Landing Page Case Study: Measurement & Lead Nurturing Lessons

Posted by Tracy Lewis on Jan 14, 2013 7:39:00 AM

In June 2012, PR 20/20 released the ebook, The B2B Marketer's Guide to Going Inbound, as a resource for marketers to generate and nurture high-quality leads through the use of technology, and inbound strategy and tactics.

The ebook was promoted within a blog post with calls to action to download by filling out a form on a separate landing page. To date, the ebook has been downloaded 262 times by marketers and agency professionals alike, driving significant leads to PR 20/20 and its sister site, Marketing Agency Insider.

Below we outline strategies employed and lessons learned during campaign execution.

Call-to-Action Tracking

Within the blog post, there were two calls to action prompting readers to download the ebook. The first was a text link that appeared above an image of the ebook cover. The second was a call-to-action button positioned at the end of the post.

CTA screenshot

We set up both links as separate events within HubSpot Enterprise so that we could better understand conversion rates and visitor behaviors.

Of the two, the text link was clicked 73.9% of the time, whereas the button was only clicked 26.2%. Our belief is that the text link was more popular because it appeared higher in the post, not necessarily because it was a text link. However, additional tests would need to be run to test that hypothesis.

A/B Test of Landing Page Copy

On the ebook landing page, we ran an a/b test that looked at the impact of copy length on conversion rates. In version one of the page, we included short bullets, outlining the ebook’s table of contents. In version two, we provided much more detail in those bullets. See the screenshots below to compare.

Landing Page Sample

Landing Page SampleAs you’ll see, in both pages, copy length was the only variable that changed. Other factors, such as headline, image and form remained consistent.

After running the test for several months, we found that there was not a statistically significant difference in the two variations. Version one converted at 65.8%, whereas version two converted at 70.9%.

We have plans to run additional tests on this page in the future. In fact, we’re currently experimenting with HubSpot’s smart fields within the landing page form. Smart fields pre-populate information previously gathered from a user, eliminating unnecessary form fields, to make repeat conversions easy.

Targeted, Automated Lead Nurturing

In addition to optimizing CTAs and landing pages for conversion, it’s also important to think about the process that will occur after a lead submits a form.

Since our ebook was a thought leadership piece, in which people may not necessarily constitute a sales-ready lead for PR 20/20, we connected the form with an automated lead nurturing campaign

In the form, we asked if the person’s company provided marketing services to clients.

Form FieldFrom here, we set up smart lists that automatically tag contacts as either a “company” or “agency” within our HubSpot portal. Audiences then receive tailored emails based on their status.

For example, companies get a set of three emails that offer additional resources, and then prompt the person to contact PR 20/20 for marketing support. Agencies, on the other hand, get one email that introduces them to Marketing Agency Insider, an educational site for agencies developed by PR 20/20.

By segmenting audiences in this way, and tailoring the message accordingly, we’ve seen strong email click through rates, and very few unsubscribes.

Key Takeaways

When working with calls to action and landing pages, the key is to have the systems in place that enable you to not only track performance, but also to make adjustments based on historical data. Keep in mind that in many cases, testing and optimization is an iterative strategy that can take time to execute properly. However, small updates collectively can drive a large impact.

Finally, we’ve found that the more targeted you can make the experience, the better. Technology, like smart lists, fields and CTAs, makes personalization easier than ever before.

Share your call to action and landing page experiences, best practices and lessons learned in the comments section below.

About the Author: Tracy Lewis is a consultant at PR 20/20, a certified Gold HubSpot partner and inbound marketing agency that combines content, public relations, social media and search marketing into integrated campaigns. She is also the community manager for Marketing Agency Insider.

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Topics: landing pages, lead nurturing, lead follow up, marketing analytics, PR 20/20

Shut Up and Sell More

Posted by Pete Caputa on Sep 4, 2008 4:06:00 PM

Craig Klein left a comment on my blog this morning. I checked out his blog and saw a great post that I had to point people to. Here's an excerpt from the full article:

 Bottom line: Recent experiences like this one show me that too many sales people still haven't gotten the message - sales is not about talking, telling or teaching. Its about listening.

Your goal is to continue to ask the prospect questions about their world. Understand what's working for them, what challenges they face, where they think they're heading and most importantly, what are the greatest risks they see in the current world or in the future. What are they afraid of.

Why? Because people buy for emotional reasons. Especially in business, people buy things because its a piece of a vision in their head or they buy because they're afraid of something. Either way, if you know what that is, then its easy to show them how your product or service can be a crucial part of the vision or protect them from failure, cost overruns, etc.

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Topics: lead follow up, prospecting, sales

Initiating the First Conversation with a Prospect is Always the Hardest Step

Posted by Pete Caputa on Jul 12, 2008 6:02:00 AM

If part of your job involves initiating conversations with prospects, you need to read this email chain that Dave Kurlan has shared between him and a prospect:

Lesson - Even if you fail to get a response or you get a negative response, keep at it! The key is to get a response - to something - to get a dialog started.

Dave's example is about contacting a referral. However, the same principles apply for following up on web generated leads. Do what you need to do to just start "any" conversation.

With referrals, I usually keep at it until I figure out whether I can help the prospect. However, with leads, it is two strikes and their out. Dave's example makes me think that I'm not doing enough before I abandon that lead. The main reason I don't is because I'm looking for low hanging fruit in a humungous orchard. In plain english, I have more leads than time.

Anyone have this problem? How do you make sure you do the things necessary to get people into conversation with you?

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Topics: lead follow up, web leads, sales

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