the state of lead gen in 2015: 4 secrets to boost your results
TRANSCRIPT
The State of Lead Gen in 2015: 4 Secrets to Boost Your Results
A WEBINAR BY FORMSTACK FEATURING JAY BAER & EVA MCKNIGHT
Flexible online form building platform. Quickly capture responses with branded web forms.
INTRODUCTION
#formreport
@formstack #formreport Join the conversation on Twitter!
This webinar is being recorded and will be emailed to registrants.
INTRODUCTION
#formreport
Jay BaerJay Baer is a renowned business strategist, speaker, and author.
@jaybaer
Eva McKnightEva McKnight is the Content
Team Lead at Formstack.
@evachristine09
INTRODUCTION
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Many (most?) people think of social mediaas a way to get visitors to their website.
THE PROBLEM WITH ONLINE MARKETING
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And one of the main social media successmetrics for many companies is how muchwebsite traffic comes from Facebook, Twitter, LinkedIn, et al.
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THE PROBLEM WITH ONLINE MARKETING
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That's not the only social mediameasurement, and it CERTAINLY isn't the best.
THE PROBLEM WITH ONLINE MARKETING
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Why? Because traffic is a means to an end,not the goal.
THE PROBLEM WITH ONLINE MARKETING
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If you pay a lot of attention to website visits (from social media or other sources),you need to dig a LOT deeper.
THE PROBLEM WITH ONLINE MARKETING
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You need to focus instead on ACTIONS, not EYEBALLS (unless you're selling ads, which you probably aren’t).
THE PROBLEM WITH ONLINE MARKETING
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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
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Website Traffic 50,000
Conversion Rate 2%
Total Conversions 1,000
Total Sales (@$50/each) $50,000
THE PROBLEM WITH ONLINE MARKETING
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Website Traffic 100,000
Conversion Rate 2%
Total Conversions 2,000
Total Sales (@$50/each) $100,000
THE PROBLEM WITH ONLINE MARKETING
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Website Traffic 50,000
Conversion Rate 4%
Total Conversions 2,000
Total Sales (@$50/each) $100,000
THE PROBLEM WITH ONLINE MARKETING
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In almost every case, it will be far lessexpensive (and more controllable) to double your conversion rate, compared to doubling your website traffic.
THE PROBLEM WITH ONLINE MARKETING
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But comparatively few companies payattention to landing page and form optimization because it isn't sexy.
THE PROBLEM WITH ONLINE MARKETING
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If we all (including me) spent as much timeon post-click optimization as we did on pre-click social media shenanigans, we'd beWAY better off.
THE PROBLEM WITH ONLINE MARKETING
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Let's say you got someone to click a link on your tweet (yay!) and they end up on your landing page.
What should you ask them to do next??#formreport
For EVERY page of your site, you should know (and document) your top 3 preferential behaviors.
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Preferential Behavior = Ideally, what's the OPTIMAL thing we would want a visitor to this page to do next.
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Of course, you want the "hard conversion" that yields sales or leads or awesomeness. But youalso have to give people other options that don't require a full commitment.
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Other Preferential Behaviors
• Email sign-up
• Webinar sign-up
• Whitepaper download
• Video view
• Podcast download
• Contests
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Formstack found that contests and event registrations are the most effective mechanismsfor enticing a form completion
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4 Secrets for Better Lead-Gen: 1. Experiment with Form Type 2. Create a Social-Friendly Form 3. Find Your Submissions Sweet Spot 4. Test Your Perfect Form
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Highest performing form types:
• Contests - 35%
• Surveys - 14%
• Lead Gen & Event Registration - 11%
SECRET #1: EXPERIMENT WITH FORM TYPE
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Take advantage of your users’ addictionto social media.
Social Autofill boasts a 189% conversion rate lift.
SECRET #2: CREATE A SOCIAL-FRIENDLY FORM
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Get more out of Facebook.
Embedded contest forms on Facebook Page saw conversion rates more than double.
SECRET #2: CREATE A SOCIAL-FRIENDLY FORM
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Peak submissions times vary by form type and industry.
SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT
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Event registrations are most popular onWednesdays from 11 a.m. to 12 p.m.
SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT
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Forms in the technology industry see peak submissions Thursdays 1 p.m. to 2 p.m.
SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT
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Submit button copy can influenceyour conversion rates.
“Submit Survey” has quadruple the clicks as just “Submit.”
SECRET #4: TEST YOUR PERFECT FORM
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A/B Test your forms to find out which button copy gets your customers to click submit.
SECRET #4: TEST YOUR PERFECT FORM
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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
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Savvy social strategies + insider form secrets = More Conversions!
SECRET #4: TEST YOUR PERFECT FORM
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Sources:
Formstack’s 2015 Form Conversion Report
Images: flaticon.com | Freepik, Appzgear, Yannick, Atzeni, Icon Works
CONCLUSION
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