Perfecting the Conversion Process

Hello everybody,

This week in Hubspot we learned how to optimize the conversion process. This is the final step in the convert series and this is how you get leads. First let's recall what the conversion 3 main building blocks are again.

The main goal of the conversion process is to attract your buyer persona and to lead them to the sale. Call to actions, as we may recall from previous posts, are things that are created in order to entice viewers to actually do something specific. Examples are things like "download the e-book now" and so on.
Call to Action Best Practices

• Make your copy action-oriented (be clear and direct in what you want your viewers to do)
• Use an attention-grabbing design!
• Make sure to use strong on-page placement (for example make sure it is noticeable and near the top of a page, not near the bottom where it can easily be overlooked and go unnoticed)
• Test! Test! And test some more! When testing you can change certain aspects then gauge which ones create better click through results. For example you can change your call-to-actions design, text and copy, page placement, positioning, and offer type. See what makes people bite and works best, then stick with it.
• While doing these steps it is important to keep in mind that you're going to want different call to actions based on where each person is in the buyer's journey (awareness, consideration, or decision).

To know how to make a successful landing page read my blog post on the subject by clicking here.

Thank You Pages Best Practices 

• Deliver the offer (this may sound obvious but it is important nevertheless)
• Guide them further through the buyer's journey. On your thank you page you can include another call to action that may be for more specific information that will help viewers move along in the buyer's journey.
• Include social networking options. This will give you the ability to gather more leads.
• It is always important to include thank you pages because it furthers your relationship with your buyer persona. Being polite in real life can go a long way, it is no different when it comes to relationships through the internet. 

Now you know the last step of the convert process, next we'll be moving into the close section of inbound methodology!

I'll meet you there,

-Caitlin Campbell