When it comes to generating more sales online, one of your biggest weapons is a long list of leads. Every business wants to leverage the power of its website to generate more sales which brings in more revenue.
One of the most efficient ways for that is generating more leads that you can use in one way or another for the growth of your business.
That leads us to the more frequently asked question which is, “how do I generate more leads from my website?”
Now, that’s not the most straightforward task to do. It’s not as simple as throwing some “lick Here” button here and there on the website and hope to see the leads pour in – that’s not how it really works.
It takes a more aggregated and strategic approach of doing changes in your website to optimize it into a lead generation machine.
The Basic: How Leads are usually captured?
Before we hop on to the optimization process, let’s check if we have the basic concept of how lead generation is done on a website?
So, the process starts when a casual visitor clicks the call-to-action button located somewhere on the page. The call-to-action usually asks the visitor if he/she would like to subscribe to get similar posts delivered to their email or download a free resource and that sort of thing.
When the visitor clicks the button he/she will be forwarded to a landing page, which asks for the visitors’ contact and basic information like their email, first and last name, phone number (in few cases).
When the visitor has entered that information, he/she will be led to a predesigned thank you page for opting in and he/she’s supposed to get the free resource delivered to their inbox if they were proposed any.
And this is the simple process of how leads are captured. In this article, we are going to break the process into pieces and see how we can optimize every micro-step so that it brings a better conversion rate, which will ultimately help to capture more leads.
1. Provoke curiosity and promise to satisfy them
When you’re writing one masterpiece of an article, you don’t want to give away all in once. Rather, you should keep something up your sleeves and promise to give them away only when they opt-in.
Or if you want to go with a softer approach, you may give away the basic information but promise to give away a few advanced “tips & tricks” delivered right to their inbox.
You see, when a reader is really hooked onto your content and enjoying it, he wants all of it. So, when you intentionally create that little information gap and tell them there’s more to it, but to get that he has to opt-in, he’ll happily do that.
Similarly, after he’s done reading the content, if you tell them that there is some advanced stuff about the topic disclosed in the PDF you made “just” for him, he’ll be highly eager to get that delivered, so happily input his contact information.
2. Offer Something in Return
Whenever you ask a user to sign-in, make sure you have something interesting to offer for them in return. Many users won’t take the time to fill up a form if they get nothing out of it.
You could offer a PDF file, an infographic, maybe some discount codes or so on things that the visitor might be interested in.
Studies have shown that the conversion rates bump up by a big margin when the user is offered something in return for opting-in.
And make sure you don’t offer something generic or the same thing for all the forms.
I mean, your website might have different types of pages, and users of each type of page might have different interests. For example, say you run a domain-hosting business and your website probably has different sale pages for domain and hosting respectively.
If you offer the visitor of the ‘Domain’ page a promo code to get a discount on hosting, he might not be interested. So, you have to know what to offer to which visitor and take action accordingly for the best conversion rate.
See I was reading an article on ‘HubSpot’ and they offered me this PDF which was related to the content and will add further value derived from the piece.
I had no complaints to give them my email as I got this extra resource in return.
3. Ask to Subscribe only after you’ve added some value
I personally hate the fact that when I land on a few websites, they show me the subscription form within a few seconds. Just like many YouTubers asking me to subscribe to their channel at the very beginning of the video.
That’s not how it works. Ask yourself, why would they subscribe? I mean, do you ‘tip’ the waiters just when you’ve met them or after being satisfied with their service?
This way, you should ask our visitors to subscribe only after you’ve added some value to them and showed them why you’re worth subscribing.
In a blog post, you should pop-in the subscription form towards the middle and bottom of the content. Because if the visitor has made it that far, that means he’s enjoying the content. That when he has the highest chance of subscribing.
But if you push the subscriber in the very beginning when he sees no point of subscribing, he might get annoyed and might not subscribe after finishing the content even if he enjoyed it, due to that annoyance.
So, you should pop-up those subscription forms about a few seconds later after the visitor has landed on your home page or shopping page.
See HubSpot showed me this pop-up after I had spent some time reading one of their articles which I enjoyed so I had all the reasons to subscribe.
I hope those YouTubers also understand this fact and do not lengthen the intro by 2 minutes anymore by asking me to ‘please subscribe’.
4. Do a Conversion Audit
Are you confident that your website is bringing your desired conversion rate? In today’s world, most of the websites are designed to make them look appealing which is a great thing, but they’re not focused on converting traffic.
You need to first check which side your website is on. And the best way to do that is by doing a conversion audit. Before you move on to investing in making any changes, doing this can help you cut wasted expenses.
5. Track your Visitor’s Activity on the Web Page
One of the best ways to bring more conversion out of your existing traffic is to monitor their activity on the web page and see where they’re clicking more and which area they’re avoiding.
Tools like Crazyegg will produce heat maps for you that indicates in which area of the page that the visitors are most interested in. Not only that, but it also shows you how far your visitors are scrolling down. And it’ll also tell you which sources those visitors are coming from.
Now, a combination of these data can be golden if you can properly analyze and utilize them. If you see most of the users are not reaching to the bottom of the page where you have a crazy subscription gift for them, consider positioning that above the fold.
If you see the users are getting attracted to a certain area, you can insert a little subscription form in there. Basically, when you have the data of a user’s real-life activity on your website, you’ll get the idea of how to use that for your best purpose.
6. Try Call Tracking
If your goal is to get the prospects on the phone, chances are you have set multiple forms and other tools around the website that offers the visitor ‘free consultation’ or something like that to get them on the phone call with you. But how would you know which form or method is getting you the call? You just can’t ask the caller, right?
You can use a good call tracker service to identify your winner. These services will route the calls from different sources in a way that they end up reaching your main phone number but can be tracked in the way to identify the source. Thus, you can have the data of which source is producing the most number of calls and which is worth investing more into.
And most of these services record the calls which you can use to determine the quality of the lead and also to diagnose the performance of the sales staff and to train them.
7. Install live chat
People like to hear from a real person in real-time rather than prebuilt texts and it creates more impact on them. Thus, according to your business requirements, you could consider installing live chat on your website.
Now, many people tend to think that live chat will only benefit websites that are meant to generate e-commerce sales. Sure, the chat operators could push a prospect towards the sale and make their purchase decision easier by answering pre-purchase questions.
While it helps greatly for that purpose, it could prove to be useful for other businesses too.
Say you run a restaurant and a prospect is visiting your website for a reservation. But he’s not sure about the direction so he’s in a dilemma. That’s where your live chat operator would kick in and solve his confusion to confirm the reservation.
Another way, when a chat operator gets asked something by a visitor, he could utilize the opportunity to ask him simple questions to find out his interest and take his contact details in exchange for promising to deliver the solution by email.
The point is, an actual person would have more impact on a visitor than automated solutions and that assistance could be converted to capture the lead.
8. Analyze your Google Analytics data
Google Analytics data could be a goldmine for you. Some traffic sources won’t bring great conversion even after you leave no stone unturned. Google Analytics data will help you identify which source is giving you the most traffic and which is bringing more conversion, and you can act according to that.
Say google analytics could help you identify that the majority of your social media traffic isn’t converting, then you could easily re-allocate the budget of that channel to some other one which has shown potential. This would reduce wasted advertising expenses.
How would it be if you could tell what most of your visitors are doing prior to converting? You could easily identify the possible reasons for those conversions and replicate those more and more.
Once you learn to understand and analyze your google analytics data it could help you identify and reduce your budget allocation on poorly performing channels and forward those on channels with potentials.
9. Include testimonials and trust signals.
People are really concerned about their privacy and sharing information online as those are often abused.
Many companies unethically sell their customers data including personal information like email, address, phone number, etc. to other businesses and they use those data to push the customers towards their product, which is absolutely disgusting for the customers.
Those who have suffered this one time will think twice before sharing their personal information online. Thus, if you don’t gain their trust, you’re likely to miss out on many leads even if you had them convinced with your offers.
Also, trust signals help to increase sales as well. And, how could you increase trust signals?
Include testimonials from your previous customers and notable industry partners. Feature if you have got mentions from industry leaders or such organizations. Mention the occasions where you’ve been featured by famous newspapers. In sum, don’t be afraid to ‘show-off” anything worthy because this is taken positively in this case.
But you’re highly discouraged to do unethical practices like showing off fake testimonials. It’s unethical, to begin with, and if your customers spot that, that’ll have a highly negative impact on your reputation.
10. Set Up an Exit Pop-up feature
Getting traffic to your website is not cheap in the first place. Not after you run costly pay-per-click ads to drive traffic or invest an enormous amount of time and money on the SEO budget. It takes effort to bring each and every visitor to your website.
Thus, you should leave no stone unturned to convert each visitor. When none of your mechanisms works and he’s about to leave the website, you could give the last try of converting them by offering them something before they go.
According to MDM (Market Domination Media), effective and appropriate pop-up offers could increase your conversion by a noticeable margin. Since these were the traffic that we were about to lose, even the slightest conversion of them is something we’ll appreciate.
Have you got any better tips to share with us? Go ahead, we’re highly interested to listen!
If you are worried about the Covid-19 Pandemic affects on your Business sales, You can also read our other article which is on How to Increase Online Sales in This Pandemic Situation!.