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Converting Visits to Leads
UK HUG 21st September 2016
@hubspot #UKHug
Grainne O’Sullivan HubSpot Channel Consultant linkedin.com/in/grainneos
@hubspot #UKHug
@hubspot #UKHug
Strangers
Visitors
Customers
Promoters
Leads
“But what about Converting that Traffic into Leads?”
@hubspot #UKHug
1 How to Convert Traffic
2 Where should you start?
3 Anatomy of a Conversion Path
4 Nurturing Leads to Qualify
@hubspot #UKHug
HOW TO CONVERT TRAFFIC
@hubspot #UKHug
Mary has expressed symptoms of a
problem or opportunity
Mary has defined the problem or opportunity
Mary has decided the solution or strategy
Awareness Decision Consideration
@hubspot #UKHug
How can I generate more leads for the
Sales team?
I need a Marketing tool that will make my team more efficient
I am going to try HubSpot
Awareness Consideration Decision
@hubspot #UKHug
?eBooks
Product Videos
Testimonials Demos
Price Product Page FAQs
Trend Reports Guides Webinars
Case Studies Infografics White
papers
Templates
Evaluations Reviews
Calculators
Checklists
Consideration Awareness Decision
@hubspot #UKHug
Awareness
Definition
Article 1
Article 2
Article 3
Article 4
Article 5
Articles
Ebook
Ebook
Ebook
Ebook
Ebook
CTA Offer
Awareness Ebook
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@hubspot #UKHug
@hubspot #UKHug
WHERE SHOULD YOU START?
@hubspot #UKHug
@hubspot #UKHug
ANALYSE YOUR SITE
@hubspot #UKHug
@hubspot #UKHug
PAGE PERFORMANCE
ANATOMY OF A CONVERSION PATH
@hubspot #UKHug
@hubspot #UKHug
CTA Landing Page Form Thank You
Page
@hubspot #UKHug
If it’s not 2-3% CTR what should we do?
• Check placement ü Bottom of blog post. Side bar. Slide in.
CTA Landing Page Form Thank You
Page
• Does it stand out? • Is it clear & easy to
understand? • Action Oriented?
ü Contrasting colour to page ü Clearly tells the visitor what they will
receive ü Verbs like ‘Download’ or ‘Register’
@hubspot #UKHug
CTA Landing Page Form Thank You
Page
@hubspot #UKHug
If it’s not 20-25% Conversion Rate what should we do?
• Check navigation
ü Remove header & footer links
CTA Landing Page Form Thank You
Page
• Is it consistent with CTA? • Where is your form? • How long is your form?
ü Keep Images & Language similar ü Above the fold makes it clear ü Form length should be in line with
the value of your offer
@hubspot #UKHug
• UX needs to balance with data collection
• 5-10 Fields is ideal range
• Nice to have vs. Need to have
• Progressive Profiling
• A/B Test
CTA Landing Page Form Thank You
Page
@hubspot #UKHug
ü Return navigation ü Deliver Offer
ü Further CTAs
ü Social Sharing
CTA Landing Page Form Thank
You Page
Don’t be this kind of company
@hubspot #UKHug
NURTURING LEADS TO QUALIFY
@hubspot #UKHug
@hubspot #UKHug
50% of leads are qualified but
not yet ready to buy.
Source: Gleanster Research
Data Collection
Persona
Stage
Place
Offer relevant and personalized content
@hubspot #UKHug
@hubspot #UKHug
@hubspot #UKHug Source: IDC Study, Marketing Sherpa
Segmented emails get
50% more clicks
Awareness Ebook
Offers
@hubspot #UKHug
Awareness Ebook
Offers
Marketing 20-200 employees Awareness Ebook
Lists
@hubspot #UKHug
@hubspot #UKHug
Awareness Ebook
Offers
Marketing 20-200 employees Awareness Ebook
Lists
Email 1
Email 2
Email 3
Rules Actions
1 Day
2 Days
5 Days
Awareness Ebook
Offers
Marketing 20-200 employees Awareness Ebook
Lists
Email 1
Email 2
Email 3
Rules Actions
1 Day
2 Days
5 Days
Webinar Consideration Marketing
20-200 employees Webinar consideration
1 Day
2 Days
5 Days
Email 1
Email 2
Email 3
@hubspot #UKHug
Awareness Ebook
Offers
Marketing 20-200 employees Awareness Ebook
Lists
Email 1
Email 2
Email 3
Rules Actions
1 Day
2 Days
5 Days
Webinar Consideration Marketing
20-200 employees Webinar consideration
1 Day
2 Days
5 Days
Email 1
Email 2
Email 3
Demo Decision Marketing
20-200 employees Demo decision
Email 1
Email 2
Email 3
5 Days Email 3
1 Day
2 Days
5 Days
@hubspot #UKHug
Strangers
Visitors
Customers
Promoters
Leads
@hubspot #UKHug
@hubspot #UKHug
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