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

Going Lean: 10 Ways Your Inbound Agency Can Strive for Excellence

Posted by John McTigue on Nov 14, 2012 8:59:00 PM

strive for excellence

To create successful inbound marketing campaigns, it's important to create processes to ensure that multiple lead nurturing efforts can be launched in the most efficient way. Furthermore, it's crucial to embrace continuous improvement so these campaigns bring in the greatest number of sales qualified leads possible. These practices help make your marketing agency, or any company, run more efficiently while attracting more clients and more talent.

As we continue to implement these standards and practices, we wondered what some specific things we—and you— could do to enhance these processes on a daily basis. First, let's identify some simple goals your team can rally around to make your shop a better place to work.

Goals to Help Us Strive for Excellence on a Daily Basis

  • Our team and clients understand what we are saying
  • We can clearly see the relationship between effort and success
  • Every day we seem to be getting better at what we do
  • We see ourselves as winners, and our customers do too
  • When we have problems, we fix them right away and move on

Here, we brainstorm easy steps each of us can take to achieve these goals:

  1. Resist the temptation to speak right away when asked a question. Think about your response and how to say it clearly.
  2. Create a plan, just a simple to-do list, for every day. Execute the plan and review your progress before you go home. Then create tomorrow's plan.
  3. When you run into a roadblock, add a to-do item to your list to solve it. You don't necessarily have to drop what you're doing now. Just commit to solving it later.
  4. Prioritize your to-do list, and don't let things slide more than a day or two at the most.
  5. Discuss your challenges and successes with your peers and bosses. Ask for their opinions and recommendations.
  6. Set aside time every day during work to think. Yes, think. Take your most challenging to-do item and go somewhere quiet and think. Let your work neighbor know that's what you're doing in case you're needed. Let your boss know that's what you want to do and negotiate a reasonable amount of time.
  7. Identify what's holding you back from becoming a genuine rockstar at your job. Talk to your peers and your boss about it and figure out a plan to get there. Work those steps into your daily plan.
  8. Blur the lines between work and play. If your job is challenging and rewarding, both personally and professionally, why worry about how much time you spend on each part? When work is stressful, play hard to balance it. When work is awesome, celebrate with your teammates.
  9. Own something. Strive to be a leader in your project, your field, your social network, your company. Leadership is hard to find and even harder to teach. You know what it means to be a leader, you just have remember to be one every day.
  10. Write a couple of blog posts every week. Your company definitely needs your help, so you'll make an immediate impact. The big benefit is personal. Expressing your ideas, getting published and getting feedback from outsiders is one of the most rewarding things you can do—and it's out there, on the record for everyone to see. Pretty cool.

Make Your Own Top 10 List

We wanted to let you know that continuous improvement isn't necessarily an organizational thing, nor is it simply a formula with statistical measurements. It starts with our own daily habits and attitudes. By working on just a few things each day, we can improve ourselves and be better team members, and those things have a profound impact on success at every level.

LeanDigital Large4

About the Author: John McTigue is the Executive Vice President and Co-Owner of Kuno Creative, an industry-leading inbound marketing agency and certified Gold HubSpot partner.

photo credit: Pompeychuck

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Topics: john mctigue, lean strategies, lead nurturing, inbound marketing, kuno creative

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