The 3 Basic Elements of Software Lead Generation Landing Page by Capterra

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If you’d like to generate more leads for your sales team (and who wouldn’t?), the best place to start is by improving the user experience on your website and landing pages. In this Capterra presentation, you'll learn:

1. How to convert more of your website visitors into leads
2. Common obstacles that prevent prospects from completing your forms
3. Quick fixes you can make to your landing pages today to increase conversions

Published in: Marketing, Technology, Design
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The 3 Basic Elements of Software Lead Generation Landing Page by Capterra

  1. 1. of a
  2. 2. Goal of Your Software Website or Landing Page
  3. 3. Goal of Your Software Website or Landing Page Generate Sales Leads
  4. 4. Goal of Your Software Website or Landing Page Generate Sales Leads Cost of Leads
  5. 5. Understanding the Steps of Inbound Marketing to Generate Leads the right web visitors
  6. 6. Understanding the Steps of Inbound Marketing to Generate Leads prospects through design and content with a compelling and prominent offer
  7. 7. Understanding the Steps of Inbound Marketing to Generate Leads into leads when visitors fill out a short form
  8. 8. Only have a few seconds… to capture attention before your visitor leaves your website. http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability
  9. 9. Only have a few seconds… for visitors to understand exactly what you do. for visitors to gauge effort in learning benefits and offer options to take action. http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability
  10. 10. Only have a few seconds… for visitors to understand exactly what you do. for visitors to gauge effort in learning benefits and offer options to take action. The eye tracking image shows how design and copy help this process http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability
  11. 11. Using Anatomy of a Landing Page to Break Down the Three Basic Elements
  12. 12. Using Anatomy of a Landing Page to Break Down the Three Basic Elements First Element is great content! This includes: Strong Value Proposition so prospects know immediately what you offer
  13. 13. Using Anatomy of a Landing Page to Break Down the Three Basic Elements First Element is great content! This includes: Quality benefitsfocused copy in bulleted format or blocked text for ease of reading
  14. 14. Using Anatomy of a Landing Page to Break Down the Three Basic Elements First Element is great content! This includes: Testimonial to add credibility Relevant image or video to help quickly teach about solution
  15. 15. Using Anatomy of a Landing Page to Break Down the Three Basic Elements Second Element is a Call to Action! This includes: A primary offer like Get Demo or Free Trial pulled out as a button with contrasting color. Possible secondary offer such as whitepapers
  16. 16. Great Example Value Proposition Strong Offer/ CTA Testimonial http://myvr.com/
  17. 17. Calls to Action • Must be compelling! • Use buttons • Change to bright or contrasting colors • Have clarity • Across offer to form copy • Across ad to website copy • Differentiate primary versus secondary offers View Demo Video Signup for Free Account Today!
  18. 18. Calls to Action • Address the stage the buyer is in (typically some offers are better for early stage buyers and others work well for later stage prospects) • Connect to a short form
  19. 19. Using Calls to Action http://www.campaigner.com/
  20. 20. Differentiating Calls to Action http://www.hubspot.com/
  21. 21. Third Basic Element: The Form a good example • Keep it short (up to 46 fields) • Use a good size on fields • Remove distractions • Reinforce offer on submit button • Align fields for ease of fill out • Be aware of the fold • No reset / cancel buttons! • Be careful of captchas http://www.activecampaign.com/
  22. 22. Third Basic Element: The Form a good example • Send to a success/completion page • Outline next steps for the prospect • Lets prospect know form submitted properly • Allows you to easily setup tracking on completion actions • Have additional nurturing resources THANK YOU! We will contact you shortly to setup a free demo of this product. In the meantime, view our online video or our faqs section. We look forward to connecting soon. ?
  23. 23. The Form what not to do • Optional fields still count • Pitfalls of combining 2 steps is reducing the number of quality leads that convert • Watch abandon rate • Need more data? – collect in separate steps
  24. 24. More on Copy: Testimonials • Builds buyer trust • Provides credibility to features • Helps increase clicks on offer buttons • • • • • • http://moz.com/ Tips on what to include: Picture First and Last name Position Company Quotation marks Gathering from thirdparty sources such as LinkedIn
  25. 25. Ways to Create Emphasis
  26. 26. Calculating Conversion Impact
  27. 27. Calculating Conversion Impact Difference of 10 customers
  28. 28. • • • • Unbounce @ www.unbounce.com Free 30 Day Trial Free Templates Get leads now and don’t wait for full website changes
  29. 29. 1. Content 2. Offers 3. Short Form
  30. 30. Questions / Feedback info@capterra.com
  31. 31. Get Free Website Consult

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