If you’d like to generate more leads for your sales team (and who wouldn’t?), the best place to start is by improving the user experience on your website and landing pages. In this Capterra presentation, you'll learn: 1. How to convert more of your website visitors into leads 2. Common obstacles that prevent prospects from completing your forms 3. Quick fixes you can make to your landing pages today to increase conversions

1. of a

2. Goal of Your Software
Website or Landing Page

3. Goal of Your Software
Website or Landing Page
Generate
Sales
Leads

4. Goal of Your Software
Website or Landing Page
Generate
Sales
Leads
Cost
of Leads

5. Understanding the Steps of
Inbound Marketing
to Generate Leads
the right
web
visitors

6. Understanding the Steps of
Inbound Marketing
to Generate Leads
prospects through
design and content
with a
compelling and
prominent
offer

7. Understanding the Steps of
Inbound Marketing
to Generate Leads
into leads
when visitors
fill out a short
form

8. Only have a few seconds…
to capture
attention
before your
visitor leaves
your website.
http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability

9. Only have a few seconds…
for visitors to
understand
exactly what
you do.
for visitors to
gauge effort in
learning
benefits and
offer options to
take action.
http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability

10. Only have a few seconds…
for visitors to
understand
exactly what
you do.
for visitors to
gauge effort in
learning
benefits and
offer options to
take action.
The eye tracking image shows how design and copy
help this process
http://uxmag.com/articles/eye-tracking-the-best-way-to-test-rich-app-usability

11. Using Anatomy of a Landing Page
to Break Down the Three Basic Elements

12. Using Anatomy of a Landing Page
to Break Down the Three Basic Elements
First Element is
great content!
This includes:
Strong Value
Proposition
so prospects
know
immediately
what you
offer

13. Using Anatomy of a Landing Page
to Break Down the Three Basic Elements
First Element is
great content!
This includes:
Quality
benefitsfocused copy
in bulleted
format or
blocked text
for ease of
reading

14. Using Anatomy of a Landing Page
to Break Down the Three Basic Elements
First Element is
great content!
This includes:
Testimonial to
add credibility
Relevant image
or video to help
quickly teach
about solution

15. Using Anatomy of a Landing Page
to Break Down the Three Basic Elements
Second Element
is a Call to
Action!
This includes:
A primary offer
like Get Demo or
Free Trial pulled
out as a button
with contrasting
color.
Possible secondary
offer such as
whitepapers

16. Great Example
Value Proposition
Strong Offer/ CTA
Testimonial
http://myvr.com/

17. Calls to Action
• Must be compelling!
• Use buttons
• Change to bright or
contrasting colors
• Have clarity
• Across offer to form
copy
• Across ad to website
copy
• Differentiate primary
versus secondary
offers
View Demo Video
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18. Calls to Action
• Address the stage
the buyer is in
(typically some
offers are better
for early stage
buyers and others
work well for later
stage prospects)
• Connect to a short
form

19. Using Calls to Action
http://www.campaigner.com/

20. Differentiating Calls to
Action
http://www.hubspot.com/

21. Third Basic Element: The Form
a good example
• Keep it short (up to 46 fields)
• Use a good size on
fields
• Remove distractions
• Reinforce offer on
submit button
• Align fields for ease of
fill out
• Be aware of the fold
• No reset / cancel
buttons!
• Be careful of captchas
http://www.activecampaign.com/

22. Third Basic Element: The Form
a good example
• Send to a
success/completion
page
• Outline next steps
for the prospect
• Lets prospect know
form submitted
properly
• Allows you to easily
setup tracking on
completion actions
• Have additional
nurturing resources
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We will contact you shortly to setup a free demo of this
product. In the meantime, view our online video or our
faqs section.
We look forward to connecting soon.
?

23. The Form
what not to do
• Optional fields
still count
• Pitfalls of
combining 2 steps
is reducing the
number of quality
leads that convert
• Watch abandon
rate
• Need more data?
– collect in
separate steps

24. More on Copy: Testimonials
• Builds buyer trust
• Provides credibility to
features
• Helps increase clicks on
offer buttons
•
•
•
•
•
•
http://moz.com/
Tips on what to include:
Picture
First and Last name
Position
Company
Quotation marks
Gathering from thirdparty sources such as
LinkedIn

25. Ways to Create Emphasis

26. Calculating Conversion
Impact

27. Calculating Conversion
Impact
Difference of 10 customers

28. •
•
•
•
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Free Templates
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29. 1. Content
2. Offers
3. Short Form

30. Questions / Feedback
info@capterra.com

32. Get Free Website Consult