Converting Visitors into Leads

Module-3
converting visitors into Leads

www.edureka.co/digital-marketing
 The Sales Funnel
Using Google Analytics to track & understand visitor behaviour
Setting up Goals and Funnels in Google Analytics
Tracking form submissions and clicks using events
Using Landing Pages o increase conversion
Building a mailing list
Lead Magnet & form
Drip Marketing
Segmenting and Nurturing leads
Course Topics

Objectives
 Learn how to convert visitors into leads
How to nurture leads using Emails

www.edureka.co/digital-marketingSlide 4 Course Url
The Buying Process
 Every buyer goes through a decision process before buying
» Problem
» Need
» Options
» Best Fit

Sales Funnel
 The RACE Model (SmartInsights)
» Reach - increase brand awareness and visits to your online properties
» Act – increase the number of visitors who interact with your content
» Convert – convert visitors into leads & sales
» Engage – increase long-term engagement and loyalty to increase repeat sales

Mapping Goals & KPIs to Funnel
Funnel Stage Goals Plan to achieve the goal Metrics
Reach
Increase brand awareness and
visits to your web properties
Double the number of monthly
visitors
Increase the number of blog posts and videos
by 200%
Improve SEO and Social promotion
Promote on forums and popular blogs
Total and new content driven
(unpaid) traffic to site
Act
Increase the number of visitors
who interact with your content
Generate 20 leads / month in 3
months from current 10 leads / month
Create new eBook
Set up new landing page for the eBook
Run AdWords campaign and Paid social media
promotion
Number of leads generated
Number of leads genrated /
content
Convert
Convert visitors into leads &
customers
Increase lead to customer conversion
rate from 2% to 3%
Create product videos for leads
Run targeted email campaigns
Promote more targeted content
Lead to customer conversion
ratio
Engage
Increase engagement, loyalty
and repeats sales Increase referral sales by 5%
Deploy more customized content for
customers Increase in repeat purchase

Using Google Analytics to Measure
 Almost anything
» Who came to site
» From where
» How much time spent on site
» Which pages they looked at and for how long
» How they reached a specific goals
» Which devices they used
» Which keyword triggered the visit
» What they are interested in
» What they did on the site

How Do You Measure Data
 There are several analytics tools that measure and report data
 Google Analytics is most popular
 All Analytics software use a tracking code installed on your site to tracks visitors
» It installs a cookie in visitors browser for tracking
 You need to collect data from other channels like social and email to complete the picture
» You will get engagement data from social channels
» You can also use tracking parameters in the links to track visitors more effectively on your site

LAB
Google Analytics for Conversion
 Audience, Acquisition and Behaviour Reports

Slide 10Slide 10 www.edureka.co/android-development-certification-course
Annie’s Question
A user visits a site using anonymous user tracking on a PC.
After sometime, he visits the same site again on his tablet.
How will Google Analytics record the visits?

Ans. Two visitors will be recorded.
Annie’s Answer

How Do You Measure Data
 Goals track conversions on the site
» Understand if your visitors are taking the actions you want them to.

Setting Up Goals
 Setting up Goals
» Decide which goals you want to track
» Identify the steps needed to be completed for the goal
» Identify what triggers goal completion

LAB
Google Analytics – Setting up Goals

LAB
Google Analytics – Setting up Events

LAB
Google Analytics – Conversion Reports

Annie’s Question
Who is the bouncer on your site?

Ans. A visitor who leaves the site without taking any
action on the site
Annie’s Answer

Introduction to Landing Pages
 A landing page is where you send visitors to take a specific action about a product or service
» Download a content
» Sign up for email
» Sign for trial
» Purchase
» Ask for more information
 It has a single goal – to get the visitor to take the specific action

Introduction to Landing Pages
Home Page: branding focus Landing Page: conversion focus

How A Landing Page Works
Call to Action
Call to Action
Call to Action
Email Sign up
Add to cart
Landing Page
Home page
Other pages
Ads / Other sites
Download
Trial sign up

The Psychology behind Landing Page (LP)
 Choice confuses humans
» In a study on Jams, 3% of shoppers who saw 24 varieties of jam bought one while 30% of those who
saw only 6 varieties ended up buying
 Minimize choice and take away distractions
» Create focus on specific action
» Create separate landing pages for each product, offer, downloadable content, channel
» Create separate pages for each demographic section / interest group with a custom offer
 Congruous messaging
» Messaging on LP should match the call to action on page sending people to the LP

The Types of Landing Page (LP)
 Sales / Lead Gen LP
“--------------”
“Thank You”
 Click through LP
“--------------”
“Thank You”

The Need for Click Through Landing Page
 Creating separate landing pages for each stage of the sales funnel
» Prepares the prospect for the next stage with specific messaging
» Specially useful when selling complex products or service or high value items
55%
According to a study by Interactive Marketing Inc., Keeping
relevant, focused, important information on each page can
increase conversion by

Measuring Effectiveness
 Creating separate landing pages for each offer, channel or product helps you segregate conversion data
» Measure effectiveness of individual products or offers by channel and demographics
» Identify winners to focus on and losers to eliminate

Annie’s Question
Why do you need a Landing Page?

Ans. To engage visitors in a focused way and get
them to take a specific action
Annie’s Answer

Annie’s Question
You sell custom men’s suits. Which type of landing page is
best suited for a new visitor to the site?

Ans. Click through landing page
Annie’s Answer

Anatomy of A Landing Page
 The Headline
» You have just 8 seconds to hook a visitor to your LP with a catchy and persuasive headline
» Must be in synch with the CTA / Page that sent the visitor to the landing page

LAB
Headline Analyzer

 Page Content
» Build upon the headline
» Convey value in simple & clear words
» Build trust and emotional connect
» Create urgency & scarcity
» Provide social proof
 Try before you buy option
 Test variants

 Image / Video
» Use the same image that was used on the page / ad that sent the user to the LP
» Grab Attention and convey the main message
» Simple, relevant and bold is the rule to follow
» Use video to reinforce the message, show testimonials or product demo
» Use background image to provide directional cues, branding consistency or create focus

Layout of A Landing Page
 Using Background image to create focus - Encapsulation

 Call to Action (CTA)
» The most important element on the page
» Your goal is to get the visitor to click the CTA
» Must be prominent
» Test different colour, size and copy to optimize for conversion
» Reaffirm the urgency and scarcity

 CTA

 Provide Directional Cues
» Help visitors move along to the CTA

 Direction

 Colour & Contrast
» Use contrast to create focus on the CTA
» Colours have psychological impacts associated with them
» Test different colours to optimize conversion
» Use white space to create focus

 Colour & Contrast

Annie’s Question
On and average, how much time does a visitor spend on a
page?

Ans. 8 seconds
Annie’s Answer

3.9BEmail Accounts in the world
91% Consumers check their email at
least once a day
$44.25 Return on every $ spent on email
marketing
Does Email Really Work?
138%More spending by
consumers receiving email
40X Better than FB / T in
acquiring new customers
3X Email conversion rate
compared to social media

416 Commercial Emails received by
users every month
247B Number of email sent every day
25% Annual subscriber churn
rate for email
But
50% Inactive subscribers on
your list
20% Emails never make it to
Inbox

What Does it Mean for You
 You need to start email marketing if you are not doing it
 Focus on quality of list
» Regularly clean the list
» Keep adding new subscribers to renew the list
 Work on improving deliverability
» Work with a reputed email service provider
» Use double-optin lists whenever you can
» Never use purchased list
 Get people to open the emails
» Subject line
» First sentence in the mail body
» Segment the list for better targeting

What Do You Need?
 An Email List
 A software to send and track emails
» Do not use your Gmail id or company email id for sending bulk marketing emails
» Use a trusted SaaS solution like Getresponse, MailChimp, Aweber etc when the list is small
» Use AWS SES or similar API or self-hosted solution for large lists

Common Email Marketing Terminology
 List
» A list of email ids collected for a specific purpose
 Segment
» Grouping of email subscribers that have things in common
 Auto-responder
» Email software / feature that automatically sends emails in response to a customer action like subscribing to the
mailing list
 Drip feed
» A series of automated and timed emails delivered sequentially
» Used for sending a multi-part course or message
 Email Lead nurturing
» Sending emails to move the prospect along the sales funnel based on actions or triggers
 Cohort group
» Group of subscribers that signed together or are at the same stage of your funnel

Email Signup
 People will give you their email if you give them something valuable
» Sign up to receive blog or newsletter if they love it
» A downloadable resource – ebook or pdf – that is valued by the target audience
» Subscription to a free course that is of value to visitors
» Access to members only content area
» Free trial / Demo
 The stuff you give away is called Lead Magnet
 The page where you collect the email id is called Squeeze Page or Landing Page
 The form you use to collect the email id is called Lead Capture form

Lead Magnet
 It is the most critical piece of the sign up process
 The lead magnet must the something your core target audience values a lot but is of little value to others
 Must be very high quality and credible
» If you are just starting out, consider curating others’ work / data into a useful resource
 You should create separate lead magnets for each target segment, product or service for better targeting
 Some example of awesome lead magnets
» Hubspot marketing library
» KISSmetrics resource library

Squeeze Page
 Squeeze pages are special purpose Landing pages designed to capture email id of the visitor
 Design and copy of squeeze page plays a critical role in your conversion rate
» Keep it simple and mobile friendly
» If possible, remove menu / navigation bar
» Ge the user to focus on just one action – filling up the email id and hitting the sign up button

Squeeze Page
 You can purpose build the pages or use tools to create one from scratch
 The lead capture form will need to be integrated with your email marketing platform for capturing and
verifying email address

Lead Capture Form
 Designed to collect email ids
 Number of fields in the form have an inverse correlation to conversion rate
» For every additional field, the sign up rate drops by 30%
» Ask for minimum information needed to achieve your goal
 Typically, your marketing email service will provide the email capture form
 You can also create your own forms or use third party tools
 When someone enters the email, it is saved to a list in your email software
» If you send an email confirmation link to the user, it is called double opt-in
 Submit button color and text have huge impact on sign up rate
» Kissmetrics.com
» www.hubspot.com

Bringing Visitors to the Site with Email
Deliver
Email to
Inbox
Get Prospect
to Open it
Get Prospect
to Click the
link

Getting Email in the Inbox
 Use a whitelist server / SaaS
 Make sure the return email works
 Send an email to the recipient to add your domain to safe sender list as soon as they join your email list
 Carefully write Subject line and first sentence in the email body
» Avoid spam traps so email reaches the Inbox
Free, Quote, Save, Cash, Make Money, !!!, …
http://blog.hubspot.com/blog/tabid/6307/bid/30684/The-Ultimate-List-of-Email-SPAM-Trigger-
Words.aspx

 Test & Train
» Send email to a small set of test email ids on different mail clients – Hotmail, Gmail, Outlook, Apple Mail,
Yahoo mail
» Use multiple accounts on each client
» Check if the email is hitting Inbox
» Move from spam to Inbox and mark the email as safe if it lands in spam folders to train the software

 Check if your domain is blacklisted
» http://www.mxtoolbox.com/blacklists.aspx
» http://www.dnsstuff.com/
 Raise a ticket with email service provider
 If using self-hosted server, set the Domain Keys and SPF records with your hosting provider to authenticate the
emails
» Take professional help if you are not sure how to do it

How to Improve Your Email Open Rate
 The first email you send after subscription has the highest open rate of 70%
» The subscriber will recognize your name
» She is expecting the email
 What you say in this email can have a huge impact on future open rate
» Remind people why they are receiving this email
» Remind them who you are, what you do and why the email is useful to the receiver
» Prepare them to receive future emails

 http://casjam.com/ - Brian Case
 Lead magnet - 5-part crash course called Productize Your Service targeted at Freelancers
 Collects Name and Email ID
 Signup confirmation Page – Reminds you to add Brian to safe senders list and asks you to read recent posts,
follow him on Twitter
 First Email

 http://boostblogtraffic.com/ - Jon Morrow
 Lead magnet – 52 Headline Hacks for building blog traffic
 Collects Email ID
 Signup confirmation Page – explains how to confirm email and access the report, sets expectation
 First Email

 Subject Line
» Catchy yet focused subject line
» Keep it short (4-15 words)
» Keep it relevant, communicate clear value, build curiosity & urgency
» Appeal to emotion, not reason
» Personalize if possible
“50% off on all sunglasses tis Tuesday”
“Buy Tommy Hilfiger sunglasses at half price”
“Vishal, buy your Tommy Hilfiger sunglass for half the price in next 8 hours”

 Send from a person
» People like to hear from other people, not companies
» Make it sound more personal
» Helps you build relationship over time

How to Improve Your Email CTR - Opening
 Focus on the first sentence
» Include name
» Make the offer and context clear – the value proposition on the email
» Include stats / number to highlight the benefits of the offer

How to Improve Your Email CTR - Body
 Maintain consistent colour / font and branding
 Stay focused on one offer / idea / message
 Build up the story to Call to Action
 Create emotional appeal
 Make it Mobile friendly
» Lightweight, responsive
» Short & sweet
 Include a clear call to action
 Include social share links
 Privacy Policy and Unsubscribe link

How to Improve Your Email CTR - CTA
 Carefully design Call to Action
» between 90-150 characters
» Tie it to the offer / subject of the email
» Create a sense of urgency or scarcity
» Be clear and specific
 Keep it prominent
 Include tracking link / parameters in the CTA for tracking in analytics software

How to Improve Your Email CTR - Frequency
 Set expectations about frequency when signing up
» There are no hard rules about the quantity as long as you deliver real value
» For how to blogs / emails, you can send multiple two emails in the week
» For sales emails, no more than once a week to avoid fatigue
» Create a schedule
 Stay consistent
» Stick to schedule – day and time
» Topic / type of email
 Be patient
» Don’t rush
» Takes time to build trust

How to Improve Your Email CTR - Segmentation
 Segment your email list
» Send emails based on prospect responses – opened, read, clicked
» Move them along the funnel based on past action

Drip Marketing
 Sending automated emails at regular intervals based on
» Prospect’s opt-in
» Subsequent actions by the prospect

Drip Marketing
 Create a sequence of email leading up to a desired action
» An email course
 Automated triggers to send emails based on action
» You email a new blog about building native or cross-platform app
» Prospect opens and clicks on the link to the blog
» Triggers an email with a case study that showcases how CGI built a native (or cross platform app) that
delivered value to client
» If the prospect clicks the link to case study, you collect more information, i.e., industry and job role
before downloading the case study
» If the prospect provides the information and downloads, move him to a qualified lead and assign to a
sales rep

Drip Marketing / Automation

When to Send Your Emails
 Depends on your industry / product and target group
 Most people avoid the following
» Monday morning – risk of getting lost in the backlog
» Tuesday morning – fatigue / pressure starts to build up
» Friday – itching to get out
» Weekend – too busy
 If you are selling B2B, Tuesday – Thursday afternoons would work well
 If you are selling to a younger audience, evenings and nights will work well
 If you are in entertainment / food industries, Fridays will work really well

Assignment
 Design a Lead Magnet and Squeeze page for a CGI service
 Design an email sequence for the prospects

Further Reading
 download and read http://grow.kissmetrics.com/email-marketing-guide

Questions

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