No matter how well your ads, emails and landing pages are performing, they can always be doing better. By not striving for constant improvement you're leaving money on the table and letting your competition eat your lunch. Join this webinar for tips on testing, measuring, and analyzing your marketing programs to improve your lead conversion rate. This free webinar will cover: * What marketing programs and program elements to test * How to convert website visitors into leads with calls to action and landing pages * Tips for effective calls to action and landing pages * What marketing metrics to track and how Download the video at http://www.hubspot.com/marketing-webinars/always-be-testing-webinar-archive/

1. Always Be Testing
10 Tips for Improving Lead Conversion Rate
Dan Zarrellla
Viral Marketing Scientist
@DanZarrella

2. Traditional Marketing (Outbound)
2

3. Marketing Today (Inbound)
3

4. How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
4

5. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get F
G t Found d
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • S i l M di
Social Media
• SEO
Get Found • Analytics
Convert Convert
• Test • Offers / CTAs
• Landing Pages
• Target Convert
C t • Email
• Nurture • Lead Intelligence
• Lead Mgmt
g
• Analytics
Customers
5

6. Inbound Is Cheaper
6

7. Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
7

8. Inbound Gives Leverage
8

9. One Way to Feed the Funnel
Blogging SEO Social Media Email Pay-Per-Click
Website Visitors
Get Found
Convert
C t
Customers
9

10. Definitions
D fi iti
What are you talking about?

12. Calls-to-Action
12

13. $$$
13

14. Testing
$$$ $$$$$$
14

15. Create U
C t Urgency
Do it now.

17. START TODAY!
WHILE SUPPLIES LAST
LIMTED TIME OFFER
17

18. Use Numbers
U N b
325 Reasons to Use Digits.

20. 98% of People Love Numbers
1. Prices
2. Numbered lists
3.
3 Statistics
20

21. Specific Actions
S ifi A ti
Exactly what you should do.

23. Tell People Precisely What to Do
• Click here
• Sign up
• Contact us
• Tweet this
23

24. Images
Show and tell.

26. Bad

27. Good

28. Clickable C ll t A ti
Cli k bl Calls-to-Action
Make sure your visitors know where to aim.

30. Clickability
Get Started Now
30

31. Use Color
U C l
Contrasts draw attention

33. 33

37. Remember Positioning
R b P iti i
Where is as important as what.

39. Above the Fold is Best
The Fold
39

40. Keep it Si l
K Simple
Seriously.

42. Shorter Forms are Better
32%
Conversion 53%
Conversion
42

43. Don’t Get T P
D ’t G t Too Personal
l
Don’t expect too much on the first date.

45. 45

46. Mind Y
Mi d Your Metrics
M ti
Conversion rates are 90% of the battle.

48. Measure Your Performance
PAGE NAME PAGE SUBMISSIONS CONVERSION RATE
VIEWS
Blogging for Business Webinar 3803 2165 56.93%
48

49. Performance by Campaign
Referrer Visitors Leads Conversion %
Newsletter #3 512 271 52.93%
49

50. Bonus Ti Action.Grader.com
B Tip: A ti G d
Self-Learning Call to Action Optimization

53. You’re Welcome
Welcome.

55. http://action.grader.com
htt // ti d

56. Who’s HubSpot?
• Founded in July 2006 from research at MIT
y
• Cambridge, MA
• 1400+ customers 85+ employees
1400 customers, 85
56

57. What HubSpot Software Does
57

58. HubSpot Customers’ Proven ROI
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
g p
www.HubSpot.com/ROI
58

59. Thank You!
Software: www.HubSpot.com/Trial
Community: www.InboundMarketing.com
Free Tools: www.Grader.com
Dan Zarrella
Marketing Manager @HubSpot
@H bSpot
Twitter: @DanZarrella