the state of lead gen in 2015: 4 secrets to boost your results

The State of Lead Gen in 2015: 4 Secrets to Boost Your Results

A WEBINAR BY FORMSTACK FEATURING JAY BAER & EVA MCKNIGHT

Flexible online form building platform. Quickly capture responses with branded web forms.

INTRODUCTION

#formreport

@formstack #formreport Join the conversation on Twitter!

This webinar is being recorded and will be emailed to registrants.

INTRODUCTION

#formreport

Jay BaerJay Baer is a renowned business strategist, speaker, and author.

@jaybaer

Eva McKnightEva McKnight is the Content

Team Lead at Formstack.

@evachristine09

INTRODUCTION

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The Problem with Online Marketing and Social Media

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Many (most?) people think of social mediaas a way to get visitors to their website.

THE PROBLEM WITH ONLINE MARKETING

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And one of the main social media successmetrics for many companies is how muchwebsite traffic comes from Facebook, Twitter, LinkedIn, et al.

submit application


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That's not the only social mediameasurement, and it CERTAINLY isn't the best.


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Why? Because traffic is a means to an end,not the goal.


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If you pay a lot of attention to website visits (from social media or other sources),you need to dig a LOT deeper.


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You need to focus instead on ACTIONS, not EYEBALLS.


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You need to focus instead on ACTIONS, not EYEBALLS (unless you're selling ads, which you probably aren’t).


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It's much easier (and less expensive) to build your business with post-click improvements rather than pre-click reach and exposure.


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Website Traffic 50,000

Conversion Rate 2%

Total Conversions 1,000

Total Sales (@$50/each) $50,000


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Conversion Rate 2%




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Conversion Rate 4%




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In almost every case, it will be far lessexpensive (and more controllable) to double your conversion rate, compared to doubling your website traffic.


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But comparatively few companies payattention to landing page and form optimization because it isn't sexy.


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If we all (including me) spent as much timeon post-click optimization as we did on pre-click social media shenanigans, we'd beWAY better off.


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So, Now What?

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Let's say you got someone to click a link on your tweet (yay!) and they end up on your landing page.

What should you ask them to do next??#formreport

A lot of companies don't know!!#formreport

For EVERY page of your site, you should know (and document) your top 3 preferential behaviors.

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Preferential Behavior = Ideally, what's the OPTIMAL thing we would want a visitor to this page to do next.

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Preferential Behavior

• Fill out form (duh)

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Of course, you want the "hard conversion" that yields sales or leads or awesomeness. But youalso have to give people other options that don't require a full commitment.

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Not everyone wants to "put a ring on it" instantly…

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Other Preferential Behaviors

• Email sign-up

• Webinar sign-up

• Whitepaper download

• Video view

• Podcast download

• Contests

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Formstack found that contests and event registrations are the most effective mechanismsfor enticing a form completion

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4 Secrets for Better Lead-Gen: 1. Experiment with Form Type 2. Create a Social-Friendly Form 3. Find Your Submissions Sweet Spot 4. Test Your Perfect Form

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Secret #1: Experiment with Form Type

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Highest performing form types:

• Contests - 35%

• Surveys - 14%

• Lead Gen & Event Registration - 11%

SECRET #1: EXPERIMENT WITH FORM TYPE

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Secret #2: Create a Social-Friendly Form

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Take advantage of your users’ addictionto social media.

Social Autofill boasts a 189% conversion rate lift.

SECRET #2: CREATE A SOCIAL-FRIENDLY FORM

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Get more out of Facebook.

Embedded contest forms on Facebook Page saw conversion rates more than double.

SECRET #2: CREATE A SOCIAL-FRIENDLY FORM

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Secret #3: Find Your Submissions Sweet Spot

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Peak submissions times vary by form type and industry.

SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT

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Event registrations are most popular onWednesdays from 11 a.m. to 12 p.m.


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Forms in the technology industry see peak submissions Thursdays 1 p.m. to 2 p.m.


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Secret #4: Test Your Perfect Form

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Submit button copy can influenceyour conversion rates.

“Submit Survey” has quadruple the clicks as just “Submit.”

SECRET #4: TEST YOUR PERFECT FORM

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A/B Test your forms to find out which button copy gets your customers to click submit.


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Test beyond the button. Use A/B Testing to tweak colors, headlines, fields, form length, and more. Optimize for your audience!


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Savvy social strategies + insider form secrets = More Conversions!


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Questions?

CONCLUSION

@jaybaer | @evachristine09 | @formstack | #formreport

Sources:

Formstack’s 2015 Form Conversion Report

Images: flaticon.com | Freepik, Appzgear, Yannick, Atzeni, Icon Works

CONCLUSION

#formreport

https://www.formstack.com/report/form-conversion-2015

http://flaticon.com

Thanks for Joining Us!

the state of lead gen in 2015: 4 secrets to boost your results

Marketing

online marketing

applicationthe problem

formreportthe problem

conversion rate

total conversions

total sales

social media measurement

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