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Lead generation marketers are remarkably lucky. If your peers in ecommerce run a series of utterly brilliant A/B or multivariate tests for conversion optimization (CRO), the most they can expect is a 20-something sales lift. (Heavy testers like Dell are thrilled when a test wins single-digit additional sales.) But, lead generation marketers can expect a much higher impact.
In fact, the average lead generation CRO campaign results in a 40-something conversion lift. As in 40% or more leads generated from the exact same traffic.
You can optimize every aspect of your lead generation pages – however, we’ve noticed the highest response lift often comes when you tweak your form.
Forms aren’t sexy.Most marketers would prefer to focus on creative things like images or copy. Testing creative does help of course; but your form is where the real action is.
Don’t let your IT team slap up a routine form on your lead generation landing pages, optimize it.
Here are three Case Studies to give you ideas to get started:
Overlays, screens that appear on top of a web page a visitor is browsing, are taking over as the most powerful way to gather email opt-ins from new visitors.
Thousands of sites use them, ranging from publishers such as The Motley Fool, to ecommerce sites like Joss & Main, and even Hilary Clinton’s last presidential campaign site.
Generally, a site with an overlay garners up to 400% more email opt-ins than a site that relies on an in-line form will.
To put that another way, if your site’s opt-in form gets a .5% opt-in rate now, adding an overlay could bring you a 4% opt-in rate or higher.
How can you make your overlays get an even better response rate? Happily, overlays are fairly easy to run A/B tests on.
Here are three examples to inspire you...
Most companies involved in lead generation spend a considerable amount of time thinking about, well, lead generation, with an emphasis on generation.
Unfortunately, the truth of the matter is that far more organizations have mastered the art of generating leads than have mastered the science of converting leads into sales.
In 2011, marketers began saying that "content marketing is more important than advertising" and given the growth of content marketing in 2012, it would appear that they meant what they said.
And not just in the consumer space. Although selling content marketing to leadership has been a challenge for some B2B marketers, the use of content marketing at B2B organizations is growing rapidly.
As a general rule in digital, it seems that when Google and Yahoo get involved in something it is a pretty good sign that it is important.
After many years of skirting around the fringes of performance marketing, recent product launches from these two online advertising behemoths leave no doubt that Online lead generation is finally ready to step out of the shadows and into the limelight.
Econsultancy has this month published the second edition of the Marketing Automation Buyer’s Guide, which contains an analysis of market trends, profiles of vendors and tips for marketers who want to invest in an automation platform.
Below, I've focused on one of the trends highlighted in the report: the integration of traditional prospect data with social data and the steps that marketing automation vendors have been taking in this area.
For companies looking to drive business online, lots of time and money is invested in lead generation. But what happens when the leads start flowing in?
Unfortunately, it's easy to perform reverse alchemy on leads, taking a golden lead and turning it into lead. What's worse: oftentimes, this happens almost immediately.
Read a few media kits from publishers looking to sell ad inventory on their websites and chances are you'll notice a trend: wherever possible, publishers will try to play up the 'premium' nature of their audiences.
From income to education, more is apparently better. It seems to make sense: an audience of highly-educated individuals earning above-average salaries sounds perfect on paper. But is it?
Perhaps not if you consider a recent study conducted by Leads360.
More than half of marketers admit that they are not using lead generation effectively, according to new research from the Internet Advertising Bureau (IAB).
The IAB says that the lead generation sector grew by 20% in the first half of 2011, faster than the industry’s understanding of the discipline.
The survey polled 125 marketers from advertisers, agencies, networks and suppliers, and found that although the majority of respondents understand how lead generation can increase a customer base, 52% said they weren't using it in the most effective way.
I was recently invited to speak on a panel about lead generation which covered everything from the state of the current market, the issues faced by lead buyers and sellers and a sneak peak into what the future holds for the fledgling UK industry.
As part of the panel we were tasked to come up with a series of lead generation tips for the audience and myself, Andy Purbrick from Dennis Publishing and Sean Sewell from Performance Horizon Group put our heads together to come up with a top 20.
Last week we covered the first 10 lead generation tips, and this week we bring you tips 11 to 20.
In the latest IAB/PwC adspend study, online lead generation registered an impressive 20% growth rate over the year which shows the continuing interest in lead generation.
However, while spend is certainly increasing, there is still a lack of understanding about the industry.
The title of this post could have been 100 lead generation tips, but with the help of a few other lead generation experts I have managed to narrow the list down to the top 20 most important.
Value based pricing is the new buzz term in online lead generation, but what does it take to sort your Rolls Royces from your Robin Reliants?