This document summarizes insights from processing over 4 million opt-ins per month. First, pages should be "giving pages" that provide value instead of immediately asking for information. Sidebar opt-ins should be replaced with a two-step process that gives an incentive. Second, the highest converting page is a simple "resource guide" listing relevant tools and apps in the practitioner's field. These pages require little time or effort to create but consistently outperform longer-form or higher-perceived-value offers. Marketers are encouraged to test these approaches.
17. The Spike and the Long Tail
Initial spike from email
and social promotion
(one week)
#ASCENDSUMMIT2014
20 to 40 visits per day
from organic search
(months or years)
18. Posts than Rank High on Page Two…
Queries Report (Advanced Filter with “Average Position” set to Greater than 10)
#ASCENDSUMMIT2014
19. Posts than Rank High on Page Two…
Queries Report (Advanced Filter with “Average Position” set to Greater than 10)
#ASCENDSUMMIT2014
20. Finding Posts with Ranking Potential
1. View: Search Engine Optimization > Queries
!
2. Set Advanced Filter: “Average Position” greater than 10
!
!
!
3. Sort by “Average Position”
4. Confirm the rank by searching for the phrase
#ASCENDSUMMIT2014
22. Use the phrase in 4 places
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Within the links to the page from other pages on
your site.
#ASCENDSUMMIT2014
23. 1. Title: once in the beginning
It appears above the address bar in your browser…
#ASCENDSUMMIT2014
…and it’s the link in Google search results!
35. I know you know this stuff…
• Put it into heavy rotation on the social networks!
• Add it to your home page slideshow!
• Link to it from your email signature !
• Run an ad using PPC, Facebook, etc. !
• Write and pitch a guest post linking back to the page!
• Write a roundup of your best posts, put it at the top!
• Link to the post from other high traffic pages
#ASCENDSUMMIT2014
36. The Report of !
Broken Dreams!
Headline
Subhead
How is your website unsatisfying?
Content
#ASCENDSUMMIT2014
60. Headline
Subhead
Content
#ASCENDSUMMIT2014
Topics
CENTRAL HUB!
Main topic, business
category
RELATED SUB-TOPICS!
Answers to the main
questions, “how to” articles
SUPPORTIVE BASE!
Broad range of helpful,
related topics!
68. #ASCENDSUMMIT2014
Keyphrases
PRIMARY KEYPHRASE!
Home page targets the most
competitive phrase!
!
SECONDARY KEYPHRASES!
product categories, services pages!
!
TERTIARY KEYPHRASES!
Phrases related to the problem, not
the solution!
!
!
!
69. Headline
Subhead
Content
#ASCENDSUMMIT2014
Keyphrases
$!
$!
?
PRIMARY KEYPHRASE
Home page targets the most
competitive phrase
!
SECONDARY KEYPHRASES
product categories, services pages
!
TERTIARY KEYPHRASES
Phrases related to the problem, not
the solution
!
!
!
70. Headline
Subhead
Content
#ASCENDSUMMIT2014
Formats
TEXT!
Search-friendly pages, !
long-form posts, articles
VISUAL CONTENT!
Text plus Infographics, !
Slideshare, diagrams !
and memes
MOTION & AUDIO!
Text plus video and podcasts
76. Headline
Subhead
Content
If you’re not making friends,!
you’re doing it wrong.
#ASCENDSUMMIT2014
77. Great marketers !
publish…
1. Related Topics!
2. Variety of Keyphrases!
3. Many Formats!
4. With Relevant Collaborators!
5. Lots of Locations
#ASCENDSUMMIT2014
90. #ASCENDSUMMIT2014
Let’s take it to !
the next level!
Andy Crestodina
Strategic Director, Orbit Media
www.orbitmedia.com/blog
@crestodina
91. 2 Key Insights Learned From Processing !
Over 4 Million Opt-Ins Per Month
#ASCENDSUMMIT2014
Tim Paige!
LeadPages, Conversion Educator!
@TimThePaige
92. 2 Key Insights Learned From Processing
Over 4 Million Opt-Ins Per Month
Tim Paige - Conversion Educator at
@TimThePaige
94. About Me
• Husband and Father.
!
• Conversion Educator at LeadPages.
!
• I’ve spent the last 12 years learning and
implementing sales and marketing
psychology.
!
• High-impact involvement in growing
LeadPages to over 30K paying customers
and building our list to over 130K
subscribers.
95. About LeadPages
•Software that takes what’s been tested
and proven in marketing and just does it
for you.
!
•About 100 people in size (and hiring at
LeadPagesJobs.com)
!
•Alexa ranks our site the 568th most
popular on the internet (better than
Delta and AirBnB)
96. About Our Dataset
• We process over 4 million opt-ins per
month.
!
• About 15 million page views per month.
!
• Multiple split tests happening at all
times.
!
• We’re now storing billions of data points.
109. Again, the first way to make your
page a “giving page” instead of a
“taking page” is to…
Get Rid of Your Sidebar Opt-In Form…
and Replace It With a LeadBox (2 Step Opt-In)
110. Second Way: Give Something Away With Every Blog Post
•Checklists (PDF)
•PDF versions of your blog posts
•Worksheets
•Recipes
•Resource Guides
•Etc.
111. Second Way: Give Something Away With Every Blog Post
Our Blog Posts
Average A
59.33%
Conversion Rate!
116. Rule Of Thumb
If you need to send folks from Page A to Page B
(Ex. A blog post to a landing page),
use a LeadBox instead
!
Not going to a second page = increased conversions
117. Recap: Make Your Page A “Giving Page”
Instead Of A “Taking Page” By…
•Replacing your sidebar opt-in form with a
LeadBox
•Giving something away with every blog post
•Making it easy for people to get what they want
118. Insight #2:
The Highest Converting
Landing Page We’ve Ever Seen
119.
120.
121.
122. Why This Is The Best-Performing
Evergreen Landing Page We’ve Ever Used
•It doesn’t require someone to process too
much information (like a 3 minute video or a
page of copy) in order to make a decision
•Everyone wants to know the tools that
you're using
123.
124.
125.
126.
127. Why This Is The Best-Performing
Evergreen Landing Page We’ve Ever Used
•It outperforms a free ebook because a
lot of folks are experiencing
information overload and don’t want
something else to read.
128. Why This Is The Best-Performing
Evergreen Landing Page We’ve Ever Used
!
•It outperforms video lead magnets
because the perceived value of video
lead magnets has gone down a lot
lately due to the proliferation of
launches and lack of time.
129. Why This Is The Best-Performing
Evergreen Landing Page We’ve Ever Used
•It outperforms opt-ins for free coaching
sessions — greater value does not
necessarily equal a higher conversion
rate.
130. The Amount Of Time You Spend Creating
Your Lead Magnet Does Not Equal Your
Conversion Rate.
131. You Can Create One Of These In Minutes
If you’re a dentist:
“Buyers Guide: The Top 5 Electric
Toothbrushes Of This Year (Including The
One That I Use)”
132. You Can Create One Of These In Minutes
If you’re a life coach:
“App Guide: The Top 4 iPhone Apps for
Increasing Your Productivity (Including
The Ones I Use Every Day)”
133. You Can Create One Of These In Minutes
If you’re a real estate agent:
“Resource Guide: The Top 5 Safest Credit-
Boosting Home Loans Of This Year”
134. You Can Create One Of These In Minutes
If you’re a marketing agency:
“The Top 5 Digital Marketing Tools For
Local Businesses (Hint: The 3 Best Ones
Are Free)”
135. You Can Create One Of These In Minutes
If you’re a fitness expert:
“The Only 3 Pieces of Exercise Equipment
You Need In Your Home (Hint: They All
Weigh Less Than 5 Pounds)”
136. Why You Should Create A
“Resource Guide Landing Page”
• If you already have a landing page, test this. It’s
consistently gotten our users better results
than almost anything else.
• You can set this up in minutes (it takes 30
minutes from start to finish)
137. Proof:
Just want to share the results from our landing page.
!
Your software got us an 8x improvement over the basic
homepage and a 3x improvement over the previous opt-in.
!
P.S. I'm barely even using all the features, no social proof, weak
offer, etc.
!
Eric D
“
“
138. More Proof
“ “
I've been using this for a little over a month now
and I noticed today that it is accounting for
71% of my new list subscribers! Wow!
Teramis
139. “This was by far the HIGHEST converting landing page I’ve
ever tested. Confession: I didn’t design it, and neither did my
webmaster! But, I was able to make it in about 3 minutes
using LeadPages.”
-Ryan Deiss from Digital Marketer
140. What To Do Now:
•Get a resource guide landing page up
•Replace your sidebar opt-in with a LeadBox
•Give something away with every blog post
•Make it easy for people to get what they want
177. What will change in 2015?
FROM !
Content about us!
Content for social!
Disconnected digital
channels!
Campaign-driven content
TO!
Customer-centric
storytelling!
Content at the core of
everything !
Brand content hubs /
publishers!
Continuous “culture of
content”
178. The Future of !
Content Marketing is!
“Converged Media”
204. The Facts: As Consumers, We Are…
• More impatient than we’ve ever been.
• More demanding than we’ve ever been.
• More loyal than we’ve ever been…
potentially.
#ASCENDSUMMIT2014
205. Before we get started,
who here is the
exception?
#ASCENDSUMMIT2014
240. About ASCEND
The first ASCEND Digital Marketing Summit was a runaway success. And
we couldn't have done it without the support of our speakers, sponsors
and attendees.
!
Industry experts, business innovators and digital influencers from around
the world congregated in Philadelphia to learn actionable tips and ideas
from an A-list roster of speakers.
!
But the fun didn't stop once the speakers left the stage. We networked
over hors d'oeuvres inside of an old bank vault, toasted the Philly skyline
from one of the best views in the city and partied with an astronaut. No,
really - check out the video!
Get the full recap here
241. Content Marketing
Power Tools
If content marketing is your top
priority, these five ASCEND
sessions will show how to build
your business with proven tactics,
the latest trends and tools, and
sage advice from experts in the
field.
$59 - Order Now!
Multichannel
Marketing Power
Tools
Want to drill down into marketing
channels like SEO, email, affiliate
marketing, landing pages and
mobile? These six ASCEND
sessions cover today's most
effective marketing methods, with
actionable insights you can use
right away.
$59 - Order Now!
COMPLETE PACKAGE
Content +
Multichannel
Full-stack marketers and do-it-all
teams, this comprehensive
ASCEND package is for you.
Combining the content and
multichannel sessions, this
package includes 11 sessions
from our renowned presenters,
covering the most vital areas of
your digital marketing efforts.
$99 - Order Now!
ASCEND Video Packages
242. Conquer the Digital Marketing Landscape
Join us this Fall 2015 in the historic and beautiful city of Philadelphia
and learn how to ASCEND your business to new heights.
!
Stay Updated
244. About AWeber
AWeber develops and runs an opt-in email marketing service used by over 120,000 small businesses,
bloggers and entrepreneurs around the globe. Our web-based tools help businesses grow by staying
in touch with customers and prospects through email.
!
Since Tom Kulzer founded AWeber in 1998, many bright, creative problem-solvers have joined the
team in Chalfont, PA.
!
As we enter our 17th year in business, our talented team continues to expand as we accomplish our
mission of building AWesome tools to support our growing base of customers. Driven by that mission,
our team uses a set of six core values to guide our decisions and innovation on a daily basis.
!
• Create Remarkable Experiences.
• Execute with Passion.
• Foster Respect and Cooperation.
• Listen to What People Say About Us. Invite Feedback.
• Learn. Educate. Innovate.
• Don’t Take Ourselves Too Seriously. Have Fun.
Learn More