Any tips on improving meeting landing page conversion rates?
SOLVE
1 Accepted solution
Any tips on improving meeting landing page conversion rates?
SOLVEAppreciate the stats @CBradfield, but they don't tell the whole story. Specifically, the referring source is missing from these stats.
Point? The referring source matters. A LOT.
Why? Expectation.
Visitors who arrive on meeting booking pages EXPECT to do one thing -- book a meeting. Not to be ...
- sold on the idea of booking a meeting -- that's the job of the referrer page.
- re-told what the meeting is about yet again (in long form) -- that's the job of the referrer page.
- reminded how / why they arrived on the booking page -- useless info that presumes they're stupid. 😉
- convinced why they should submit needed information being asked for on the subsequent form -- that's the job of the referrer page.
Only those visitors who've met criteria on the referrer page should even have access to the meeting booking page. Sure, you can have multiple meeting booking pages for different purposes (e.g., ), but each should have clearly defined referral criteria before directing a visitor to that stage of the conversion process.
When visitors arrive on a meeting booking page -- hopefully one that looks like the following (hint ... hint ...) :), there should be nothing distracting them from the singular CTA -- to book a meeting.
(see image)
Remember, meetings are typically an intermediate stage in the conversion process. We're asking for a pre-scheduled time investment when we ask a visitor to book a meeting. As marketers, it's our responsibility to give them sufficient incentive to do so. IOW - We need to show them the VALUE in booking a meeting BEFORE sending them to a meeting booking page. (which is just one reason why that referral source is sooo important)
By using this referrer page approach we can draw more meaningful inferences about why a visitor may not have booked time. Meaning, if we've done our job -- 'gave them sufficient incentive to book a meeting' -- we can presume the following to a much higher degree of certainty if/when they don't.
- meeting days offered were not convenient
- meeting times offered were not convenient
This approach is also very helpful when attempting to draw meaningful inferences around no-call/no-show (NC/NS) folks -- a totally separate conversation.
Generically asking visitors to booking meetings is like being sprayed with cologne as soon as you walk into a department store simply because you walked into the entrance where the cologne section is located. Might work well for cologne, but not for meetings! 🙂
Does any of that make sense / help?
Always happy to help you build on HubSpot.
Best,
Frank
Any tips on improving meeting landing page conversion rates?
SOLVEAppreciate the stats @CBradfield, but they don't tell the whole story. Specifically, the referring source is missing from these stats.
Point? The referring source matters. A LOT.
Why? Expectation.
Visitors who arrive on meeting booking pages EXPECT to do one thing -- book a meeting. Not to be ...
- sold on the idea of booking a meeting -- that's the job of the referrer page.
- re-told what the meeting is about yet again (in long form) -- that's the job of the referrer page.
- reminded how / why they arrived on the booking page -- useless info that presumes they're stupid. 😉
- convinced why they should submit needed information being asked for on the subsequent form -- that's the job of the referrer page.
Only those visitors who've met criteria on the referrer page should even have access to the meeting booking page. Sure, you can have multiple meeting booking pages for different purposes (e.g., ), but each should have clearly defined referral criteria before directing a visitor to that stage of the conversion process.
When visitors arrive on a meeting booking page -- hopefully one that looks like the following (hint ... hint ...) :), there should be nothing distracting them from the singular CTA -- to book a meeting.
(see image)
Remember, meetings are typically an intermediate stage in the conversion process. We're asking for a pre-scheduled time investment when we ask a visitor to book a meeting. As marketers, it's our responsibility to give them sufficient incentive to do so. IOW - We need to show them the VALUE in booking a meeting BEFORE sending them to a meeting booking page. (which is just one reason why that referral source is sooo important)
By using this referrer page approach we can draw more meaningful inferences about why a visitor may not have booked time. Meaning, if we've done our job -- 'gave them sufficient incentive to book a meeting' -- we can presume the following to a much higher degree of certainty if/when they don't.
- meeting days offered were not convenient
- meeting times offered were not convenient
This approach is also very helpful when attempting to draw meaningful inferences around no-call/no-show (NC/NS) folks -- a totally separate conversation.
Generically asking visitors to booking meetings is like being sprayed with cologne as soon as you walk into a department store simply because you walked into the entrance where the cologne section is located. Might work well for cologne, but not for meetings! 🙂
Does any of that make sense / help?
Always happy to help you build on HubSpot.
Best,
Frank
Any tips on improving meeting landing page conversion rates?
SOLVEFrank... you have made my day!
Your reply was extremely helpful – I wish I had reached out months ago. This does make a lot of sense, that you need to better qualify people before asking for a time commitment. And the cologne analogy was spot on 
I will relook at our tactics taking what you've said into account.
Thanks again, you have been a great help!
Candice
