Lead Gen in 2015: 4 Secrets for Harnessing Conversion rate Optimization for more Leads
Channel: Biness
Date: 03/04/2015

The State of Lead Gen in 2015: 4 Secrets for Harnessing Conversion rate Optimization for more Leads. Author: Formstack. Download from SlideShare ➞ http://adf.ly/1D1PJO

Slides from a webinar on getting the most from your lead gen efforts. Jay Baer, founder of the world's #1 content marketing blog and Formstack's Eva McKnight, the brains behind the 2015 Form Conversion Report, share insider secrets for harnessing conversion rate optimization for more leads.

You will learn:
Why "leads" matter more than "likes"
Social media tips for 189% conversion lift
How to better convert traffic from social media
The form type with a 35% conversion rate 

Transcript
1. The State of Lead Gen in 2015: 4 Secrets to Boost Your Results A WEBINAR BY FORMSTACK FEATURING JAY BAER & EVA MCKNIGHT
5. The Problem with Online Marketing and Social Media 
6. Many (most?) people think of social media as a way to get visitors to their website. THE PROBLEM WITH ONLINE MARKETING 
7. And one of the main social media success metrics for many companies is how much website trafﬁc comes from Facebook, Twitter, LinkedIn, et al. cation THE PROBLEM WITH ONLINE MARKETING 
8. That's not the only social media measurement, and it CERTAINLY isn't the best. THE PROBLEM WITH ONLINE MARKETING 
9. Why? Because trafﬁc is a means to an end, not the goal. THE PROBLEM WITH ONLINE MARKETING 
13. It's much easier (and less expensive) to build your business with post-click improvements rather than pre-click reach and exposure. THE PROBLEM WITH ONLINE MARKETING 
18. But comparatively few companies pay attention to landing page and form optimization because it isn't sexy. THE PROBLEM WITH ONLINE MARKETING 
20. So, Now What? 
22. A lot of companies don't know! ! 
23. For EVERY page of your site, you should know (and document) your top 3 preferential behaviors. 
24. Preferential Behavior = Ideally, what's the OPTIMAL thing we would want a visitor to this page to do next. 
25. Preferential Behavior • Fill out form (duh) 
26. Of course, you want the "hard conversion" that yields sales or leads or awesomeness. But you also have to give people other options that don't require a full commitment. 
27. Not everyone wants to "put a ring on it" instantly… 
31. Secret #1: Experiment with Form Type 
32. Highest performing form types: • Contests - 35% • Surveys - 14% • Lead Gen & Event Registration - 11% SECRET #1: EXPERIMENT WITH FORM TYPE 
33. Secret #2: Create a Social-Friendly Form 
34. Take advantage of your users’ addiction to social media. Social Autoﬁll boasts a 189% conversion rate lift. SECRET #2: CREATE A SOCIAL-FRIENDLY FORM 
35. Get more out of Facebook. Embedded contest forms on Facebook Page saw conversion rates more than double. SECRET #2: CREATE A SOCIAL-FRIENDLY FORM 
36. Secret #3: Find Your Submissions Sweet Spot 
37. Peak submissions times vary by form type and industry. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT 
38. Event registrations are most popular on Wednesdays from 11 a.m. to 12 p.m. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT 
39. Forms in the technology industry see peak submissions Thursdays 1 p.m. to 2 p.m. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT 
40. Secret #4: Test Your Perfect Form 
41. Submit button copy can inﬂuence your conversion rates. “Submit Survey” has quadruple the clicks as just “Submit.” SECRET #4: TEST YOUR PERFECT FORM 
42. A/B Test your forms to ﬁnd out which button copy gets your customers to click submit. SECRET #4: TEST YOUR PERFECT FORM 
43. Test beyond the button. Use A/B Testing to tweak colors, headlines, ﬁelds, form length, and more. Optimize for your audience! SECRET #4: TEST YOUR PERFECT FORM 
44. Savvy social strategies + insider form secrets  = More Conversions! SECRET #4: TEST YOUR PERFECT FORM  

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