Our last webinar on “Responsive Design – Modern Marketer’s Holy Grail to Conversion Success” conducted by LeadSquared founder and CEO, Nilesh Patel, and our Design Lead, Rajat Arora discussed the importance of responsive design for modern marketing success. Those of you who missed it, please access the recording here:

View the Recording

Question 1

Is there a way to verify the email address on the landing page itself? I tried using a JS but it’s not effective. Is there any other way to get the right email address from people?

Generally, as long as the format of the email is correct, the form will be accepted.

To encourage people to share the correct email IDs with you, there are a few tactics you can use. If you have an offer on the landing page, say an e-book, or a discount coupon, then instead of sharing the e-book or coupon with them right away after form submission, send it to their inbox. And mention this on the landing page, so that they are encouraged to give out their correct email IDs.

Other than this, you can use EmailValidator to verify your email IDs after capture.

Question 2

When talking about use of responsive website , is there any specific study on the responsive websites of healthcare firms?

Mobile is in general overtaking desktop internet usage, so responsive design is important in all the different industries. As discussed in the webinar, as of May 2014, 25% of all page views (globally), and 37% of all page views in Asia came from mobile devices. And, this doesn’t even consider the mobile app usage, which is enormous.

Healthcare industry in general is a little slower than its counterparts in making any big technological shift, in terms of marketing, however, the shift is happening. US government’s HealthCare.gov, has a responsive website deployed. As of April 2014, around 7.5 million people signed up for health insurance from the site. Get this – more than 1/4th (i.e. over 1.8 million people) signed up through mobile devices. Considering the fact that India is one of the tech-savviest countries in the world, I think healthcare industry would see a similar response here as well. Also, yes, only 19% of Indian population forms internet users, however, that’s a huge number.

Question 3

Converting a non-responsive website to responsive – what does it entail in terms of time and cost?

It would depend on what platform you decide to create it on; for instance, if you do it on WordPress, it can be pretty straightforward. You should talk to your agency about this. But, you should look at it as an investment rather than as a cost.

To ascertain the amount of traffic that’s currently coming to your website via handheld devices, you should look at your analytics report. If it forms a good amount of traffic, then you should look at creating it soon, because people landing on your website via mobile devices would generally bounce off if the experience is not nice, which would hurt your search engine rankings on mobile later.

Furthermore, it would help you cut costs later on, because you don’t really have to invest on developing and maintaining a mobile app later on, should you decide to create one. Apps anyway, would generally work if they offer something that no one else does, or if the customers regard your company very highly. You should really look at your analytics, decide whether the investment would be worth it and speak with your agency for further advice.

Question 4

What are the thumb rules for creating a responsive subject intensive, complex website, where a lot of literature is required, like in the healthcare domain?

  • One rule of thumb is to create your website on a platform that provides responsive design as a native capability.
  • Another one is to remember that if you intend on adding a lot of new information on the website on a regular basic, or blog (which you would in healthcare industry, because people are generally looking for an answer to questions), you should pick a CMS, like WordPress, so that adding content doesn’t require technical skills.

Question 5

What SEO factors should I consider while creating landing pages?

  • One thing to remember is responsiveness now, especially if you are running your ads on mobile devices as well (and you should).
  • Another thing is to maintain the landing page relevance – which would be done by making the landing page as relevant to the ad copy as possible (applies in case of Adword campaign landing pages). This does not mean that you stuff keywords into your landing page. It just means that you keep the landing page relevant to the advertised offer. Some keywords should appear on the page as well, but in a very readable fashion.
  • Another factor is to optimize the loading time of your landing page, because slow loading pages disrupt user experience, and eventually hurt your search engine rankings. You can optimize your landing page images for this using a tool like smush.it
  • You should also put relevant keywords in the alt text of the images and write a good meta description for your landing pages. LeadSquared gives you this capability.

Question 6

Can I edit my landing page after publishing it? If yes, how does it effect on my rankings in search engines if I change the images and content in my landing page?

Yes, you can definitely edit your landing pages after publishing it. You don’t have to worry about it having an adverse effect in search rankings, because you would definitely make the change after running some kind of test, or coming on certain conclusion about the old copy not working. So, it would generally be for better. Should you change the url of the landing page, you can resubmit it to the XML sitemaps.

Question 7

In LeadSquared, can I change the opacity of any block or form block?

Yes, it is possible for you to change the opacity and put any color on the form block or any other block. You can take a look at the complete tutorial to use the responsive landing pages here. I’ll give you a gist of the steps; view the image as well in full size.

1) Select the block whose opacity you want to change. I have selected the form block here.

2) In the right panel, click on Background (form block must be selected)

3) Here “Solid” background has been selected. Click on Solid Color.

4) When the property panel on the right opens, toggle the opacity tool to set it to your liking.

Changing the opacity on form

Question 8

Can I also change the colour of Form Block?

Yes, you can change the color. You have to exactly follow the steps shown above, and select the color that you want.

Question 9

How do you re-arrange sections?

You can just drag the sections and drop them to the position you want to place them at.

Question 10

How do you align text?

If HTML/text block is what you have selected, the editor looks like any other text editor. You can realign the text, and reduce the font size etc. for the content to fit properly. Take a look at this:

Rearranging text in LeadSquared editor

Question 11

Also can you convert old landing pages to responsive ones automatically?

Unfortunately no. You’ll have to rebuild your landing pages in the responsive editor.

Question 12

Can I create my landing page by using Dreamweaver code?

Yes, you can import your Dreamweaver code onto LeadSquared editor, but you’ll not be able to make the edits in the DIY editor. You can still make the edits in the HTML editor though.

Our last webinar on “Increase Your Conversions with Marketing Driven Sales” taken by LeadSquared founder and CEO, Nilesh Patel, emphasized on having an perfectly aligned marketing and sales strategy to drive conversions. Those of you who missed it, here’s a summary of some of the questions asked during the session.

View the Recording

Question 1

What are negative keywords?

Google AdWords allows you to mark certain keywords that you wouldn’t want to rank for as “negative”, so that you can save some money on clicks. So, you can look at Adwords reports daily and see if there are certain unrelated keywords that you are getting clicks for, and then mark them as negative.

Question 2

What are drip campaigns and how do they help in lead generation?

Drip campaigns are automated sequence of emails/autoresponders that are sent to leads to move them through the sales cycle. They allow you to consistently nurture leads with relevant information based on time intervals, lead behaviour, or other parameters, freeing up valuable marketing and sales resources without neglecting your prospects. This would help you nurture your leads, and thereby, drive conversions.

Question 3

How has your experience been post an actual sales? How easy or difficult is it to get the entire sales and marketing staff ready for these kinds of online marketing makeovers for business in India?

You need to start from the top. There needs to be a change in the thinking process. If the business owners and managers do not think it is important, then it wouldn’t be important for anybody below them.

Let me give you an example. We were selling our product to a certain company. The CEO of that company liked our product but we got tremendous resistance from the ground sales force, saying they couldn’t use it. Those kinds of situations will come in.

But what I feel is the younger folk who are actually looking at solutions like LeadSquared and several others, are going to want to work smarter. By saying this I mean, they would want to call leads who would actually drive sales for them and work on a tool that would surely generate results for them, rather than excel sheets.

Question 4

Should we customize calling pitch according to the CTA on the lead generation landing page?

Yes, your sales pitch should be customized and focused on the offer, because those who visit your page have do so, because they are interested or want to know more about the offer.

Question 5

For a B-B software product on the cloud, is pricing information a good idea? Is this a standard?

If the product is new, people start by saying – sign up for a free trial and the pricing is coming soon. I think that entices people to sign up because beta is free so people do sign up. In the later stages, if you are selling to enterprises, your pricing would be high in that case, then you could probably avoid sharing pricing information. But if you are selling to SMBs, it makes sense to show the price because you would expect someone who fills a form, to pay for the product as well.

Question 6

What drives traffic to the website for B-B markets?

We personally get a lot of organic traffic, which you can get by writing relevant blog posts and engaging content. Paid ads (both Google and Facebook), depending on whether your target audience is on Facebook or elsewhere, will drive traffic. Forum posting on social channels like Quora will also get you traffic. Here’s an E-Book on “11 Lead Generation Offers & their Best Practices” that you might find useful.

Question 7

In my email marketing campaigns, should I direct traffic to a contact form or provide links to my website?

What you should rather ask is, what are you trying to do/achieve in the marketing campaign. If you are asking somebody to sign up for something, then you should take them to a sign up page. If you are saying – look at my website for a product or service offering, then it makes sense to take them to the website. What is the intent of the campaign is what you should try to embed in the form.

To improve the effectiveness of your email campaigns, try to make a singular focus of that. Try to have one call to action in the campaign. You’ll be able to do that if you know to whom you are sending to.

For example, if you are sending a mail to a bunch of companies in the education sector, then write stuff that is relevant to the education sector and bring them to a page that is relevant to them. That would make a good campaign and the redirected page could be a landing page or a website page. If it’s a landing page, they would probably go to a website as well – but that you would need to find out by doing experiments.

If it’s a single offer, use landing pages. If you don’t know what they are specifically looking for, then website could be a better option, but that wouldn’t give you too many conversions (form-fills).

Question 8

Which day and time is best for running email campaigns for USA and Canada?

This varies from business to business. You would have to try it to figure it out. LeadSquared has reports which can tell you which days and times got most opens and clicks versus the volume you are sending an email. Here’s a glimpse of some of the email campaign reports available in LeadSquared:

Marketing driven Sales

Question 9

Can you suggest a webinar software which is effective and cheap and you are thinking of integrating it with LeadSquared in the future?

We use GoToWebinar as you know and it integrates with LeadSquared as well.

Question 10

The responsive landing page feature on LeadSquared is good but has limitations. Is it being improved?

We have released an improved version of it.  In our next webinar, we will be introducing and doing a demo of our new Responsive Landing Page Editor. You can register for it here.

Marketing driven Sales

Question 11

We are an education business. A lot of people search for the price of the product that we are selling. What is your take on disclosing the prices upfront on the landing page?

I think it is alright to place the price of the product on the landing page, especially if you are selling to consumers – so they can quickly understand whether that product fits their budget. Also, from a business standpoint, if you are selling a low ticket item, it will take a lot of effort and sales tactics on your part, to actually convince that person to buy the product at probably the same price which you were intending to sell it at, in comparison to the competition.

What you could try is – you could put some sort of a timeline and create urgency. For instance, you could say that the first 10 people who buy the product within ‘n’ number of days will get 10% off. This is just an example of course. Creating urgency has worked in the commodity scenario. I’m not an expert in this field, but you could try that and see how it works.

Question 12

In today’s scenario what should be the ratio of your marketing spend between traditional and web modes?

It of course depends on the kind of business. There are multiple modes, in offline and online. Offline is not dead. Here’s what you could try. Run a campaign and have different phone numbers (virtual numbers) for your online and offline campaigns, and a third for your website. Over a period of time, you would be able to figure out how many calls you got across these 3 numbers and make an assessment. By using this tactic, you would be able to get a closer estimate of whether you should spend on traditional or not.

Question 13

What are various ways to increase webinar registration?

  • Use LeadSquared landing pages. That will help you increase your registrations by roughly 100%.
  • There are tactics that you can use when you send emails like auto-filling your forms on landing pages. That will further increase conversions by another 20-30%.

For more tips on to increase webinar registrations, take a look at this post on 7 Ways to Increase Webinar Registration and Attendance.

Marketing driven Sales

Question 14

Does telecalling help in SaaS business?

Yes, it helps. What is important is whom you are calling. Sometimes what happens is the phone may be picked up by someone from another department or may not be the person with whom you are trying to connect. So it’s important to call the right person.

Question 15

Does excess telecalling feed negative branding of company?

Yes and no. If the telemarketer who is calling is not able to put their pitch forward, then that may leave a negative imapact. Calling every day is not a good idea. Also, excessive calling is bad use of your bandwidth because if somebody is not picking up the phone, he’s probably not interested in talking to you so you should move on to the next guy.

What you can actually do in this scenario is use SMS as a tactic to connect with the person whom you are trying to reach. We have found that it is being effectively used by our customers.

What we do is, if the concerned person does not receive the call, we send a personalized SMS from LeadSquared to the concerned party. That way, at least the intent from your side is shown. And since your number is mentioned in the SMS, if they really want to talk to you, they can call you back.

Question 16

How many times should you call a lead/prospect before moving to the next person in the sales funnel?

I remember reading a research report which said, the telemarketers used to make calls up to eight times, before giving up on a prospect. However, given the scenario, calling up to eight times is going to be an expensive exercise. Unless you are selling a higher ticket item, it may not make sense.

In the Indian scenario, if you have someone calling US clients at night, eight may be too much. In a two year duration, eight calls is probably okay but not in a short duration. Six to eight calls are enough to figure out if there is any interest from the prospect.

After those six to eight calls, use a system like LeadSquared, assuming they are willing to receive emails from you, to connect with them through your low cost marketing exercises. After nurturing them for a while through webinars and other activities, they may be a little more warm towards receiving calls from you.

For more webinar content, visit our blog to access all our previous webinar recordings.