Lead Generation and Website Conversion Tactics | Ryan Truax from LeadPages

Kevin Shirley: Hey everybody, welcome back to Pathmonk Presents. Pathmonk is the AI for website conversions. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online.

Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro-experiences like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions by 50% by adding Pathmonk to your website in seconds, letting the artificial intelligence do all the work while you keep doing marketing as usual. Check us out on pathmonk.com.

Hey everybody, welcome back to Pathmonk Presents. We’re really looking forward to today’s episode. Today, we’ve got Ryan over at LeadPages. Ryan, how are you doing today?

Ryan Truax: Kevin, I’m doing spectacular. I’m happy to talk to another marketer about marketing and really get into the weeds about it all. I’m ready for this.

Kevin: Me too. Let’s rock and roll. To dive straight into things, I checked out Lead Pages a little bit ahead of time. I know that both of us are in the conversion space, making sure that everyone on the web is converting as much as possible, but I’m hoping you can give us a little bit of a lay of the land. Why don’t you tell us about Lead Pages and what it’s all about?

Ryan: Yeah, absolutely. Can I underscore and exclamation point “conversion”? Because you and I have the same mindset in that regard. It’s all about conversions at the end of the day. Primarily, we’re a lead optimization solution. We’re really about catering to all the needs of the modern marketer—those who are experiencing changes, as we always do in marketing. Like I said earlier, jokingly, we are hyper-focused on conversion and really getting more out of your marketing efforts through optimization. Through all the advancements in split testing, analytics, and traffic insights, we’re able to provide a real leg up on the competition, if you will.

Kevin: That’s awesome. Yes, you’re speaking my language 100%. You gave us a little bit of a warm intro into it, but why don’t you tell us a little bit about the problems that you solve for your audience?

Ryan: A lot of marketers sometimes rely on others to help them build an experience or a page. Many are strapped by both resources and time constraints. So, we offer a best-in-class landing page solution that is done very intuitively and backed by some really incredible and innovative advancements that will probably be available by the time this podcast comes out.

I hinted at the ability to have visibility into your unknown traffic, further data in the way of audience personas—are your campaigns working? Is the right traffic coming to your page? And all of this while, of course, focusing on collecting leads in the most efficient, cost-effective manner possible.

Kevin: True. I want to ask a quick follow-up on this. You talk about efficiency, and I know that time is one of the things people are always worried about because building these landing pages and testing them out over time takes effort. But specifically, since there are different audiences—people just getting into marketing with smaller websites versus larger marketing teams—how do you make it as efficient as possible for all different team sizes?

Ryan: Regardless of resources, marketers are very iterative beings. No matter how big the team is or how well-resourced you are, it’s about having the tools to test and experiment quickly. It’s all about incrementality—where do we find those small edges? It’s about running small micro-experiments consistently and making it part of your routine each week.

Solutions like ours allow anyone within a marketing team to perform a small experiment or test, launch a campaign, assess, and then scale accordingly. I think we’re both onto something here.

Kevin: Yeah, and the ability to get up and running quickly, test it out, and gather the data is crucial. Otherwise, you’re stuck in the weeds, wondering if it’s working. If you can figure that out quickly, you can move on to the next step. I like this.

Ryan: You’re right, Kevin. In the past, marketers were guilty of building these huge, robust campaigns that took untold amounts of resources and time. We’d launch them, and sometimes the results would be underwhelming. But imagine testing a small version of that very early on, seeing if there was a fit, scaling if there was, or learning from the lesson and moving on. That’s the mindset we need moving forward.

Kevin: Really well said. Moving on, I want to focus more on your audience. From a marketing standpoint, how are they finding you nowadays? What are some of your top acquisition channels?

Ryan: I’m going to bore you with the traditional channels, but with one little asterisk on something I’m really excited about. Like many, Google owns the vast majority of the search share. So, I’d be lying if I said we didn’t benefit massively from both our paid campaigns and organic efforts. We’re a SaaS product that’s been around for 12 years now, so our brand equity helps as well. But yes, Google is the largest part of the pie chart.

I’m also really excited about LinkedIn and its advanced targeting, so we’re investing more there for lead generation. Meta and Instagram play their roles too. We’re also taking a leap-first approach to YouTube as it’s the second-largest search engine, so we’re doubling down there.

What excites me the most, though, is seeing traffic from AI-driven sources like GPT and Perplexity. We’re actually getting leads and trials from these sources, which is huge. I think it’s the gift that keeps on giving.

Kevin: Definitely. Leveraging AI resources is a game-changer. If you can start having AIs recommending you when someone asks about the best conversion tools, that’s an awesome advantage.

Ryan: Absolutely. And if you happen to have an “in” at Perplexity’s ads, I want in on their beta ad group! I just can’t seem to get in there.

Kevin: Let’s have a second conversation about that. Moving on, since we’re all about conversions, what role does your website play in client acquisition? Any major strengths or weaknesses?

Ryan: The strengths? It’s a 24/7, 365-days-a-year salesperson. We take it seriously because it’s often the first touchpoint someone has with our brand. We focus heavily on those first few folds of the page since we know traffic drops off further down.

Where we struggle is launching split tests more frequently. I’d love to do it more on a monthly or even weekly basis. My team is getting better at it, but we still have work to do.

Kevin: I checked out your website, and I love the design. I’d expect nothing less! I’d be interested in how you manage pages originally designed versus those frequently A/B tested.

Ryan: You should check out our rebrand soon! We’ll be split testing new messaging, a new look and feel, and better alignment with our ICP. I’m eager to test all this great work against conversion data.

Kevin: Keeping us interested—I like it! Thank you for joining us today, Ryan. Everyone should check out Lead Pages. Looking forward to our future chats about conversions and marketing.

Ryan: Thanks, Kevin. Shoutout to you and Pathmonk for all the great work. Hope our paths cross again soon!