Top Tips for Conversion OptimizationJason Wells, CEO, ContactPoint

Conversion Rate

@logmycalls

The most critical statistic in marketing because it is directly tied to profits

The % of people that do something you want them to do

Fill out a landing page form Click on a ‘Request a Demo’ button from a web page Buy a product Download a piece of content Call

Conversion rate optimization is a long-term process

What is a ‘Good’ Conversion Rate?

@logmycalls

There is no correct answer. It depends on a variety of factors. The Offer…

Our White Paper landing pages average a 41.3% conversion rate

Our ‘Request a Demo’ landing pages average a 7.5% conversion rate

What is a ‘Good’ Conversion Rate?

@logmycalls

PPC- Median – 3.5%- Mean – 8.4%

What is a ‘Good’ Conversion Rate?

@logmycalls

Organic- Median – 4.0%- Mean – 8.0%

Conversion Rate: A Funnel Perspective

@logmycalls

Awareness

Engagement

Conversion

Loyalty

Evaluation

Conversion Rate: A Funnel Perspective

@logmycalls

Marketing Qualified Leads- Blog Subscriptions- Newsletter Registrations

Sort of Sales Ready Leads- Webinar Registrations- White Paper Registrations

Sales Ready Leads- Meeting Requests- Demo Requests- Free Trials- Inbound Phone Calls

High Landing Page Conversion

Low Landing Page Conversion

Conversion Rate: The Process

@logmycalls

Blog Subscription Form On-Page

Thank You Page (With White Paper Form)

Thank You Page (With Demo Form)

Retreat Offer (Watch a Video or Webinar)

Retreat Offer (They Stay on the

Page)None

Marketing Qualified Leads- Blog Subscriptions- Newsletter Registrations

Conversion Rate: The Process

@logmycalls

Sort of Sales Ready Leads- Webinar Registrations- White Paper Registrations

Whitepaper Landing Page

Thank You Page (With Demo

Form)

Thank You Page With CALL NOW &

Phone Number

Retreat Offer (Another White

Paper or Webinar)

Retreat Offer (Another WP or

Webinar)

Thank You Page (With Demo Offer)

Note: Putting an actual form on a Thank You or Confirmation Page, not a button linking to another page, increases conversion rates.

Conversion Rate: The Thank You Page

@logmycalls

‘Thank you’ or ‘Confirmation’ page with form rather than a button increases conversion rates 5% - 8%

Conversion Rate: The Process

@logmycalls

Sales Ready Leads- Meeting Requests- Demo Requests- Free Trial- Inbound Phone Calls

Demo Landing Page

Thank You Page (Call us Now – Phone

Number)

Talk to Them on the Phone

Retreat Offer (White Paper or Webinar)

Retreat Offer (White Paper or Webinar)

Thank You Page (With Blog or Newsletter

Subscription)

Conversion Rate: Things to Remember

@logmycalls

• The more touches (Thank You Pages, Forms, Retreat Offers) you have, the higher your conversion rate will be.

• View conversion rate optimization as a process not merely ‘getting a better landing page’

• Different businesses will want to produce different types of leads and should expect different conversion rates.

• Download• Demo• Trial• Purchase• Phone Call

• The higher the landing page conversion rate, the lower the lead-to-customer conversion rate.

Comprehensive Conversion Rate

@logmycalls

• A comprehensive conversion rate includes much more than the % of people that completed a landing page form:

• How many calls did your landing page drive?

• What about social media engagement?

• How many leads converted to customers?

• What about conversion rates for other pages?

Landing Page Conversion Optimization

@logmycalls

• Only 20% of people view landing page content below the fold. (Source: Search Engine Land)

• 48% of companies NEVER test their landing pages to improve conversions. (Source: Marketing Sherpa)

• 64% of companies NEVER even attempt to optimize a landing page once they set it up. (Source: Search Engine Land)

Landing Page Conversion Optimization

@logmycalls

1. Goal• Are you trying to produce demo sign-ups? White

Paper downloads? Phone calls?

• Keep ‘difficultly level’ in mind – A demo request is going to have lower conversion rates than a White Paper download

2. Headline • Clear, concise

3. Crisp Copy• Journalist’s rule: Use the fewest words necessary to

make your point.

Landing Page Conversion Optimization

@logmycalls

4. Call-to-Action• Make it crystal clear – What do you want the visitor

to do? What are they getting in return?

5. Fields• How many is too many?

6. Phone Numbers• Include a phone number on your landing page

• Landing pages (especially for demos and trials) will generate calls

Landing Page Conversion Optimization

@logmycalls

Random Tips and Stats

Forms on the left side of the page have a 5% to 10% lower conversion rate than forms on the right side

Using the Word FREE or having a free badge increases conversion rates from 4% to 10%

Green CTA buttons convert 21% more than red buttons

Landing Page Conversion Optimization

@logmycalls

Random Tips and Stats

Adding an arrow increases conversion rates by up to 20%

Making them feel like they’re getting a deal increases conversion rates.

Using an specific time window in your text increases conversion rates substantially

“Sign up in less than 60 seconds” OR “15 Minute Demo”

Landing Page Conversion Optimization

@logmycalls

• Testing…testing…• Mozilla Firefox

• Changed call-to-action from ‘Try Firefox’ to ‘Download Now – FREE’

• Second CTA outperformed by 3.6%

• WhichTestWon.com• It compares landing pages and asks

which ones convert• Let’s do todays test

Website Conversion Optimization

@logmycalls

• Think of your entire website as a landing page

• Front page, secondary pages, articles blogs, should all be treated like, tested like and held accountable like landing pages.

• They should have:

• Calls-to-Action• Simple Forms• Phone Numbers• Funnels set up for them in Google Analytics• Unique conversion rates including calls and

‘traditional’ conversion rates

Website Conversion Optimization

@logmycalls

• Hubspot has a total of 67 Free Trial or Demo Buttons (that I could count on the front page or other high traffic pages of their site (not including blogs, articles and landing pages)

• One individual page explaining the features of their product has 9 demo buttons on it!

Note: Every Hubspot blog or article has 10-12 calls to action.

Adwords & Call Extensions

@logmycalls

• Marketo has a Demo and Free Trial tab on every single page on their site (that I could find)

• That’s a total of over 500 Demo and Free Trial buttons on their site.

• They also have a real-time ‘Chat with a Sales Rep’ feature

Comprehensive Conversion Rate – Phone Calls

@logmycalls

• Phone Calls are High Value Leads

• Only 2% - 8% of web leads are ready to buy in 3 months. (Source: Marketing Sherpa)

• 65% of companies say phone calls are their highest quality lead source. (Source: BIA/Kelsey, 2010)

Phone Calls

@logmycalls

• Test-Phone Conversion Rates Several hundred phone calls over 5 months

Close rate of 70% What’s a good online lead-to-

customer conversion rate? 5% ? 10% ?

• What’s my Point?• Drive inbound calls• Track inbound calls• Optimize landing pages, websites and

campaigns to generate calls

Close Ratio By Month

Dynamic Number Insertion

@logmycalls

• Dynamic Number Insertion (DNI) The problem: How do you track calls generated from various

web sources? (i.e. Did someone call after conducting an organic search, clicking through an email, or typing in our URL?)

DNI solves that problem

• How it Works• A different phone number appears on your website dependent

on how the website was accessed• If someone accesses from a referral source they see a specific

number, if they direct type in a URL they see a different number, etc. etc.

• Track calls from various web sources

Dynamic Number Insertion

@logmycalls

Track social media success with DNI

Links from social media generate different phone numbers on website

The phone number changes dependent upon the source

Setting Up DNI

@logmycalls

1 – Select Your Default Number2 – Choose the Tracking Number3 – Choose a Destination URL4 – Generate Code5 – Use the Trackback URL to Link6 – Post Code7 – Repeat with as many tracking numbers and URLs as you wish

Step-by-Step

Note: DNI is great for SEO, PPC and digital marketing firms – You can track phone calls generated by web source.

Tracking Lead-to-Customer Conversion

@logmycalls

What percentage of inbound calls result in a sale? Usually 15 to 20 times higher than an inbound web lead Our system tracks close rates however you define them (appointment,

next step, closed sale)

This group of calls within LogMyCalls has a close rate of 63%

Mobile Conversion

@logmycalls

• Mobile Changes Conversion Optimization

• Mobile search will surpass desktop search by the end of 2013. (Source: Google, 2012)

• 61% of searches on a mobile phone result in a phone calls. (Source: Search Engine Land, 2012)

• 52% of all mobile ads result in phone calls. (Source: xAd, 2012)

• What this means: mobile conversion is about driving phone calls because mobile produces phone calls.

Mobile Marketing

@logmycalls

Request a Demo – logmycalls.com/request-demo

Call us at (866) 811-8880

Next Webinar

@logmycalls

Thursday, July 5 – 2 PM EDTTitle: 8 Ways to Prepare for the Mobile

Marketing Explosion How big will mobile be by 2014, 2015 or 2016? Examples of how companies are preparing now Statistics that will blow your socks off (unless you’re

wearing sandals) 8 specific ways to start or improve your mobile

marketing

LogMyCalls.com/webinar