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Data Driven Strategies to Fast Track B2B Lead Generation

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An effective website performs a critical role for your company: Lead Generation

KNOW THE ESSENTIALS
.: Get your analytics in order
.: Reduce home page bounce
.: Increase click-through to key sales pages, and
.: Monitor conversion sources.

Get an Audit To Find Missed Opportunities
Rosemary Brisco | ToTheWeb LLC
https://totheweb.com

Published in: Marketing
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Data Driven Strategies to Fast Track B2B Lead Generation

  1. 1. Data Driven Strategies to Fast Track Lead Generation © All Rights Reserved
  2. 2. totheweb.com An effective website performs a critical role for your company: Lead Generation Fast Track Lead Generation 2
  3. 3. totheweb.com The Essentials • Get your analytics in order • Reduce home page bounce • Increase click-through to key sales pages, and • Monitor conversion sources. Fast Track Lead Generation 3
  4. 4. Analytics drives all lead generation decisions
  5. 5. totheweb.com Get your analytics in order • Implement code correctly • Add filters to combine duplicate URLs • Filter our non-human (bot) traffic • Set up goal tracking, reports and alerts Fast Track Lead Generation 5
  6. 6. totheweb.com Speed Issues. Visitors have short attention spans. 6 Fast Track Lead Generation Google downgrades slow websites.
  7. 7. totheweb.com Think Mobile. 60% of searches occur on mobile. 7 Fast Track Lead Generation It’s a mobile first world. Create an awesome responsive website. Think about the user experience.
  8. 8. totheweb.com Try these: • GTmetrix • PageSpeed Insights Page Speed Testing Tools Fast Track Lead Generation 8
  9. 9. Do visitors see what you sell? People don’t buy from the homepage.
  10. 10. totheweb.com Drive visitors to product pages • Your home page needs to serve as a launch pad to products pages • Analyze and test alternative approaches with copy, offers and design changes Fast Track Lead Generation 10
  11. 11. totheweb.com Drive Products Page Views 11 Fast Track Lead Generation Prospects need to learn about your products and services first before they will request a demo or fill out a contact us page.
  12. 12. Bounce Rate What is it? The percentage of single-page visits to the homepage.
  13. 13. totheweb.com Is your home page a bouncer? >50% bounce = needs work Fast Track Lead Generation 13
  14. 14. totheweb.com Bounce rate problem Too many visitors abandon the site from the home page. Fast Track Lead Generation Enters site on homepage Navigates to 2nd page Enters site on other pages Abandons site Contact Us Career Support Products Leadership All Others 14
  15. 15. totheweb.com Click- throughs • Examine traffic sources to key product pages • Set a baseline to evaluate changes against, and • Test alternative approaches. Fast Track Lead Generation 15
  16. 16. totheweb.com Understand User Experience What’s getting clicks? Google Analytics will not visualize this data but heat mapping will. Fast Track Lead Generation 16
  17. 17. totheweb.com Heat Mapping Reveals what’s clicked. Use it! Fast Track Lead Generation 17 Crazy Egg Heat Maps
  18. 18. totheweb.com User Experience Optimization • Improve high-value landing pages and conversion paths • Experiment with new offers, and • Test– find what works – repeat. Fast Track Lead Generation 18
  19. 19. Do you know where your customers come from?
  20. 20. totheweb.com What traffic sources are driving conversions? Your analytics needs to have goal-tracking enabled. Fast Track Lead Generation 20
  21. 21. totheweb.com Goals by Source Fast Track Lead Generation 21
  22. 22. totheweb.com Conversion Optimization • Identify and increase activity from high-performing channels, and • Experiment with new approaches for low performing channels. Fast Track Lead Generation 22
  23. 23. totheweb.com Begin with a website audit Is your website your best sales tool? Fast Track Lead Generation 23
  24. 24. totheweb.com Visit ToTheWeb for a Competive Review and Analysis • Identify what is and isn’t working; • Evaluate trends, set a baseline and establish KPI’s to monitor regularly; • Prioritize execution for changes. Fast Track Lead Generation Identify problem Fix problem Test against baseline 24
  25. 25. totheweb.com Convert your visitors into leads 25 We work with B2B companies with lead generation challenges. Our search programs drive visitors to your site – but we don’t stop there – we make sure your visitors convert into leads. CALL 650.627.8800
  26. 26. Fast Track Lead Generation Questions? RB@ToTheWeb.com 650.627.8800
  27. 27. totheweb.com B2B Learning Center | Blog Free B2B Tools + Articles Tap into B2B Resources @ 27 Visit totheweb.com

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