1. Building Successful Conversion Paths

2. AGENDA Start with a plan Build it and they will…convert
Track, Edit, Repeat
Questions

3. 1
Start with a plan.

4. How Many of You
Start With a Plan?

5. Develop Personas

6. Sample Sally BACKGROUND: Head of Human Resources
Worked at the same company for 10 years; worked her way up from HR Associate
Married with 2 children (10 and 8)
DEMOGRAPHICS:
Skews female
Age 30-45
Dual HH Income: $140,000
Suburban
IDENTIFIERS:
Calm demeanor
Probably has an assistant screening calls
Asks to receive collateral mailed/printed

7. Audit Your Current Content

8. Map Your Offer to the Buyer’s Journey
Content Level – Image Text Orientation 1

9. Consideration/Validation Stage Decision Stage
Buyer’s Journey
Research Stage
Consideration/Validation Stage
Decision Stage
Content Level – Lists: Comparative

10. 2
Build it and they will…
CONVERT.

11. What is a Conversion Path?
Call to Action (CTA)
Landing Page (LP)
Thank You Page (TYP)
Content Level – Lists: Comparative

12. Landing Pages

13. Landing Page: Header & Sub-Header

14. Landing Page: Include an image

15. Landing Page: Copy

16. Landing Page: Form

17. Landing Page: Automated Follow Up Email

18. Best Practices For Landing Pages
Create a clear, compelling header so the visitor understands the purpose of the page – Remember the blink test!
Use a sub-header to promote the benefit of the offer
Include an Image on the page. PRO TIP: Use the cover of the offer
Relate to the problem or issue you are solving for in the top paragraph. Build the reader’s interest!
Use bullet points to highlight items the reader will take away – Use numbers & “How to” lines
Provide a wrap up sentence to build urgency for the reader – Play on the readers fears or problems
Add form fields based on where offer fits In the buyers journey – Use Smart Forms to help make this easier

19. Thank You Pages 1 2 3

20. Best Practices For Thank You Pages
Be sure the download link stands out and is very easy to find – Think Blink Test!
Consider the next step you want the lead to take – remember the buyers journey
Give a brief description on what the person should do – Loop in your Sales team for input on this
Provide 2 paths for the lead: One path to the next stage in the funnel and another for them to move to BoFu – Spoon feed the path for the lead
Make sure to return the navigation to the Thank You Page

21. Calls to Action

22. Best Practices For Thank You Pages
Match the CTA with the headline of the landing page – Offer a congruent experience for the reader
Tell the reader what to do – Download Our Ebook, Request a Demo
Use pictures: cover of the content offer, picture that relates – Remember blink test!
Place your CTAs on pages that match your reader’s needs (e.g. case studies on a pricing page) - Use the buyer’s journey to determine where to place CTAs
Give the visitor a reason to click on your CTA - Use fear & doubt to attract click through

23. 4
Track, Edit, Repeat

24. Playbook for your marketing campaigns!
Use the Campaigns Tool…
Content Level – Image Text Orientation 1
Playbook for your marketing campaigns!

25. Look at
Persona Metrics…

26. Ask Questions…
Which s did the best at bringing people into the campaign?
Which offers were most popular?
What blog topics generated the most leads?
How did PPC do compared to social?
What channels were most effective in this campaign?
Are these outliers or trends?
Content Level – Lists: Comparative

27. Ask Critical Questions…
Do we really know our persona?
Do we do a good enough job targeting our persona?
Are the landing pages compelling enough?
Is the content we offer valuable?
What has worked? (Don’t forget to look at the positives!)
Content Level – Lists: Comparative

28. Answers to tough questions drive IMPROVEMENT!
PERSPECTIVE:
Consumer/
Prospect
WHAT IS A KEYWORD?
Answers to tough questions drive IMPROVEMENT!
Content Level – Image Text Orientation 3

29. QUESTIONS?