How Do Conversion Paths Work? A Step-by-Step Guide As a marketer, a big part of your job is to convert qualified website visitors into leads. Simple enough. More specifically, inbound marketing requires you to create remarkable content they'll want to trade their contact information for. From there, those leads turn into opportunities, who turn into customers and even promoters. Clearly, conversions are a big deal. So how can you optimize yours? By creating conversion paths optimized to most effectively convert your ideal visitors into leads. While not all conversion paths are identical and depend on the type of business they’re for, they have a few common attributes: a landing page, a call-to-action, a content offer or end point, and a thank you page. Landing page: A landing page is a specific page on your website designed to collect a visitor’s contact information in exchange for a resource, like a course, ebook, or other product. Call-to-action: A call-to-action is a section on a webpage or advertisement that persuades the visitor to act or do something. These can take the form of buttons prompting website visitors to sign up, subscribe, or buy a product. Thank you page: The thank you page shows your visitors that you appreciate them for taking a desired action. For example, a thank you page might appear after a visitor has signed up for a newsletter or filled out a form. End point: This may be in the form of a...

5 Email Unsubscribe Button Ideas That Could Save Subscribers Do you ever wish you could unsubscribe from a conversation? As an introvert, I do, quite often. Though unsubscribing from a conversation with another person isn’t always possible (and could potentially be seen as rude), unsubscribing from emails is perfectly acceptable behavior. As a consumer, the unsubscribe button can feel like a gift from the divine when your inbox is overflowing. As a marketer, the unsubscribe button can be standing between you and your email marketing goals if your list undergoes a mass exodus faster than you’re able to bring in new leads. However, the unsubscribe button in your emails doesn't have to be feared. In fact, when leveraged wisely, the unsubscribe button can be a powerful tool that helps you curate an engaged email list of your ideal customers who are ready and willing to hear your message. Let’s break down the ins and outs of the email unsubscribe button, and how to set it up in a way that helps your business. What is an unsubscribe button? An unsubscribe button is a link or button module typically found at the bottom of a marketing email that gives email subscribers the chance to opt-out of future messages with one simple click. Why Have An Unsubscribe Button I know, the idea of subscribers leaving your list may prompt a bit of panic, especially if you have aggressive list-building goals. However, having an unsubscribe button or link can be to your...

Conversion Rate Optimization (CRO): 8 Ways To Get Started Today, most marketing teams are focused on driving traffic toward websites in hopes that this traffic then converts into qualified leads for sale reps to close. But that's only half the battle. Getting more out of existing traffic and leads (versus entirely new traffic) can propel companies toward long-term, sustainable growth. That's where conversion rate optimization (CRO) comes in. In this guide, you'll learn about the power of CRO, why your business should focus on improving your conversion rate, and how to get get started. What is a conversion rate? A conversion rate is the percentage of visitors who complete a desired action, like completing a web form, signing up for a service, or purchasing a product. A high conversion rate means your website is well-designed, formatted effectively, and appealing to your target audience. A low conversion rate could be the result of a variety of factors related to either website performance or design. Slow load times, a broken form, or copy that doesn’t convey the value of the offer are common reasons for a poor conversion rate.  What is a good conversion rate? A "good" conversion rate depends on your industry, niche, goals, traffic channel, and audience demographics, among other factors. For example, the average conversion rate of ecommerce sites globally was 2.17% in the third quarter of 2020, which was down from 2.37% the previous year. The ecommerce conversion rate in the US was higher, however,...

18 Compelling Above the Fold Content Examples to Inspire Your Own The human attention span is short. This means that your website’s content has to inspire, delight, and engage your target audience in mere seconds. Maybe your content is performing well on social media. It's resonating with audiences and earning engagement. But it's possible that when you look at website metrics, there's a different story being told. If your session time is low and your bounce rate is high, then your above-the-fold content may be to blame. Not to worry: We’ll go over everything you need to know about above-the-fold content, including best practices and examples that will inspire you. Your above-the-fold website content directly impacts your engagement metrics, because it can inspire users to explore the rest of the website and its offerings. If it’s not properly optimized, you’ll likely see a boost in bounce rate and a decrease in conversions. A web page that is slow to load, congested with information, and hard to use will probably not draw the reader in the same way a page with the opposite design would. This can hurt your website’s lead generation potential. Let’s say you’ve been losing traffic. It’s possible the content website visitors see when they first visit your page isn't interesting enough to keep them there. Your page might be compelling by the time visitors start scrolling, but if the content isn’t dazzling and user-friendly right off the bat, visitors can easily click away. This means that...

11 Lead Generation Mistakes Marketers Need to Avoid in 2020 For many businesses, the key to making sales is to first generate leads. Leads are valuable because they're the people who have indicated organic interest in your content and your business by giving you their information in some way, whether it's by filling out a form to download an ebook, completing an online survey, or something else. But leads don't grow on trees. Some marketers have trouble generating enough leads to feed their sales team. Others generate plenty of leads, but they're not good leads, and your sales team is having trouble closing them into customers. Others just have no idea where their leads are coming from. These are all common problems marketers have with lead generation. In this post, we'll go over many of these problems and talk about how to fix them. We'll also highlight a few tips directly from HubSpot acquisition experts. 11 Lead Generation Mistakes Marketers Should Avoid 1. You're buying leads, not generating them organically. If you're having trouble generating leads, it can be tempting to buy email lists so you can feed your sales organization with something -- anything. But buying or renting contacts out of desperation will cause you more long-term (and short-term) harm than good. There are a lot of reasons buying email lists is never a good idea. Not only will sending emails to purchased lists harm your email deliverability and IP reputation, but there's a good chance the...

23 Conversion Rate Optimization Tools for Research, Feedback, Analytics & More Believe it or not, driving traffic to your website — albeit challenging — isn't enough to sustain your business. In an effort to truly leverage that investment in traffic, marketers must use conversion rate optimization, or CRO, to convince said traffic to complete a desired action. In some cases, these optimization techniques might be as basic as changing the color of a CTA. In other cases, there's a lot more that can be improved. The list below outlines a ton of helpful tools for marketers who are looking to optimize their conversion rates. To help you understand which tools are used for what, we’ve also broken this list into a few major categories: Lead capture tools, research tools, analytics tools, mouse tracking and heat maps, feedback tools, and experiment tools. From high-level changes like landing page and email design and inspiration to in-depth insights on how your visitors navigate through your content, these tools will help you improve the performance of your site. Ready? Let's get converting ... Lead Capture Tools These are the tools that you will use to capture more leads on your site, thus improving your CRO. While most conversion-focused content has a built-in form or CTA, these tools act as additional lead capture mechanisms to boost the number of leads that convert on your content. 1. HubSpot Price: Free Picture Google Analytics meets SumoMe meets a CRM. Sounds cool, right? It starts with...

How to Create a Landing Page: The Simple Step-by-Step Guide The other day, I was reading a blog post about using Twitter for marketing. While reading through the post, I noticed an offer for a free ebook about the same thing, and by clicking on it, I was taken to a new page. This page let me know what was in the ebook, how to download it, and the benefits of this content. I also noticed a few things that separated this particular webpage from others. Source First, I noticed that this landing page was simple. It wasn't terribly busy, and the design seemed to directly support the ebook. Second, I noticed that all of the copy was nicely organized and made the ebook sound like a must-have. And finally, I learned that I could obtain this ebook just by entering my name and email address. To me, this was a pretty sweet trade. I could access even more information about using Twitter for marketing — for free. I thought devoting an entire page to this offer was a pretty smart idea; That way, it could focus solely on communicating the usefulness of a guide. This is the glory of using a landing page, which we'll get into in this post. We'll also go over how to create a landing page of your own, step by step. To start, let's talk about what a landing page is and how it can be a useful asset for...

19 Ways to Effectively Increase Your Conversion Rate Have you ever heard the term "analysis paralysis"? It's the concept that too many choices can inhibit a person's ability to make a decision. It's like when a visitor is on your website and there are too many places to look or there's a confusing design. When this happens, visitors won't convert. As a marketer, it's important to remove any type of barrier to conversion. To do this, you should calculate your conversion rate and analyze why visitors aren't converting on your site. Whatever the reason, I'm sure you're wondering how you can improve your conversion rate. Below, let's review how to increase your conversion rate for both your desktop website and mobile site. Improving Your Website's Conversation Rate 1. Use a CRO planner. Getting started with conversion rate optimization can seem like a daunting task. The first step to improving your conversion rate? Use a CRO planner. With a CRO planner, you'll be able to analyze and develop a strategy for increasing your conversion rate. For example, with HubSpot CRO planner, you'll find instructions on how to conduct a site audit, identify areas to improve your conversion funnel, understand users on your site, and go through the process of A/B testing and experimentation. CRO planners can be helpful because they take through the entire process from A to Z. 2. Shorten your forms. One reason that users don't convert is because there's friction in the process. For...