The State of Lead Gen
in 2015: 4 Secrets to Boost Your Results A WEBINAR BY FORMSTACK FEATURING JAY BAER & EVA MCKNIGHT

Flexible online form building platform.
Quickly capture responses with branded web forms. INTRODUCTION #formreport

@formstack #formreport Join the conversation
on Twitter! This webinar is being recorded and will be emailed to registrants. INTRODUCTION #formreport

Jay Baer Jay Baer is
a renowned business strategist, speaker, and author. @jaybaer Eva McKnight Eva McKnight is the Content Team Lead at Formstack. @evachristine09 INTRODUCTION #formreport

The Problem with Online Marketing
and Social Media #formreport

Many (most?) people think of
social media as a way to get visitors to their website. THE PROBLEM WITH ONLINE MARKETING #formreport

And one of the main
social media success metrics for many companies is how much website traffic comes from Facebook, Twitter, LinkedIn, et al. cation THE PROBLEM WITH ONLINE MARKETING #formreport

That's not the only social
media measurement, and it CERTAINLY isn't the best. THE PROBLEM WITH ONLINE MARKETING #formreport

Why? Because traffic is a
means to an end, not the goal. THE PROBLEM WITH ONLINE MARKETING #formreport

If you pay a lot
of attention to website visits (from social media or other sources), you need to dig a LOT deeper. THE PROBLEM WITH ONLINE MARKETING #formreport

You need to focus instead
on ACTIONS, not EYEBALLS. THE PROBLEM WITH ONLINE MARKETING #formreport

You need to focus instead
on ACTIONS, not EYEBALLS (unless you're selling ads, which you probably aren’t). THE PROBLEM WITH ONLINE MARKETING #formreport

It's much easier (and less
expensive) to build your business with post-click improvements rather than pre-click reach and exposure. THE PROBLEM WITH ONLINE MARKETING #formreport

Website Traffic 50,000 Conversion Rate
2% Total Conversions 1,000 Total Sales (@$50/each) $50,000 THE PROBLEM WITH ONLINE MARKETING #formreport

Website Traffic 100,000 Conversion Rate
2% Total Conversions 2,000 Total Sales (@$50/each) $100,000 THE PROBLEM WITH ONLINE MARKETING #formreport

Website Traffic 50,000 Conversion Rate
4% Total Conversions 2,000 Total Sales (@$50/each) $100,000 THE PROBLEM WITH ONLINE MARKETING #formreport

In almost every case, it
will be far less expensive (and more controllable) to double your conversion rate, compared to doubling your website traffic. THE PROBLEM WITH ONLINE MARKETING #formreport

But comparatively few companies pay
attention to landing page and form optimization because it isn't sexy. THE PROBLEM WITH ONLINE MARKETING #formreport

If we all (including me)
spent as much time on post-click optimization as we did on pre-click social media shenanigans, we'd be WAY better off. THE PROBLEM WITH ONLINE MARKETING #formreport

So, Now What?
#formreport

Let's say you got someone
to click a link on your tweet (yay!) and they end up on your landing page. What should you ask them to do next? ? #formreport

A lot of companies don't
know! ! #formreport

For EVERY page of your
site, you should know (and document) your top 3 preferential behaviors. #formreport

Preferential Behavior = Ideally, what's
the OPTIMAL thing we would want a visitor to this page to do next. #formreport

Preferential Behavior • Fill out
form (duh) #formreport

Of course, you want the
"hard conversion" that yields sales or leads or awesomeness. But you also have to give people other options that don't require a full commitment. #formreport

Not everyone wants to "put
a ring on it" instantly… #formreport

Other Preferential Behaviors • Email
sign-up • Webinar sign-up • Whitepaper download • Video view • Podcast download • Contests #formreport

Formstack found that contests and
event registrations are the most effective mechanisms for enticing a form completion #formreport

4 Secrets for Better Lead-Gen:
1. Experiment with Form Type 2. Create a Social-Friendly Form 3. Find Your Submissions Sweet Spot 4. Test Your Perfect Form #formreport

Secret #1: Experiment with Form
Type #formreport

Highest performing form types: •
Contests - 35% • Surveys - 14% • Lead Gen & Event Registration - 11% SECRET #1: EXPERIMENT WITH FORM TYPE #formreport

Secret #2: Create a Social-Friendly
Form #formreport

Take advantage of your users’
addiction to social media. Social Autofill boasts a 189% conversion rate lift. SECRET #2: CREATE A SOCIAL-FRIENDLY FORM #formreport

Get more out of Facebook.
Embedded contest forms on Facebook Page saw conversion rates more than double. SECRET #2: CREATE A SOCIAL-FRIENDLY FORM #formreport

Secret #3: Find Your Submissions
Sweet Spot #formreport

Peak submissions times vary by
form type and industry. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT #formreport

Event registrations are most popular
on Wednesdays from 11 a.m. to 12 p.m. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT #formreport

Forms in the technology industry
see peak submissions Thursdays 1 p.m. to 2 p.m. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT #formreport

Secret #4: Test Your Perfect
Form #formreport

Submit button copy can influence
your conversion rates. “Submit Survey” has quadruple the clicks as just “Submit.” SECRET #4: TEST YOUR PERFECT FORM #formreport

A/B Test your forms to
find out which button copy gets your customers to click submit. SECRET #4: TEST YOUR PERFECT FORM #formreport

Test beyond the button. Use
A/B Testing to tweak colors, headlines, fields, form length, and more. Optimize for your audience! SECRET #4: TEST YOUR PERFECT FORM #formreport

Savvy social strategies + insider
form secrets = More Conversions! SECRET #4: TEST YOUR PERFECT FORM #formreport

Questions? CONCLUSION @jaybaer | @evachristine09
| @formstack | #formreport

Sources: Formstack’s 2015 Form Conversion
Report Images: flaticon.com | Freepik, Appzgear, Yannick, Atzeni, Icon Works CONCLUSION #formreport

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