Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides HubSpot

1. Optimizing Landing Pages f L d O i i i L di P for Lead Generation & Conversion www.HubSpot.com With Mike Volpe and Prashant Kaw

2. Welcome! Mike Volpe VP I b Inbound M k ti d Marketing LinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe Prashant Kaw Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/prashantkaw Twitter: @prashantkaw

3. Agenda • Inbound Marketing • Con ersion Conversion • Offers • Layout & Design • Case Study

4. Outbound Marketing

5. Outbound Marketing 800-555-1234 Annoying Salesperson

6. Inbound Marketing Blog g SEO Social Media

7. Rethinking Marketing Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print ads • TV/radio ads Interruption

8. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission

9. HubSpot Inbound Marketing System Content SEO Management Blog • Software Landing Social Pages Media • Support + Expertise Lead Intelligence • $250 or $500 / month CRM (Salesforce.com or other) • No IT Required

10. Agenda • Inbound Marketing & the New Rules • Con ersion Conversion • Offers • Layout & Design • Case Study

11. Lead Conversion is Critical Step Target M k t T t Market Conversion is where we take what we have spent time Website Visitors and money t get (visitors) d to t ( i it ) and change it into something valuable to Leads marketing (leads). a et g ( eads) A cost becomes a benefit. Opportunities Customers Customers

12. The Mindset of the Visitor • Why are they there? • What do the want? they ant? • Does it make sense? • Does it look easy? • Do they trust you?

13. Conversion Takes Place… • Website Homepage • PPC Ads • Email Blast • Blog Articles • Inside Software • Direct Mail • Anywhere that you want someone to do something…

14. Call to Action

15. Call to Action

16. Call to Action Tips • Action Oriented & Positive • Try “click here” as part of it click here • Simple & Clear • Make it Pop • Link Both Images and Text g • Targeted to Audience

17. Action Oriented & Positive

18. Simple & Clear

19. Make It Pop

20. Link Both Text and Images

21. Link Both Text and Images

22. Link Both Text and Images X X

23. Agenda • Inbound Marketing & the New Rules • Con ersion Conversion • Offers • Layout & Design • Measurement & Testing

24. Offers • WIIFM? • Free Trials Work • Try a “Kit” • Match Offer and Landing Page • Test, Test, Test

25. Offer – WIIFM?

26. Free Trial

27. Try a “Kit”

28. Match Offer and Landing Page

29. Match Offer and Landing Page

30. Agenda • Inbound Marketing & the New Rules • Con ersion Conversion • Offers • Layout & Design • Measurement & Testing

31. Landing Page Tips • The blink test • Go naked • Graphics matter • Keep it simple • Keep it short • Mistakes to avoid

32. The Blink Test

33. Go Naked

34. How Naked is up to you…

35. How Naked is up to you…

36. Graphics Matter

37. Keep It Simple

38. Keep It Short 32% Conversion

39. Keep It Short 32% 53% Conversion Conversio n

40. Don’t Put Form Below the Fold

41. Don’t – Ask for Really Private Info

42. Don’t – Use a Clear / Cancel Button

43. Agenda • Inbound Marketing & the New Rules • Con ersion Conversion • Offers • Layout & Design • Case Study

44. HubSpot Case Study • Ad in Marketing Profs Email • Call to Action • Offer • Landing Page • Tracking / Analysis

45. Call to Action & Offer • 0.2% Click Through Rate • Includes undelivered,, blocked, etc. • No opportunity to use text • CPM priced appropriately

46. Offer & Landing Page

47. Edit Landing Page

48. Page Properties for SEO

49. Edit Page Side Bar

50. Edit Page Body

53. Edit Form Fields

54. Manage Field Properties

55. Auto-Responder or Redirect

56. Configure Form Actions

57. Tracking & Analytics PAGE NAME PAGE SUBMISSIONS CONVERSION RATE VIEWS Blogging for Business Webinar 3803 2165 56.93%

58. Tracking & Analytics • http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05 Referrer Visitors Leads Conversion % [MPT05] 512 271 52.93%

59. Leads and Lead Grade

60. Lead Details

61. Forms Submitted

62. Forms Submitted

63. Connect to SFDC

64. Lead Intelligence in SFDC

65. Conversion Tracking

66. Funnel Visualization

67. Summary Tips • Eliminate distractions • No other calls to action maybe no navigation action, • Show the benefit • Image of what they are getting • Build trust • Privacy policy, security if appropriate • Keep it simple p p • Short form, simple text, pictures • Test measure then test again Test, measure,

68. Thank You! To get started: 1-800-482-0382 ext. 1 http://www.hubspot.com/demo http://www hubspot com/demo Mike Volpe VP Inbound Marketing LinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe Prashant Kaw Inbound Marketing Manager LinkedIn: http://www.linkedin.com/in/prashantkaw Twitter: @prashantkaw