Conversion rate-optimization-ebook

Convert!
Optimizing Website and Landing Page
Conversions for Lead Generation, as
told by a Fictional Sales Team
Paul Mosenson
Founder, President of NuSpark Marketing
May 2012

Introduction
Hello,

You’re reading this ebook because your firm has a need to
increase conversions on your website and marketing
landing pages.

Because the results of conversion optimization directly
affects the performance of the sales department, this
Paul Mosenson
ebook introduces key concepts as explained by a fictional
Founder, President
sales team. I combine useful approaches to increase and
NuSpark Marketing
measure conversions, with fun narratives by the “sales”
folks.

I hope you enjoy this approach, and understand how
marketing and sales need to be on the same team to
optimize lead and revenue generation.

Paul
NuSpark Marketing 2

Topics Covered
1. Introduction to Conversion Rate Optimization

2. Planning a Persuasive Website

3. Landing Page Optimization; Best Practices

4. Content That Converts

5. The Role of Lead Nurturing

6. Testing Landing Pages for Conversion

7. ReTargeting; Bringing Back Visitors

8. Measuring Conversions

9. Pipeline Optimization
NuSpark Marketing 3

Dear Marketing Department,

I need your assistance….our sales department
requests more of your help; we can’t just rely on our
own sales-generated leads. Your inbound and
outbound marketing efforts are increasingly crucial
to our revenue growth and our individual earnings
potential. I know your team have been generating
traffic to our website and landing pages, but we
need more and better leads into our pipeline. So
please help us identify and convert. We need
conversions!

Best,
Oliver, VP, Sales

P.S. Our sales team has been doing some research
on conversion optimization- hope you don’t mind-
but we are presenting some findings!

NuSpark Marketing 4

Pre-Conversion Overview
Pre-Conversion Steps to a Conversion
• An attraction message
• A click on a promotion or a
direct search inquiry
• Read a blog, article,
website, landing page
• Convinced to learn more
• Trade content, demo, or
trial for email address
• Initial conversion captured

NuSpark Marketing 5

The Conversion Funnel Continued
SiriusDecisions Demand
Waterfall Once the Email is Captured
• Marketing Qualifies via
Marketing Automation and
Lead Scoring
• Teleprospecting Qualifies if
no Automation exists
• Sales Qualifies to Determine
Opportunities
• Sales Process begins until
Resolution

NuSpark Marketing 6

CRO
• Do you know what CRO is?
Conversion Rate
Optimization. It’s the
practice of fine tuning a
website or landing page to
increase leads and reducing
bounce rate. I wonder if
Marketing has site
performance goals set and
Ted, Account Manager. are testing/optimizing for
conversions as we
speak…they should be.

NuSpark Marketing 7

Getting Started with CRO
Your Website Your PPC/Email Landing Page
• Defining Your Website’s • Message Alignment: Is the
Purpose & Your Value content/offer aligned with
Proposition
the targeted marketing
• Reviewing Your Website’s
Conversion Goals, or Prospect campaign?
Desired Actions • Web Form Optimization
• Navigation Optimization: Is it • Call-to-Action Optimization
Easy for Users to Find Those
Conversion Pages (ones with • Look and Feel/ Visual
web forms)? Attributes
• Is Your Messaging Persuasive • Testing Plan
and Convincing?

NuSpark Marketing 8

The Principles of Website CRO
I’m Peggy of Inside Sales; I did some research, and
our company website needs this stuff- can you
check Mr. Marketing?

• Design/Layout: Our site needs to grab our prospects’ attention, get them interested in our solutions, and then get
them to take action. They need to know clearly why they should choose us!

• Attention: We need a compelling headline on our home page that includes a key phrase that answer’s our target
audience’s problems. We need to pique a potential customer’s interest.

• Message: Our prospects are busy. Our site only has a few seconds to communicate our benefits, and what makes
us better than our competitors. Persuasive headlines, graphic and design quality, and our page navigation need to
work together to communicate our message clearly.

• Benefits: Visitors arrive wanting to know what’s in it for them. How will we make our prospects’ business life
better? Have we explained our benefits clearly on our home page?

• Call to Action: I don’t want any of our site visitors leaving without taking action. This could be to sign-up, join, call
or download. I hope our CTAs are easily seen and above the fold.

• Nurturing: We need to review our nurturing and social media strategy so that prospects continue to interact with
us, read our blog, and share our content. We have long sales-cycles; need to stay out there with problem solving
content.

NuSpark Marketing 9

A Plea from the Sales Guys
• We went to our Google
Analytics account and
saw our landing page
conversion rates were
5%. If you could just
work on strategies to at
least double that, our
cost-per-conversions
would be much lower,
and our Marketing ROI
would increase; and that
means more revenue for
us!

NuSpark Marketing 10

Double Conversion Rate:
One Example
Current Metrics Optimized Metrics

• 2,000 prospects • 2,000 prospects
• 5% conversion • 10% conversion
• 100 inquiries • 200 inquiries
• 20% sales qualified • 20% sales qualified
• 20 qualified leads
• 40 qualified leads
• 20% closing rate
• 20% closing rate
• 4 sales
• 8 sales!


Another Example:
A More Detailed Look

Nice Revenue
growth


Website & Landing Page CRO

How Can Your Website
Capture Leads?

So If We Redo Our Website….
Hey Marketing Guys,

So here’s the deal, if our website is indeed not producing leads for
us, let’s consider these items:

a. Talk to us sales guys about our clients. We have much to say
about the needs of our prospects, what words they use, and
what their pain points are. We can help you perform those
buyer persona reports. When you write the new website, be in
Ted, District our customers’ shoes; write for them- design the site
Account Director navigation for them. Tell them a convincing story!

b. Let’s make sure we’re giving prospects ample value; and give
them an opportunity to engage with us. Blogs, downloads,
registrations, social sharing, and articles so valuable to their
business challenges, that we make them give us their email
address in return for our great content. We want leads here!


Let’s Pick on EPAM (chosen out of the blue) , a provider of
software and application development

Google Listing:

•#1? What does that mean? In what? Where’s
the USA?

•Hmmm. Software Services. What does that
mean? That’s so broad. Poor choice of keywords
if you’re doing SEO.


EPAM Home Page

Yike; Too busy- I see mostly self-
serving content rather than a clear
understanding of how EPAM
solves my business problems.

Software Engineers…OK got it.
What makes your solutions
unique? Why should I buy from
you? What specific problems do
you solve?


Lots of Content, but…

It’s great to have content; but a.) There’s too much for me to digest, b.) There’s too
much emphasis on EPAM features rather than solving specific needs of prospects. c.)
The EPAM advantage, to me, is not unique enough- sounds like many firms can say
that. I’m not convinced yet. There’s a lot of business jargon here, but what does it
mean to me!

EPAM’s Call-to-Action
Too many options for contact;
too confusing.

Web Form is actually OK

The Problem is, there’s no
content such as white papers
or webinars to view with a
web form. That means you
have to rely on the website
visitor to be near the end of
his purchase cycle to have a
chance for lead capture.

If he’s not ready to contact,
and there’s no content to
provide value to him, chances
are you’ll lose the lead, or the
opportunity to capture an
NuSpark Marketing email address for nurturing.18

Hello Marketing team,

I don’t know how much we spent on the website and SEO, but
with today’s buyer research habits, that website we have
doesn’t thrill me. It’s effectiveness in generating leads for us is a
big concern! I found this template from NuSpark Marketing’s
Content Template eBook- maybe you guys should follow these
best practices?
Joe, Regional
Sales


Joe,

That’s a nice checklist of ideal website elements, but let’s get a little more
granular with a concept called “Persuasion Architecture.” This means
that a Web site has been constructed in such a structure as to convince
visitors to take the action(s) you desire (a conversion!). A website with
strong persuasion architecture has the following characteristics:

• Clear calls to action
• Concise, easy to understand language
• Navigational elements that are universally accepted and tested
• Reminders throughout the prospect’s visitor session about the benefits
of doing business with us.
Frank, Regional
Our website visitors may not care about our sales process, but we
Sales Director
certainly have to care about how they buy. The key to a persuasive site is
to map their buying processes to our selling process.
Persuasion Architecture creates an online experience that leads our site
visitors to find what they want by acknowledging that these two
processes –buying and selling – occur in tandem and take place on every
page of a Web site. Impressed Marketing Department?


Planning a Persuasive Website
• Begin with understanding the needs of your
target audience. Create personas. Understand
their buying process.
• Understand that visitors are on your site for a
reason, whether it be initial research, evaluation,
or intent to perform a conversion. Your
messaging should address all of these audiences.
• Determine the conversion goals and the steps to
reach those goals. What pages to test- what are
the desired actions?

• Map out the ideal navigational
funnel that leads to each
conversion. It’s like telling a
story! Example:
– Home page visit
– About Us
– Products & Services Page
– View Case Study
– Prospect fills out “more info”
form
– Thank You page is then shown


• Prepare a wire frame that maps out each conversion funnel. Evaluate
copy and navigational elements that follow the road to conversion. Every
page should answer:
– Who needs to be persuaded to take action?
– What actions do they need to take to satisfy the objective?
– How do you most effectively persuade them to take action?
• Every Click on your Site Counts; Analyze each page of the wireframe
carefully.
– You must look at every single action people will take on your site – first click, last click
and all the clicks in between as a measurable point of conversion in your persuasive
process.
– How will you persuade? You are motivating a click and then another click. You must look
to the specific content that will persuade people to make conscious decisions to click on
the hyperlinks that will take them deeper into your persuasive process.


Gated Content on Websites?
It’s me again. In B2B circles, there’s controversy over whether content
on your website should have a gate (Web form) or not. I’ve made a list
of the pluses and minuses. NuSpark Marketing’s recommendation is to
compromise: valuable, newer content should have a gated short web
form, as should late stage offers (demos, trials) but older content can be
free.
To Gate Or Not to Gate
• Whether forms are filled out properly • Better SEO Opportunity
or not, you do capture data; an email (content pages are indexed)
address
• You’ll record less downloads than non- and backlinks
gated, but better quality (more serious • More downloads, more
prospects interested in your solutions) content sharing, higher
• But prospects in initial buying/research message reach
stages will hesitate to fill out forms (as
they prefer free content in their • But less leads, conversions,
research), and thus content reach will and nurturing opportunities.
be less than non-gated
More reliance on paid search
for lead capture


Let’s Get to Landing Pages
Paid Search,
Social Media
Email
Online Display
Advertising
Syndicated Content
PR
Webinars
& More

Inbound Marketing/Outbound Marketing all
bring traffic to a landing page- designed and
written
1. to showcase relevant and quality content,
and deliver that content in exchange for contact
information.
2. to further persuade prospects to view demos,
or attempt free trials.

Then the lead enters the funnel; may the
nurturing begin through the pipeline.


“We’re Talkin’ ‘bout Practice- Best Practice”


Kudos to IonInteractive

Many of the following optimization tips are drawn from
various presentations from our good friends at
IonInteractive, specialists in landing page optimizations
and post-click conversion strategies, and a NuSpark
Marketing alliance.

No need to reinvent the
wheel, heh heh.


Before Creating Landing Pages
• Know Your Objectives: What problem are you
trying to solve? What are your conversion goals?
• Know Your Audience: Understand the needs of
your prospects and how your solution contributes
to their questions
• Maintain brand consistency through all landing
pages and ads.
• Review competitive campaigns/offers if possible.
Offer something unique.

Test for Message Clarity and Usability
Consider a tool like the Five Second Test
(www.fivesecondtest.com) to ensure that message is
clear and understood within 5 seconds.


Landing Page Design Tips
• Each landing page aligns itself with a specific audience with a valuable,
relevant message
• Headline: Clear, focused, align with ad copy and offer; Grab a prospect’s
interest with your “hook.”
• Page Content: Further explain offer, remind audiences on benefits of your
offer, use bullet points and attention-getting style/formatting. If free
offer; I still need convincing.
• Images: Use images (or video) that reinforce offer benefit; images should
be eye-catching, relevant, but not overpowering.
• Sharing: Include social media sharing links so the content is shared easily
• Reassurance: Consider testimonials, association badges and authority
endorsements.
• Above the Fold: Keep primary messaging above the bottom of the screen.
• Limit Distractions: Keep message laser-focused.


Our Landing Page Optimization Checklist

Content Marketing Template eBook Available Here

Effective Landing Pages


Test & Optimize for Tablets/Mobile


Ensure Ads Align with Landing Page or
Leads are Lost

Misaligned message; Low Conversions


Don’t Compromise

You should have unique landing pages for each offer, medium, audience.


Inbound Segmentation

Source: Unbounce

Web Forms
Hey Marketing Team, It’s Bill.

Just happened to be going through some of the landing pages stored in
our marketing automation system and have some thoughts for you on
the web forms. Remember we do strive to capture leads, so forms are
essential to us in sales. The format and design of the forms are critical to
conversion rates. Some ideas for you guys:

Bill, Inside Sales a. Keep the form fields to an absolute minimum. It’s OK to gather a little
Manager information for segmenting, but only capture the most critical, like
company size and role/job title. Remember, we’ll be qualifying them.
b. Make sure we’re clear on expectations- when prospects receive their
download, and how it’s delivered
d. Submit buttons must be easy to find, clear, and engaging. Maybe
include a better action word than Submit- like Go, or Download Now!
e. Progressive Profiling may help us capture data (next page)


Progressive Profiling
Since we’re so interested in data capture, we like
the technology of progressive profiling.
Progressive profiling is the technique of capturing
further data on prospects every time they engage
with your content with web forms.

For example, if a prospect reaches us the first
time, we collect 4 fields of data. If he comes back
for more content, we collect 2-3 additional pieces
of field data. These “conditional” fields are easily
set up within our marketing automation system.
Ideal technique to combine with our lead
nurturing. Definitely helps us qualify prospects
and reduce conversion barriers.


Segmentation Also Qualifies Prospects
Consider audience segmentation
when developing landing pages:

Segmentation lowers bounce rates
because of stronger message match

Segmentation better matches
relevant content and offers toward
target audiences

Segmentation data can be sent to
CRMS for nurturing and follow-up


Marketing Team,

Just saying..You should
look into DemandBase
and ReachForce.

They have the
technology that takes
those short and
incomplete web forms
that happen, and
matches them up with
George, more detail on the
Regional Sales landing page visitor/
Director form filler (using
massive databases).
The technology allows
my sales team to
contact these visitors
with more business
intelligence; and thus
may contribute to
increased conversions. Marketing
NuSpark 40

Call-To-Action

For lead generation, it’s not just what your offer is, but how to promote that offer and convince
audiences. CTA statements should be clear, consistent, persuasive, create urgency and offer
value. Examples are “Download Now” “Free Trial” “ Limited Time” Our CTA template can help
you plan and test offers. Use it! If the right CTA can increase lift, we all win. Content Template
eBook Available Here


The Thank You Page
• The Holy Grail of Conversion is the page that confirms an action has been
completed. It’s a great environment to promote:
– Additional content and conversion activity
– Social Media connection links
– Blog subscription and newsletter
• Additional content can be promoted via the auto responder email as well
• Below is a sample autoresponder as developed by IonInteractive


Dynamic Landing Pages
Marketing Team,
I wonder if you’ve ever researched this before- Dynamic Landing
Pages? Imagine the below:

A dynamic landing page is a landing page that can be
manipulated in order to create a page specific to each unique
visitor. Dynamic landing pages can be changed to meet each
visitor’s needs. One of the biggest advantages of dynamic
landing pages is that instead of creating multiple landing pages
in order to target each visitor, you can create one and use
dynamic keyword insertion to specialize it for each
Byron, Regional
viewer. Landing pages with dynamic content are often used in
Sales Manager
conjunction with search engine campaigns, but they can be used
for any marketing effort.

We only have a few seconds to win a website visitor over when
they arrive at our landing page. Adjusting our landing page
content to reflect each visitor can help us capture their attention.

Here’s a couple of examples of how landing pages can be customized:

a. Keyword. Keywords can be dynamically changed in landing page
headlines or within content. If a Googler searches for “sales
training”, your landing page headline would be simply “Sales
Training.” If the Googler were searching for “Sales consultants,”
then on your landing page, the word “training” would be
replaced by the word “consultants.” How’s that for relevancy?

b. IP Address. Ideal for queries that include location terms. With
dynamic landing pages, town names can be customized to the
search query.

In order to take advantage of this concept, the ad URLs will have to be
appended with kw={keyword} and then our landing pages will
need some extra php coding. I won’t explain that now, but we
can chat…


Another Method of Utilizing
DemandBase can also serve unique
landing page content.

With the technology of tracking IDs of
companies that visit a website, unique
content can be served based on the
industry, company, or audience type.

Another strategic content approach
that can influence engagement and
conversion rate.


Content That Attracts and
Converts
The Message is What Drives
Conversions

A Few Words on SEO
Hey guys,

I’m in sales, so am not an SEO expert; my only issue is generating
increased conversions and leads from our digital marketing. We need
to make sure our website copy is based on our prospect’s language; not
our own. Prospects only care about their own needs.

Conducting keyword research is more than just using a keyword tool.
We need to understand specifically how our clients research services
such as ours. What keywords would they use? We should also ask our
clients about our website, and gather likes and dislikes. All you have to
do is simply ask them! We folks in sales will gladly help you!
Bert, Account
Director Of course we want to be found on Google, so the right keywords are
essential, and implementing them into our title tags, meta descriptions,
and site content is mission-critical.

A quick example- Our meta description says “Technology solutions” yet
that’s not a term our prospects use when they use a search engine to
find an answer to their problem- think about it. That’s all I have to
say.


Content That Attracts
We’re sales guys, so we haven’t gotten involved with too much content
writing; that’s your job marketing people….but I do understand the
importance of content marketing and attracting/converting prospects.

We may have a website, but other than our outbound sales efforts, I
understand what it takes to interest our target audiences, provided you
guys have a full buyer persona report, so that you understand what
messages relate to each persona.
Ted, Account
Director
So you have content that attracts attention to us, right?

•That’s why we have a blog, and why we push it onto social media, so
that our target audience is exposed to our thought leadership; get it?

•Press releases and online video content. Right- great for SEO and
Google Alerts. Showcase any news and events- and use those online
distribution tools.

.

Content That Attracts
•Surveys and trend information. Great to repurpose into other
content and attracting attention

•Advertising Copy. Whether online or offline, ad content can still
attract website visitors; a good call-to-action is essential.

•Webinars. Interesting and problem-solving webinars detailing
insightful trends and product demos are engaging, and can attract
leads quickly.

•Blog Commenting; Forum discussions. Showcasing thought
leadership in discussions can also bring relevant traffic, and is great
for establishing credibility.

•Infographics. It took me awhile to understand these, but they are
appealing!

Hey Dennis, what do you have to share?

Content That Converts
Thanks Ted.

So marketing team, we also assume you’ve done a whole content
mapping plan, so that the content you guys produce is targeted to
the personas throughout their own buying cycles. Right? If you
need help, I know a lead generation firm that can help…..
Dennis, Account
Manager Anyway, we need real good content that contributes to lead
conversion. That’s the idea of landing pages- promote content and
offers, in exchange for email addresses. I made a list of ideas:

•White papers. Love it. Write it well, and provide educational and
informative info, and let’s get them out there. White papers are
ideal when targeting prospects in research mode. They need to
focus on problem-solving. Need to capture names!

•Case Studies. Further in the funnel, but these provide reassurance
to our prospects that we know what to do to solve a problem.

Content That Converts
•Videos and demonstrations. Video is powerful. We can use
videos for testimonials, and show it right before the web form
decision is made. If they contribute to conversions- do it! Really
good video demos and educational footage can also get folks to fill
out those forms. We can even give them a preview for free.

•Webinars. Sure- a great lead generator if the message is on
target and communicated properly to our prospects. Like white
papers, webinars focus on a problem a prospect has, and what the
solutions are. We can advertise them, post them, or use them in
nurturing as well.

•Demos and Free Trials. These offers are ideal for later phases in a
buying cycle. If prospects have any reservation on our solutions,
let’s limit the risk, and offer these promotions. Great CTA for pay-
per-click ads too.

•eBooks. Hello! ‘nuff said.

Content Checklists


Testing

Optimizing Landing Page
Performance

Testing Landing Pages
Hi Marketing People.

I’m another one of those lovely salespeople who rely on your inbound
marketing and demand generation tactics to get more leads into the
funnel. I know you’re testing your paid search, advertising, and social
media tactics, RIGHT? Since we’re discussing conversion here, I would
expect you’re testing landing pages as well. If not, well, I’ll offer a
primer!

You know why you need to test:
a. Look for ways to improve our conversion rates!
Meg, Account b. Test content, offers, etc and perhaps find new audiences
Manager c. Confirm our messages resonate with the audiences targeted with
your media campaigns.

First just make sure we have goals and benchmarks in place. Look
at the Google Analytics and study where we are, and where we
wish to be. The folks at NuSpark Marketing believe that the results
of a landing page conversion test should be double the existing
conversion rate. That’s a nice goal!


A/B Tests


Multivariate Tests


Testing Approach
• Utilize a testing tool, i.e. Google Website Optimizer
• Choose a campaign to test; one with high acquisition
costs or low conversion rates
• Create an experiment with hypothesis
• Build and launch the test; brainstorm testing options
• Run tests long enough to judge a clear winner
• Analyze results; make recommendations; roll-out the
winner
• Test regularly


What Can We Test
• Headlines
• Calls-to-Action
• Color Scheme
• Body copy- content/ font/
size
• Layout
• Fields in form
• Use of images
• Message Match- Ads to
Landing Page Offers
• Audience segments


Example: Headline Tests
• Promote Benefit
– Lower Your Cost-Per-Conversion 33%
• Offer Focus
– Free Conversion Optimization Consultation
• Question or Tease
– Need to Lower Your Cost-Per-Conversion?
• Direct Approach
– Conversion Optimization Experts
• Numbers/Checklist
– 5 Ways to Increase Conversion Rates


Examples: Other Tests
• CTA Wordings
– Free Trial, Get Quote, Download Your Paper Now, Get
Started, Sign Up, Start Your Trial Now
• Features/Benefits
– Test key benefits- between 3 and 5 points, see which
“hot buttons” drive conversions
• Pricing/Offers
– Webinar versus ebook, Limited Time versus One
Month Free, Show Pricing versus hidden pricing,
White Paper versus Blog Post links


Getting Started: Google Website
Optimizer
Multivariate Experiment? A/B Experiment?


Setting Up the A/B Experiment
• Have ready the URL of your original landing
page, the URL variations of the original, and
your conversion page URL
• Add Javascript to each page so that Google
can track them
• Upload the test pages; Google validates them
• Ready to begin


Setting up the Multivariate Experiment
• Choose the web page you wish to test
• Determine which elements of the page you wish
to test (headlines, image, CTA, etc)
• Add Javascript code to the page’s source code
• Add conversion code to the conversion page
• Upload revised test pages
• Validate with Google
• Create Code variations for each page section of
the test
• Review and begin experiment

Measure Your Experiments

Once the experiment is launched, Google’s Website Optimizer will serve the original
page and over time, switch it out with page/section variations included in the
experiment. During the testing phase, Website Optimizer will display a report showing
the progress of the experiment and the number of conversions each page variation has
achieved. It will also attempt to estimate the winning page combination based on the
number of conversions each page variation achieves.

Outcome: Optimize Conversion Rate- and More Leads & Sales


Another Experiment, courtesy of LiveBall from IonInteractive

The Unbounce Dashboard


Cool Conversion Tools We Like (other
than Google’s Website Optimizer)


LiveBall from IonInteractive
• LiveBall is an enterprise-class tool that enables marketers to take control of their
landing pages, microsites and conversion paths. Improve your post-click pages,
reduce the resources needed to launch high-performance user experiences, and
increase your marketing ROI.

UnBounce
• Unbounce is a self-serve hosted service that provides marketers doing paid search,
banner ads, email or social media marketing, the easiest way to create, publish &
test promotion specific landing pages without the need for IT or developers.


Visual Website Optimizer
• Visual Website Optimizer is an easy-to-use A/B testing tool, as well as a flexible
multivariate testing software.

Optimizely
• Simple, fast, and powerful. Optimizely is a dramatically easier way for you to
improve your website through A/B testing. Absolutely no coding required. A one-time
copy-and-paste is all you need to run tests.


ClickTale
• ClickTale tracks every mouse move, click and scroll, creating playable videos of
customers’ entire browsing sessions as well as visual heatmaps and behavioral
reports that complement traditional web analytics.

Crazy Egg
• With 3 types of heatmaps, Crazy Egg provides visualization for every click that your
visitors make.


Consider Chat
Depending on your commitment to having people
standing by, adding a chat option can increase
website engagement and persuade prospects to
convert. Two popular solutions are below.


Consider Call Tracking
With call tracking and Google Analytics integration,
we can measure phone calls by media source and
landing page, and paint a better picture of
conversions when more than web form conversion
options exist. Below are popular vendors we have
used.


Retargeting or Remarketing

Bring Those Visitors Back; Convert
Them Next Time!


Retargeting
One final topic. We’ve been focusing on getting more
website and landing page visitors to become leads. Of those
who do not convert, there’s an additional opportunity to get
them back, and that’s called retargeting.

There’s two kinds of retargeting:
Ed, Inside Sales
a. Site retargeting. Prospects who visit our website/landing
page but do not convert. We can target those people on
a vast amount of websites with a display ad message. We
can give them an offer with an incentive to come back
and convert.
b. Search retargeting. This technology targets audiences
who search for appropriate keywords, and targets those
audiences with display ads. Prospects do not have to visit
our site for this option. It’s based on keyword. I’ll explain
in a bit…

How Site Retargeting Works

Place tracking pixels on key pages and “Thank You” page for each landing page
campaign or website

Develop banner ads and new landing page, designed to bring back earlier visitors
with a new message

Measure campaign results and conversion lift


Examples of Retargeting
Message Strategies for B2B
• Extend messages of nurturing emails.
– Called email retargeting, serve banner ads to
audiences who opened and clicked an email link, but
did not convert.
• Content Marketing.
– Promote white papers, webinars, blog posts to
audiences who have visited your websites/landing
pages
• Upsell/Cross-Sell.
– Promote complementary offers to those who have
requested quotes, downloaded content, or purchased.


Vendors are DSPs (Demand Side Platforms)
Unlike Retargeting with Google Display Network, DSPs
work with many more ad networks and exchanges;
reaching almost 100% of the Internet sites that offer
ads.

Pricing is negotiated CPM, but optimized based on CPL
or CPA


Site Retargeting Dashboard

We’re tracking Click-
thru conversions as
well as view-through
conversions.

A view-through
conversion is an
exposure to an ad
that later led to a
conversion via
another channel.


How Search Retargeting Works
Search Terms are saved
either as cookies or in ID
files (depending on
platform)

Ads are shown based on
your targeted keyword on
product research sites.

Ads are clicked to your
landing pages.


Search Retargeting examples
and how it works, using
platform DSP Magnetic


Search Retargeting Strategy
Serve different creatives depending
on keyword selection


OK We Have a Name and Email-
Now What?
A Quick Review of Lead Nurturing

Lead Qualification
Teleprospecting Marketing Automation

Qualify Prospects: Landing Page Building
B: Budget (Exist?) Lead Scoring
A: Authority (Role in decision) Email Marketing/Lead Nurturing
N: Need (Confirm problem) Closed Loop Revenue Analysis
T: Timing (Turnaround time) CRM Integration

The Lead Nurturing Process
Lead nurturing is the process of building relationships with
qualified prospects regardless of their timing to buy, with the
goal of earning their business when they are ready to purchase

Deliver relevant content to
prospects

Increased content engagement
and lead score turns prospects
into sales-ready opportunities

Designed to move the recipient
forward in the sales process


First Step Lead Nurturing:
Content Mapping


Content Mapping Matrix
We work with you to develop a
content matrix, so that we have a
guide to content strategy
throughout the funnel.

We’ll develop your personas,
analyze your current assets, and
map topics for each buying stage.

The matrix helps us determine
which content we want to promote
on conversion landing pages, and
which content to promote within
nurturing emails.


Aligning Message to Buying Phase

A nice matrix from Harte Hanks on message alignment by buying phase;
similar to the NuSpark Marketing Content Mapping template


Second Step: Develop Goals
• Each Lead Nurturing or Drip Campaign Should
Have a Goal:
– Move Top of the Funnel Leads to Mid-Funnel
– Move Mid-Funnel leads to Bottom Funnel (Closer
to sales-ready)
– Reactivate Old Leads; Re-enter the Funnel


Third Step: Prepare Emails
• Subject Line: Provide Compelling Offer and
Reason Why Email Should Be Opened
• Email Headline: Introduce the Offer; Provide a
Reason for Readers to Engage
• Email Body Copy: Describe Offer (less than
200 words ideal) and clear Call-To-Action (link
to landing page)
• Tracking URL for Each Link: For Analytics and
Measurement

Fourth Step: Measure & Optimize
• Email Metrics
– Open Rate
– Click-Through Rate
– Landing Page Conversion Rate
– Email Unsubscribe Rate

• Optimize: Content, Offer, Subject Line, Email
Deployment Timing. Update for Future Tactics


Content That Nurtures
Nobody here in sales likes to wait so long for the sales process to
run its course. We have CRMS to stay up to date with; proposals
to write, presentations to make, and our own prospecting and
networking. But we’d rather not deal with BAD leads. That’s why
we have marketing automation, and the ability to promote
content to those leads that are accepted, but need more
messaging in order to keep them in the funnel until they are
Tony, Account Manager indeed ready to engage with us. This is lead nurturing.

Here’s my list of lead nurturing content that I hope we’re doing
folks.

•Email newsletters. Keeps our news, events, blog posts, and more
gathered in an attractive email format. Better be mobile-friendly…

•Content That Educates. Prepare assets that contribute to
problem solving. Content should help our leads improve their
current business challenges.


Content That Nurtures
•Content That Promotes. Don’t be shy- test offers, send them blog
subscription requests, in fact, send them relevant blog posts.
Maintain engagement. Showcase content on social media too.

•Content That Brings Them Back. Sometimes our prospects aren’t
engaged with our emails. Let’s try to re-engage. Send them
surveys or questionnaires. Send them new industry reports-
something!

Whatever we send, all this content needs to be tracked and tested.
Mix papers, webinars, videos, blogs, etc. Just have a lead
nurturing strategy planned logically; and targeted to audience
segments.


Lead Nurturing Benefits
 Increase in Qualified Leads

 Decrease in Sales Cycle (from months to weeks)

 Decrease in Cost of Sales (10% decrease)

 Improved Conversion Rates of those leads (1.5 - 3.0x)

 Increase in Quality of Leads Going to Sales

 Increase in Transaction Size

 Increase in Marketing ROI

What Are We Measuring with Analytics

Negative Measures Positive Measures
• Bounce Rate: Those who visit • Average Time on Site/ Pages
one page and leave versus all per Visit: These metrics
visits measure site engagement
• Exit Rate: The last page a • Micro Conversions: Key events
visitor sees before leaving your that represent engagement-
site versus all page visits Video views, PDF downloads,
• Abandonment Rate: newsletter sign-ups, RSS
Percentage of visitors who subscriptions, Key page visits
follow a conversion path but • Macro Conversion: The
don’t reach a final conversion ultimate conversion- contact
or web form submission


More on Bounce Rates
Reducing Bounce Rates
Keep in mind… • Tech stuff- Check browser
performance, page load time.
• Average lead generation Remove irrelevant splash pages
website bounce rate is 30- • Check segmentation- location,
device, new vs. returning visitors,
50%. Shoot for under 40% media source- then ID problem areas
• Landing Page and Blogs due • Run Landing page and keyword
reports; fix/optimize/remove poor
to their nature will have performers.
high bounce rates (70-90%). • Content- provide links to relevant
content on the landing pages to keep
audiences engaged (but don’t go
overboard!)
• Relevancy- Ensure content relates to
audience needs and PPC campaigns.
• Call-to-Action- Don’t let audiences
guess on what to do; CTAs should be
clear and navigation logical.

More on Exit Rates
Keep in mind… Reducing Exit Rates on Key Pages
• Exit Rates determine which • Review that page’s content.
pages in your website Is the content irrelevant or
“persuasion architecture” doesn’t contribute to your
are not performing up to
par. “story.”
• Contact Us and Conversion • Is there a technical issue with
pages will naturally have the page- slow loads?
high exit rates. Our goal is • Are there weak calls-to-
to limit audiences from actions? Are there limited
leaving other pages before opportunities for linking to
performing conversions. other content?


Setting up Conversion Goals with
Google Analytics
It’s Steve of Inside Sales.

Steve, Inside Sales I think I figured this out- so if you want me to set
up conversion goals let me know!

We can set up:
a. A URL destination goal. To me, this is the
macro conversion, the key “thank you” page
after someone submits an email address.
b. Visit Duration and Pages/Visit. Mostly for
websites, rather than landing pages or
microsites, these metrics measure quality
traffic, because prospects are reading more
pages!
c. Event. It will be interesting to see what PDFs
people download, and what videos they view
on our site. This is event tracking.

Conversion Goal Examples


For Lead Generation Campaigns, Analyze Your Landing
Page Conversion Rates; Test and Optimize


Conversion Measurement Options
Besides measuring specific landing pages, I can measure
conversions all sorts of ways:

By traffic sources
By search engines
By banner campaigns
By email campaigns
By social media sites
By visitor location
By visitor type- new versus returning
By browser and OS
By mobile devices

I can track each conversion goal by the above- just watch me!


Assisted Conversions
Didja know with Google Analytics we can track how
various channels work together to contribute to
conversions? With multichannel analytics and assisted
conversion reports, we can judge attribution and affect
of other channels that contribute to a “last interaction”
conversion. Especially useful for display advertising
effectiveness.


Additional Landing Page Metrics
• Digital Advertising and paid search click through
rate.
– Can judge if your offer and ad content resonates with
your target audience
• Visitors-to-Lead Conversion Rate.
– Those who become leads by web form submissions
• Lead-to-Sale Conversion Rate.
– Pipeline conversion metrics through the funnel
• All campaigns should be tested and optimized

One More Thing!


Improve Pipeline Conversions to the Close!
Thank you sales team.

Your insights on CRO were spot on, and we need to do a better job. But
this eBook can’t end until I give you a tool as well.

It’s called Insight, and it’s a new Salesforce.com app developed by
NuSpark Marketing alliance Marseli.

Listen up Sales Directors, the app takes all that rough revenue data
from Salesforce, and organizes it better so that you can evaluate
regional, area, and sales rep pipeline performance. Insight is designed
to improve visibility, analysis and management of your sales process –
by giving you insight into the behaviors of your sales people and
Don, Sr. VP Marketing marketing generated opportunities in each stage of your process. It
delivers the up-to-the-minute insight your managers need in order to
coach for improved revenue generation and improve marketing’s impact
on revenue.

Check out these screen shots, and if interested in learning more, contact
Paul Mosenson at 610-604-0639!


Conversion Activity by Sales Stage


Individual Rep Analysis


Period Reporting


It’s Over!
That’s it- lots to think about!
Talk to your marketing people- in-house or outsourced, or
talk to Paul Mosenson of NuSpark Marketing! Let’s
increase conversions the right way!

Some housekeeping:

a. Go to the NuSpark website under resources, and check
out all those other ebooks- Content Marketing, Paid
Ernie, Sales Assistant Search, Marketing Automation, and more- all about
lead generation! That’s www.nusparkmarketing.com

b. We mention a number of third party tools and
alliances. We can make a deal and act as a conduit, so
if there’s a tool you’d like to use, we can resell it to you!


About NuSpark Marketing
• Digital eMarketing Firm focusing on lead generation, lead
management, content marketing

• Founded in 2010; Team members average 20 years of
experience

• Philadelphia based; virtual team of experts

• Provides the process, content, and consultation for firms that
implement inbound marketing and demand generation


Contact Me, Paul Mosenson
• I will assess all of your lead generation programs;
make strategic recommendations, and help
execute what needs to get done.
– Media, Paid Search, SEO, Social Media, Content
Strategy, Website Conversion Optimization, Landing
Page Optimization, Lead Nurturing, Analytics

– $5,000 for a full assessment, or free if we work
together longer-term. Call me for details (610) 604-
0639

Questions? Need Help?
• Contact Paul Mosenson of NuSpark
Marketing
• pmosenson@nusparkmarketing.com
• 610-604-0639
• www.nusparkmarketing.com
• @nusparkmktg

Happy to Help! That’s
my Job!


Acknowledgements
• The following organizations provided good
content contributions to my eBook

– IonInteractive
– WiderFunnel
– Kissmetrics
– Unbounce
– Hubspot
– Future Now


Conversion rate-optimization-ebook

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