Investing time and money into building a nice website for your business, implementing SEO and other digital marketing strategies to get traffic to your website is Great!
However, inasmuch as website visits is a good thing, it’s definitely not the ultimate goal. You want visitors to your website to perform an action that will convert them to leads. It’s the leads you will follow up with till they end up as paying customers.
How do you intend to achieve this?
Below are ways to convert visitors to leads:
Do you remember opening a website and being asked to fill in your information like name, email or phone number on a website in exchange for something valuable such as a free trial, an ebook, free product, checklist etc? All these are called lead magnets. A lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details; for example, lead magnets can be trial subscriptions, samples, white papers, e-newsletters, and free consultations.
Lead magnets are very effective in converting visitors to leads. However, for you to have a high visitor-lead conversion rate, you must ensure that your lead magnet is: Specific, Quickly Consumable and Well Packaged.
Once the visitors enter their contact information in exchange for your lead magnet, it’s up to you to decide how you want to follow up with them.
Another effective way of converting website visitors to leads is through a landing page. A landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign.
How Is It Different From A Home Page?
A landing page is different from a homepage in the sense that it contains a specific message, a form and a call to action button that directs visitors on the next step to take.
The main use of a landing page is to capture the details of visitors on your landing page.
A homepage contains different links that cater to the overall public and serves as a distraction which will definitely reduce your conversion rate.
A customer who is supposed to take an action on your homepage may click on a video or a link that redirects to another page. Chances are the visitor may never take that action again.
But with a landing page, the visitor has only one action to take which is usually clearly stated.
When people visit your website, remember the goal is to get them to convert to leads. Whether it’s through a lead magnet or a landing page, the key to achieving this goal is with an opt-in form. An Opt-In form is a form of consent given by web users, acknowledging interest in a product or service and authorizing the third party to contact them with further information.
The length of the form will depend on your marketing objective. If you want to generate plenty of leads, then short forms work best. However, if you want a few but qualified leads, it’s better to use a longer form with specific fields.
Opt-in forms are basically for lead generation or newsletter subscriptions. But many brands use opt-in forms for various purposes such as discounts, coupon codes, webinar invites, exclusive contents, free trials, free shipping, free ebooks, etc.
As with lead magnets, when you offer visitors something of value in return for their contact information, they are more likely to fill a form. In other words, the best way to get them to convert is by offering valuable incentives no matter how little.
Exit intent opt-in forms are very good for generating leads. They increase conversions by 5-10% when used correctly.
The pop-up just when visitors are dragging their cursor toward the “close” button on their screens.
They are basically used to get newsletter signups, offer discounts or lead magnets.
Call To Action (CTA);
If you noticed, there are several mentions of CTA in this article. It’s so important it makes to our list. Call to Action is defined as a prompt on a website that tells the user to take some specified action. A call to action is typically written as a command, such as ‘Sign Up’ or ‘Buy Now’ and generally takes the form of a button or hyperlink.
When people visit your website, those who show a level of interest in your product or service wants to know the next step to take. If there is no clear CTA, they will leave your website never to return. A CTA makes it easy for visitors to move down the funnel by performing a particular action.
Examples of Call To Action
If you want people to sign up for your newsletter, the CTA will be
- SIGN UP NOW
- LEARN MORE
- SUBSCRIBE NOW
- GET FREE UPDATES
If you want them to download an ebook or checklist, the CTA will be
- DOWNLOAD NOW
- GET MY FREE EBOOK
- SEND ME THE CHECKLIST
For an eCommerce store, the CTA will be
- ADD TO CART
- BUY NOW
- ADD TO WISHLIST
The important thing is the user performs the desired action that will lead them further down the conversion funnel.