Understanding and Optimizing the Lead Generation Process
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Understanding and Optimizing the Lead Generation Framework Zion Kim
description
This presentation goes through the mechanics of the lead generation process and some tips and tricks you can use to optimize the different parts. By the end of the presentation you will understand the framework of the lead generation process and some best practices for each part.
Transcript of Understanding and Optimizing the Lead Generation Process
Understanding and Optimizing the Lead Generation Framework
Zion Kim
Blogging for Leads.
Be sure to include a blog bottom CTA.
Breaking DownLead Generation
Call-to-Action
You won’t get what you want if you don’t ask!
Offer
What value can you give others?
Landing Page
Designed for people to do what you want.
Form
Have a form on every page. Make it easy for people to contact you!
Creating Irrestistible Offers
Limited Time OffersLimited Quantity Offers
Limited Time and Limited Quantity
Use the Element of Scarcity
The Bandwagon Effect:Proof in Numbers
Webinars: “More than 400 have
signed up.”
Blog Subscription: Over 130,000
people have subscribed.
The Bandwagon Effect
How does Groupon use these tactics?
Create Offers for Different Buying Stages
Not everyone is always ready to buy or demo.
How do you feel about these words?
Use High-Value Offer Formats
Offers ordered by which generate the most leads.
Not all CALLS-TO-ACTION are made equal.
Place your CTA where the Eye Can See
Clarity trumps persuasion.
Be as clear and specific as possible.
Use Contrastto makeyour CTASStand out
Kissmetrics uses contrast for all CTAs.
Don’t hide your CTA.
Link your CTA to a Dedicated Landing page. Not your Home page.
Landing pages that convert.
1. A headline.
2. A brief description of the offer.
3. At least one supporting image.
4. Form to capture the lead.
5. Social buttons.
Elements of an Effective Landing Page
Remove the Main Navigation.
Emphasize the benefits of the offer.
LESS Fields = MORE Leads.
Use Better CTAs.
Your form’s button should match the offer.
Button text:“Request My Demonstration”
When in doubt, just test.
How do you run a proper experiment?
Divide users into a control and a test group.
Run your change on the test group. Measure.
This is called a A/B test.
Highrise wanted to test their homepage signups.
They tested it against a long-form sales letter.
Which one do youthink did better?
Surprised?
Tried a completely new redesign.
Which do you think did better?
Why did they get these results?
What happens when we put the best two pages, together?
The tests never end.
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