In the era of instant gratification, brands are having a difficult time in meeting the evolving demands of highly impatient customers. One bad experience – and customers won’t think twice before abandoning ship. At the same time, acquiring new customers is getting more complicated. Today, customers are not interested in your product. Instead, they want to know how your product can specifically benefit them or solve their problem. Besides, most users check out several brands before choosing the one they wish to conduct business with.
According to HubSpot, 61% of companies say generating traffic and leads is their biggest marketing challenge.
In short, generalized marketing campaigns are not enough to win customers for your brand. Yes, they might generate traffic, but what good is site traffic without any conversions? Instead, businesses should focus on generating high-quality leads and have effective lead-nurturing strategies in place for more conversions.
Well, even if you do manage to generate some traffic, 96% of visitors who come to your site aren’t ready to buy, at least not immediately.
But what if you could generate leads that are already interested in your product, and employ simple techniques to push them down the sales funnel gently?
Fortunately, that’s possible with just a few tweaks on your website. Here’s how:
1. Landing page design
If your site is your virtual storefront, your landing pages are the shop assistants that give your visitors personalized information to make sales decisions. According to stats, 68% of companies use landing pages to acquire new leads.
Landing pages are great, indeed! But how do you stand out when every business is using landing pages to acquire leads?
The obvious answer is, design! For example, eye-tracking studies can suggest how someone would naturally browse your site. You can use this information to place content strategically on your website for maximum impact.
Remember, an attractive headline, a clear call to action (CTA) and a few words describing the benefits of your products – that’s all you need on a landing page with adequate white spacing for better comprehension.
Here are some best practices to optimize your landing page design for lead generation and conversions:
- Use the top banner to highlight any giveaways or offers.
- Place your products immediately before this banner and describe them well. Make use of keywords in this content for better SERP rankings.
- Write in detail about why customers should choose you? What is the USP that makes you better than the competition?
- To build user trust, share genuine customer reviews on your site as social proof.
- Repeat your CTA once again so that the user knows what to do after reading the information you shared.
- Adding a live chat button on your site may help visitors feel more confident about buying on your website.
- Consider using a tool such as Unbounce to create multiple versions of a landing page with minor differences to check what converts better.
You can also read this article that shares simple tips to improve your website design for more conversion.
2. Test your site’s performance
Is your website designed to create traffic?
Well, a lot of web design companies are adept at creating eye-catching websites, but they may or may not be conversion experts. To be sure, it is best to have a conversion audit done for your website and identify any issues before they sink your boat!
Once you have a full-blown conversion audit done on your site, you will know what’s working on your website and what’s not. This will not only help you optimize the various sections on your site but also reduce wasted marketing spend.
Of course, one audit is not enough. Keep testing the content on your website regularly and split-testing your CTAs to ensure you are on the top of things, always.
3. Monitor user behaviour On your site
Did you know it only takes a fraction of a second for visitors to register an impression of your site, and most of these first impressions are based on design?
Of course, you can follow the best practices we listed at the beginning of the article to improve your website design. However, if you could see where your visitors are clicking, and the places they tend to ignore, you can reposition your offers from those sections to areas that register more action.
Sounds like wishful thinking? Not anymore!
By investing in a heat map tool such as Crazyegg, you can see where your visitors are and aren’t clicking on your website. The tool not only tells you what your visitors are doing on your site but also the traffic source that directed them to your website. Based on these insights, you can place your CTAs in zones that generate maximum clicks and also focus on platforms that send maximum traffic to your site.
4. Install live chat
Today, most businesses are competing on customer service rather than the quality or price of their products. Consequently, usage of customer-centric technology such as live chat is on the rise. However, live chat is not just important for improving e-commerce sales; every website can benefit from integrating this simple tool.
According to J.D. Power, live chat is the leading digital contact method for online customers, with 42% of customers preferring live chat over email (23%), and social media (16%).
Another study found that over 75% of customers hesitate to purchase on a website that does not have a live chat option. Besides, 63% of your customers are likely to return to your site if there is live chat available.
With live chat, you can connect with your visitors in real-time, offering them help on their customer journey exactly when they need it. You can also get in-depth analytics and the browsing history of your visitors to pro-actively offer them useful information and personalized offers, increasing the chances of conversion.
Live chat software can also be integrated with other tools, such as co-browsing, to guide customers easily by highlighting different points on a web page through a shared browser. The whole communication is secured using PCI DSS encryption standards, delivering real-time support in a safe and secure environment.
Acquire reports that such real-engagement collaboration between support staff and clients using co-browsing technology can improve first call resolution by 18% and decrease call handling time by 14%.
5. Content is king
Nothing can undermine the importance of fresh and thoughtful content for marketing. Even data indicates that content marketing generates 93% more leads as compared to traditional marketing strategies.
Content marketing is one of the most powerful tools in your arsenal when appropriately used. By creating genuine and thoughtful content, not only do you establish yourself as a thought leader in your industry but also generate traffic and leads reliably and cost-effectively. However, like everything else, content marketing is a dynamic field. So, your content needn’t be limited to text format. You can experiment with other types of content, such as e-books, white papers, case studies, infographics, videos, and podcasts to educate your prospects and generate awareness for your brand.
- Create relevant and helpful content that is not marketing oriented but showcases how your product solves a specific problem for clients.
- You can create stories to showcase how users can use your products in a creative way.
- Don’t limit your content to your site. Share it on social media and popular guest blogs for more exposure.
- Include relevant buttons to make it easier for readers to share your content.
- Use long-form content such as e-books and white papers to capture visitors’ contact information in exchange for downloading the content.
6. Use data to make informed decisions
Today, marketers heavily depend on Google Analytics to create customized marketing campaigns for their prospects. However, there’s more you can do with this data to boost your conversion rates.
What if we tell you that you can use your Google Analytics data to identify the traffic sources that produce fewer conversions? With this information, not only can you make improvements to your lead generation platforms but also effectively allocate your marketing budget for maximum ROI.
Within Google Analytics, you can generate various reports that breakdown the data by channel type, page performance, product performance, and even shopping behavior. Such information gives you critical insights into the performance of your lead generation platforms, as well as user behavior to make smart business decisions.
This image is taken from an informational blog by Neil Patel that shares step-by-step information on understanding your Google Analytics data to boost your conversion rate.
Your website is an integral part of your business, and small but intelligent changes can boost your business significantly. The quick hacks shared in this blog will certainly improve your lead generation process with measurable results. Is there anything you would like to this list? Share your thoughts in the comment section below. We’d love to hear from you.