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

Barriers Friction

Anxiety

Friction vs. Anxiety

Calls to Action

Calls to Action

Landing pages are for closers

Calls to Action Call

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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