Lecture 3.2

Question 1

Hiearchy from:

Answer 1

Strangers -> Vistors -> Lead -> Customer

Question 2

4 key components of lead conversion:

Answer 2

Digital assets: something valuable visitors want to get
Call-to-action (CTA):button promotes the offer and drives traffic to landing pages
Landing pages:Contains registration forms to collect lead information
Thank-you page (or delivery emails):deliver the digital assets

Question 3

Call to Action

Best practices:

Answer 3

-Can promote any digital asset
-Placed in any digital content
-Clicking Cta opens the landing page

BP: Title + text should be shorter
use actionable language
Be clear/consice
button should stand out graphically/use contrast colours +white place surrounding it
make a clickable button.

Question 4

Landing Page:
Main goal:
Should not have:
Main components:
Do not:

Answer 4

MG: Offer a digital asset + collect info
SNH: Menu/Navigation bar
MC: Logo/Header/ Image/ Text/ Registration form
DN: write too much text

Question 5

Registration form(typically found in the landing page)

Answer 5

Youy need to balance desire for info and visitor willingness to share
if the asset’s value is relatively small → Ask the minimum (1-3 questions)
* If the asset’s value is medium →ask 5-7 questions
* If the asset’s value is high →ask more questions
- Have a clear submit button

Question 6

Thank you page:

Answer 6

• Presented immediately after submitting the registration form.
• Gives the visitor indication that the registration is successful.
• A Good opportunity to redirect the lead to further information.
• At this stage: You should fulfill your promises and deliver the digital asset