S THAT CONVERT: BUILDING S THAT GET THE JOB DONE

Transcription

1 S THAT CONVERT: BUILDING S THAT GET THE JOB DONE We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 @HubSpotAcademy #InboundLearning

3 CTA review: Submit yours for live feedback!

4 Mark

5 Isaac

6 AGENDA 1 Why care about conversions? 2 How to create s that convert 3 What does a high-converting look like? 4 Next steps and resources

7 1 WHY SHOULD YOU CARE ABOUT DRIVING CONVERSIONS WITH ?

8 marketing has an ROI of 4,300% SOURCE: FAST COMPANY

9 CLICKS AND OPENS ARE NOT APPROPRIATE PRIMARY GOALS FOR AN SEND.

10 THE ONLY WAY TO WRITE A GREAT IS WITH A CLEAR GOAL IN MIND.

11 IDENTIFY A CLEAR GOAL FOR YOUR Generate Leads Collect Feedback Education Nurturing

12 2HOW TO CREATE S THAT CONVERT

13 POLL: DO YOU CURRENTLY RECEIVE HELP FROM A DESIGNER WHEN CREATING S?

14 HOW TO CREATE S THAT CONVERT Attention Ratio Optimize each s individual funnel Design for mobile

15 HOW TO CREATE S THAT CONVERT Attention Ratio Optimize each s individual funnel Design for mobile

16 ATTENTION RATIO The ratio of links in to the number of conversion goals. Since almost every (excluding newsletters) should have one goal, there should only have one call-toaction. One , one purpose.

17 ATTENTION RATIO FORCES MARKETERS TO ADOPT CONVERSION- DRIVEN DESIGN

18 MAKE EACH COMPONENT OF YOUR A CALL-TO-ACTION Link images to your offer s landing page Add a CTA to the signature Hyperlink the appropriate copy in the Edit alt-text of images and CTAs Modify preview text

19 Every link in your should lead the reader down only one path.

20 KISS: KEEP IT SIMPLE, SILLY

21 KISS: KEEP IT SIMPLE, SILLY (CONT.)

22 HOW TO CREATE S THAT CONVERT Attention Ratio Optimize each s individual funnel Design for mobile

23 EACH METRIC IS A HURDLE Optimize each action a reader must complete to reach the intended goal of your

24 DESIGN MATTERS BEFORE ANYONE EVEN OPENS YOUR

25 WRITE COPY THAT CONVERTS Personalization Reason for sending Benefit to reader Name Role Direct line of communication

26 OPTIMIZE YOUR CTA Make it action-oriented Include keywords consistent with offer & landing page Make it attention-grabbing Use strong and appropriate on-page placement

27 HOW TO CREATE S THAT CONVERT Attention Ratio Optimize each s individual funnel Design for mobile

28 POLL: HOW OFTEN DO YOU CHECK WHAT YOUR LOOKS LIKE ON A MOBILE DEVICE BEFORE YOU HIT SEND?

29 47% of all is opened on mobile. SOURCE: HUBSPOT, 2014 SCIENCE OF MARKETING STARTUPSTOCKPHOTOS.COM

30 FLICKR USER LUIS DE BETHENCOURT Optimize for smaller screens. Smaller screens can present challenges with reading text and navigation. Reading your content should not be painful nor require additional zooming.

31 The fewer the columns, the better. Stick to one. Remember the s purpose when designing the layout. A complex design might be better suited as a webpage.

32 FLICKR USER GEEZAWEEZER Optimize for touch-based interaction. By optimizing our content for human hands, we re ensuring that our content is readable and easy to navigate.

33 FLICKR USER JDEVAUN Data is expensive. Relatively few consumers of major data networks have unlimited plans, so heavy-resource content can be expensive to use.

34 Test on a mobile device. 50% of is now opened on a mobile device. Does the logo work on a smaller screen? Is the text legible? Does it zoom properly? Do images display correctly? Is the Call-to-Action functional? SOURCE: US CONSUMER DEVICE PREFERENCE REPORT Q4 2013

35 3 WHAT DOES A HIGH- CONVERTING LOOK LIKE?

36 Put it all together into something simple and compelling

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41 IMAGES ARE HELPFUL WHETHER YOU ARE A B2B OR B2C COMPANY.

42 BUT THEY SERVE DIFFERENT FUNCTIONS.

43 VS.

44 4 NEXT STEPS AND RESOURCES

45 CTA review: Submit yours for live feedback!

46 NEXT STEPS 1 Keep an eye out for s that compel you to act. 2 Pick one of your old s to review. How would you improve that with your user and conversion in mind? 3 Send your next with a focus on converting users towards your selected primary goal.

47 RESOURCES 1 training videos and resources 2 5 Ways To Improve Your Marketing Using Conversion Psychology 3 Reallygood s.com Well-designed s in action

48 HAVE A QUESTION? Type it in the question pane, now!

49 THANK YOU.