Every business would like to convert more web visitors to leads and leads to customers. The big question is: how do you do that? This webinar will discuss specifics of how to improve conversion rates and track success.

1. Top Tips for Conversion Optimization
Jason Wells, CEO, ContactPoint

2. 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. 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. What is a ‘Good’ Conversion Rate?
PPC
- Median – 3.5%
- Mean – 8.4%
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5. What is a ‘Good’ Conversion Rate?
Organic
- Median – 4.0%
- Mean – 8.0%
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6. Conversion Rate: A Funnel Perspective
Awareness
Evaluation
Engagement
Conversion
Loyalty
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7. 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. 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 (Watch
Blog Subscription a Video or Webinar)
Form On-Page
Retreat Offer
(They Stay on the None
Page)
@logmycalls

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

10. Conversion Rate: The Thank You Page
 ‘Thank you’ or
‘Confirmation’ page with
form rather than a button
increases conversion rates
5% - 8%
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11. 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 Webinar)
Demo Landing Page
Thank You Page (With
Retreat Offer (White
Blog or Newsletter
Paper or Webinar)
Subscription)
@logmycalls

12. Conversion Rate: 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. 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

14. 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

15. 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

16. 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

17. 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 the right side
 Using the Word FREE or having a free badge increases
conversion rates from 4% to 10%
 Green CTA buttons convert 21% more than red buttons
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18. 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”
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19. 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
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20. Website Conversion 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

21. Website Conversion 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 their
product has 9 demo Note: Every Hubspot blog or article has 10-12 calls
buttons on it! to action.
@logmycalls

22. Adwords & Call Extensions
• 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
@logmycalls

23. 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

24. Phone Calls
• Test-Phone Conversion Rates Close Ratio By Month
 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
• Track inbound calls
• Optimize landing pages, websites and
campaigns to generate calls
@logmycalls

25. Dynamic Number Insertion
• Dynamic Number Insertion (DNI)
 The problem: How do you track calls generated from various
web sources? (i.e. Did someone call after conducting an organic
search, clicking through an email, or typing in our URL?)
 DNI solves that problem
• How it Works
• A different phone number appears on your website dependent
on how the website was accessed
• If someone accesses from a referral source they see a specific
number, if they direct type in a URL they see a different number,
etc. etc.
• Track calls from various web sources
@logmycalls

26. Dynamic Number Insertion
Track social media
success with DNI
Links from social media
generate different phone
numbers on website
The phone number
changes dependent upon
the source
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27. Setting Up DNI
Step-by-Step
1 – Select Your Default
Number
2 – Choose the Tracking
Number
3 – Choose a Destination
URL
4 – Generate Code
5 – Use the Trackback URL
to Link
6 – Post Code
Note: DNI is great for
7 – Repeat with as many
SEO, PPC and digital tracking numbers and URLs
marketing firms – You as you wish
can track phone calls
generated by web
source.
@logmycalls

28. Tracking Lead-to-Customer Conversion
 What percentage of inbound calls result in a sale?
 Usually 15 to 20 times higher than an inbound web lead
 Our system tracks close rates however you define them (appointment,
next step, closed sale)
This group of calls
within LogMyCalls
has a close rate of
63%
@logmycalls

29. Mobile Conversion
• 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

30. Mobile Marketing
 Request a Demo –
logmycalls.com/request-demo
 Call us at (866) 811-8880
@logmycalls

31. Next Webinar
 Thursday, July 5 – 2 PM EDT
 Title: 8 Ways to Prepare for the Mobile
Marketing Explosion
 How big will mobile be by 2014, 2015 or 2016?
 Examples of how companies are preparing now
 Statistics that will blow your socks off (unless you’re
wearing sandals)
 8 specific ways to start or improve your mobile
marketing
LogMyCalls.com/webinar
@logmycalls