As maximizing lead flow is on every inbound marketer’s mind,
yesterday we hosted a webinar
that directly tackled this popular topic. Tim Ash, the President and CEO of
and Mike Volpe, HubSpot’s VP of Marketing, shared some website practices that improve visitor-to-lead conversion rates.
Here are the top questions brought up by our audience and the answers Mike and Tim gave:
1. In your forms, how do you strike a balance between qualifying leads and not asking too many questions?
In his presentation, Tim shared that shorter forms perform better than long ones. But how can a marketer keep her forms short and still receive enough information to qualify leads? It all depends on the different steps in the qualifying process, Tim said. In a B2B environment, for instance, the deals are big, the sales cycle are long and you don’t want to push somebody off. In a B2C environment, on the other hand, an individual sale is not that big and shouldn't require you to take your interaction with leads offline.
2. Why does HubSpot have long forms?
“We do a variety of things at HubSpot,” Mike responded. Some of our forms have many fields, some require only an email and other content offers are entirely open. “The truth is always proven out by the numbers,” Mike noted. “What you should think about is the value of the data you are collecting and, are those extra 2 or 4 fields worth the difference in conversion rate.” In some cases, you might be willing to give up a couple of leads for the value of that information. For more thoughts on this topic, check out
3. What is a good conversion rate?
There is no specific number for a good visitor-to-lead conversion rate, Tim noted. It all depends on your industry and specific business. The range can be pretty wide and ultimately, there is one activity marketers should focus on. “Beat what you have,” Tim said.
4. How do you identify buyer personas?
If you had to put your customers in a few buckets, Mike said, what would these buckets be? The answer to this question will point you in the right direction of identifying buyer personas. Naturally, you should consider using survey data and conducting some analysis based on it.
5. If you cut down text on landing pages, won’t you kill SEO opportunities?
There should be a balance between the length of your landing pages and SEO. As Tim pointed out, a lot of people include graphics at the top and more SEO-friendly content at the bottom. “Don’t let SEO paralyze you,” Tim said, encouraging marketers to concentrate on improving the user experience of their visitors.
6. How do you transform a blog reader into a lead?
At the bottom of each of our blog posts, Mike said, we feature a call-to-action (CTA). That CTA is related to the content of this blog post, e.g. if the blog post is about landing pages, the CTA might be about a landing page optimization webinar. Using this approach, you can turn your blog into a top lead generation source.
7. What is the best way to drive people to a landing page?
One of the most fundamental best practices is to keep your referral source, CTA and landing page consistent. As Tim said, make sure there is an alignment between what got the visitor to the page and what’s actually on that page. In other words, keep your promises and try to meet people’s expectations.
8. Can you have multiple links on a landing page?
It is okay to have multiple choices, Tim noted. But don’t include more than 3 or 4 and try to group them into regions. For instance, ”Learn More,” “Download the Offer” and “Talk to a Sales Rep.” In this way every step of the process offers some level of engagement. As Tim said, people will select the right activity for them and what they are comfortable with.