Let’s cut right to it, shall we? If you’re like most business owners, you wish your website would produce more leads. Regardless of company size and marketing budget, almost all business owners want more from their online presence. It’s why 65% of marketers surveyed by MarketingProfs said that improving lead conversion is a key digital marketing priority. But even with all of that focus, website visit to conversion rates hover in single digit percentages.
The reality is, with typical conversion rates, more than 90 out of every 100 visitors to your website leaves without a trace—with money and missed opportunities going out the door with them. But you don’t have to tear down your website and start over to turn more visitors into leads. Here are three high-converting tactics that are easy to deploy. In fact, your marketing team or consultant can get at least one of them done this week.
Incorporate Micro-Conversion Points
One of the key culprits hurting your lead conversion rate is that there aren’t enough opportunities for visitors to become a lead. If your website insists that every visitor takes the time to find and complete your contact form in order to become a lead, you’ll never get the results your business needs.
Rather than hoping that visitors will magically find their way to your contact form, put micro-conversion points along the way, giving them opportunities to become a lead on pages where they’re researching your company. What are micro-conversions? They may be actions like watching a video on your website, visiting the FAQ page, downloading a white paper or reading a blog post. All of these actions can become micro-conversion points that turn an anonymous visitor into an new lead.
Here’s how to add a micro-conversion point: look at the most popular pages of your website in Google Analytics. Use the Content > Content Behavior > Landing Pages report to see which pages are the pages where most people enter your site. Review those pages for potential conversion opportunities.
If one of those top pages is your home page, is there an easy way to join your email list or stay in touch with your company on social media? If it’s a blog post, is there an appealing call to action to subscribe to your blog? Or how about asking for an email address in exchange for viewing a video or white paper? All of these represent new opportunities to create additional leads from your website traffic.
Mobile-Friendly Conversion Opportunities
While you’re in Google Analytics, look at the visitors report and the percentage of traffic that you receive from mobile visitors. If it’s greater than 25%, you want to spend some serious time thinking about how to convert mobile visitors into new lead opportunities.
Look at your site on your mobile device and ask, “Are there any easy ways to sign up for more information on my phone?” Try filling out your contact form and other conversion points on your phone. Are the forms easy to use on a mobile device? Are the buttons too small? People will leave your website if they can’t use it.
Besides general user-friendliness, ask yourself what conversion opportunity would a mobile visitor need “on the go” that you haven’t thought of yet? Would the mobile user want to get all white papers with a click of a button, subscribe to the newsletter for more information, or request a follow-up call when they’re in the office? Make mobile conversion opportunities user-friendly, compelling and straightforward to improve lead generation from your mobile audience.
Use More Landing Pages
Companies that use more landing pages generate more leads. How do you create more landing pages that generate more leads? Revisit the top landing pages report we discussed above, and ask whether those landing pages convert visitors that land there as well as they should.
You’ll most likely find that your existing landing pages act more like internal content pages than the landing pages you use for your marketing campaigns, with little in the way of conversion points. If that’s the case, revamp your top organic landing pages to look and act like proper landing pages.
If you look at HubSpot, for example, all of their main pages look like landing pages with clear conversion points. When you focus on turning more of your highest-trafficked pages into landing pages, you’ll see an immediate increase in leads.
Bonus: Irresistible Offers
One of the easiest ways to improve lead conversion is to create irresistible offers that make it easy for your visitors to act on. What does an irresistible offer look like? It’s one that’s attention-getting, piques interest, creates desire and triggers an action.
For example, if a visitor lands on a blog post titled “17 Facebook Ad Mistakes That Are Killing Your ROI,” and there is a link to a PDF of top performing ad examples that visitors can get by sharing their email address, that’s an irresistible offer. Those visitors will gladly share their email address in exchange for information about the ads that don’t kill their advertising ROI.
There are many examples of this, including PDF downloads, short email courses and bonus video content, just to name a few. No matter how you do it, you can create irresistible offers to drive new leads from your existing website traffic.
Get More Leads From Your Website
What’s the number one challenge for most marketers when it comes to improving website lead conversion? Finding the time and resources to fix what’s broken. Luckily, the aforementioned tips don’t take much of either. Adding new email contact forms to your most popular pages can be as simple as embedding a Typeform, using a Lead Box, or adding an email capture form from Qualaroo or SumoMe. These same tools have mobile options that can easily collect emails from mobile visitors and send them directly to your email marketing software or CRM.
Adding new landing pages and redesigning existing ones can take a bit of additional work, but tools like LeadPages.net and Unbounce make the process much easier. There are plenty of landing page WordPress themes that you can use as well. Creating irresistible offers needn’t be difficult either; a simple PDF, slide deck or video can be just the thing to improve lead conversion.
Don’t settle for a website that underperforms. You have the tools and the ability to get more leads from your site with just a few simple tweaks. Adding email forms to popular pages and launching an irresistible offer are things you can do this week to coax new leads from your visitors. So what are you waiting for? Go get the leads you deserve from your website traffic!
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