?) people think of social mediaāØ
as a way to get visitors to their website.
THE PROBLEM WITH ONLINE MARKETING
#formreport
7. And one of the main social media successāØ
metrics for many companies is how muchāØ
website trafļ¬c comes from Facebook, Twitter,
LinkedIn, et al.
cation
THE PROBLEM WITH ONLINE MARKETING
#formreport
8. That's not the only social mediaāØ
measurement, and it CERTAINLY isn't the best.
THE PROBLEM WITH ONLINE MARKETING
#formreport
9. Why? Because trafļ¬c is a means to an end,āØ
not the goal.
THE PROBLEM WITH ONLINE MARKETING
#formreport
10. If you pay a lot of attention to websiteāØ
visits (from social media or other sources),āØ
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 arenāt).
THE PROBLEM WITH ONLINE MARKETING
#formreport
13. It's much easier (and less expensive) to buildāØ
your business with post-click improvementsāØ
rather than pre-click reach and exposure.
THE PROBLEM WITH ONLINE MARKETING
#formreport
14. Website Trafļ¬c 50,000
Conversion Rate 2%
Total Conversions 1,000
Total Sales (@$50/each) $50,000
THE PROBLEM WITH ONLINE MARKETING
#formreport
15. Website Trafļ¬c 100,000
Conversion Rate 2%
Total Conversions 2,000
Total Sales (@$50/each) $100,000
THE PROBLEM WITH ONLINE MARKETING
#formreport
16. Website Trafļ¬c 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 lessāØ
expensive (and more controllable) to doubleāØ
your conversion rate, compared to doublingāØ
your website trafļ¬c.
THE PROBLEM WITH ONLINE MARKETING
#formreport
18. But comparatively few companies payāØ
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 timeāØ
on post-click optimization as we did on pre-click
social media shenanigans, we'd beāØ
WAY better off.
THE PROBLEM WITH ONLINE MARKETING
#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
26. Of course, you want the "hard conversion" thatāØ
yields sales or leads or awesomeness. But youāØ
also have to give people other options that don't
require a full commitment.
#formreport
29. Formstack found that contests and eventāØ
registrations are the most effective mechanismsāØ
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
32. Highest performing form types:
ā¢ Contests - 35%
ā¢ Surveys - 14%
ā¢ Lead Gen & Event Registration - 11%
SECRET #1: EXPERIMENT WITH FORM TYPE
#formreport
34. Take advantage of your usersā addictionāØ
to social media.
Social Autoļ¬ll 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
41. Submit button copy can inļ¬uenceāØ
your conversion rates.
āSubmit Surveyā has quadruple the clicks as just
āSubmit.ā
SECRET #4: TEST YOUR PERFECT FORM
#formreport
42. A/B Test your forms to ļ¬nd 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, ļ¬elds, form length, and more.
Optimize for your audience!
SECRET #4: TEST YOUR PERFECT FORM
#formreport
44. Savvy social strategiesāØ
+ insider form secrets āØ
= More Conversions!
SECRET #4: TEST YOUR PERFECT FORM
#formreport