An effective website performs a critical role for your company: Lead Generation KNOW THE ESSENTIALS .: Get your analytics in order .: Reduce home page bounce .: Increase click-through to key sales pages, and .: Monitor conversion sources. Get an Audit To Find Missed Opportunities Rosemary Brisco | ToTheWeb LLC https://totheweb.com

1. Data Driven
Strategies
to Fast Track Lead
Generation
© All Rights Reserved

2. totheweb.com
An effective
website performs
a critical role for
your company:
Lead Generation
Fast Track Lead Generation
2

3. totheweb.com
The
Essentials
• Get your analytics in order
• Reduce home page bounce
• Increase click-through to key
sales pages, and
• Monitor conversion sources.
Fast Track Lead Generation
3

4. Analytics drives all
lead generation
decisions

5. totheweb.com
Get your analytics
in order
• Implement code correctly
• Add filters to combine duplicate URLs
• Filter our non-human (bot) traffic
• Set up goal tracking, reports and alerts
Fast Track Lead Generation
5

6. totheweb.com
Speed Issues.
Visitors have short
attention spans.
6
Fast Track Lead Generation
Google downgrades slow websites.

7. totheweb.com
Think Mobile.
60% of searches
occur on mobile.
7
Fast Track Lead Generation
It’s a mobile first world. Create an
awesome responsive website.
Think about the user experience.

8. totheweb.com
Try these:
• GTmetrix
• PageSpeed Insights
Page Speed
Testing Tools
Fast Track Lead Generation
8

9. Do visitors see
what you sell?
People don’t buy from
the homepage.

10. totheweb.com
Drive visitors to
product pages
• Your home page needs to
serve as a launch pad to
products pages
• Analyze and test alternative
approaches with copy, offers
and design changes
Fast Track Lead Generation
10

11. totheweb.com
Drive Products
Page Views
11
Fast Track Lead Generation
Prospects need to learn about
your products and services first
before they will request a demo
or fill out a contact us page.

12. Bounce
Rate
What is it?
The percentage of
single-page visits to
the homepage.

13. totheweb.com
Is your home
page a
bouncer?
>50% bounce = needs work
Fast Track Lead Generation
13

14. totheweb.com
Bounce rate
problem
Too many visitors
abandon the site
from the home
page.
Fast Track Lead Generation
Enters site on homepage
Navigates to 2nd
page
Enters site on
other pages
Abandons site
Contact Us Career Support Products Leadership All Others
14

15. totheweb.com
Click-
throughs
• Examine traffic sources to
key product pages
• Set a baseline to evaluate
changes against, and
• Test alternative approaches.
Fast Track Lead Generation
15

16. totheweb.com
Understand User
Experience
What’s getting clicks? Google
Analytics will not visualize this
data but heat mapping will.
Fast Track Lead Generation
16

17. totheweb.com
Heat Mapping
Reveals what’s clicked.
Use it!
Fast Track Lead Generation
17
Crazy Egg Heat Maps

18. totheweb.com
User Experience
Optimization
• Improve high-value landing
pages and conversion paths
• Experiment with new offers, and
• Test– find what works – repeat.
Fast Track Lead Generation
18

19. Do you know
where your
customers
come from?

20. totheweb.com
What traffic
sources are
driving
conversions?
Your analytics needs to have
goal-tracking enabled.
Fast Track Lead Generation
20

21. totheweb.com
Goals by
Source
Fast Track Lead Generation
21

22. totheweb.com
Conversion
Optimization
• Identify and increase activity
from high-performing channels,
and
• Experiment with new
approaches for low performing
channels.
Fast Track Lead Generation
22

23. totheweb.com
Begin with a
website audit
Is your website your
best sales tool?
Fast Track Lead Generation
23

24. totheweb.com
Visit ToTheWeb for a Competive Review and Analysis
• Identify what is and isn’t
working;
• Evaluate trends, set a
baseline and establish KPI’s
to monitor regularly;
• Prioritize execution for
changes.
Fast Track Lead Generation
Identify
problem
Fix problem
Test
against
baseline
24

25. totheweb.com
Convert your
visitors into leads
25
We work with B2B companies with lead
generation challenges. Our search programs
drive visitors to your site – but we don’t stop there
– we make sure your visitors convert into leads.
CALL 650.627.8800

26. Fast Track
Lead Generation
Questions?
RB@ToTheWeb.com
650.627.8800

27. totheweb.com
B2B Learning Center | Blog
Free B2B Tools + Articles
Tap into B2B
Resources @
27
Visit totheweb.com