The Marketer's Guide to Website Optimization for Lead Generation
Episode 5: The Landing Page Makeover with James Weis
Episode 5 of The Sticky CMO Podcast saw James Weis of Revamp come on to the show to talk about landing pages, A/B testing, optimisation and working with consultants to refine your lead-gen operations.
For the full podcast, check out the episode here.
In this episode, we cover..
The important elements to consider when building a high-converting landing page.
Why you should always A/B test your front-end: form fields, messaging and design.
What to look for in a consultant and how they can help you optimise your processes.
James Weis is the founder of certified HubSpot solutions partner Revamp, as well as the co-founder and CSO of Forecaster, a groundbreaking financial planning and analysis system for small and medium businesses.
Here are some of the key insights from the conversation
Optimization is about refining an existing process - don’t reinvent the wheel.
“I’ve seen people try to change things too quickly and it just causes chaos. Or they try to throw tech onto the fire and see if that helps, which typically it doesn’t. So it’s getting to that understanding of how to implement change, but not just implement a new process - you need a path to a new process.”
Zone in on the back-end process of your landing page.
“I would say from a CMO level, understanding what the backend operation is to a tee. Know what the reporting points are for each step in the process. The frontend - landing pages, elements, design, the high-converting parts - can be A/B tested. What you have direct control over is the backend process, which you can make on-the-fly changes to make things better.”
A good relationship with a new consultant is your first step for ensuring success.
“The best relationships I’ve had with customers are people that I truly get along with, because a lot of the information and expertise someone’s going to bring in is probably somewhat in abundance - there’s a lot of people out there that could do the work. But there’s probably not a lot of people out there that you would be comfortable to work with on a daily basis. That’s the first thing I would look for: do they fit with me? And do they fit with the team?”
The best place to find James is here.
See you next week!