From Landing To Converting: Turning Your Leads Into Sales


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Getting potential clients to land on your page is only half the battle. If all they do is play around on your site before moving on to something else, this hasn’t helped your bottom line at all. The real trick of the trade is getting these visitors to turn into sales. Once visitors have landed on your site, have you given them a compelling reason to stay? If not, you’re losing quality leads. Join Google expert, Joe Apfelbaum, as he teaches you how to turn your website into a gold mine through compelling content, masterful internal links, call-to-action forms, and fool proof layouts. Joe will review the basics of eCommerce conversion and give you the tools you need to reinvent your website and dramatically increase your ROI.

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From Landing To Converting: Turning Your Leads Into Sales

  1. 1. Ajax Union Internet Marketing From Landing To Converting: Turning Your Leads Into Sales
  2. 2. If you build it, will they come? Yup, they got there… Now what? What are all these people doing on my site?! Today’s Presentation LETS LEARN TO CONVERT (and make believers out of your visitors.)
  3. 3. Joe Apfelbaum Ajax Union Marketing, CEO & Co-founder Friend me on Facebook: Follow me on Twitter: @JoeApfelbaum Connect with me on LinkedIn:
  4. 4. Ajax Union Online Marketing Agency Dedicated To Helping Companies Get More Sales. Like us on Facebook: Follow us on Twitter: @AjaxUnion Connect with us on LinkedIn:
  5. 5. 1. Visitor Personas 2. Compelling Content 3. Optimized Website 4. Call-To-Actions 5. Landing Pages 6. Case Studies 7. Marketing Automation (*Magic) You’ll Turn Your Website Into A Gold-Mine In 7 Steps:
  6. 6. Wait A Min! Didn’t Set Business Goals??
  7. 7. Ask Yourself: Why do I Want More Visitors? -Specific -Measurable -Attainable -Realistic -Timely
  8. 8. “I want as much as possible” – Average Small Business Owner BE Specific!
  9. 9. • I want to open my email every morning and see at least 3 new orders. • I’d like to get as many clicks as I can for less than $0.80 per click. • I want five quality leads a day for my sales team to call. • I want to double my customer base. • I’d like to increase sales by 15 percent. • I want at least 40 visits to my website every day. • I want an ROI of 250 percent on all sales coming from AdWords. Popular Goals
  10. 10. Step 1: Visitor Personas
  11. 11. Ask Yourself: Who buys your product or service? Who Is Your Ideal Client?
  12. 12. Background: Job, Career Path, Family Demographics: Gender, Age, Income, Location Identifiers: Attitude, Communication Goals: What do they want to accomplish What can you do? To help your target buyer person achieve his or her goals? Finally, Ask Yourself: Is my target buyer persona coming to my website? Identify Buyer Personas.
  13. 13. • Reallocate ad spend to be focused on the niche where your personas spend their time. • Write an eBook with a specific persona in mind. • Write blog posts dedicated to your niche audience. • Optimize landing pages for personas. • Segment out exclusionary personas that won’t buy from you. Help Them! Focus Your Energies On The Right Group.
  14. 14. Step 2: Compelling Content.
  15. 15. Content Builds Trust
  16. 16. Content for your company can be presented in a variety of media, including: Create Clever Content. • Videos • Blogging • Articles • Press Releases • eBooks • Infographics • Case studies • How-to guides • Q&A’s “Marketing Is Impossible Without Great Content.”
  17. 17. Step 3: Optimized Website.
  18. 18. 94% of people cited web design as the reason they mistrusted or rejected a website
  19. 19. •56% of B2B small business websites don’t update their meta descriptions •87% don’t do anything to make their “contact us” option stand out •82% don’t bother to even list their social media profiles •68% do not show an email address on the home page Statistics According To Small Biz Trends* Did You Know?
  20. 20. Do you have the following: Is Your Website Optimized?  Google Analytics  URL  Page Titles  Headline  Body  Headings  Images  Fast Load-Time  Responsive Design
  21. 21. 5 Steps To Designing Great Visual Communication 1. Typography: Have readable and appropriate fonts 2. Color: Use no more than 5 colors in a single layout 3. Icons: Should be simple. Not distracting 4. Negative Space: Too much information gets cluttered 5. Simplicity: Avoid unnecessary design
  22. 22. Step 4: Call-To-Action.
  23. 23. Tell People What TO DO!
  24. 24. Personalized Calls-To-Action Convert 42% Better. Why is a CTA so important?
  25. 25. Tell your audience what you want them to do. Some of our favorites: What is your Call To Action? 1) Click here. 2) Click here to find out all the details. 3) Sign up for your free trial immediately. 4) Your free trial is just a click away. 3) Download now. 4) Immediate download. 5) Reply today. 6) Try it free. 7) Start your free trial now. 8) Join now. 9) Start now.
  26. 26. In Five Effective Tips… 1. Decide what you what your audience to do. 2. Write action-oriented copy 3. Design a visually friendly button 4. Save and upload to your site 5. Link to proper landing page Create A Great CTA, Quickly.
  27. 27. Step 5: Landing Pages.
  28. 28. • Focus on Conversion • Better Metrics • Cut Costs on Advertising Why landing pages?
  29. 29. Are you doing this right now? 5 Steps To A Great LP  Move your form above the fold  Make sure the form headline is a call-to-action  Ensure your privacy policy  Think about how many fields you have  Make sure your “submit” button says something other than “submit”
  30. 30. Design Your Own:
  31. 31. Design Your Own:
  32. 32. Step 6: Case Studies
  33. 33. 8 out of 10 people say that opinions and recommendations from people they don't know indicate brand quality and influence what they buy! Source: Bazaarvoice
  34. 34. Create great case studies and testimonials from existing clients and customers. Do you have Case Studies? Steps For Creating A Case Study: • Survey Clients. • Collect Data. • Put Into a Document.
  35. 35. 3 Tips For Great Case Studies 1.Address Their Challenges 2.Talk About Your Solution 3. Show Results
  36. 36. Step 7: Marketing Automation
  37. 37. Sales & Marketing Go hand-in-hand.
  38. 38. The definition… in 10 words or less. Marketing automation is often thought of as just software to help nurture contacts more efficiently.
  39. 39. Are You Currently…?  Wasting your valuable time and money marketing?  Burning out your email list?  Not following up frequently enough to see positive results?
  40. 40. Why Marketing Automation? Step 1: You send an email invitation to download your latest eBook to a targeted list Step 2: You send a thank you note to all the people that downloaded the offer Step 3: A few days later, you send a follow up email to the list of people who downloaded the eBook, offering them a case study on that topic Step 4: Finally, when someone downloads that case study, your sales team will get a notification so they can follow up Here’s an example of how automation can work for your company:
  41. 41. 1. Focusing On Visitors 2. Creating Compelling Content 3. Optimized Website 4. Setting Up Strong Call-To-Actions 5. Generating Great Landing Pages 6. Adding Case Studies and Testimonials 7. Marketing Automation Recap. Today We Discussed:
  42. 42. Action Items! Tell Us: How Will You Optimize Your Website To Close More Deals?
  43. 43. Stay in touch with Joe . @JoeApfelbaum
  44. 44. You Are Invited..! Register today: …To Our Two-Year Anniversary Networking Rooftop Event!
  45. 45. Questions? Comments? Concerns?
  46. 46. Ajax Union Online Marketing Agency Dedicated To Helping Companies Get More Sales. Like us on Facebook: Follow us on Twitter: @AjaxUnion Connect with us on LinkedIn: