1.
Understanding and Optimizing
the Lead Generation Framework
Zion Kim

2.
Zion Kim
I help for food.
Partner, Atlas Project
zion@atlasproject.co
@zionk20 - @atlasprojectco

3.
Blogging for Leads.
Be sure to include a blog bottom CTA.

4.
Breaking Down
Lead Generation

5.
Call-to-Action
You won’t get what you want if you don’t ask!

6.
Offer
What value can you give others?

7.
Landing Page
Designed for people to do what you want.

8.
Form
Have a form on every page.
Make it easy for people to contact you!

9.
Creating Irrestistible Offers

10.
Use the Element of Scarcity
Limited Time Offers
Limited Quantity Offers
Limited Time and
Limited Quantity

11.
The Bandwagon Effect:
Proof in Numbers

12.
The Bandwagon Effect
Webinars: “More than 400 have
signed up.”
Blog Subscription: Over 130,000
people have subscribed.

13.
How does Groupon use these tactics?

14.
Create Offers for Different
Buying Stages
Not everyone is always ready to buy or demo.

15.
How do you feel about these words?

16.
Use High-Value Offer Formats
Offers ordered by which generate the most leads.

17.
Not all CALLS-TO-ACTION
are made equal.

18.
Place your CTA where the
Eye Can See

19.
Clarity trumps persuasion.
Be as clear and specific as possible.

20.
Use Contrast
to make
your CTAS
Stand out
Kissmetrics uses contrast for all CTAs.

21.
Don’t hide your CTA.

22.
Link your CTA to a
Dedicated Landing page.
Not your Home page.

23.
Landing pages that convert.

24.
Elements of an Effective Landing Page
1. A headline.
2. A brief description of the offer.
3. At least one supporting image.
4. Form to capture the lead.
5. Social buttons.

25.
Remove the
Main Navigation.

26.
Emphasize the benefits of the offer.

27.
LESS Fields = MORE Leads.

28.
Your form’s button
should match the
offer.
Button text:
“Request My
Demonstration”
Use Better CTAs.

29.
When in doubt, just test.

30.
How do you run a proper
experiment?

31.
Divide users into a control and a test group.

32.
Run your change on the test group. Measure.

33.
This is called a A/B test.

34.
Highrise wanted to test their homepage signups.

35.
They tested it
against a
long-form
sales letter.

36.
Which one do you
think did better?

37.
Surprised?

38.
Tried a completely new redesign.

39.
Which do you think did better?

40.
Why did they get these results?

41.
What happens when we put
the best two pages,
together?

42.
The tests
never end.

43.
Any questions?
zion@AtlasProject.co
@zionk20
www.AtlasProject.co