Converting Visits to Leads

UK HUG

21st September 2016

@hubspot #UKHug

Grainne O’SullivanHubSpot 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

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Mary has expressed

symptoms of a

problem or

opportunity

Mary has defined the

problem or

opportunity

Mary has decided the

solution or strategy

Awareness DecisionConsideration

@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

?

eBook

s

Product

Videos

Testimonial

sDemos

PriceProduct

PageFAQs

Trend

ReportsGuides Webinars

Case

StudiesInfografics White

papers

Templates

EvaluationsReviews

Calculators

Checklists

ConsiderationAwareness 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

@hubspot #UKHug

ANALYSE YOUR SITE

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PAGE PERFORMANCE

ANATOMY OF A CONVERSION

PATH

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@hubspot #UKHug

CTALanding

PageForm

Thank You Page

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If it’s not 2-3% CTR what should we do?

• Check placement

• Does it stand out?

• Is it clear & easy to

understand?

• Action Oriented?

Bottom of blog post. Side bar. Slide

in.

Contrasting colour to page

Clearly tells the visitor what they will

receive

Verbs like ‘Download’ or ‘Register’

CTALanding

PageForm

Thank You Page

@hubspot #UKHug

CTALanding

PageForm

Thank You Page

@hubspot #UKHug

If it’s not 20-25% Conversion Rate what should we do?

• Check navigation

• Is it consistent with CTA?

• Where is your form?

• How long is your form?

Remove header & footer links

Keep Images & Language

similar

Above the fold makes it clear

Form length should be in line

with the value of your offer

CTALanding

PageForm

Thank You Page

@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

CTALanding

PageForm

Thank You Page

@hubspot #UKHug

Return navigation

Deliver Offer

Further CTAs

Social Sharing

CTALanding

PageForm

Thank You Page

Don’t be

this kind

of

company

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NURTURING LEADS TO QUALIFY

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Without a process, inbound marketing can

sometimes seem a bit hit and miss

Companies that think about inbound as a tactic

or just another channel are rarely successful

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50% of leads are qualified

but not yet ready to buy.

Source: Gleanster Research

Data Collection

Persona

Stage

Place

Offer relevant and personalized content

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@hubspot #UKHug

@hubspot #UKHug Source: IDC Study, Marketing Sherpa

Segmented emails get

50% more clicks

Awareness

Guide

Offers

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Awareness

Guide

Offers

Owner

6-10 employees

Awareness Ebook

Lists

@hubspot #UKHug

Awareness

Guide

Offers

Owner

6-10 employees

Awareness Ebook

Lists

Email 1

Email 2

Email 3

Rules Actions

1 Day

2 Days

5 Days

@hubspot #UKHug

Awareness

Guide

Offers

Owner

6-10 employees

Awareness Ebook

Lists

Email 1

Email 2

Email 3

Rules Actions

1 Day

2 Days

5 Days

Webinar

Consideration Owner

6-10 employees

Webinar consideration

1 Day

2 Days

5 Days

Email 1

Email 2

Email 3

@hubspot #UKHug

Awareness

Guide

Offers

Owner

6-10 employees

Awareness Ebook

Lists

Email 1

Email 2

Email 3

Rules Actions

1 Day

2 Days

5 Days

Webinar

Consideration Owner

6-10 employees

Webinar consideration

1 Day

2 Days

5 Days

Email 1

Email 2

Email 3

Demo

Decision Owner

6-10 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