beyond lead generation from landing page forms to email follow ups

Hunter Boyle Sr Business Development Manager at AWeber

Thank you for joining us!We’ll be starting in just a few minutes

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Ryan Engley Unbounce Director of

Customer Success

Beyond Lead Generation

Recording and slides will be emailed by the end of the week

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Ryan Engley Unbounce Director of Customer Success

@ryan_engley

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Hunter Boyle Sr Business Development Manager at AWeber "

@hunterboyle

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Ready For A Challenge?

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Why We Should Rethink The Funnel

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The Funnel vs. Real Life

I never woke up on a Monday and said, ‘I want to be a lead in someone’s funnel!’

Dharmesh Shah, Co-Founder/CTO, HubSpot

@hunterboyle

Optimizing Your Email

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provide average value compared to other sources

don’t listen closely to our audience

keep “blasting” list names on our own timelines

produce crappy content

Source: Velocity Partners

TESTING ONLY GETS US SO FAR IF WE ...

WARNING!

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Rule #1: Respect The Inbox

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Make Every Email A Gift

Results:((

Email(list(now(over(700,000(

Launched(new(business(lines(

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Stay Relevant And Useful

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Put Your Audience First

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1. INTERACT With Your Audience

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Invite (And Apply) Feedback

#4.$Tell$me$a$little$about$yourself.$What$type$of$business$do$you$run?$What$company$do$you$work$for?$What's$the$one$thing$you$think$I$should$know$about$you?$

Results:((

Thousands(of(real(replies(drive(content,(copy,(offers(

Over(3x(list(growth(in(2(yrs(

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2. REFINE Your Testing Strategy

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Methodologies & Resources

ConversionXL"MarketingExperiments"WhichTestWon"MarketingOptimization.TV"WiderFunnel"

GetElastic"CrazyEgg / QuickSprout"Conversion Conference"Content Verve"Bryan Eisenberg"

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3. OPTIMIZE Your Top Priority Areas

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Landing Pages, Site Pages & Forms

Keys to entice more visitors to subscribe or buy:

Proximity & Path: Placement of CTAs in your content

Disruption: Content interruptions and overlays

Incentive: Powerful offers, giveaways and bonuses

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Results:((

Immediate(sales(increase(

Sold(out(all(three(events(

Problems:**

Lack*of*registrations*

Page*wasn’t*converting*

Version A Version B

Distractions"

Confusion"

Friction"

Flow"

Clarity"

Confidence"

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Opportunities

Benefits"

Real Results"

Bonus Incentive""Checkout Facelift"

Results:((

1,000(orders(on(day(one(

30,000+(sold(to(date(

Leads(for(relevant(sales(

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Disruptor Formats

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Results:((

+1,375%(opt2ins(vs.(static(form(

Launched(new(business(line(

Case(study:(Bit.ly/nikki1375(

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Emails & Automation

Keys to build on momentum, initial impression:

Welcome emails and series that build relationships

Deliver actionable, high-value content consistently

Stand out in a crowded field with value, voice, WIIFM

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Results:((

Drove(nearly(50%(of(first(week(software(sales(

Drove(nearly(80%(of(sales(of(membership(product((

List(doubled(to(97,000(in(one(year(

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Clarity, Specificity, Call To Action & Personal Tone

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Inactives & Cancels

Keys to bring them back or improve your model:

Alternatives: Frequency, format, content types

Targeted re-engagement campaigns

Analyze feedback and apply it to optimize further

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GUT CHECKS & TAKEAWAYS

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ENGAGEMENT GUT CHECK✓ What’s my primary goal with this landing page/email?

✓ Will readers find it relevant, actionable and exceptional?

✓ What problem does it solve? Is the value/WIIFM clear?

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CONTENT GUT CHECK✓ Relevance: Is the content/offer/topic compelling & timely?

✓ Copy: Appropriate voice, style, length? Personality? Spelling?

✓ Design: Does it look professional? Is it mobile-friendly?

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5 KEY TAKEAWAYS1. Rethink the Funnel 2. Respect the Inbox 3. Always Be Interacting 4. Ooze Value + Actionable WIIFM 5. Test Methodically

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