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The Conversion Code

Book Description

"If you need more traffic, leads and sales, you need The Conversion Code."
Neil Patel co-founder Crazy Egg

"We've helped 11,000+ businesses generate more than 31 million leads and consider The Conversion Code a must read."
Oli Gardner co-founder Unbounce

"We'd been closing 55% of our qualified appointments. We increased that to 76% as a direct result of implementing The Conversion Code."
Dan Stewart CEO Happy Grasshopper

"The strategies in The Conversion Code are highly effective and immediately helped our entire sales team. The book explains the science behind selling in a way that is simple to remember and easy to implement."
Steve Pacinelli CMO BombBomb

Capture and close more Internet leads with a new sales script and powerful marketing templates


The Conversion Code provides a step-by-step blueprint for increasing sales in the modern, Internet-driven era. Today's consumers are savvy, and they have more options than ever before. Capturing their attention and turning it into revenue requires a whole new approach to marketing and sales. This book provides clear guidance toward conquering the new paradigm shift towards online lead generation and inside sales. You'll learn how to capture those invaluable Internet leads, convert them into appointments, and close more deals. Regardless of product or industry, this proven process will increase both the quantity and quality of leads and put your sales figures on the rise.

Traditional sales and marketing advice is becoming less and less relevant as today's consumers are spending much more time online, and salespeople are calling, emailing, and texting leads instead of meeting them in person. This book shows you where to find them, how to engage them, and how to position your company as the ideal solution to their needs.
  • Engage with consumers more effectively online
  • Leverage the strengths of social media, apps, and blogs to capture more leads for less money
  • Convert more Internet leads into real-world prospects and sales appointments
  • Make connections on every call and learn the exact words that close more sales
The business world is moving away from "belly-to-belly" interactions and traditional advertising. Companies are forced to engage with prospective customers first online—the vast majority through social media, mobile apps, blogs, and live chat—before ever meeting in person. Yesterday's marketing advice no longer applies to today's tech savvy, mobile-first, social media-addicted consumer, and the new sales environment demands that you meet consumers where they are and close them, quickly. The Conversion Code gives you an actionable blueprint for capturing Internet leads and turning them into customers.

Table of Contents

  1. Title Page
  2. Copyright
  3. Introduction: How The Conversion Code Was Created
  4. How to Crack The Conversion Code
    1. How You Can Crack The Conversion Code
    2. The Conversion Code Creeds
    3. Note
  5. Part I: Capture Internet Leads
    1. Chapter 1: Need More Leads?: How to Build Websites and Landing Pages That Consistently Capture Internet Leads
      1. Content Is Not King if Your Goal Is Capturing and Converting Leads—Design, Being Purposeful and Landing Pages Are King
      2. How to Quickly and Inexpensively Turn a Website into a Lead-Generating Machine
      3. Landing Pages Are the New Black
      4. Microwave Marketing Mentality
      5. Get the Most Out of Your Website and Landing Pages by Retargeting the Visitors Who Do Not Convert
      6. Notes
    2. Chapter 2: Writing the Perfect Blog Post
      1. Headline
      2. Storytelling Hook
      3. Fewer Characters per Line at First
      4. Featured Image
      5. The 1,500+ Word Sweet Spot
      6. Soundbites for Social Sharing
      7. Now You're Creating Content That Is <i xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" xmlns:m="http://www.w3.org/1998/Math/MathML" xmlns:svg="http://www.w3.org/2000/svg" xmlns:ibooks="http://vocabulary.itunes.apple.com/rdf/ibooks/vocabulary-extensions-1.0">Ready</i> to Be Optimized for Lead Generation, Social Media, and Search Engines to Be Optimized for Lead Generation, Social Media, and Search Engines
      8. Notes
    3. Chapter 3: Optimizing Your Content for Lead Generation, Social Media, and Search Engines
      1. Optimizing Your Content for Lead Generation
      2. Optimizing Your Content for Social Media
      3. Optimizing Your Content for Search Engines
      4. Notes
    4. Chapter 4: Advanced Facebook Marketing and Advertising Techniques That Generate “Ready to Buy” Leads
      1. Facebook Profile Pro Tips
      2. Facebook Groups
      3. Facebook Pages
      4. Facebook Ads
      5. The Essentials of Running a Great Facebook Ad
      6. The Perfect Facebook Ad Funnel
      7. Four Facebook Ad Types Everyone Should Run
      8. Notes
    5. Chapter 5: Simple Strategies (Beyond Facebook) That Drive Massive Traffic and Leads to Your Website and Landing Pages
      1. Email Marketing
      2. Retargeting
      3. Curation
      4. YouTube
      5. Twitter
      6. Instagram
      7. Guest Blogging
      8. Podcasting
      9. Webinars
      10. Notes
  6. Part II: Create Quality Appointments
    1. Chapter 6: How to Use CRM, SMS, and Marketing Automation to Immediately Turn a New Lead into a Hot Appointment
      1. The Fortune is in the Follow-Up
      2. Speed + Tenacity + Script = Highest Conversion Rate Possible
      3. SMS > Email
      4. Emails That Work
    2. Chapter 7: Need More Appointments? How to Use Email Marketing, Retargeting, and User Tracking to Turn Old Leads into Quality Appointments
      1. There Is No Longer an Old Lead Bucket
      2. Ads as a Lead Follow-Up Tool
  7. Part III: Close More Sales
    1. Chapter 8: Need to Know Exactly What to Say to a Lead on the Phone?: How to Have a Perfect First Minute on a Sales Call with an Internet Lead
      1. The Two-Step Precall Lead “Stalk”
    2. Chapter 9: The Digging Deep Technique: Questions to Ask That Make It Impossible for an Internet Lead to Say No
      1. The Digging Deep Technique
      2. Notes
    3. Chapter 10: How to Build Trust with an Internet Lead in Two Simple Steps
    4. Chapter 11: Proactively Uncovering Objections
    5. Chapter 12: How to Start Closing an Internet Lead Using the “Five Yes Technique”
      1. The 20/20/20 Sale
    6. Chapter 13: How to Pitch Using the “Feature, Benefit, Tie-Down Technique” and Identify Exactly When to Close
      1. Always Be Closing
    7. Chapter 14: Exactly What to Say When You Start to Close
    8. Chapter 15: The Two-Step Close
      1. Step 1: The Trial Close
      2. Step 2: The Slot Close
    9. Chapter 16: What to Say When Someone Still Says No
      1. Buying Questions versus Objections
      2. ARCing
    10. Chapter 17: They Said Yes! Now What Do You Say?
    11. Chapter 18: How to Turn a Closed Internet Lead into Even More Sales
  8. Bonus: Checking the Analytics and Metrics That Actually Matter (and what to do based on what you find)
    1. Website Metrics That Matter
    2. Landing Page Metrics That Matter
    3. Facebook Metrics That Matter
    4. Email Marketing Metrics That Matter
    5. Sales Metrics That Matter
    6. Notes
  9. Index
  10. End User License Agreement