Comment utilisez-vous les outils d’inbound marketing pour tester et optimiser vos landing pages et vos CTA ?

They help you capture leads effectively by using forms and keeping that lead data organised in the CRM like HubSpot for example. When you have the right data captured you will then have to engage the leads to convert them to customers.

In my experience, HubSpot has become one of the best CMS tools for measuring, optimizing, and testing different variables in your landing pages and analyzing them for better results. You can use the A/B testing feature in landing pages to understand whether changing CTA placement or adding additional CTAs can drive better conversion rates. HubSpot also has built-in features for contextual marketing. With its Content Hub, you can use different information and variables depending on the context of the person who visits your website. For example, you can show different content to prospects than to clients. Moreover, the new Content Hub and its AI features allow you to create A/B tests with landing pages within minutes.

Esse é o ponto-chave: para testar, precisa ter ferramenta que permita isso. Além dessas ferramentas citadas, eu recomento o uso da RD Station (PRO ou Advanced) para testar Landing Pages e CTA´s. Com ela, sem nenhum conhecimento de programação você consegue fazer um teste A/B de Landing Page, testando QUALQUER coisa: CTA, posição do formulário, Chamada inicial, oferta, cor, o que quiser. Só uma dica: teste UMA alteração de cada vez, senão não saberá que mudança que melhorou!

SMART content automatically displays different versions of your content based on your audience segmentation. After defining your segments and their parameters, SMART content allows you to customize content modules on your landing page to these categories. Viewers will see different versions of your landing page based on criteria such as their location, referral source, and their membership on any contact lists you have in your CRM. If you want to determine which approaches on your landing pages are more successful, you can also employ A/B testing. Starting with 2 distinctly different landing pages that end in the same action will give you valuable insights on what copy, graphics, and CTAs drive the most conversions.

You can use SMART content, CTAs to achieve this. By using this you can create the variations of landing page content, CTA, forms and more and the variations can be based on different criterias like location, gender, lists from CRM and other factors.

Once you have your goals and metrics, you can create variations and hypotheses for your landing pages and CTAs. For example, I compared our meetergo Funnels" to HubSpot Bookings as part of my testing process. Variations are different versions of your landing pages and CTAs that you want to test against each other. I hypothesized that the Typeform like funnel of meetergo would lead to higher engagement, expecting it could increase the conversion rate significantly. After running the tests, I was thrilled to see a 27% increase in conversion compared to HubSpot Bookings. You can use your inbound marketing tools to create and edit variations easily and quickly, allowing for efficient analysis of these metrics.

After creating variations for my landing pages, I ran A/B tests using HubSpot to see which versions performed best. With clear goals focused on boosting conversions, I compared a control page against several variations with different headlines and CTAs. To my surprise, one variation with a more conversational tone significantly increased engagement. Analyzing the results revealed that clarity and urgency in the CTA drove the best performance. This experience reinforced my belief in the value of testing and analytics, allowing me to make data-driven decisions that ultimately improved our conversion rates.

Inbound marketing tools can help you test and optimize your landing pages and CTAs to improve your results. To do this, you should: Identify your goals. What do you want to achieve with your landing pages and CTAs? Use A/B testing. A/B testing is a great way to compare different versions of your landing pages and CTAs to see which one performs better. Use analytics. Inbound marketing tools can provide you with valuable analytics data about your landing pages and CTAs. This data can help you identify what's working and what's not, so you can make changes to improve your results. Get feedback from your audience. Ask your audience for feedback on your landing pages and CTAs. This feedback can help you identify areas for improvement.