perfecting the conversion process to get more leads
TRANSCRIPT
GOOD EVENING!
#GulfCoastHUGAugust 16, 2016
Perfecting the Conversion Process to Get More Leads
Angela Hicks
@angela_9
1 A Goal-Driven Website
2 The Conversion Process
3 Tips to Maximize Conversions
AGENDA
A GOAL-DRIVEN WEBSITE.1
Think of your website like your handshake.It’s the first interaction with a visitor and your chance to make a great first impression.
FLICKR USER JUST.LUC
Right ContentRight PersonRight Time
Inbound Website
+
Is your website promoting everything at once?
15 seconds or less: the amount of time that 55%
of visitors spend on a website.
SOURCE: CHARTBEAT
Your homepage should have simple, action-oriented content.
Define your goal.
FLICKR USER MATT HINTSA
What is your page about? Where should I go next? One page, one goal.
THE CONVERSION PROCESS.2
YOU CAN’T GETLEADS WITHOUT A CONVERSION PROCESS.
The Conversion Process
Call-to-Action Landing Page Thank You Page
CONVERSION PROCESS
CALLS-TO-ACTION
A CTA starts the conversion process.
The sole purpose of a call-to-action is to drive
traffic to a landing page.
Common CTA issues:
• content-cramming
above the fold
• inappropriate call-to-
action for a visitor
• lacking clear direction
Make it action-oriented.Don’t make your visitors think about what to do next. Just tell them!
Download the Free Dog Training GuideDownload the
Adventure Travel Guide
Action-oriented verb
• Start
• Join
• Learn
• Discove
r
• Begin
• Try
• Save
Includes keywords consistent
with the offer and landing page.Without keywords, would you know what this offer is about?
Download the Free Dog Training GuideDownload the Guide
Ambiguous CTAs generate leads at a great cost.Don’t make more work for your marketing and sales teams.
Download the Free Dog Training Guide
Source: Moz
Includes keywords consistent
with the offer and landing page.Using the same keywords and phrasing for the entire conversion process helps your
visitors understand what they are going to get.
Download the Free Dog Training GuideDownload the Adventure Travel Guide
Keywords
CALL-TO-ACTION FORMULA
[Action Verb] + [Offer Type] + [Value Offer]
• What do I need to do?
• What do I get for doing
what you suggest?
• Why do I want what you are
giving me?
Text: action-oriented, aligned with landing page.
CALLS-TO-ACTION SHOULD:
Placed on the page appropriately.
Obvious it’s a button and it grabs attention.
1-2%CTA click-through rate.
A good goal to aim for is a
10%CTA clicks-to-submissions rate.
A good goal to aim for is a
CONVERSION PROCESS
LANDING PAGES
• Whitepapers
• Ebooks/Guides
• Checklists
• Infographics
• Free trial
• Demos/Consultations
• Case studies
• Videos
• Calculator/Worksheets
• Free assessments
• Templates
• Research reports
• Webinars
• SlideShare decks
CONTENT OFFER TYPES FOR LANDING PAGES
What is the latest content
offer that you’ve created?
How are you promoting it?
DISCUSSION QUESTION.
Write a clear, action-oriented headline.Tell your visitors what they’re getting and how they are going to access it.
Remove the navigation menu and links.The primary goal of your landing page is to generate leads, so get rid of any distractions.
Explain the offer and its value,
and keep it short.
Explain the offer in 1-3 sentences,
and how someone would benefit
from the offer in another
1-3 sentences.
A form allows a visitor to describe what they need.
Why do your leads contact you?
Are you using asking the right
questions on your forms?
What do you need to know?
DISCUSSION QUESTION.
Have an action-oriented headline.
LANDING PAGES SHOULD:
Have a form length mirrors the value of the offer.
Explain the offer clearly and concisely.
Be distraction-free: no navigation menu or links.
CONVERSION PROCESS
WHAT DOES AN EFFECTIVE LANDING PAGE LOOK LIKE?
LET’S DO A BLINK TEST.
WHAT WAS THE LANDING PAGE ABOUT?
20%landing page conversion rate.
A good goal to aim for is a
CONVERSION PROCESS
THANK YOU PAGES
A thank you page ends the conversion process.It can be used to help someone continue through the buyer's journey.
Move leads further into their buyer’s journey.
WHY USE THANK YOU PAGES?
0% chance of
a conversion
Without a Thank You Page to
suggest additional direction,
you’ll always miss out on a
potential conversion.
Deliver the offer that your lead is expecting. Include a link for them to access the offer or, in some cases,
set proper expectations on what happens next.
Give your leads every opportunity to look around.
Deliver promised content offer or set expectations.
THANK YOU PAGES SHOULD:
Move new leads further into the buyer’s journey.
Display the site’s navigation menu.
TIPS TO MAXIMIZE CONVERSIONS.3
ANALYZE YOUR RESULTS.Find the weakest point in your conversion process
and focus your efforts there.
Provide more than one path to find your content across your website.
CTA TIPS:
1
2
3
Consider the tone for your buyer persona.
Evaluate the visual elements such as: placement on page, color, shape, contrast, imagery.
Be distraction-free with no links and aneasy-to-find form.
LANDING PAGE TIPS:
1
2
3
Consider a video to explain complex offers.
Improve your form questions for your lead first, your company second.
Evaluate the visual elements such as: layout, reading fatigue, form intimidation,and imagery.
4
Don’t let search engines index your thank you page for search engine results.
THANK YOU PRO TIP:
User-agent:*Disallow: /typ/
Search for “no index” to find instructions for your website platform.
Example: www.website.com/typ/whitepaper123
Attention-grabbing trends:
• CTAs in Image
sliders
• Slide-in Forms
1% of website visitors click
on a CTA in an image slider.
With 3+ images, the CTR on the last CTA drops by 29%.
SOURCE: NOTRE DAME
If you place a CTA in animage slider, only place it
on the first slide.
Slide-in Forms:
Submissions + Views = A Sense of Engagement.
Use for feedback,not conversions.
MAKE SMALL CHANGES.Only change one element at a time. Otherwise, it’s
hard to know what works.
What is your biggest
challenge with the
conversion process
right now?
DISCUSSION QUESTION.
THANK YOU.#GulfCoastHUG | Aug. 16,
2016