Converting Visits to Leads

UK HUG 21st September 2016

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Grainne O’Sullivan HubSpot Channel Consultant linkedin.com/in/grainneos

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@hubspot #UKHug

Strangers

Visitors

Customers

Promoters

Leads

“But what about Converting that Traffic into Leads?”

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1 How to Convert Traffic

2 Where should you start?

3 Anatomy of a Conversion Path

4 Nurturing Leads to Qualify

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HOW TO CONVERT TRAFFIC

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Mary has expressed symptoms of a

problem or opportunity

Mary has defined the problem or opportunity

Mary has decided the solution or strategy

Awareness Decision Consideration

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How can I generate more leads for the

Sales team?

I need a Marketing tool that will make my team more efficient

I am going to try HubSpot

Awareness Consideration Decision

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?eBooks

Product Videos

Testimonials Demos

Price Product Page FAQs

Trend Reports Guides Webinars

Case Studies Infografics White

papers

Templates

Evaluations Reviews

Calculators

Checklists

Consideration Awareness Decision

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Awareness

Definition

Article 1

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Articles

Ebook

Ebook

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Ebook

Ebook

CTA Offer

Awareness Ebook

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@hubspot #UKHug

WHERE SHOULD YOU START?

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ANALYSE YOUR SITE

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PAGE PERFORMANCE

ANATOMY OF A CONVERSION PATH

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CTA Landing Page Form Thank You

Page

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If it’s not 2-3% CTR what should we do?

•  Check placement ü  Bottom of blog post. Side bar. Slide in.

CTA Landing Page Form Thank You

Page

•  Does it stand out? •  Is it clear & easy to

understand? •  Action Oriented?

ü  Contrasting colour to page ü  Clearly tells the visitor what they will

receive ü  Verbs like ‘Download’ or ‘Register’

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CTA Landing Page Form Thank You

Page

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If it’s not 20-25% Conversion Rate what should we do?

•  Check navigation

ü  Remove header & footer links

CTA Landing Page Form Thank You

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•  Is it consistent with CTA? •  Where is your form? •  How long is your form?

ü  Keep Images & Language similar ü  Above the fold makes it clear ü  Form length should be in line with

the value of your offer

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•  UX needs to balance with data collection

•  5-10 Fields is ideal range

•  Nice to have vs. Need to have

•  Progressive Profiling

•  A/B Test

CTA Landing Page Form Thank You

Page

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ü  Return navigation ü  Deliver Offer

ü  Further CTAs

ü  Social Sharing

CTA Landing Page Form Thank

You Page

Don’t be this kind of company

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NURTURING LEADS TO QUALIFY

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50% of leads are qualified but

not yet ready to buy.

Source: Gleanster Research

Data Collection

Persona

Stage

Place

Offer relevant and personalized content

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@hubspot #UKHug Source: IDC Study, Marketing Sherpa

Segmented emails get

50% more clicks

Awareness Ebook

Offers

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Awareness Ebook

Offers

Marketing 20-200 employees Awareness Ebook

Lists

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@hubspot #UKHug

Awareness Ebook

Offers

Marketing 20-200 employees Awareness Ebook

Lists

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Rules Actions

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Awareness Ebook

Offers

Marketing 20-200 employees Awareness Ebook

Lists

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Rules Actions

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Webinar Consideration Marketing

20-200 employees Webinar consideration

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@hubspot #UKHug

Awareness Ebook

Offers

Marketing 20-200 employees Awareness Ebook

Lists

Email 1

Email 2

Email 3

Rules Actions

1 Day

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Webinar Consideration Marketing

20-200 employees Webinar consideration

1 Day

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Demo Decision Marketing

20-200 employees Demo decision

Email 1

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5 Days Email 3

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Strangers

Visitors

Customers

Promoters

Leads

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@hubspot #UKHug

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