inbound marketing - conversion

Inbound MarketingConversion

Landing Pages

Landing Pages

Call to Action + Conversion Form

1) Call to action

2) Conversion form

Value Proposition

Exclusivity

Desire

Zero Value

MaxValue

Com-modit

y

Nich

BarriersFrictio

n

Anxiety

Friction vs. Anxiety

Calls to Action

Calls to Action

Landing pages are for closers

Calls to Action Call

ClickDownloadSign UpFill Out

Pick an objective

Calls to Action

What? Why? How?

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WhatWhyHow

Conversion

Conversion Rate

𝐶𝑜𝑛𝑣𝑒𝑟𝑠𝑖𝑜𝑛𝑅𝑎𝑡𝑒=¿𝑆𝑢𝑐𝑐𝑒𝑠𝑠𝑒𝑠¿ 𝐴𝑐𝑡𝑖𝑜𝑛𝑠

×100

Conversion Index

Courtesy Marketing Experiments

𝐶=4𝑚+3𝑣+2 (𝑖− 𝑓 )−2𝑎

Where:“C” = probability of conversion“m” = motivation of user“v” = clarity of the value proposition“i” = incentive to take action“f” = friction of process“a” = anxiety about entering information

A/B Testing

Traffic

Version 1 5%

Version 2 4%

Version 3 9%

Thank You

Email:jon.dipietro@domesticatingit.com

Blog:domesticatingit.com

Twitter:@JonDiPietro

Book:“Social Media for Engineers & Scientists”leftbrainhandbook.com