Feb 28, 2014 9:45:00 AM

7 Brilliant Ideas For Increasing Web Lead Conversions

Posted by Matthew Campion

 

 Lighbulb | 7 brilliant ideas for increasing web converions

Looking for ways to up your leads? As an inbound marketing agency, we've discovered some secrets for finding opportunities to give those conversion numbers a bump for the better.

1. Attract & Nurture With Inbound Marketing

If you’re not using inbound, your leads aren’t nearly as warm as they could be. Inbound marketing focuses on providing the right content in the right moment of the buying cycle, giving leads what they want at every stage and nurturing them as you direct them further down the funnel. A complete suite of inbound marketing tactics can work together to bring in, nurture, convince and convert leads, including:

  • SEO
  • Social Media Marketing
  • E-mail newsletters
  • Blogging & Content Marketing
  • Marketing automation

Each one of these tactics works in conjunction with the others to bring the most qualified leads into your site, targeting your traffic acquisition and greatly increasing the chance your visitors will convert.

2. Do an Eye-Tracking Study

How are your users interacting with your site? Eye-tracking studies can show you exactly what parts of your site are drawing attention – whether you intended them to, or not! This valuable tool goes beyond the insights provided by mouse click tracking and mouse heatmapping, giving you greater data and deeper insights that can improve your on-page experience.

3. Improve Site Speed

Think your site is fast enough? Slow page load times have been shown through testing to reduce conversions and increase shopping cart abandonment. 47% of consumers expect your pages to load in 2 seconds or less – and 40% will abandon a page that takes any longer than 3 seconds. (Kiss Metrics)

In fact, a 1 second delay (or 3 seconds of waiting) decreases customer satisfaction by about 16%!

If your site is slower than it should be, taking care of that can help drive higher conversions. To test, use Google’s free page speed tools.

4. Add Social Proof

Consumers are naturally skeptical and adverse to parting with their money – until they’ve been convinced it’s a wise idea. To help them along, show them social proof from customers just like them. Testimonials and reviews are fantastic ways of sharing the value of your product or service, giving leads something relatable to draw from. And because 79% of people trust online recommendations as though they came from personal friends, sharing this kind of information is a sure-shot for boosting your conversion numbers.

5. Reduce Landing Page Distractions

Your inbound marketing or pay-per-click advertising might be bringing people in – but are your landing pages letting you down by distracting users away from the task at hand?

Streamline your landing pages by removing extraneous ads, navigation or content that doesn’t help the user make a purchase decision in the moment. Don’t show them any “Shiny objects” to pull them away from the page – leave them a page that focuses directly on the offer being made and the response you want to elicit.

6. Test Your Calls-to-Action

Even when your landing pages aren’t distracting, a weak or inappropriate call-to-action will lose you leads. Calls-to-action should be tailored to the customer persona and stage of the buying cycle – remember that not every conversion needs to be a sale; there can be micro-conversions like downloads, newsletter sign-ups and so on, too.

Test your calls to action out. Use direct, compelling verbiage that creates urgency and eliminates any ambiguity. A/B test different calls to action to see which is performing best.

7. Cut Down Your Form Fields

One of the ways to turn off your leads is to ask them for too much information, too fast. Take only what you need, and leave the rest out.In a study conducted by the Baynard Institute, 61% of businesses asked for “unnecessary information” during the checkout process. This has an adverse impact on conversions, but cause leads expect they will be spammed. (UX Design)

Keep intake forms short and simple – grab a name, an e-mail and only what other email is immediately necessary.

Never Stop Testing

Arguably, the most important point in the bunch above is to adopt inbound marketing, as this will bring in the most qualified leads. That said, it’s important to always be refining and improving your onsite experience, testing your copy, questioning your calls-to-action and looking for ways to streamline the conversion process.

If you’re still not sure where to begin, Teknicks can help! We work with clients to attract, persuade and convert qualified leads, and we can do the same for your business.

 

4StepstoDevelopingYourBuyerPersonas-CTA2

 

Topics: Usability & Conversion Optimization, Lead Management, Lead Generation

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