The landing page is arguably the most important part of any lead generation campaign. Most companies spend a lot of time and money attracting quality traffic to their site - but fail to convert most of their site visitors into leads. Done right, landing pages fill the top of a company's sales funnel. But, there is a lot that goes into launching a successful landing page: relevant offers, compelling calls-to-action and page layout - to name a few.
This webinar will teach you what you need to know to maximize the quantity and quality of leads generated from your online marketing efforts by creating landing pages that turn website visitors into leads.
Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides HubSpot
1. Optimizing Landing Pages f L d
O i i i L di P for Lead
Generation & Conversion
www.HubSpot.com
With Mike Volpe and Prashant Kaw
2. Welcome!
Mike Volpe
VP I b
Inbound M k ti
d Marketing
LinkedIn: http://www.linkedin.com/in/mikevolpe
Twitter: @mvolpe
Prashant Kaw
Inbound Marketing Manager
LinkedIn: http://www.linkedin.com/in/prashantkaw
Twitter: @prashantkaw
3. Agenda
• Inbound Marketing
• Con ersion
Conversion
• Offers
• Layout & Design
• Case Study
8. Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Public Relations
Interruption Permission
9. HubSpot Inbound Marketing System
Content
SEO Management Blog
• Software
Landing Social
Pages Media
• Support + Expertise Lead
Intelligence
• $250 or $500 / month
CRM
(Salesforce.com
or other)
• No IT Required
10. Agenda
• Inbound Marketing & the New Rules
• Con ersion
Conversion
• Offers
• Layout & Design
• Case Study
11. Lead Conversion is Critical Step
Target M k t
T t Market
Conversion is where we take
what we have spent time Website Visitors
and money t get (visitors)
d to t ( i it )
and change it into
something valuable to Leads
marketing (leads).
a et g ( eads)
A cost becomes a benefit. Opportunities
Customers
Customers
12. The Mindset of the Visitor
• Why are they there?
• What do the want?
they ant?
• Does it make sense?
• Does it look easy?
• Do they trust you?
13. Conversion Takes Place…
• Website Homepage
• PPC Ads
• Email Blast
• Blog Articles
• Inside Software
• Direct Mail
• Anywhere that you want someone to do
something…
16. Call to Action Tips
• Action Oriented & Positive
• Try “click here” as part of it
click here
• Simple & Clear
• Make it Pop
• Link Both Images and Text
g
• Targeted to Audience
67. Summary Tips
• Eliminate distractions
• No other calls to action maybe no navigation
action,
• Show the benefit
• Image of what they are getting
• Build trust
• Privacy policy, security if appropriate
• Keep it simple
p p
• Short form, simple text, pictures
• Test measure then test again
Test, measure,