The document discusses optimizing landing pages for lead generation and conversion. It covers inbound marketing, conversion tips like calls to action and offers, layout and design best practices, and a case study on a successful HubSpot landing page. The presentation emphasizes keeping landing pages simple, focusing on benefits to the visitor, building trust, and testing pages to improve conversion rates.

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
• Conversion
Con ersion
• Offers
• Layout & Design
• Case Study

4. Outbound Marketing

5. Outbound Marketing
800-555-1234
Annoying
Salesperson

6. Inbound Marketing
Blog
g SEO Social Media

7. Rethinking Marketing
Outbound Marketing
• Telemarketing
• Trade shows
• Direct mail
• Email blasts
• Print ads
• TV/radio ads
Interruption

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
• Conversion
Con ersion
• 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…

14. Call to Action

15. Call to Action

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

17. Action Oriented & Positive

18. Simple & Clear

19. Make It Pop

20. Link Both Text and Images

21. Link Both Text and Images

22. Link Both Text and Images
X X

23. Agenda
• Inbound Marketing & the New Rules
• Conversion
Con ersion
• Offers
• Layout & Design
• Measurement & Testing

24. Offers
• WIIFM?
• Free Trials Work
• Try a “Kit”
• Match Offer and Landing Page
• Test, Test, Test

25. Offer – WIIFM?

26. Free Trial

27. Try a “Kit”

28. Match Offer and Landing Page

29. Match Offer and Landing Page

30. Agenda
• Inbound Marketing & the New Rules
• Conversion
Con ersion
• Offers
• Layout & Design
• Measurement & Testing

31. Landing Page Tips
• The blink test
• Go naked
• Graphics matter
• Keep it simple
• Keep it short
• Mistakes to avoid

32. The Blink Test

33. Go Naked

34. How Naked is up to you…

35. How Naked is up to you…

36. Graphics Matter

37. Keep It Simple

38. Keep It Short
32%
Conversion

39. Keep It Short
32% 53%
Conversion Conversio
n

40. Don’t Put Form Below the Fold

41. Don’t – Ask for Really Private Info

42. Don’t – Use a Clear / Cancel Button

43. Agenda
• Inbound Marketing & the New Rules
• Conversion
Con ersion
• Offers
• Layout & Design
• Case Study

44. HubSpot Case Study
• Ad in Marketing Profs Email
• Call to Action
• Offer
• Landing Page
• Tracking / Analysis

45. Call to Action & Offer
• 0.2% Click Through
Rate
• Includes
undelivered,,
blocked, etc.
• No opportunity to
use text
• CPM priced
appropriately

46. Offer & Landing Page

47. Edit Landing Page

48. Page Properties for SEO

49. Edit Page Side Bar

50. Edit Page Body

51. Offer & Landing Page

52. Offer & Landing Page

53. Edit Form Fields

54. Manage Field Properties

55. Auto-Responder or Redirect

56. Configure Form Actions

57. Tracking & Analytics
PAGE NAME PAGE SUBMISSIONS CONVERSION RATE
VIEWS
Blogging for Business Webinar 3803 2165 56.93%

58. Tracking & Analytics
• http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05
Referrer Visitors Leads Conversion %
[MPT05] 512 271 52.93%

59. Leads and Lead Grade

60. Lead Details

61. Forms Submitted

62. Forms Submitted

63. Connect to SFDC

64. Lead Intelligence in SFDC

65. Conversion Tracking

66. Funnel Visualization

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,

68. Thank You!
To get started:
1-800-482-0382 ext. 1
http://www.hubspot.com/demo
http://www hubspot com/demo
Mike Volpe
VP Inbound Marketing
LinkedIn: http://www.linkedin.com/in/mikevolpe
Twitter: @mvolpe
Prashant Kaw
Inbound Marketing Manager
LinkedIn: http://www.linkedin.com/in/prashantkaw
Twitter: @prashantkaw