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

Traditional Marketing (Outbound)
2

Marketing Today (Inbound)
3

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

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

Inbound Is Cheaper
6

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

Inbound Gives Leverage
8

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

Definitions D fi iti What
are you talking about?

Calls-to-Action
12

$$$
13

Testing
$$$ $$$$$$
14

Create U C t Urgency
Do it now.

START TODAY! WHILE SUPPLIES LAST
LIMTED TIME OFFER 17

Use Numbers U N b
325 Reasons to Use Digits.

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

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

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

Images
Show and tell.

Bad

Good

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

Clickability
Get Started Now
30

Use Color U C l
Contrasts draw attention

33

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

Above the Fold is Best
The Fold 39

Keep it Si l K
Simple Seriously.

Shorter Forms are Better 32%
Conversion 53% Conversion 42

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

45

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

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

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

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

You’re Welcome
Welcome.

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

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

What HubSpot Software Does
57

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

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