Boosting business-to-business digital leads doesn't have to overtax marketers' imaginations and budgets, reassures a recent hubspot.com blog post by Lisa Toner. She suggests five quick, low-cost experiments for boosting B2B leads and sales from social, e-mail and online traffic. First, she advises trying out an embedded one-field subscribe form at the end of blog posts, instead of a call-to-action button; it boosted hubspot's conversion 20%. Second, do A/B testing of content titles; the winning title for an ebook increased leads 776% in one hubspot test, she notes. Idea No. 3 is to experiment with targeted Facebook dark posts (News Feed-style ads published outside your News Feed); she cites one test of ads and targeting that yielded an ROI 35 times the small dollar commitment. Her post links to tutorials for those unfamiliar with dark posts. The fourth area to examine is reduction of form fields on landing pages; Toner cites the example of ImageScape, which reported a 120% improvement in conversion by cutting form fields from 11 to 4. To reduce fields without losing key user info, Toner points to "progressive profiling" software and provides links to explanatory articles. Finally, there is tried-and-true A/B creative testing, starting with something as fundamental as the color of call-to-action buttons. To see examples and links to relevant articles, go to http://blog.hubspot.com/marketing/lead-generation-experiments
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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