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Oct

4

2016

19 Lead Nurturing Email Examples You’ll Want to Steal

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You’ve done it. You provided valuable content to your readers and they’ve converted into leads. Now, it’s time to nurture these leads into opportunities for your sales team.

Trouble is, cutting through the inbox clutter isn’t an easy feat. And many of these folks just aren’t ready to buy yet.

That’s where lead nurturing comes in: It’s a way to stay connected to the leads you collect that aren’t ready to buy from you yet, and build up trust until they are ready.

If you want to learn more about lead nurturing in general, you can check out this guide. But for the sake of this post, we’re going to dive deep into one of the best channels for carrying out your lead nurturing efforts: email. Download our free ebook to learn how to master lead nuturing.

To help you better understand how to pair the two concepts, check out the lead nurturing email examples below. From ecommerce to product marketing, there’s something for everyone — no matter what industry you operate in. (And If you haven’t already, check out Leadin: A free tool by HubSpot that helps you generate more leads and learn more about them.)

Check out these industries:

Ecommerce | B2B | Retail | Travel | Food & Beverage | Services | Product Marketing

19 Lead Nurturing Email Examples to Inspire Your Strategy

Ecommerce

1) Framebridge

Not all lead nurturing emails need to be strictly promotional. Engagement will lead to sales, so it’s important to send recipients something they’ll want to open and read. Framebridge does something in their nurturing emails that works like a charm: education. By teaching the reader a helpful skill, they are providing value in exchange for an ask from their recipient (reading the guide).

It’s also worth mentioning that they only use one clear call-to-action — “Educate Me.” According to WordStream, simply using one call-to-action (CTA) in an email increases clicks by 371% and sales by 1617%.

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2) Casper

Your product is only as good as its reviews: eConsultancy reports that 61% of customers will read a review or testimonial online before purchasing. In this traditional abandoned cart email, Casper adds a bit of social proof with a fun customer testimonial.

Casper’s abandoned cart email is clever and to-the-point. It asks the reader if they’d like to revisit a cart they have added to, shows what they were shopping for, and includes two simple CTAs.

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3) Sephora

For visual products, video is a great method of communicating or explaining. A study by Tubular Insights reports that 96% of B2B organizations use video in some capacity in their marketing campaigns, of which 73% report positive results to their ROI.

Sephora includes a fun video from an employee with educational content as well as product offerings. They do have a lot of calls-to-action, however, the main focus is to watch the tutorial which is helpful to the reader. A visual email for a visual brand, it grabs your attention and shows off the products in a unique and interesting way.

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B2B

4) Litmus

Triggered email messages yield 67.9% higher open rate and 241.3% higher click rates than standard email messages, according to Epsilon. In other words, when you use a person’s behavior — let’s say that downloaded content about email workflows — to trigger a relevant email based on that action, it will perform well.

Here’s a great example from Litmus that demonstrates how to use clever, clear copy to provide recipients with a relevant email that adds provides even more value.

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Retail

5) Uncommon Goods

Uncommon Goods shows their products in context and creates a Pinterest-inspired section for each different aesthetic. Each collection has a featured CTA and the email feels more like a curated pinboard than a sales email.

Not to mention, this email is also very mobile-friendly, which can play a big part in the success of an ecommerce lead nurturing email: 56% of email is opened on mobile devices, according to Litmus.

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6) Chubbies

Chubbies is well known for their cheeky marketing and their emails do not disappoint. With 1.4 million Facebook Likes, they put the social, fun aspect of content first. Their email newsletter serves as a hub for user-generated content, promotions, and all-around humor.

Part information, part fun, this email encourages its reader to enjoy reading it even if they aren’t planning to buy anything in that moment. The copy relates to its audience, the visuals are on-brand, and they offer multiple CTAs (purchase clothing & follow on Snapchat).

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Travel

7) JetBlue

JetBlue has some of the best email copy around. Not only is this email funny, helpful, and full of great puns, but it also reflects JetBlue’s commitment to engaging and retaining customers through email.

Aware that the funnel isn’t always visitor > lead > customer, one of JetBlue’s email objectives is to convert current or past customers into TrueBlue members, as demonstrated below.

(Want to learn how long your emails should be? Check out this helpful blog post that takes audience and message into consideration.)

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8) Airbnb

Airbnb’s emails have one goal in mind: give their readers wanderlust.

This email has a clear CTA, highlights beautiful travel destinations, and doesn’t ask too much of the recipient. Not to mention, the one year anniversary is also a good opportunity to reach out to their subscribers without seeming pushy. It feels personal and curated. (Take me to Paris, please!)

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Services

9) Handy

The combination of clear buttons, information about the service, and a nice photo make this email from Handy feel uncluttered and effective. More specifically, the photo of smiling customers is a smart move for two reasons:

  1. It helps to draw attention to the effect their product has on those who buy it: happiness.
  2. Human photos saw 95% higher conversion than object photos, according to VWO.

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10) Freelancer

I’m a sucker for a good illustration and Freelancer’s caught my attention immediately. They prove the value of the service through a drawing, then provide a clear ask in the CTA: “Get Started Today.”

Eye-tracking studies have shown that readers spend more time looking through images than reading text when they are relevant to the copy. So if you can align images in your email while educating your readers, the message will stick with them for longer and have a higher impact.

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11) Skillshare

At the top of this email, Skillshare includes a nice reminder to its recipients that their trial is about to expire — a smart move that’ll hopefully result in a renewal or purchase.

The reminder is accompanied by some unobtrusive, helpful CTAs for various educational classes. Notice how the simple, stylish boxes stand out as an alternative to a traditional button.

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Food & Beverage

12) Thrive

When a person hears something, they’ll remember 10% of that content three days later. However, when it’s paired with a relevant image, they will remember 65% of the information three days later. This concept is referred to as the picture superiority effect.

Thrive takes advantage of this theory through their use of product images. They highlight their products in an attractive way, include a good amount of content, and encourage the reader to start shopping.

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13) Dunkin Donuts

Dunkin Donuts used an announcement for a new item as a way to reach out to its audience. This simple email asks its readers to find the location nearest them, showcases the new drink, and has a secondary CTA to add them on Snapchat. (Speaking of which, check out this guide to Snapchat for business.)

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Product Marketing

14) InVision App

Newsjacking is defined by HubSpot as “the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success.” By mentioning a current, trending topic into your marketing, you can bring in a new audience and engage with your current users. (You can learn how to incorporate newsjacking into your marketing strategy here.)

InVision monopolized on the “Stranger Things” trend by highlighting its typography in this email and relating it back to the design industry. They also used it as an excuse to teach their newsletter recipients through workshops and trainings.

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15) Zapier

According to DemandGen, leads that are nurtured with personalized content convert into sales at 20% higher than those who aren’t.

This email is from the CEO of Zapier asking how he can help them get setup proves that they’ve got a handle on the whole personalization thing. This user is being targeted with a name personalization token as well as a trigger indicating that they are yet to setup the product.

For technical products, friendly, helpful emails based on activity can perform extremely well. Notice how they even include a link to their help documentation for added value and clarity.

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16) Sprout Social

Sprout Social uses a new feature as a reason to reach out to leads. They teach the audience about this new feature, let them know that their trial is expiring, and provide helpful feature descriptions to inform their decision.

The Kapost blog tells us that 60% of people are motivated to learn more about a product after reading about it. By giving your readers a taste of your new products and services, they will be inspired to learn more, so be sure to also include relevant links and information for them to continue their research.

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17) Typeform

Writing email copy is difficult. It’s important to be friendly, helpful, and straightforward.

That’s why Typeform really hit the nail on the head with this email. In the example below, you’ll see that they’re not only being relatable and honest, but they are also strategically taking advantage of their user’s inactive status to position the outreach. And the challenge to look at their leaderboard is a nice secondary CTA that doesn’t ask too much.

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18) Square

Holiday marketing is a common type of lead nurturing. Both B2B and B2C companies take full advantages of running holiday-themed campaigns throughout the year.

Square leverages the Valentine’s Day holiday to encourage its recipients to take action with their own customers. They provide a helpful and powerful statistic to prove value, and keep it short and sweet.

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19) Duolingo

Duolingo taps into their users’ affinity for learning by asking them to nominate a favorite teacher for a contest. This is a great way of engaging with your audience while providing a helpful and fun reason to click.

They also make use of two different types of testimonials. They tell the reader to join “350,000 teachers” as well as including two quotes from teachers using the product. What a great use of social proof.

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Now that you’ve been inspired by these great brands and products, learn how to write email copy like a pro and create compelling images.

Have any favorite lead nurturing images? Mention them in the comments below.

Op

Jul

22

2016

How to Add Slide-In Calls-to-Action to Your Blog Posts [Tutorial]

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Many blogs — including this one — end each post with a call-to-action that leads to a landing page.

But the question is … are readers noticing your blog’s CTAs?

The problem with static CTAs at the bottom of each blog post is that after a while, visitors learn to tune them out. This isn’t only a problem with your repeat visitors, either — since so many blogs implement this tactic, even your new visitors might be ignoring your “additional content” or “recommended next steps.” Download 50 customizable call-to-action templates here.

To combat this, some blogs have started to implement something called a slide-in CTA. Ideally, this CTA will enter the screen below your sidebar content so it doesn’t cover it. If you don’t have a sidebar, it’ll simply slip right in on the right side once it’s triggered.

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Pretty cool, right? If you’re interested in testing out this type of CTA on your blog, we’ll walk you through the instructions below. But first, let’s explore some numbers …

Do These Slide-In CTAs Actually Work?

When we first implemented slide-in CTAs on our blog, we decided to run some tests to find out if they we’re actually working.

Over the course of a month, we ran a test where we added these slide-in CTAs to ten of HubSpot’s highest-trafficked blog posts. We compared the slide-in CTA vs. the static CTA at the bottom of each post and looked at three data points:

  • Clickthrough rate (CTR) – What percentage of blog post visitors clicked each CTA?
  • Conversion rate (CVR) – What percentage of the people who clicked ultimately converted on the landing page form?
  • Submissions – How many leads did each CTA ultimately generate?

In this test, the slide-in CTA had a 192% higher CTR and generated 27% more submissions. The number of submissions actually wasn’t higher, because the CVR on the slide-in CTAs was lower than the static CTAs. But the volume of clicks was so great that it was worth compromising on CVR.

Keep in mind that the success rate of any CTA will have a lot to do with your specific audience, so we encourage you to run some tests of your own to determine if slide-in CTAs are the right fit for your blog.

How to Install Slide-In CTAs on Your Blog Using Leadin

To install these slide-in CTAs on your blog, you’ll need:

  1. Access to either your WordPress account, or the ability to add a line of JavaScript to your company’s website.
  2. A free Leadin account (sign up here).

If you don’t have access to #1, email this article to your webmaster so he or she can setup Leadin. You can do the rest.

If this seems overwhelming, keep in mind that you’ll only need to do step one once. Once the JavaScript or WordPress plugin are added to your site, you can simply create new slide-in CTAs right from Leadin.

1) Install Leadin on your website via the WordPress plugin or standalone web app.

First, go to Leadin and create your account.

If you have WordPress, you’ll be prompted to install the plugin by following these instructions.

If you aren’t using WordPress, you’ll be asked to install a piece of JavaScript before the </body> tag in the HTML of your website. Here’s a guide on how to do that for most content management systems, including Joomla, Drupal, Wix, Weebly, and more.

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If you use HubSpot to host your website, you can add Leadin as an add-on in Products & Add-ons by following these instructions. (Note: If you have an existing Leadin account, you’ll have to add the add-on, then delete your old account.)

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2) Create a Lead Flow and choose “slide-in box” as the type.

Once you have Leadin all set up, you’ll want to start by creating a Lead Flow — an all-in-one conversion pop-up that allows you to target your audience with specific content.

To access the Lead Flows editor, click “Lead Flows” in the top navigation, then “Create Lead Flow.”

Once you’re there, you’ll have several customization optionsFirst, you’ll need to choose your Lead Flow type. To achieve the slide-in CTA effect, you’ll want to select “slide-in box.” (Note: You can choose between a slide-in that appears on the right or left — it’s up to you.)

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After that, it’s time to craft your actual “callout” or CTA. Your CTA provides an opportunity to grab your visitor’s attention with a brief description of what you’re offering via a title, description, image, and theme color.

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In the callout step of the editor you can:

  1. Upload an image (also included in the form step).
  2. Set your callout text (the main header).
  3. Adjust the button text (also included in the form step).
  4. Set the theme color which will be included throughout the Lead Flow.

You will see a live update of the changes you make on the right-hand side of the editor. Here’s a closer look at what it might look like:

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Still with us? Good. It’s time to build your form.

Within the form step, you can add additional fields to the form, change the language of the fields, and add a body to elaborate on the value you are providing with your Lead Flow.

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Language allows you to change the language of the non-editable parts of the CTA, including the form field labels. Currently, it is possible to translate these parts of the form to French, Spanish, Japanese, German, and Brazilian Portuguese. (Looking for a language that’s not listed? Let us know.)

Lastly, create a thank-you message that your visitor will see after submitting your form.

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In this step, you can also add a link to additional resources/downloads and include some lightly formatted text, like this:

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3) Adjust your options.

Within the “Flow Options” section, you can adjust the location of your flow, the triggers that will cause it to appear for your user, and more.

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First, you can adjust the internal name for your Lead Flow or unpublish it if needed. When naming your CTA, keep in mind that this is the name that will appear in your contact timeline and in internal email notifications.

Next up, configure which pages you’d like your flow to appear on. You’ll notice that the ‘exact match URL’ option in Leadin supports a wildcard option. For reference, a wildcard is a character like an asterisk that serves as a placeholder for a character or group of characters — for example: “http://www.website.com/blog/*”.

So if you’d like your CTA to appear on all pages on your blog, make sure you add that “*” at the end.

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Following location, you can choose the action that will trigger the Lead Flow. Your trigger options will vary depending on the Lead Flow type you’re using, but the following options are available for slide-ins: 

  • Page scroll. This will trigger the moment your visitor scrolls 50% down your page.
  • Elapsed time. This will trigger the moment X seconds have past (minimum of seven seconds).

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Don’t want this Lead Flow to appear on mobile? You can disable it using the next option. (Note: Lead Flows are fully mobile optimized, so in most circumstances it’s recommended to include your Lead Flows on mobile.)

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Lastly, you can enable/disable internal email notifications for new submissions on this Lead Flow. With notifications enabled, you’ll receive an email whenever a contact is captured.

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You can also connect Leadin to an email provider (more on that here). If you have Leadin connected to a provider you can select which lists new contacts that submit this Lead Flow will be pushed into.

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(HubSpot users: The Lead Flow is treated like a form. When someone fills it out, they enter the database as a form submission. From there, you can set up workflows or automated emails within HubSpot based on those form submissions.)

4) Preview & publish your CTA.

The Lead Flows editor provides an interactive preview where you can test each stage of your Lead Flow and see it in action. This preview offers the ability to view on desktop, tablet, and mobile.

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When you’re ready to publish your Lead Flow, simply select the blue “Publish” button in the top right.

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Need to unpublish it for some reason? Head into the “Options” tab and you’ll find an “Unpublish” option at the top. You can also unpublish right from the Lead Flows Dashboard.

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Once you get your Lead Flow up and running, you can track views and conversions right from your Leadin dashboard. Here’s a little preview of what that’ll look like:

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Whew, we’re finally done. You did it! Excellent work. Now let us know how it goes.

Have you experimented with slide-in CTAs? Share your tips and tricks in the comments below.

Editor’s Note: This post was originally published in April 2014 and has been updated for freshness, accuracy, and comprehensiveness.

free call-to-action templates in ppt


May

25

2016

How to Design and Validate CRO Experiments [Free Template + Calculator]

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Creating new content on a regular basis isn’t always easy — especially when you’re on a small team. That’s why conversion rate optimization (CRO) is such a valuable practice for marketers to master. Because with the help of CRO, you can optimize the content and pages you already have to generate new leads.

Just how powerful is it? During the 2008 presidential election, the Obama campaign website saw an improvement of over 40% in sign-up rate after running a few conversion experiments. By the numbers, this optimization led to over 2.8 million additional sign-ups and $60 million in additional donations. That’s a huge impact.

While experimentation can seem like a big project to take on, learning how to get it right can pay off in big ways. That’s why Leadin partnered up with SnapApp to bring you the tools you need to start optimizing your website for more conversions.

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First, use our experiment template to map out your experiment and start gathering data. Then, plug the results into the simple statistical significance calculator to determine if your experiment has yielded significant results. If it has, finish up the experiment template with your learnings and conclusions, and share the results with your team.

Ready to tackle CRO? You can check out the experiment template here. And the statistical significance calculator here.

If you have great results, tweet at @HubSpot and @Snap_App with your winning experiments!

join a Google Hangout With CRO experts

Feb

17

2016

24 Conversion Rate Optimization Tools for Research, Feedback, Analytics & More

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Believe it or not, driving traffic to your website — albeit challenging — isn’t enough to sustain your business. In an effort to truly leverage that investment in traffic, marketers must use conversion rate optimization, or CRO, to convince said traffic to complete a desired action.

In some cases, these optimization techniques might be as basic as changing the color of a CTA. In other cases, there’s a lot more that can be improved. 

The list below outlines a ton of helpful tools for marketers who are looking to optimize their conversion rates. To help you understand which tools are used for what, we’ve also broken this list into a few major categories: lead capture tools, research tools, analytics tools, mouse tracking and heat maps, feedback tools, and experiment tools. 

From high-level changes like landing page and email design and inspiration to in-depth insights on how your visitors navigate through your content, these tools will help you improve the performance of your site.

Ready? Let’s get converting …

Lead Capture Tools

These are the tools that you will use to capture more leads on your site, thus improving your CRO. While most conversion-focused content has a built-in form or CTA, these tools act as additional lead capture mechanisms to boost the number of leads that convert on your content.

1) HelloBar

Price: Free for Basic, $12/mo for Pro, $83/mo for Enterprise

HelloBar is a lead capture tool that allows you to add a popup form to your website to grow your email list, promote your social pages, showcase a sale, or other lead generation strategies. The free version allows you to create one modal that’ll be shown to every tenth visitor. However, premium plans offer more advanced call-to-action options. 

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2) SumoMe

Price: Free for Basic, $10/mo for Starter, $100/mo for Pro

SumoMe offers a suite of free tools to help you increase your site conversions. For lead capture, it offers a ‘Welcome Mat’ popup CTA, a ‘Smart Bar’ to increase email subscribers, a scroll-triggered box, and a ‘Contact Us’ form. Along with their Google Analytics research tools, the SumoMe suite helps you gain on-page insights and increase your email list.

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3) Leadin

Price: Free!

This tool is like Google Analytics meets SumoMe meets a CRM. Sounds cool, right?

Leadin starts with a popup CTA, then syncs with your website’s existing forms to learn about your site visitors and their path through your pages. It gives you in-depth contact insights on both prospects and current contacts in your database. Leadin also pairs its contacts database with a dashboard that shows you on a high-level view of which marketing efforts are paying off and converting, and which ones aren’t. 

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Research Tools

Before you create any content, you’ll want to call upon these tools to draw inspiration and check out what other smart marketers have seen success with in the past.

4) BuzzSumo

Price: $99/mo for Pro, $299/mo for Agency, $999/mo for Enterprise

The best content is the content that gets shared and linked to the most, right? So what better way to gain preliminary insights than to compile all of the most shared content on your particular topic?

With BuzzSumo, all you have to do is enter the keyword or topic you’re focusing on and it will pull together all of the most shared and linked to content on that topic from the last day, week, month, or year. So if you’re trying to optimize the landing page for your new webinar on cat fashion, all you have to do is enter ‘cat fashion,’ and BuzzSumo will spit out all of the best articles, resources, videos, and more on the fascinating topic of cat couture.

You’ll then be able to dig in and explore some of the key elements that made these pages popular so that you can go back and incorporate them into your own content.

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5) SimilarWeb

Price: $199/mo for Basic

Knowing where your website visitors came from can (and should) have a big impact on the type of content you create. With SimilarWeb, you can see where your traffic is coming from, which keywords are fueling your organic traffic, and what other sites are considered most similar to yours.

With this information, you’ll be able to optimize your content for your biggest traffic sources, and dig in to see what competitor sites and doing to drive conversions.

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6) LandBook

Price: Free!

If you’re creating a landing page from scratch, getting started can be difficult. Luckily there’s LandBook: a free collection of the web’s best designed landing pages.

With LandBook, you can explore all of the ways that top companies are using elements like copy, positioning, layout, and design to drive conversions. Pick and choose your favorite elements from the LandBook database, and then incorporate them into your own landing page.

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7) Really Good Emails

Price: Free!

Today, the average attention span of an adult is eight seconds, which means if you want to get your message across, you’d better know a thing or two about visual communication and design.

Don’t know a thing or two about either? Enter ReallyGoodEmails.

Similar to LandBook (see above), ReallyGoodEmails is a database of the web’s best designed emails from the world’s most innovative companies. Use this as a resource to see how you can design your email to get your message across in the best way possible, as fast as possible.

(Check out this post for even more resources where you can find great marketing examples.)

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8) SubjectLine.com

Price: Free!

When sending email, the subject line can either make or break your performance. Before you choose which ones to ship, check them out using this awesome resource. SubjectLine.com has tested over three million subject lines and has a tool to evaluate your potential options. It gives a deliverability and marketing score, plus advice on improving.

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9) Headline Analyzer

Price: Free!

CoSchedule’s headline analyzer gives you a score of 1–100 to gauge how effective your title will be. The score is calculated based on word usage, grammar, vocabulary, which type of headline it is, as well as character and word count.

The tool also shows you what your headline looks in like Google search, in an email subject line, and more. While we still recommend that you always test your headlines, this tool serves as a great litmus test to find out generally how well your headline will perform.

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Analytics Tools

These are the tools that you will use to measure and track your content’s performance. You can use them to fully analyze the dips, jumps, and fluctuations in your conversion rate.

10) Kissmetrics

Price: $200/mo for Starter, $700/mo for Basic, $2,000/mo for Pro

Kissmetrics is a complex tool that integrates with your email service provider to make it easy for you to analyze your audience and email them in specific cohorts. With Kissmetrics, you can learn the path that your customers have taken through your website, conduct A/B tests, build data sets (without SQL), and figure out the ROI from your campaigns. 

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11) Google Analytics

Price: Free for Basic, Contact Sales for Premium

Google Analytics is a free way to track your website visitors. You can see how long it takes visitors to bounce from your pages, if visitors complete goals from a certain path, and which sources are bringing people to your website. What’s great about Google Analytics is that is allows you to see which keywords people are searching to find your page, track which device people are searching for your website on, and uncover demographic data. However, there are no specific emails/contacts associated with your site visitors.

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12) HubSpot Website Grader

Price: Free!

Website Grader is a great way to get a quick snapshot of a website’s overall performance. It gives insights on performance factors (including speed, page size, and page requests), mobile responsiveness and appearance, SEO (page titles, meta descriptions, headings, and site map), and security. From there, the tool devises a grade and provides suggestions on how to improve, which makes it easy to come up with some quick wins that’ll help you boost conversions. 

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Mouse Tracking & Heat Mapping Tools

These are the tools that you will use to see how people are interacting with your content, including how they scroll and where they click.

13) Hotjar

Price: Free for Basic, $29/mo for Pro, $89/mo for Business

Once you’ve nailed the basics like landing pages, CTAs, popups, and content, you’re ready for some more advanced conversion rate optimization.

Hotjar offers heat maps and screen recordings, which enable you to track how much of your page is being viewed, as well as how visitors are navigating your website. 

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14) Clicktale

Price: Pricing is based on solution (contact sales for a demo)

Clicktale is similar to Hotjar, as it also offers heat maps to help you determine the most valuable real estate on your pages, scroll depth (where is the “fold” on your website?), click tracking, and also link analysis.

Using these tools, you’ll have the information you need to organize content, CTAs, and page design in a way that makes the most sense for engagement. 

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15) Clicky

Price: Free for Basic, $9.99/mo for Pro, $14.99/mo for Pro Plus, $19.99/mo for Pro Platinum

Clicky gives you real time analytics on the visitors on your website. It tells you where people are accessing your site from, how long they’ve stayed on each page, and how many visitors are actively online. The resource also offers heat maps and scroll tracking. 

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16) Crazy Egg

Price: $9/mo for Basic, $19/mo for Standard, $49/mo for Plus, $99/mo for Pro

Crazy Egg offers a full suite of heat maps and click tracking, with the additional functionality of being able to segment clicks by source and evaluate link effectiveness. The basic package is fairly inexpensive and gives great insights on how effective each page of your website is.  

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17) Heatmap.me

Price: Free for Basic, $100/mo for Premium, $200/mo for Enterprise

Heatmap.me is a great free option for anyone looking to start exploring heat maps, responsive web design tests, and real-time page statistics. Heatmap.me can also track dynamic elements on your site in the heat map tool — think: slider bars, photo galleries, and other interactive sections.

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Feedback Tools

These are the tools that you will use to engage and receive feedback from your visitors. Feedback tools include surveys, polls, messaging, and user testing programs. 

18) Intercom

Price: $49/mo for Basic (in each product- Acquire, Engage, Learn, Support) + package plans

You can use chat tools to both acquire new customers and chat with existing customers. As a CRO tool, you can use Intercom to communicate with website prospects to learn if they need additional help, find out how their experience is going, and learn how you can improve. It also allows you to track leads and use a shared inbox with your team.

Intercom-1.png

19) Qualaroo

Price: $63/mo for Small Business, $199/mo for Professional, $499/mo for Enterprise

Using chat windows doesn’t just have to be for live chat. Qualaroo offers popups to collect live feedback from website viewers. With this information, you can tailor a site experience, target certain customers, and learn what issues people may be experiencing. This tool is extremely helpful at all stages of the funnel, and is especially utilized in the ecommerce space. 

Qualaroo-1.png
20) SurveyMonkey

Price: Free for Basic, $26/mo for Select (month to month), $25/mo for Gold (annual), $85/mo for Platinum

SurveyMonkey has a free option for those just starting out with survey research. You can use this tool to learn demographic information, discover which types of content your prospects and blog subscribers prefer, and get product feedback. 

surveymonkey-2.png
21) Five Second Test

Price: Free for Basic, $99/mo for Pro

UsabilityHub has an awesome community-fueled tool called 5 Second Test that allows users to upload a product, app experience, or design and have the community test it out. You get responses about recall, general feedback, and UI thoughts. This is a great way to get opinions, and they also offer click tests, preference tests, question tests, and navflow tests for other website and UI questions. 

fivesecondtest.png

Experiment Tools

These are the tools that you will use to manage, plan, and execute A/B and multivariate tests. Some of these tools will help you turn ideas into experiments, while others will help you create the variations and run the actual tests on your site.

22) Optimizely

Price: Free for Starter, $49/mo for Pay As You Go

Testing is hard: It’s hard to come up with a good control group, find a large sample, and determine if your experiment is statistically significant. Luckily, Optimizely helps a lot with all of that … and then some. With Optimizely, you conduct tests across all devices and platforms, then figure out if it is significant or not. The software offers A/B, multiple page, and multivariate tests.

optimizely.png

23) ABTesting.net

Price: Free!

Act-On software offers a free A/B testing tool that walks you through the process of trying out your first A/B test of a site page. It helps explain the basics of A/B testing, and allows you to confidently publish your winning variation (if your content management system doesn’t already include an A/B testing tool).

actonabtest.png

24) Effective Experiments

Price: Free Trial + Contact Sales for Pricing

Effective Experiments is a concise way to track all of your experiments. If you have tons of Excel spreadsheets cross-referenced with Google Analytics data, you are probably going crazy trying to keep track of everything. This tool puts it all in one place and helps you determine statistical significance. 

effectiveexperiments.png

Hopefully you’re armed and ready to start improving conversion rates across your website and marketing efforts. These tools range from free and for beginners to robust and more advanced. Feel out which options seem right for you and soon you’ll be upgrading to the more complex tools when you’ve mastered the basics.

What are your favorite CRO tools? Share anything we missed in the comments section below!

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Nov

24

2015

Sick of Bad Stock Photos? Here’s a New Resource You’ll Want to Bookmark

Free_Stock_Photos_HubSpot.jpg

As marketers, we know that content with images performs better. A lot better.

Tweets with images get 150% more retweets. Facebook posts with photos account for 87% of interactions. And when optimizing social media posts to increase engagement, images and photos are the most important tactic. 

Trouble is, finding great visual content to use isn’t as simple as searching for it on Google. You need to worry about rights and licensing, finding the right image to suit your needs, and making sure it’s high quality.

We’ve set out to help alleviate some of these problems with a new free stock photos site, FreeStockPhotos.org. The site features hundreds of high quality, interesting images that you can use in your marketing … without worrying about rights.

You can use the images for social media:

FreeStockPhotoCat

Or infographics:

Holiday Infographic

You can even use them in ads or promoted posts:

FreeStockPhotos

The possibilities are endless. 

Ready to take a look around? Browse and download from our collection of free stock photos by visiting FreeStockPhotos.org.

Free Stock Photos  

Aug

1

2015

How to Work the Room at Your Next Networking Event [Infographic]

This post originally appeared on HubSpot’s Sales blog. To read more content like this, subscribe to Sales.

Take a second to imagine a business event you attended recently.

When the keynote presentation ended, it’s likely that a majority of the vendors and attendees flocked to the nearest charging station, pulled out their tablets and pretended to look busy, or awkwardly huddled with their coworkers around the tall tables by the refreshments. 

While we’re all guilty of resorting to one of the actions above at least once, it’s important that you always remind yourself why you actually attended the event in the first place. Perhaps it was to find new business, network with peers in your industry, or close a deal.

And let’s be real — you’re not going to accomplish any of that if you sit at a table texting or pretending to do work on your laptop until it’s time to meet up with your colleagues for the afterparty. 

For tips on how to make the most out of any event, we created the infographic below. Be sure to read through the each step carefully to uncover the best advice on how to work the room at your next event.

How_To_Work_A_Room.png

learn more about INBOUND 2015

Jul

15

2015

Videos For Marketers By Marketers: Introducing HubSpot’s New ‘How-To’ Video Series

How_To_Video_Series_HubSpot.jpeg

At HubSpot, our marketers are outstanding teachers. 

Not to toot our own horn, but they have a ton of tips, tricks, and hacks that can be used to help other marketers meet and exceed their goals. So in an effort to spread this knowledge, we’ve decided to start a weekly video tutorial series called #HubSpotHowTo.

Did you know that one minute of video is worth 1.8 million words? 

That’s a whole lot of information jam packed into a small video clip, which is precisely why we’ve set out to simplify the way you do marketing with this series of step-by-step videos.

We will be releasing weekly videos on Wednesdays at 12pm that are chock full of lessons to help you rock your marketing goals. These tutorials will cover topics like:

  • How to come up with ideas for blog posts
  • How to make and use UTM codes
  • How to find great stock photos
  • And more!

Excited? Us too. Check out our first video below …

HubSpot How To – Come Up With Blog Topics

Want to see more tutorials like this? Click here to subscribe to our videos.

register for INBOUND 2015

Jun

19

2015

How Do People Use Twitter? [Infographic]

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With over 270 million active global users, Twitter is a great platform for businesses to communicate with their current audience, gain new prospects, and drive traffic to their websites.

But just because lots of people are on Twitter doesn’t mean they all use it the same way. For marketers looking to drive traffic, subscribers, leads, and customers to their websites, knowing more about who uses the platform and how they use it is essential.

To help you get a quick overview of who is on Twitter and how they tend to act, we put together the infographic below. If you want a deeper dive into Twitter best practices, sign up for our #TweetSmarter webinar on June 24th at 1 p.m. EDT / 10 a.m. PDT.

Twitter_Usage_Infographic

Share This Image on Your Site

<p><strong>Please include attribution to Blog.HubSpot.com with this graphic.</strong><br /><br /><a href=’http://blog.hubspot.com/marketing/twitter-usage-stats’><img src=’http://cdn2.hubspot.net/hub/53/hubfs/00-Blog-Related_Images/Twitter_Usage_Infographic.png?t=1434649373221&width=669′ alt=’how the world uses twitter’ width=’540px’ border=’0′ /></a></p>

free twitter conversions webinar

May

25

2015

5 Simple Ways to Optimize Your Website for Lead Generation

quick-lead-gen-wins.jpeg

Optimizing your website to generate leads is a no-brainer. But it’s not as simple as throwing a “click here” button on your home page and watching the leads pour in. (Unfortunately.)

Instead, marketers and designs need to take a more strategic approach. In this post, we’ll go over some quick ways you can optimize your website for lead generation that actually work.

To understand how to optimize our website, we’ll have to first gain a basic understanding of the lead generation process. What components are at play when a casual website visitor turns into a lead? Here’s a quick overview:

lead_generation_visualization.png

The lead generation process typically starts when a website visitor clicks on a call-to-action (CTA) located on one of your site pages or blog posts. That CTA leads them to a landing page, which includes a form used to collect the visitor’s information. Once the visitor fills out and submits the form, they are then led to a thank-you page. (Learn about this process in more detail in this post.)

Now that we’ve gone over the basics of lead generation, we can get down to the dirty details. Here are five simple ways to optimize your site for lead generation.

1) Figure out your current state of lead gen.

It’s important to benchmark your current state of lead generation before you begin so you can track your success and determine the areas where you most need improvement.

A great way to test out where you are is to try a tool like Marketing Grader, which evaluates your lead generation sources (like landing pages and CTAs), and then provides feedback on ways to improve your existing content.

You can also compare landing pages that are doing well with landing pages that aren’t doing as well. For example, let’s say that you get 1,000 visits to Landing Page A, and 10 of those people filled out the form and converted into leads. For Landing Page A, you would have a 1% conversion rate. Let’s say you have another landing page, Landing Page B, that gets 50 visitors to convert into leads for every 1,000 visits. That would be a 5% conversion rate — which is great! Your next steps could be to see how Landing Page A differs from Landing Page B, and optimize Landing Page A accordingly.

Finally, you could try running internal reports. Evaluate landing page visits, CTA clicks, and thank-you page shares to determine which offers are performing the best, and then create more like them.

2) Optimize each step of the lead gen process.

If your visitor searched “lawn care tips” and ended up on a blog post of yours called, “Ten Ways To Improve Your Lawn Care Regimen,” then you’d better not link that blog post to an offer for a snow clearing consultation. Make sure your offers are related to the page they’re on so you can capitalize on visitors’ interest in a particular subject.

As soon as a visitor lands on your website, you can start learning about their conversion path. This path starts when a visitor visits your site, and ends (hopefully) with them filling out a form and becoming a lead. However, sometimes a visitor’s path doesn’t end with the desired goal. In those cases, you can optimize the conversion path.

How? Take a page out of Surety Bonds‘ book. They were struggling to convert visitors at the rate they wanted, so they decided to run an A/B split test (two versions of a landing page) with Unbounce to determine which tactics were performing better on each page. In the end, they ended up changing a link to a button, adding a form to their homepage, and asking different questions on their forms. The result? A 27% increase in lead generation. 

If you want to run an A/B test on a landing page, be sure to test the three key pieces of the lead gen process:

a) The Calls-to-Action

Use contrasting colors from your site. Keep it simple — and try a tool like Canva to create images easily, quickly, and for free. Read this blog post for ideas for types of CTAs you can test on your blog., like the sliding CTA you see here:

Pop-up_CTA-1.gif

b) The Landing Pages

According to a HubSpot surveycompanies with 30+ landing pages on their website generated 7X more leads than companies with 1 to 5 landing pages. 

For inspiration, here are 15 examples of well-designed landing pages you can learn from.

c) The Thank-You Pages

Oftentimes, it’s the landing pages that get all the love in the lead generation process. But the thank-you page, where the visitor is led to once they submit a form on the landing page and convert into a lead, shouldn’t be overlooked.

Along with saying thank you, be sure to include a link for your new lead to actually download the offer on your thank-you page. You can also include social sharing buttons and even a form for another, related offer, as in the example below:

    • HubSpot landing page

Bonus: Send a Kickback Email

Once a visitor converts into a lead and their information enters your database, you have the opportunity to send them a kickback email, i.e. a “thank-you” email.

In a study HubSpot did on engagement rates of thank you emails versus non thank you emails, kickback emails doubled the engagement rates (opens and clickthroughs) of standard marketing emails. Use kickback emails as opportunities to include super-specific calls-to-action and encourage sharing on email and social media.

3) Personalize your calls-to-action.

Dynamic content lets you cater the experience of visiting your website to each, unique web visitor. People who land on your site will see images, buttons, and product options that are specifically tailored to their interests, the pages they’ve viewed, or items they’ve purchased before.

Better yet, personalized calls-to-action convert 42% more visitors than basic calls-to-action. In other words, dynamic content and on-page personalization helps you generate more leads. 

How does it work? Here’s an example of what your homepage may look like to a stranger:

Smart Content

And here’s what it would look like to a customer:

Smart Content

(To get dynamic content (or “smart content”) on your site, you’ll need to use a tool like HubSpot’s Content Optimization System.)

4)  Test, test, test.

We can’t stress this part of the process enough. A/B testing can do wonders for your clickthrough rates.

For example, when friendbuy tried a simple A/B test on their calls-to-action, they found a 211% improvement in clickthroughs on those calls-to-action. Something as simple as testing out the wording of your CTA, the layout of your landing page, or the images you’re using can have a huge impact, like the one friendbuy saw. (This free ebook has fantastic tips for getting started with A/B testing.)

5) Nurture your leads.

Remember: No lead is going to magically turn into a customer. Leads are only as good as your nurturing efforts.

Place leads into a workflow once they fill out a form on your landing page so they don’t forget about you, and deliver them valuable content that matches their interest.  Lead nurturing should start with relevant follow up emails that include great content. As you nurture them, learn as much as you can about them — and then tailor all future sends accordingly. 

Here’s an example of a lead nurturing email:

Lead Nurture Email

This email offers the recipient some great content, guides them down the funnel, and gets to the point. According to Forrester Research, companies that nurture their leads see 50% more sales ready leads than their non-nurturing counterparts at a 33% lower cost. So get emailing!

What other tips do you have for optimizing your website for lead generation? Share them with us in the comments.

free ebook: optimizing landing pages


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