The problem with static CTAs at the bottom of each blog post is that after a while, visitors learn to tune them out.这不仅是您重复的访问者的问题 - 由于许多博客实施了这种策略,因此即使您的新访问者也可能忽略您的“附加内容”或“推荐的下一步”。
To combat this, some blogs have started to implement something called a slide-in CTA. Ideally, this CTA will enter the screen below your sidebar content so it doesn't cover it. If you don't have a sidebar, it'll simply slip right in on the right side once it's triggered.
Pretty cool, right? If you're interested in testing out this type of CTA on your blog, we'll walk you through the instructions below. But first, let's explore some numbers ...
这些滑入CTA实际上是否有效?
When we first implemented slide-in CTAs on our blog, we decided to run some tests to find out if they we're actually working.
Over the course of a month, we ran a test where we added these slide-in CTAs to ten of HubSpot's highest-trafficked blog posts. We compared the slide-in CTA vs. the static CTA at the bottom of each post and looked at three data points:
点击率(CTR)- What percentage of blog post visitors clicked each CTA?
转换率(CVR)- 最终在着陆页面上转换的人中有多少百分比?
Submissions- How many leads did each CTA ultimately generate?
在此测试中,slide-inCTA had a192% higher CTRand generated27% more submissions。实际上,提交的数量并不高,因为幻灯片中的CTA上的CVR低于静态CTA。但是,点击的数量是如此之大,以至于在CVR上值得妥协。
请记住,任何CTA的成功率都与您的特定受众有关,因此we encourage you to run some tests of your own确定Slide-In-In-in CTA是否适合您的博客。
How to Install Slide-In CTAs on Your Blog Using HubSpot Marketing Free
To install these slide-in CTAs on your blog, you'll need:
Access to either your WordPress account, or the ability to add a line of JavaScript to your company's website.
If you don't have access to #1, email this article to your webmaster so he or she can setup HubSpot's free marketing tools for you. You can do the rest.
To access the Lead Flows editor, click "Lead Flows" in the top navigation, then "Create Lead Flow."
Once you're there, you'll have several customization options。First, you'll need to choose your Lead Flow type. To achieve the slide-in CTA effect,you'll want to选择“滑入框”。(注意:您可以在右侧或左侧出现的滑入之间进行选择 - 取决于您。)
Adjust the button text (also included in the form step).
Set the theme color which will be included throughout the Lead Flow.
您会在编辑器右侧看到更新的实时更新。仔细观察它的外观:
还在我们身边吗?好的。是时候建立您的表格了。
Within the form step, you can add additional fields to the form, change the language of the fields, and add a body to elaborate on the value you are providing with your Lead Flow.
Within the "Flow Options" section, you can adjust the location of your flow, the triggers that will cause it to appear for your user, and more.
首先,您可以调整铅流的内部名称,或者在需要时未发布。命名您的CTA时,请记住这就是名字thatwill appear in your contact timeline and in internal email notifications.
接下来,配置哪些页面你想弗洛w to appear on. You'll notice that the 'exact match URL' option in HubSpot Marketing Free supports a wildcard option. For reference, a wildcard is a character like an asterisk that serves as a placeholder for a character or group of characters -- for example: "http://www.website.com/blog/*".
因此,如果您希望您的CTA出现在博客上的所有页面上,请确保在最后添加“*”。
Following location, you can choosethe action that willtrigger the Lead Flow.Your trigger options will各不相同取决于铅流type you're using,但the following options are available for slide-ins:
Lastly, you can enable/disable internal email notifications for new submissions on this Lead Flow. With notifications enabled, you'll receive an email whenever a contact is captured.
You can also connect your free tools to an email provider (more on that here). If you have HubSpot's free marketing tools connected to a provider you can select which lists new contacts that submit this Lead Flow will be pushed into.
((集线器users:The Lead Flow is treated like a form. When someone fills it out, they enter the database as a form submission. From there, you can set up workflows or automated emails within HubSpot based on those form submissions.)
When you're ready to publish your Lead Flow, simply select the blue "Publish" button in the top right.
Need to unpublish it for some reason? Head into the "Options" tab and you'll find an "Unpublish" option at the top. You can also unpublish right from the Lead Flows Dashboard.
Once you get your Lead Flow up and running, you can track views and conversions right from your dashboard. Here's a little preview of what that'll look like:
Whew,我们终于完成了。你做到了!优秀作品。现在让我们知道情况如何。
Have you experimented with slide-in CTAs? Share your tips and tricks in the comments below.
Editor's Note: This post was originally published inApril 2014and has been updated for freshness, accuracy, and comprehensiveness.