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Hi, I'm Peter Menchaca, I'm an account manager at iAcquire, and today I am going to be showing
you the Cliffs Notes for Chapter 9, Turning Prospects into Leads, for the book Inbound
Marketing. This article talks about what you should do when you're successfully able to
get a prospect to your website. These rules apply to your organic search, your PPC, your
email marketing, your text message marketing, anything really. Basically, your marketing
has all different channels that are driving prospective people to you website and these
are some tips on how to best convert them into leads once they get there.
We're going to go over two things. Number one, we'll talk about landing page optimization
and the best practices for what people see when they show up to your site. Number two,
were going to talk about the order form optimization. So, what are some things you should take into
consideration to maximize people filling out form, or entering email address, or whatever
you consider a successful conversion, how do you go about doing that better and improving
your conversion rate. The goal of this is to, let's say you get 1000 people to you website,
you want to get more leads out of that and the goal is to improve that efficiency. Let's
start with landing page best practices. We have four rules out here.
The first one is matching. Matching essentially means if you type in a keyword "roller blades"
let's say and you go to a website and click an ad, you want to see a page about roller
blades, you don't want to see a page about skateboards or razor scooters. You want to
match your intent with your landing page. If you click on something and you don't like
what you see you'll leave the page and you'll lose the prospective customer.
Trustworthy is another landing page best practice. You want to give off the impression of being
a trustworthy source, if this is a non-branded term, then you don't want to come off as being
untrustworthy or else again, you lose a prospective customer. Graphics matter, so talking about
the visuals people see on your site, you need to make sure you're showing good content and
you're showing creative that is visually appealing but is also relevant to the user intent that
is there.
The last tip is to keep it simple. Remember your goal of the landing page is not to make
a sale on the first click. It is really to drive the customer into the sales funnel so
you can hit them up later or they may not be ready to make a sale initially. You really
want to keep it simple and that's the goal of your landing page. Don't fill your page
up with clutter; don't have too many calls to action. You want to focus on what you're
looking for, whether it is an email or phone number and to drive the user to that end goal.
Those are some landing page best practices.
What are some things you should take into consideration for those types of forms? They
can vary based on your business. The goal is to drive them to be a successful conversion.
There are some things to take into consideration. Keep it short. If you're looking for an email
address, don't ask for a phone number, don't ask for their physical add risk, don't ask
for their dogs name 10 years ago. Keep it simple and don't try to pry for extraneous
information. Above the fold. You want to have your call to action somewhere they can see
without scrolling down the page. If you have a lot of content above the fold or if there
is a lot of mess going on, then the user might not want to scroll down to see your call to
action. Keep it visible. Keep it in a spot they can easily see it. Not sensitive. You
should never ask on a first touch what is your SSN or what is your credit card number.
That's almost a no brainer, but you don't want to ask because if you show up to a website
and they ask for this information you'll probably not trust them and that takes us back to just
being trustworthy. That's actually tip on there in terms of your forms. Keep it simple.
This is kind of keeping it short, but you want to not confuse a person. You don't want
to have the customer think about what they're putting in. Don't confuse them by asking complex
questions. Make it easy to fill out, move on, and convert and that's what they're looking
for to do. Finally here, your auto responder, make sure you follow up with whoever is filling
out a lead on your site, generally you'll get their email address or their phone number.
You really want to capitalize and strike while the iron is hot, even if it's an automated
email confirming their registration on the site. That's really important and you're going
to end up converting more people if you're communicating with them as quickly as possible.
Those are your landing page best practices and your form best practices.
Let's wrap up with some pro tips. We have your 80-20 rule up there. The 80- 20 rule,
the marketers will become obsessed with increasing their conversion rate. Yeah you're successful
if you're able to increase your conversion rate from 20 to 21 percent of people landing
on your site becoming customers, but you should be really focusing on getting people into
the sales funnel and trying to attract more potential customers. As an inbound marketer,
you're responsible for a lot of things. You want to make sure most of your time (80%)
not worrying about conversion optimization but actually getting more people to your site.
15% conversion rate is more or less the average conversion rate varying on industry and vertical
and what you're selling, but you should be shooting for 15%. Anything higher or lower
than that you should look to optimize that. That's more or less a flat industry goal.
AB testing. You want to be testing out multiple landing pages and with email marketing, with
PPC, less so with organic, but you want to make sure you're optimizing your landing page
and your forms by comparing 2, 3, or 4 pages for separate people. An AB test is taking
1000 people for one key word and sending half to page A and half to page B. If B converts
better, then you're going to want to send the majority to page B. Definitely encourage
you to take these things into consideration while you're making all these best practices
to your landing page and your order form. Thank you all for your time. This is Peter
signing out.