The Definitive Guide to Lead Generation

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CHAPTER FIVE: WEBSITE AND SEO WEBSITE FORMS When it comes to converting leads and making lasting impressions, your website is where the magic happens. KISSmetrics, an analytics and testing company, puts it best on their blog: “Your leads are only as good as the website that produces them”. They also provided these two compelling stats: • You have 0-8 seconds to persuade your audience with your headline and landing page. • Approximately 96% of visitors that come to your website are not ready to buy (but they may be willing to provide contact information in exchange for valuable content). So how can you optimize your site for lead generation? Let’s take a look. Using Website Forms You can’t convert leads unless they fill out a form. A good lead capture form might ask for only first name, last name, email address, company, and job function. You can add more or fewer fields depending on your needs, but always err on the shorter side—with forms, less is more. Why Short Forms Perform Better When it comes to conversion rates, short forms outperform long forms. It’s common sense—people don’t want to waste time filling in information. But to prove our point, Marketo decided to perform an A/B test of short forms vs. long forms. We tested three form lengths—one with five fields, one with seven, and one with nine. The shortest form asked for name, work email, job function, and company. The medium-sized form also asked for number of employees and industry; the longest form also asked for a work phone number, and which CRM system they used. The results? As you’ll see, the shortest form performed significantly better than the longer forms: Short (5 Fields) Conversion: 13.4% Cost per: $31.24 First Name: Last Name: Work Email: Company: Job Function: * * * * * Choose One Medium (7 Fields) Conversion: 12% Cost per: $34.94 First Name: Last Name: Work Email: Company: Job Function: # Employees: Industry: * * * * * Select * Select * Advertising Long (9 Fields) Conversion: 10% Cost per: $41.90 First Name: Last Name: Work Email: Work Phone: Company: Job Function: # Employees: CRM System: * * * * * * Select * Select Select Industry: Advertising Marketo’s A/B test on conversion rates for short forms vs. long forms 32
CHAPTER FIVE: WEBSITE AND SEO WEBSITE FORMS Although you may want a long form to feed your CRM, you’ll be sacrificing leads in exchange for more data. And, as explained on the following page, you can still get additional data using other methods. Another factor to keep in mind: the more information you ask for, the less likely people are to tell the truth. Take a look at this graph from MarketingSherpa, which highlights problems with self-submitted data. The more detailed information a lead fills out, the more likely he or she is to lie. Phone Company Size Custom Job Title Company Do Tech Buyers Provide Accurate Information During Registration? Never Rarely Sometimes Always 12% 23% 27% 38% 11% 18% 31% 40% 10% 22% 39% 29% 11% 10% 32% 31% 53% 55% Industry 8% 30% 59% Email 7% 24% 68% Name 5% 22% 72% Source: MarketingSherpa and KnowledgeStorm. Connecting Through Content Phase III. August 2007. Methodology: N=2,700 33
Page 2 and 3: TABLE OF CONTENTS 03 04 07 11 19 20
Page 4 and 5: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 6 and 7: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 8 and 9: CHAPTER TWO: HOW HAS LEAD GENERATIO
Page 10 and 11: CHAPTER TWO: HOW HAS LEAD GENERATIO
Page 12 and 13: CHAPTER THREE: DEFINING A LEAD WHAT
Page 14 and 15: CHAPTER THREE: DEFINING A LEAD WHAT
Page 16 and 17: ASK THE EXPERTS: WHAT IS A LEAD? Q&
Page 18 and 19: CHAPTER THREE: DEFINING A LEAD MAPP
Page 20 and 21: CHAPTER FOUR: CONTENT MARKETING
Page 22 and 23: CHAPTER FOUR: CONTENT MARKETING WHY
Page 24 and 25: ASK THE EXPERTS: CONTENT MARKETING
Page 26 and 27: CHAPTER FOUR: CONTENT MARKETING THE
Page 28 and 29: CHAPTER FOUR: CONTENT MARKETING VIS
Page 30 and 31: CHAPTER FOUR: CONTENT MARKETING COM
Page 34 and 35: CHAPTER FIVE: WEBSITE AND SEO WEBSI
Page 44 and 45: CHAPTER FIVE: WEBSITE AND SEO CHECK
Page 46 and 47: CHAPTER FIVE: WEBSITE AND SEO SEARC
Page 48 and 49: CHAPTER FIVE: WEBSITE AND SEO AUTHE
Page 50 and 51: CHAPTER FIVE: WEBSITE AND SEO KEYWO
Page 52 and 53: CHAPTER FIVE: WEBSITE AND SEO ON-PA
Page 54 and 55: CHAPTER FIVE: WEBSITE AND SEO THE P
Page 56 and 57: CHAPTER SIX: LANDING PAGES
Page 58 and 59: CHAPTER SIX: LANDING PAGES LANDING
Page 60 and 61: CHAPTER SIX: LANDING PAGES LANDING
Page 62 and 63: CHAPTER SEVEN: SOCIAL MEDIA AND LEA
Page 80 and 81: ASK THE EXPERTS: SOCIAL MEDIA AND L
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ASK THE EXPERTS: SOCIAL MEDIA AND L
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CHAPTER EIGHT: EMAIL MARKETING MAIN
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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ASK THE EXPERTS: EMAIL MARKETING RO
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CHAPTER EIGHT: EMAIL MARKETING PAID
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CHAPTER NINE: PAID PROGRAMS
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CHAPTER NINE: PAID PROGRAMS PAY-PER
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CHAPTER NINE: PAID PROGRAMS CONTENT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENT P
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CHAPTER TEN: TELEPHONE-BASED LEAD G
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
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PART THREE: OPTIMIZE AND MEASURE YO
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CHAPTER TWELVE: TESTING AND OPTIMIZ
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CHAPTER THIRTEEN: METRICS
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CHAPTER THIRTEEN: METRICS METRICS P
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CHAPTER THIRTEEN: METRICS OPPORTUNI
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CHAPTER THIRTEEN: METRICS FIRST-TOU
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CHAPTER THIRTEEN: METRICS MARKETING
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CHAPTER THIRTEEN: METRICS FOCUS ON
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CHAPTER FOURTEEN: LEAD GENERATION T
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CHAPTER FOURTEEN: LEAD GENERATION T
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CONCLUSION LEAD THE WAY! We know th
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APPENDIX Marketing Automation PPC S
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DG2LG-01142014 © 2014 Marketo, Inc
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The Definitive Guide to Lead Generation

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