Always Be Testing10 Tips for Improving Lead Conversion Rate
Dan ZarrelllaViral Marketing ScientistViral Marketing Scientist@DanZarrella
Traditional Marketing (Outbound)
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Marketing Today (Inbound)
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How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
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What Is Inbound Marketing?
Process ToolsG t F d
Website Visitors
Get Found• Publish• Promote
Get Found• Content Mgmt• Blogging
S i l M di
Get Found• Optimize • Social Media
• SEO• Analytics
C t
Convert• Test
Convert• Offers / CTAs• Landing PagesConvert• Target
• Nurture
• Landing Pages• Email• Lead Intelligence• Lead Mgmt
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Customers
g• Analytics
Inbound Is Cheaper
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Budget vs. Brains
Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee
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Inbound Gives Leverage
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One Way to Feed the Funnel
Blogging SEO Email Pay-Per-ClickSocial Media
Website Visitors
Get Found
C tConvert
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Customers
D fi itiDefinitionsWhat are you talking about?
Calls-to-Action
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Testing
$$$ $$$$$$14
C t UCreate UrgencyDo it now.
START TODAY!WHILE SUPPLIES LASTLIMTED TIME OFFER
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U N bUse Numbers325 Reasons to Use Digits.
98% of People Love Numbers
1. Prices2. Numbered lists 3 Statistics3. Statistics
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S ifi A tiSpecific ActionsExactly what you should do.
Tell People Precisely What to Do
• Click here• Sign up• Contact usContact us• Tweet this
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IImagesShow and tell.
Cli k bl C ll t A tiClickable Calls-to-ActionMake sure your visitors know where to aim.
Clickability
Get Started Now
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U C lUse ColorContrasts draw attention
R b P iti iRemember Positioning
Where is as important as what.
Above the Fold is Best
The Fold
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K it Si lKeep it SimpleSeriously.
Shorter Forms are Better
32% Conversion 53%
Conversion
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Conversion
D ’t G t T P lDon’t Get Too PersonalDon’t expect too much on the first date.
Mi d Y M t iMind Your MetricsConversion rates are 90% of the battle.
Measure Your Performance
PAGE NAME PAGE VIEWS
SUBMISSIONS CONVERSION RATEVIEWS
Blogging for Business Webinar 3803 2165 56.93%
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Performance by Campaign
Referrer Visitors Leads Conversion %
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Newsletter #3 512 271 52.93%
B Ti A ti G dBonus Tip: Action.Grader.comSelf-Learning Call to Action Optimization
You’re WelcomeYou’re Welcome.
htt // ti dhttp://action.grader.com
Who’s HubSpot?
• Founded in July 2006 from research at MITy• Cambridge, MA• 1400+ customers 85+ employees1400 customers, 85 employees
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What HubSpot Software Does
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HubSpot Customers’ Proven ROI
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads g p
www.HubSpot.com/ROI58
Thank You!Software: www.HubSpot.com/TrialCommunity: www.InboundMarketing.comFree Tools: www.Grader.com
Dan ZarrellaMarketing Manager @H bSpotMarketing Manager @HubSpotTwitter: @DanZarrella