Scary forms and landing pages lead to frightening conversions. Join SiteTuners and LeadSpend this Halloween, and learn how to magically turn the most ghastly landing page into a spell-binding conversion machine. In this devilishly fun webinar you'll learn: *Why most B2B sites have dreadful form-fill rates *How to bewitch your visitors with the right copy, layout and offer *Techniques for bringing inactive subscribers back from the dead *How to keep your list from becoming an email graveyard If your conversion rate makes you want to scream bloody murder, watch this free 50-minute webinar to learn the tricks (and treats) of high-converting lead generation forms. Presented by Tim Ash and Craig Swerdlow.

1. Tricks and Treats of
High-converting Lead Generation Forms
Tim Ash
Craig Swerdloff
CEO
CEO
@tim_ash
#BooWebinar
Copyright © 2013, SiteTuners - All Rights Reserved.
@leadspend @swerd

2. About SiteTuners
• Conversion-focused website blueprints (full redesigns & quick facelifts)
• Landing page test plans & testing strategy development
• Internal optimization team mentoring & training
• More than 1200 clients since 2002
Copyright © 2013, SiteTuners - All Rights Reserved.
#BooWebinar @tim_ash

9. Copyright © 2012, SiteTuners - All Rights Reserved.

21. Before
Copyright © 2012, SiteTuners - All Rights Reserved.

22. After
+ 51%
+ $48,000,000
Copyright © 2012, SiteTuners - All Rights Reserved.

23. Before
Copyright © 2012, SiteTuners - All Rights Reserved.

24. After
+ 17%
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31. Copyright © 2012, SiteTuners - All Rights Reserved.

36. Express Review - Special Offer
•
45 or 90-min interactive review of landing page or site
•
Video transcript recorded via GoToMeeting
•
Includes AttentionWizard “attention heatmap” of your page
http://ExpressReviewOffer.com – Starting at only $699
Promo code “BOO” to get $200 off by November 8st
Copyright © 2013, SiteTuners - All Rights Reserved.
#BooWebinar @tim_ash

37. 2014 - San Francisco – Paris – Chicago – Boston – London – Berlin
$100 off with code “BOO”
Susan
Weinschenk
Bryan
Eisenberg
Steve
Krug
Michael
Summers
BJ
Fogg
Tom
Davenport
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Jared
Spool
Tim
Ash
Patrick
Bultema
Roger
Dooley
Jakob
Nielsen
Brian
Massey
Amy
Africa
#BooWebinar @tim_ash

38. Q&A and Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1
Copyright © 2013, SiteTuners - All Rights Reserved.
#BooWebinar @tim_ash

39. LeadSpend
LeadSpend, founded in 2008,
is the leading provider of
email validation services.
We serve clients around the world
in the following industries:
Financial Services
Retail/eCommerce
Education
Publishing
Daily Deals
Travel

40. Optimize Your Lead Gen Forms with Email Validation
With email validation on your forms you can:
• Ensure the collection of valid email
addresses.
• Catch invalid and mistyped addresses
before they even enter your system.
• Prompt users to correct mistyped email
address in-form, or filter out harmful
addresses as they enter your system.
• Improve conversion rates on your forms.
• Reduce bounces by 5-10x.

41. Types of Harmful Addresses
Undeliverable email addresses
Disposable email providers
Some traps (e.g. typo domains)*
Monitoring and parked domains
Technical role accounts
Abuse-reporting mailboxes
*Fact: To catch 100% of spam traps, you must use confirmed opt-in

42. Email Validation: Metrics
• Average invalid rate on registration forms
is 6.41%.
• Two-thirds of the time, people will provide
a valid email address when prompted.
• Senders with an unknown user rate
<0.2%, have a Sender Score in the high
90s.
• Senders with an unknown user rate >5%
have a Sender Score in the 60s.

43. Best Practice: In-Form Email Validation
Only prompt visitors once to correct their
email address.
• If they enter an invalid address again,
let them through and flag it in your
database as invalid.

44. Email validation: a cure for zombies

45. Resuscitate Your List
Bring your email
list back from the dead!
Define, Identify and remove inactive email addresses.

46. Defining an Inactive Subscriber
An inactive subscriber is one who no longer reads your email, but
hasn't yet taken action to stop receiving it.
Up to
75%
of email subscribers are inactive!

47. How Zombies are Killing Your Email Program!
Deliverability Woes
• Inactive subscribers hurt
engagement rates
• Low engagement rates hurt
Inbox Placement Rate
• Over time, ISPs reclaim
accounts, recycle them or
convert them into spam traps

48. Defining an Inactive Subscriber
Before removing an inactive subscriber check if:
No Opens/Clicks
(ever)
No Purchases
(ever)
Inbox Placement
Rate struggling
• If all three criteria are true, then start to eliminate.
• Remove inactives that have been unresponsive the longest first.

49. Thank you!
Craig Swerdloff
Co-Founder & CEO
cswerdloff@leadspend.com
917.648.6838
@swerd
@leadspend

50. Grab Our Whitepaper