Always Be Testing10 Tips for Improving Lead Conversion Rate

Dan ZarrelllaViral Marketing ScientistViral Marketing Scientist@DanZarrella

Traditional Marketing (Outbound)

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Marketing Today (Inbound)

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How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

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What Is Inbound Marketing?

Process ToolsG t F d

Website Visitors

Get Found• Publish• Promote

Get Found• Content Mgmt• Blogging

S i l M di

Get Found• Optimize • Social Media

• SEO• Analytics

C t

Convert• Test

Convert• Offers / CTAs• Landing PagesConvert• Target

• Nurture

• Landing Pages• Email• Lead Intelligence• Lead Mgmt

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Customers

g• Analytics

Inbound Is Cheaper

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Budget vs. Brains

Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee

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Inbound Gives Leverage

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One Way to Feed the Funnel

Blogging SEO Email Pay-Per-ClickSocial Media

Website Visitors

Get Found

C tConvert

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Customers

D fi itiDefinitionsWhat are you talking about?

Calls-to-Action

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$$$13

$$$

Testing

$$$ $$$$$$14

C t UCreate UrgencyDo it now.

START TODAY!WHILE SUPPLIES LASTLIMTED TIME OFFER

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U N bUse Numbers325 Reasons to Use Digits.

98% of People Love Numbers

1. Prices2. Numbered lists 3 Statistics3. Statistics

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S ifi A tiSpecific ActionsExactly what you should do.

Tell People Precisely What to Do

• Click here• Sign up• Contact usContact us• Tweet this

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IImagesShow and tell.

BadBad

Good

Cli k bl C ll t A tiClickable Calls-to-ActionMake sure your visitors know where to aim.

Clickability

Get Started Now

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U C lUse ColorContrasts draw attention

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R b P iti iRemember Positioning

Where is as important as what.

Above the Fold is Best

The Fold

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K it Si lKeep it SimpleSeriously.

Shorter Forms are Better

32% Conversion 53%

Conversion

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Conversion

D ’t G t T P lDon’t Get Too PersonalDon’t expect too much on the first date.

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Mi d Y M t iMind Your MetricsConversion rates are 90% of the battle.

Measure Your Performance

PAGE NAME PAGE VIEWS

SUBMISSIONS CONVERSION RATEVIEWS

Blogging for Business Webinar 3803 2165 56.93%

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Performance by Campaign

Referrer Visitors Leads Conversion %

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Newsletter #3 512 271 52.93%

B Ti A ti G dBonus Tip: Action.Grader.comSelf-Learning Call to Action Optimization

You’re WelcomeYou’re Welcome.

htt // ti dhttp://action.grader.com

Who’s HubSpot?

• Founded in July 2006 from research at MITy• Cambridge, MA• 1400+ customers 85+ employees1400 customers, 85 employees

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What HubSpot Software Does

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HubSpot Customers’ Proven ROI

Cilk Arts Increases Leads 500%

Makana Solutions 3x Leads, 2x Conversions

Vocio Pays for HubSpot 30x Over with New Leads

Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads g p

www.HubSpot.com/ROI58

Thank You!Software: www.HubSpot.com/TrialCommunity: www.InboundMarketing.comFree Tools: www.Grader.com

Dan ZarrellaMarketing Manager @H bSpotMarketing Manager @HubSpotTwitter: @DanZarrella