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Always Be Testing
10 Tips for Improving Lead Conversion Rate




          Dan Zarrellla
          Viral Marketing Scienti...
Traditional Marketing (Outbound)




2
Marketing Today (Inbound)




3
How Do the Best New Companies Market?

           1950 - 2000          2000 - 2050




4
What Is Inbound Marketing?

      Process        Website Visitors       Tools
    Get Found                           Get ...
Inbound Is Cheaper




6
Budget vs. Brains




    Flickr: Refracted Moments   Flickr: Gaetoan Lee




7
Inbound Gives Leverage




8
One Way to Feed the Funnel

     Blogging   SEO     Social Media      Email   Pay-Per-Click




                       Web...
Definitions
D fi iti
What are you talking about?
Calls-to-Action




12
$$$
13
Testing




           $$$   $$$$$$
14
Create U
C   t Urgency
Do it now.
START TODAY!
     WHILE SUPPLIES LAST
     LIMTED TIME OFFER

17
Use Numbers
U N b
325 Reasons to Use Digits.
98% of People Love Numbers

     1. Prices
     2. Numbered lists
     3.
     3 Statistics




20
Specific Actions
S   ifi A ti
Exactly what you should do.
Tell People Precisely What to Do

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




23
Images
Show and tell.
Bad
Good
Clickable C ll t A ti
Cli k bl Calls-to-Action
Make sure your visitors know where to aim.
Clickability

     Get Started Now




30
Use Color
U C l
Contrasts draw attention
33
Remember Positioning
R    b P iti i




Where is as important as what.
Above the Fold is Best




     The Fold



39
Keep it Si l
K       Simple
Seriously.
Shorter Forms are Better




                 32%
               Conversion     53%
                            Conversion...
Don’t Get T P
D ’t G t Too Personal
                    l
Don’t expect too much on the first date.
45
Mind Y
Mi d Your Metrics
          M ti
Conversion rates are 90% of the battle.
Measure Your Performance




     PAGE NAME                       PAGE    SUBMISSIONS   CONVERSION RATE
                  ...
Performance by Campaign




        Referrer      Visitors   Leads    Conversion %
        Newsletter #3 512           271...
Bonus Ti Action.Grader.com
B     Tip: A ti G d
Self-Learning Call to Action Optimization
You’re Welcome
       Welcome.
http://action.grader.com
htt // ti        d
Who’s HubSpot?




     • Founded in July 2006 from research at MIT
                     y
     • Cambridge, MA
     • 140...
What HubSpot Software Does




57
HubSpot Customers’ Proven ROI

      Cilk Arts Increases Leads 500%


      Makana Solutions 3x Leads, 2x Conversions


  ...
Thank You!
   Software: www.HubSpot.com/Trial
   Community: www.InboundMarketing.com
   Free Tools: www.Grader.com




Dan...
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
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Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate

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No matter how well your ads, emails and landing pages are performing, they can always be doing better. By not striving for constant improvement you're leaving money on the table and letting your competition eat your lunch. Join this webinar for tips on testing, measuring, and analyzing your marketing programs to improve your lead conversion rate.

This free webinar will cover:

* What marketing programs and program elements to test
* How to convert website visitors into leads with calls to action and landing pages
* Tips for effective calls to action and landing pages
* What marketing metrics to track and how

Download the video at http://www.hubspot.com/marketing-webinars/always-be-testing-webinar-archive/

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Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate

  1. Always Be Testing 10 Tips for Improving Lead Conversion Rate Dan Zarrellla Viral Marketing Scientist @DanZarrella
  2. Traditional Marketing (Outbound) 2
  3. Marketing Today (Inbound) 3
  4. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 4
  5. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get F G t Found d • Publish • Content Mgmt • Promote • Blogging • Optimize • S i l M di Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target Convert C t • Email • Nurture • Lead Intelligence • Lead Mgmt g • Analytics Customers 5
  6. Inbound Is Cheaper 6
  7. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee 7
  8. Inbound Gives Leverage 8
  9. One Way to Feed the Funnel Blogging SEO Social Media Email Pay-Per-Click Website Visitors Get Found Convert C t Customers 9
  10. Definitions D fi iti What are you talking about?
  11. Calls-to-Action 12
  12. $$$ 13
  13. Testing $$$ $$$$$$ 14
  14. Create U C t Urgency Do it now.
  15. START TODAY! WHILE SUPPLIES LAST LIMTED TIME OFFER 17
  16. Use Numbers U N b 325 Reasons to Use Digits.
  17. 98% of People Love Numbers 1. Prices 2. Numbered lists 3. 3 Statistics 20
  18. Specific Actions S ifi A ti Exactly what you should do.
  19. Tell People Precisely What to Do • Click here • Sign up • Contact us • Tweet this 23
  20. Images Show and tell.
  21. Bad
  22. Good
  23. Clickable C ll t A ti Cli k bl Calls-to-Action Make sure your visitors know where to aim.
  24. Clickability Get Started Now 30
  25. Use Color U C l Contrasts draw attention
  26. 33
  27. Remember Positioning R b P iti i Where is as important as what.
  28. Above the Fold is Best The Fold 39
  29. Keep it Si l K Simple Seriously.
  30. Shorter Forms are Better 32% Conversion 53% Conversion 42
  31. Don’t Get T P D ’t G t Too Personal l Don’t expect too much on the first date.
  32. 45
  33. Mind Y Mi d Your Metrics M ti Conversion rates are 90% of the battle.
  34. Measure Your Performance PAGE NAME PAGE SUBMISSIONS CONVERSION RATE VIEWS Blogging for Business Webinar 3803 2165 56.93% 48
  35. Performance by Campaign Referrer Visitors Leads Conversion % Newsletter #3 512 271 52.93% 49
  36. Bonus Ti Action.Grader.com B Tip: A ti G d Self-Learning Call to Action Optimization
  37. You’re Welcome Welcome.
  38. http://action.grader.com htt // ti d
  39. Who’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1400+ customers 85+ employees 1400 customers, 85 56
  40. What HubSpot Software Does 57
  41. 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/ROI 58
  42. Thank You! Software: www.HubSpot.com/Trial Community: www.InboundMarketing.com Free Tools: www.Grader.com Dan Zarrella Marketing Manager @HubSpot @H bSpot Twitter: @DanZarrella
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No matter how well your ads, emails and landing pages are performing, they can always be doing better. By not striving for constant improvement you're leaving money on the table and letting your competition eat your lunch. Join this webinar for tips on testing, measuring, and analyzing your marketing programs to improve your lead conversion rate. This free webinar will cover: * What marketing programs and program elements to test * How to convert website visitors into leads with calls to action and landing pages * Tips for effective calls to action and landing pages * What marketing metrics to track and how Download the video at http://www.hubspot.com/marketing-webinars/always-be-testing-webinar-archive/

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