Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information.

1. Certification Training
Inbound Marketing
Day 1: Convert

2. Conversion Process
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Let's discuss why the conversion process is so critical to
Inbound Marketing.
Put simply, you can’t get leads without a conversion process.
And some of those leads will eventually become paying customers.

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A conversion process typically begins with a Call-to-Action. When a
visitor clicks on it, they’re brought to a landing page where they fill out a
form with their contact information - turning them into a lead!
Conversion Process

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So, what is a Call-To-Action (CTA), exactly?
A Call-To-Action (CTA) is a button that promotes an offer
and links to a landing page.
Enticing Clicks with Calls-to-Action

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CTAs can be placed on your website pages, your blog and in your emails.
Since they kick off the conversion process, they’re a critical first step.
Enticing Clicks with Calls-to-Action

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A complete conversion process…
Call-to-Action > Landing Page > Thank You Page
Enticing Clicks with Calls-to-Action

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Best Practices
A successful call-to-action should be action-oriented. Its purpose, after
all, is to get our visitors to take a certain next action - to download an
eBook, or watch a video, or request a free trial.
Enticing Clicks with Calls-to-Action

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Best Practices
Remember to use keywords that are consistent with your offer and
landing page. This will help visitors understand what they are going to
get as they navigate from CTA to landing page to Thank You page.
Enticing Clicks with Calls-to-Action

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Best Practices
Next, it's important to grab someone’s attention.
Enticing Clicks with Calls-to-Action

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Best Practices
Use strong and appropriate on-page placement for your CTAs. On some
pages, this may mean featuring a call-to-action above the fold - in other
words, before a visitor has to scroll. This way, your CTA will be one of
the first things they see when they land on a page.
Enticing Clicks with Calls-to-Action

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Best Practices
When it comes to your blog, it’s logical to place a call-to-action at the
end of a blog post. Additionally, you could place a CTA in the sidebar of
your blog to promote your latest offers or an upcoming event.
Enticing Clicks with Calls-to-Action

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Best Practices
When it comes to CTAs in an email, those can be placed at the end of
the email, paragraph, sentence, or really anywhere that grabs attention
without being distracting.
Enticing Clicks with Calls-to-Action

13. Best Practices
When analysing the effectiveness of a CTA, a good goal to aim for is a
1-to-2 percent clickthrough rate.
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Enticing Clicks with Calls-to-Action

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Best Practices
Whenever you experiment with your CTA designs, make one small
change and see how it performs.
Start with a small change, like the colour, and see if it gets more clicks.
Enticing Clicks with Calls-to-Action

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Always…
Keep these best practices in mind for the next time you create or
change a CTA and analyse the results.
Enticing Clicks with Calls-to-Action

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Now, let’s discuss how to use Landing Pages to convert unknown
website visitors into known leads.
The Anatomy of a Landing Page

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First, a visitor clicks on a call-to-action or a CTA in order to be taken to a
landing page. On the Landing Page, they fill out a form with their
contact information and become a lead. Afterwards, they are directed to
a Thank You page where the offer is delivered.
The Anatomy of a Landing Page

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Your landing pages are digital sales reps who gather information about
potential customers, 24 hours a day, 7 days a week.
The Anatomy of a Landing Page

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In essence, the more quality landing pages you have on your website,
the more opportunities you have to convert. In fact, research has found
that companies with 30 or more landing pages generate seven times
more leads than companies that have less than 10 landing pages.
The Anatomy of a Landing Page

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In terms of a conversion rate, a good goal to aim for is 20%.
That means that 20% of the total people who get to the landing page
eventually fill out the corresponding form.
The Anatomy of a Landing Page

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At a quick glance, a visitor should be able to understand the nature of
the offer and why it’s valuable to them.
A “blink test” is a great way to simulate your visitor’s experience.
The Anatomy of a Landing Page

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Best Practices
First write a clear, concise, action-oriented headline.
Communicate how your offer will help your website visitors solve a
problem or benefit from an opportunity.
The Anatomy of a Landing Page

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Best Practices
Next, explain the value and importance of the offer but don’t tell them
about your company just yet.
The Anatomy of a Landing Page

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Best Practices
Use numbers, bullets and bolding to create easily digestible bites of
information. With too much text on a page, your visitor might lose focus,
or worse, lose interest.
The Anatomy of a Landing Page

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Remember –
the primary goal of your landing page is to generate leads, so get rid of
any distractions. The form should be a strong focal point on the page.
The Anatomy of a Landing Page

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Best Practices
Always include a relevant image, animation, or short video.
A visual representation can communicate the offer much quicker than a
visitor can read about the offer.
The Anatomy of a Landing Page

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The Anatomy of a Landing Page
Best Practices
Lastly, your great offer should be shared!
Add social media sharing icons to allow your visitor to spread the word
with others in their social networks.

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Now, we'll discuss what a Thank You Page is and why you'll want to
utilize one in your conversion process. After this class, you will know
how to create your own Thank You Page using best practices and what
role a Thank You Page plays in a successful conversion process.
Guiding the Next Step with Thank You Pages

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A Thank You Page allows you to present the next step to the newly
converting lead, moving them even closer to becoming a customer.
Guiding the Next Step with Thank You Pages

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The conversion process begins when a visitor clicks on a Call-to-Action
or CTA. Then, the visitor learns about your offer, fills out a form on your
Landing Page and becomes a lead. Finally, the converted lead is taken
to a Thank You Page where the offer is delivered.
Guiding the Next Step with Thank You Pages

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A Thank You Page is important because it gives the lead the information
they hoped for. While this is the end of the conversion process, the
Thank You page can be used to help someone continue through the
buyer's journey.
Guiding the Next Step with Thank You Pages

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Don’t display an inline Thank You message after a visitor fills out a form.
Redirect your visitor to a Thank You page instead, so that you can thank
them while providing additional information.
Guiding the Next Step with Thank You Pages

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Best Practices
Deliver the offer or set some expectations.
Your lead gave you their information in exchange for the offer, so now
you’ll need to hold up your end of the bargain.
Guiding the Next Step with Thank You Pages

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Best Practices
Additionally, your Thank You page must display the site’s navigation
menu. Unlike the landing page, where you kept the focus on the offer
and minimized navigational options, you’ll want to give your leads every
opportunity to look around after they’ve converted.
Guiding the Next Step with Thank You Pages

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Best Practices
And finally, there’s another opportunity for engagement on the Thank
You Page when you include social options.
Guiding the Next Step with Thank You Pages

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That’s all of the best practices for a Thank You Page.
To recap: Deliver the offer or set expectations on when and how it will
be delivered. Display the site navigation menu. Provide additional
content. Suggest another offer that moves leads further into the
buyer’s journey. And include social options.
Guiding the Next Step with Thank You Pages

37. Contact us
The Janice River Inbound Academy®
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Congratulations! You’ve finished the second class of the Inbound
Marketing Certificate Training, but there’s still lots to learn.
So, keep it up, and good luck!