Examples and best practices for increasing conversion from a webinar by Dr Dave Chaffey of Smart Insights in collaboration with our partner GetResponse

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10 strategies for increasing sales
with conversion funnels
Dr Dave Chaffey, Co-founder Smart Insights
GetResponse webinar: 20th May 2020

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Agenda - how can we increase conversion?
The ten strategies cover:
• Understanding your goals
and audiences
• Segmenting using dedicated conversion funnels
• Ideas and examples for lead magnets and follow-up email comms
• Getting creative with our TOFU, MOFU AND BOFU!
• Using a data-driven approach using ‘advanced’ Analytics and testing
• Demonstration
• Q&A

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Digital Marketing consultant, trainer and author
since 1997. Creator of the RACE planning system.
Co-host of the What’s New in Marketing podcast.
Co-founder and content director of
SmartInsights.com - a marketing advice
community with > ½ million uniques/month.
Premium members in over 120 countries use our
planning guides, templates and online courses
to Plan, Manage and Optimize their digital
marketing.
About Dave Chaffey and Smart Insights

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The
RACE
planning
system
funnel
Source: Smart Insights digital marketing planning template

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Your challenge and opportunity
Source: Smart Insights E-commerce conversion rates compilation
For non E-commerce
businesses, lead generation
conversion rates vary
between 2.6 and 6.0%

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1. Set your goals

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Example: conversion funnel steps
Source: GetResponse case study

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Example: segmented customer journey

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2. Understand your audience - personas
Details need for an effective
persona:
• A. Characteristics
• B. Motivations and
Buyer behaviour
• C. Customer journey/
content mapping

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3. Select your lead magnet
• Brainstorm : Free-Win-Save!
• TOFU/MOFU/BOFU
• Maintain quality…
Source: GetResponse 25 lead magnet ideas
TOFU:
Whitepaper
Spreadsheet
Templates
MOFU:
Video
Infographic
BOFU:
Consultation
Demo
Calculator/quote

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What types of lead magnets work best?
Source: GetResponse 2020 Lead Magnet Study

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Consumer quiz example

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4. Profile your subscribers
Minimal : Email and name
2+ ‘Killer profiling fields’
Consider ‘progressive profiling’
Consider lead scoring and grading

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Lead scoring – implicit – behaviour based
Lead grading – explicit – profile-based
Implicit Behavioural
Explicit Profile

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5. Surface your lead magnets
q Home page? Segmented?
q Run-of-site?
Lightbox vs Static panel?
X Seconds vs Exit intent?
q Inline copy e.g. blogs
q Offsite – social lead gen?
q Offsite – influencer marketing:
influencers create resources
Sidebar panel
Inline panel
Inline text

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Consumer DVP with clear outcomes

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6. Define email nurture strategy

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B2B Examples

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Example nurturing
emails that
differentiate
and encourage action
Source

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7. Map content funnel
PLAN
Annual GTM and
communications plans based on six
pillars
REACH
Grow awareness using
inbound marketing
ACT
Generate website leads
using
content assets
CONVERT
Using offline sales touchpoints
with online content support
ENGAGE
Create loyalty
amongst customers
GOALS AND MEASUREMENT
Improve lead volume,
quality, sales velocity and ABM
Improve awareness:
• Impression share
• Unique visitors
Improve MQLs:
• Database contacts
• Lead profile quality
Improve SQLs:
• Number of pitches and bids
Improve retention:
• Repeat contracts and
renewal size
CONTENT AND EXPERIENCE
Define content strategy to explain Value
Proposition
Improve customer journeys
Define personas with content mapping
TOFU Content:
• Demand gen blogs
• Infographics
• Analyst reports
MOFU Content:
• Products and solutions
pages – co-branded
• Landing pages
BOFU Content:
• TCO business-case whitepapers
• Case studies by
application/industry
• Calculators
ROFU content:
• Customer support
• Community – user groups
MEDIA
Always-on and campaign-based media
plan
Editorial calendar
Grow reach:
• Target keywords
• Organic search/social
• ABM advertising
Convert to lead:
• Webinars and
roundtables
• Ad retargeting
• Influencer marketing
Nurture to sale:
• Ad retargeting
• Influencer marketing
Engage customers:
• Ad retargeting
• Social media advocacy
CONVERSATION MESSAGING
Multichannel contact strategy focusing
on email nurture
Improve data quality
Offline/offsite convos:
• Publisher and trade-
show emails and ads
• Event marketing
Initial interactions:
• Welcome emails
• Website live chat
• Website message bots
Nurture interactions:
• Email nurture and retargeting
• Website personalization and
• Website message bots
Customer interactions:
• Onboarding
• Newsletter
• Website personalization
GOVERNANCE
Go To Market plan
Value proposition narratives. Customize
analytics, Dashboard, KPIs. Martech
stack
• Acquisition plan and
budget
• Google Analytics lead
goals
• Contact strategy for lead nurture
• Bidding process
• CRO plan
• Retention plan
• Post-campaign review

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Review using the content matrices
Source: Smart Insights Content marketing matrix

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8. Setup ad retargeting

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9. AB test your lightboxes and landing page

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Our experience = CRO works!
Test example from Convert.com
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10. Optimize all comms with analytics

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Tip: Use Page value to review lead magnets
NB. Page value requires E-commerce tracking OR defining Goals
for lead magnet funnel conversions in Google Analytics Admin

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Reverse path from lead gen page

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Prioritizing your tests with PIE
• Potential: Uplift?
• Importance: Traffic
volume, value, quality
• Ease: Implementation?
Source: CXL: PXL: A Better Way to Prioritize Your A/B Tests

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Source: Customer lifecycle guide
Summary - Customer lifecycle omnichannel touchpoint review –
filling gaps and optimization needed!

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey

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From strategies to implementation
• Demonstration of
GetResponse
Conversion funnels and
Retargeting
• Q&A