This presentation was given by @jasonrwells at SES Toronto on June 12, 2012. This presentation covers the

1. Top Tips for Conversion Optimization
Jason Wells
CEO, ContactPoint
jason@logmycalls.com
Twitter: @jasonrwells
Twitter: @logmycalls
Toronto | June 11–13

2. Toronto | June 11–13, 2012 | #sesto
Conversion Rate
 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
@logmycalls

3. Toronto | June 11–13, 2012 | #sesto
What is a ‘Good’ Conversion Rate?
 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
@logmycalls

4. Toronto | June 11–13, 2012 | #sesto
What is a ‘Good’ Conversion Rate?
• PPC
• Median – 3.5%
• Mean – 8.4%
@logmycalls

5. Toronto | June 11–13, 2012 | #sesto
What is a ‘Good’ Conversion Rate?
• Organic
• Median – 4.0%
• Mean – 8.0%
@logmycalls

6. Toronto | June 11–13, 2012 | #sesto
Conversion Rate: A Funnel Perspective
Awareness
Evaluation
Engagement
Conversion
Loyalty
@logmycalls

7. Toronto | June 11–13, 2012 | #sesto
Conversion Rate: A Funnel Perspective
High Landing
Page Conversion
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
Low Landing
Page Conversion
@logmycalls

8. Toronto | June 11–13, 2012 | #sesto
Conversion Rate: The Process
Marketing Qualified Leads
- Blog Subscriptions
- Newsletter Registrations
Thank You Page
(With Demo Form)
Thank You Page
(With White
Paper Form) Retreat Offer
Blog (Watch a Video or
Subscription Webinar)
Form On-Page
Retreat Offer
(They Stay on None
the Page)
@logmycalls

9. Toronto | June 11–13, 2012 | #sesto
Conversion Rate: The Process
Sort of Sales Ready Leads
- Webinar Registrations
- White Paper Registrations
Thank You Page
With CALL NOW &
Phone Number
Thank You Page
(With Demo Form)
Retreat Offer
(Another White
Whitepaper Paper or Webinar)
Landing Page
Retreat Offer
Thank You Page
(Another WP or
(With Demo Offer)
Webinar)
Note: Putting an actual form on a
Thank You or Confirmation Page, not
a button linking to another page,
increases conversion rates.
@logmycalls

10. Toronto | June 11–13, 2012 | #sesto
Conversion Rate: The Thank You Page
 ‘Thank you’ or
‘Confirmation’ page with
form rather than a
button increases
conversion rates 5% - 8%
@logmycalls

11. Toronto | June 11–13, 2012 | #sesto
Conversion Rate: The Process
Sales Ready Leads
- Meeting Requests
- Demo Requests
- Free Trial
- Inbound Phone Calls
Talk to Them on
the Phone
Thank You Page
(Call us Now –
Phone Number)
Retreat Offer
(White Paper or
Demo Landing Webinar)
Page
Thank You Page
Retreat Offer
(With Blog or
(White Paper or
Newsletter
Webinar)
Subscription)
@logmycalls

12. Toronto | June 11–13, 2012 | #sesto
Conversion Rate: Some Things to Remember
• 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. @logmycalls

13. Toronto | June 11–13, 2012 | #sesto
Forgotten Conversion Rate
• Don’t forget to track secondary pages (Thank You,
Retreat) for conversion rate.
• Primary conversion rate and secondary conversion rate will
be different.
• Don’t forget to track phone calls landing pages
produce (or phone calls subsequent searches
produce)
• Don’t forget to track social media engagement
@logmycalls

14. Toronto | June 11–13, 2012 | #sesto
Forgotten Conversion Rate
• Example 1:
• We just concluded an email marketing campaign that
produced a 42.1% landing page conversion rate for a
White Paper download.
• BUT it also produced several inbound phone calls FROM
the landing page.
• 80% of those calls resulted in demos
@logmycalls

15. Toronto | June 11–13, 2012 | #sesto
What is a ‘Comprehensive’ Conversion Rate?
• 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?
@logmycalls

16. Toronto | June 11–13, 2012 | #sesto
Landing Page Conversion Optimization
• 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)
@logmycalls

17. Toronto | June 11–13, 2012 | #sesto
Landing Page Conversion Optimization
 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.
@logmycalls

18. Toronto | June 11–13, 2012 | #sesto
Landing Page Conversion Optimization
 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
@logmycalls

19. Toronto | June 11–13, 2012 | #sesto
Landing Page Conversion Optimization
 Random Tips and Stats
 Forms on the left side of the
page have a 5% to 10% lower
conversion rate than forms on
 Green CTA buttons
the right side
convert 21% more
than red buttons
 Using the Word FREE or having
a free badge increases
conversion rates from 4% to
10%
Source: http://www.zippycart.com/infographics/how-sales-messaging-affects-
conversion-rates.html @logmycalls

20. Toronto | June 11–13, 2012 | #sesto
Landing Page Conversion Optimization
 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”
@logmycalls

21. Toronto | June 11–13, 2012 | #sesto
Landing Page Conversion Optimization
• 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
@logmycalls

22. Toronto | June 11–13, 2012 | #sesto
A/B or Multivariate Testing for Landing Pages
MultiVariate Testing A/B Testing
 Define the elements you  Testing two different
want to test and track the pages, headlines, layouts,
result of 3 or 4 variables colors, offers etc.
at a time. Pieces of  Advantages
JavaScript code need to
 Fast results
be added: one opening
the test and one closing  Not much expertise
the test. needed
 Advantages
 Granularity of results –
Easier to see correlating
factors and clearer data
 Complex, powerful results
@logmycalls

23. Toronto | June 11–13, 2012 | #sesto
Website Conversion Rate Optimization
• 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
@logmycalls

24. Toronto | June 11–13, 2012 | #sesto
Website Conversion Rate Optimization
• 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 Note: Every Hubspot blog or article has 10-12
their product has calls to action.
9 demo buttons
on it!
@logmycalls

25. Toronto | June 11–13, 2012 | #sesto
Website Conversion Rate Optimization
• 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
Note: They also have a phone number on their
page. @logmycalls

26. Toronto | June 11–13, 2012 | #sesto
Comprehensive Conversion Rate – Phone Calls
• 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)
@logmycalls

27. Toronto | June 11–13, 2012 | #sesto
Comprehensive Conversion Rate – Phone Calls
Close Ratio By Month
• Test-Phone Conversion Rates (percentage expressed as decimal)
 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 Note: Instead of 2% to 8% of leads
• Track inbound calls buying in 3 months, you have 70%
of calls are ready to buy in the same
• Optimize landing pages, websites and month.
campaigns to generate calls
@logmycalls

28. Toronto | June 11–13, 2012 | #sesto
Conversion Rate: Mobile
• 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. @logmycalls

29. Toronto | June 11–13, 2012 | #sesto
Connect with Me
 Our Blog
• logmycalls.com/blogmycalls
 Google+
• LogMyCalls
 Email
• jwells@contactpoint.com
 Twitter
• @jasonrwells
• @logmycalls
@logmycalls