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5 Conversion Rate Optimization Mistakes to Avoid and How to Fix Them to Get More Leads
- 5. Poll: What’s your level of expertise with conversion rate optimization?
- 6. A website without conversion rate optimization is like a car with no wheels—it will take you nowhere. Jeremy Abel
- 7. 7 Driving Traffic To drive conversions SEO Social media Email marketing Ads Events PR
- 8. 8 5 CRO Mistakes 01 Giving everyone the same CTA 02 Missing the right opportunity to offer a demo 03 Passing leads to sales at the wrong time 04 Guessing what will work 05 Using only push techniques to get leads
- 9. Mistake #1 Giving Everyone the Same CTA
- 10. Poll: If you’re using a marketing automation solution, which one do you have?
- 11. 11 An Example * Disclaimer: The Buyer’s journey isn’t often this linear Webinar on CRO STEP 01 Gated content on CRO STEP 02 Case study on CRO STEP 03 Learn More STEP 04
- 12. Mistake #2 Missing the Right Opportunity to Generate Hot Leads
- 13. 13 Warm Lead Triggers Views product or pricing pages 01 Views case studies or testimonials 02 Views demo page but doesn’t submit form 03
- 14. Mistake #3 Passing Leads to Sales at the Wrong Time
- 15. 15 What happens if… you pass a lead too early? Lead gets annoyed 01 Sales gets frustrated 02 Marketing looks bad 03
- 16. 16 What happens if… you pass a lead too late? Lead gets cold 01 Sales gets frustrated 02 Marketing looks bad 03
- 17. Mistake #4 Guessing What Will Work
- 18. 18 Use your data But make sure it’s the right data
- 19. 19 Things to Test 01 Landing pages 02 CTAs 03 Email copy 04 Sign up flow 05 Email flow
- 20. Mistake #5 Using Only Push Techniques to Get Leads
Editor's Notes
- What’s your level of expertise with conversion rate optimization? Beginner Intermediate Advanced
- CRO is usually one of the first areas I like to focus on with a new client.
- Holistic marketing programs won’t generate leads if the website isn’t set up to convert visitors to leads, or nurture leads until they’re ready to become customers.
- Over the years, I’ve seen the same CRO mistakes pop up over and over again.
- I often work with founders who want hot leads, and they want them now. But giving everyone the same CTA—to express interest in your product or service—will only capture the small percentage of people who are ready to talk to sales now. Instead, use a variety of lead magnets and CTAs throughout your website, and show them based on the visitors origins, actions, and data.
- Launch poll: Which marketing automation solution are you using? Open-ended question.
- Use this webinar as an example. You’re here to learn about CRO, not to buy something. More educational content around CRO has better chances of converting than a demo. Marketing automation will help you show the right CTA at the right time.
- While you shouldn’t always show a hot lead conversion opportunity, there are certainly times you should.
- Consider your triggers that indicate a the visitor is a warm lead, and start showing CTAs that guide them down the buyer’s journey.
- Timing is important.
- Pass leads too early and: the lead gets annoyed and might ask you to take them off your list. Then you can no longer nurture them until they’re sales ready. Sales gets frustrated that your lead quality isn’t good. Marketing looks bad, and has to keep spinning wheels to generate net new leads. Pass off to sales when the prospect has explicitly expressed interest in speaking with sales.
- Don’t pass leads to sales too late—and you don’t let your sales team to wait too long before following up with hot leads. This will cause the leads to grow cold, again frustrating sales and marketing. But even with speedy follow up, you might find that leads tend to lose interest. Marketing automation can alert sales if their previously hot leads pops back up again.
- Don’t guess what will work, even if it’s an educated guess. The winning version won’t always be what you think.
- It’s important to make data-driven decisions to optimize your conversion rate, but you also need to make sure you’re looking at the right data.
- There are endless things to test. AB test landing pages: offer, headers, font size, CTA positioning/color, copy, images, video, long form vs short form copy, link color, form fields Best converting resources for CTAs Email copy + subject lines. Sign up flow: Multi-step vs single step. Credit card vs no credit card. Trial length Email marketing automation flow Ordering resources pages. Get ideas from others, but don’t copycat without testing for yourself. Everything I’m sharing here might not help you.
- Don’t limit your conversion opportunities by only driving traffic from push marketing campaigns. Use pull techniques too feed visitors your lead generating website.