Lead Conversionand ROI

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

w00t! Con – 22 Feb 2010

Lead Generation Process

Lead Conversion & ROI

1. Conversion Tips

2. ROI and Measurement

Conversion Tips

4

Calls to Action on ALL Content

5

Never let the user guess

what to do next.

Conversion Tips

Source of Visitors

Offer +Call to Action

Landing Page

Conversion Tips

• Traffic source affects conversion

• Measure the differences

• Know what you can pay per source

Source of Visitors

Offer +Call to Action

Landing Page

Traffic Source Examples

• Organic search (SEO)• Pay per click search (PPC)• Online PR coverage• Directories• Advertising• Email

Mindset of the Web Visitor

• What page did they visit first?

• What are they looking for?

• How likely are they to buy something?

Key Metric = Cost Per Customer

PPC SEOCost / Month $1,000 $1,000Visitors / Month 350 200Leads / Month 35 10Customers 1 2Lead Conversion % 10% 5%Customers Conv. % 3% 20%Cost / Visitor $2.86 $5.00Cost / Lead $28.57 $100.00Cost / Customer $1,000 $500

Visitor to Lead Conversion Rates

• PPC: 5-15%• SEO: 2-7%• Direct traffic: 2-7%• Social media: 2-7%

Conversion Tips

Offer +Call to Action

• Value of offer• Visual design of

CTA• Text on CTA• Placement of CTA• Test & experiment

Source of Visitors

Landing Page

Offer – WIIFM?

• Whitepapers / eBooks• Research / Studies• Free Tools• Trials & Samples

• NOT “Contact Us”• Value must be greater than the cost…

Offer – WIIFM?

Offer – WIIFM?

No Call to Action

Call to Action

• Starts with verb• Positive• Clear• Direct

Good Homepage Call to Action

Call to Action Throughout Site

Calls to Action – Blog Posts

Calls to Action – Twitter Grader

Calls to Action – Website Grader

Offer and Calls to Action Tips

Offers need to have value

Use CTAs everywhere

Test to find the best CTA / offer• Offer, colors, text, size, place

Make the next step obvious and easy

Conversion Tips

Landing Page

• Consistent with past steps

• Simple & clear• Short forms• Test & experiment

Source of Visitors

Offer +Call to Action

Landing Pages

Track Your Conversion Rate

Go Naked

How Naked is Up to You…

Graphics Matter

Keep It Simple

Keep It Short

32% Conversion

53% Conversion

Don’t Put Form Below the Fold

Don’t – Ask for Really Private Info

Don’t – Use a Clear / Cancel Button

Final Rule? Nothing is Set in Stone!

Landing Page Tips

Tell people what they will get

Limit distractions (navigation / links)

Keep it short and simple

Test to find the best

Measurement and ROI

Flickr: akisra

Traffic

Leads

Sales

…By Channel or Source

Visitors Leads Sales

SEO

SocialMedia

What is ROI Anyways?

• ROI = Return on Investment

• What did you get? (return)

VS.• What did you spend? (investment)

What Did You Spend?

• Advertising costs• Materials costs (brochures, design)• Cost for tools (software)• People costs (time & effort)

Inbound Marketing Investment

• Writing blog articles• Building landing pages• Participating in social media• Measurement & optimization

Compare ROI by Channel

PPC SEOPeople Cost $500 $4,750Program Cost $4,500 $250Total Cost $5,000 $5,000Customers 4 5Revenue $16,000 $22,000

$ ROI $11,000 $17,000% ROI 220% 340%

Summary

• Measure conversion by source• Optimize offers and CTAs• Optimize landing pages• Measure ROI and invest accordingly

Q & A

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

HubSpot Free Trial: www.HubSpot.com/free-trial

Appendix

Why do you want to measure?

Understand what’s happening with your marketing efforts and overall business

Decide which marketing programs to invest in

Control how fast or slow your business is growing

Analytics: Marketing vs. Website

• Website Analytics• Hits, Page Views, Time on Site• Page Load Time, Visit Geography

• Marketing Analytics• Leads & Customers• Marketing Campaigns• Closed Loop Marketing

What to Track: Blog Metrics

• Traffic Drawing Keywords

What to Track: Blog Metrics

• Traffic Drawing Keywords• Subscribers

What to Track: Blog Metrics

• Traffic Drawing Keywords• Subscribers• Comments

What to Track: Blog Metrics

• Traffic Drawing Keywords• Subscribers• Comments• Inbound Links

What to Track: Blog Metrics

• Traffic Drawing Keywords• Subscribers• Comments• Inbound Links• Traffic, Leads, Customers

More Content = More Visitors & Power

Traffic After Increasing Blog Frequency

MikeVolpe.com Blog Traffic

http://blog.hubspot.com/blog/tabid/6307/bid/4602/Want-More-Web-Traffic-Blog-More-Often.aspx

What to Track: SEO Metrics

• Keywords in Google top 10

What to Track: SEO Metrics

• Keywords in Google top 10• Keyword Rank (vs. Competition)

What to Track: SEO Metrics

• Keywords in Google top 10• Keyword Rank (vs. Competition)• Inbound Links

What to Track: SEO Metrics

• Keywords in Google top 10• Keyword Rank (vs. Competition)• Inbound Links• Traffic, Leads, Customers from SEO

Good Content Spreads

What to Track: Social Media Metrics

• Reach

What to Track: Social Media Metrics

• Reach• Influence

What to Track: Social Media Metrics

• Reach• Influence• Referrals from Social Media

Twitter.com (5.1%)

Facebook.com (9%)

What to Track: Social Media Metrics

• Reach• Influence• Referrals from Social Media• Traffic, Leads, Customers

Which Offers Convert Better?

How to Track Your Funnel

Summary

Questions you should be able to answer:• How many visitors, leads and

customers am I getting?• What is driving those visitors, leads

and customers?• What are my best and worst sources of

leads and sales?• How can I grow sales?• How can I lower marketing costs?