How Top of the Funnel Optimization Often Gets Overlooked
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How Top of the Funnel Optimization Often Gets Overlooked PRESENTED BY Chris Lucas, VP Marketing
Transcript of How Top of the Funnel Optimization Often Gets Overlooked
How Top of the Funnel Optimization Often Gets
Overlooked
PRESENTED BY
Chris Lucas, VP Marketing
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About our Product
Formstack is an online form conversion software that helps marketing teams turn website traffic
into leads and revenue.
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Before We Get Started
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The Marketing FunnelSEO, paid search, ads, etc.
Pique interest with compelling content
Collect information for further engagement
Continue to keep their interest, prep for close
Turn your lead into a customer!
Attract
Engage
Capture
Close
Nurture
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Attract
Engage
Capture
Close
Nurture
Conversion: The Moment of Truth!
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96
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Will come backGone forever
96% of Visitors who don’t convert the first time never will - WordStream
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Online forms are the often gatekeeper for leads entering your sales funnel.
Bad online form
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If offer is good, optimize your form. Three things:
Make it easy
Focus on content, not style
Test and analyze
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Some Easy Wins
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• Forms with social media autofill capability convert at 26% on average.
• Quick and easy for the user • Data is pre-verified
Social Autofill
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A/B Testing
• #1 way to increase conversions - FCOR
• Changing your submit button can increase conversions up to 250%
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Conditional Logic• Only ask what you need to! • Shorter forms = more
conversions • Formstack research has also
proven that when users add Conditional Logic, they can see increased conversions up to 50%.
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Let’s Be Clear
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Let’s Just Be Friends: Contests
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Let’s Just Be Friends: Contests• Contests average a 35% conversion rate, according to Formstack research.
• High conversion rate, but low lead quality
• If willing to offer an incentive for more leads, be prepared to nurture them down the funnel
• Drip email campaigns, more content, etc.
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Dos and Don’ts: Contest Forms
• 1st Date - Save Something for Later • What do you really need - Why? • Use Logic • What’s your second date?
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The Inner Circle: Content
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The Inner Circle: Content
• Webinars, e-books, new research • High conversion rate, average lead quality (demo checkbox on webinar)
• More familiarization in your brand and a clear interest in your offering
• Nurture with more problem-specific content and pose your brand as a solution
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Dos and Don’ts: Content Forms• Keep the content brief and showcase one clear call to action
• If you need to know more information to nurture the lead to sale, consider conditional logic or A/B testing
• Keep the form above the fold • Avoid putting field text inside the form field
Image Credit: Unbounce
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Putting a Ring on It: Demo Requests
• Lower conversion rate, but higher quality
• Clear interest in your brand and product offering
• If the demo is for a specific product line or subscription tier, speak to that on your landing page
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Dos and Don’ts: Demo Forms
Image Source: Conversioner
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In Conclusion
• Determine the goals for your marketing efforts: do you want quality or quantity?
• Remember to optimize the top of the funnel to meet your sales priorities
• Don’t neglect the form when testing! Try different variations on your form to find the best conversion rate on your landing page
• Optimize different types of forms for warmer/colder leads
