Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides HubSpot

O i i i L di P f L dOptimizing Landing Pages for Lead Generation & Conversion

www.HubSpot.comWith Mike Volpe and Prashant Kaw

Welcome!

Mike VolpeVP I b d M k tiVP Inbound MarketingLinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpe

Prashant KawInbound Marketing ManagerLinkedIn: http://www.linkedin.com/in/prashantkawTwitter: @prashantkaw

Agenda

• Inbound MarketingCon ersion• Conversion

• Offers• Layout & Design• Case StudyCase Study

Outbound Marketing

Outbound Marketing

800-555-1234AnnoyingSalesperson

Inbound Marketing

Blog SEO Social Mediag

Rethinking MarketingOutbound Marketing• Telemarketing• Trade shows• Direct mail• Email blasts• Email blasts• Print ads• TV/radio ads

Interruption

Rethinking MarketingOutbound Marketing• Telemarketing

Inbound Marketing• SEO / SEM

• Trade shows• Direct mail• Email blasts

• Blogging• Social Media• RSS• Email blasts

• Print ads• TV/radio ads

• RSS• Free tools/trials• Public Relations

Interruption Permission

HubSpot Inbound Marketing System

SEOContent

Blog

• SoftwareSEO Management Blog

SocialLanding

• Support + ExpertiseMedia

LeadIntelligence

Pages

• $250 or $500 / monthIntelligence

CRM

• No IT Required

CRM(Salesforce.com 

or other)

Agenda

• Inbound Marketing & the New RulesCon ersion• Conversion

• Offers• Layout & Design• Case StudyCase Study

Lead Conversion is Critical Step

T t M k tTarget Market

Website VisitorsConversion is where we take what we have spent time

d t t ( i it )

Leads

and money to get (visitors) and change it into something valuable to marketing (leads).

Opportunities

a et g ( eads)

A cost becomes a benefit.

CustomersCustomers

The Mindset of the Visitor

• Why are they there?What do the ant?• What do they want?

• Does it make sense?• Does it look easy?• Do they trust you?Do they trust you?

Conversion Takes Place…

• Website Homepage• PPC Ads• PPC Ads• Email Blast

Blog Articles• Blog Articles• Inside Software• Direct Mail

• Anywhere that you want someone to do something…

Call to Action

Call to Action

Call to Action Tips

• Action Oriented & Positive• Try “click here” as part of it• Try click here as part of it

• Simple & Clear• Make it Pop• Link Both Images and Textg• Targeted to Audience

Action Oriented & Positive

Simple & Clear

Make It Pop

Link Both Text and Images

Link Both Text and Images

Link Both Text and Images

XX

Agenda

• Inbound Marketing & the New RulesCon ersion• Conversion

• Offers• Layout & Design• Measurement & TestingMeasurement & Testing

Offers

• WIIFM?Free Trials Work• Free Trials Work

• Try a “Kit”• Match Offer and Landing Page• Test, Test, TestTest, Test, Test

Offer – WIIFM?

Free Trial

Try a “Kit”

Match Offer and Landing Page

Match Offer and Landing Page

Agenda

• Inbound Marketing & the New RulesCon ersion• Conversion

• Offers• Layout & Design• Measurement & TestingMeasurement & Testing

Landing Page Tips

• The blink testGo naked• Go naked

• Graphics matter• Keep it simple• Keep it shortKeep it short• Mistakes to avoid

The Blink Test

Go Naked

How Naked is up to you…

How Naked is up to you…

Graphics Matter

Keep It Simple

Keep It Short

32% ConversionConversion

Keep It Short

32% Conversion

53% ConversioConversion Conversio

n

Don’t Put Form Below the Fold

Don’t – Ask for Really Private Info

Don’t – Use a Clear / Cancel Button

Agenda

• Inbound Marketing & the New RulesCon ersion• Conversion

• Offers• Layout & Design• Case StudyCase Study

HubSpot Case Study

• Ad in Marketing Profs EmailCall to Action• Call to Action

• Offer• Landing Page• Tracking / AnalysisTracking / Analysis

Call to Action & Offer

• 0.2% Click Through RateRate

• Includes undelivered, ,blocked, etc.

• No opportunity to use text

• CPM priced appropriately

Offer & Landing Page

Edit Landing Page

Page Properties for SEO

Edit Page Side Bar

Edit Page Body

Offer & Landing Page

Offer & Landing Page

Edit Form Fields

Manage Field Properties

Auto-Responder or Redirect

Configure Form Actions

Tracking & Analytics

PAGE NAME PAGE VIEWS

SUBMISSIONS CONVERSION RATEVIEWS

Blogging for Business Webinar 3803 2165 56.93%

Tracking & Analytics

• http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05

Referrer Visitors Leads Conversion %

[MPT05] 512 271 52.93%

Leads and Lead Grade

Lead Details

Forms Submitted

Forms Submitted

Connect to SFDC

Lead Intelligence in SFDC

Conversion Tracking

Funnel Visualization

Summary Tips

• Eliminate distractions• No other calls to action maybe no navigation• No other calls to action, maybe no navigation

• Show the benefit• Image of what they are getting

• Build trust• Privacy policy, security if appropriate

• Keep it simplep p• Short form, simple text, pictures

• Test measure then test again• Test, measure, then test again

Thank You!

To get started:

1-800-482-0382 ext. 1 http://www hubspot com/demohttp://www.hubspot.com/demo

Mike VolpeVP Inbound MarketingLinkedIn: http://www.linkedin.com/in/mikevolpe Twitter: @mvolpeTwitter: @mvolpe

Prashant KawInbound Marketing ManagerInbound Marketing ManagerLinkedIn: http://www.linkedin.com/in/prashantkawTwitter: @prashantkaw