Businesses thrive on leads. Whether generating leads or closing leads, both processes are vital to the success of any marketing campaign. It’s the reason marketers do what they do: to drive leads to your website and to then convert those leads into paying customers. However, mastering the lead conversion process isn’t as simple as showing potential customers what you can give them and then watching the money roll in.
Increasing your lead conversion rates requires intentional brainstorming, strategy, persistence, and plenty of testing. There are several methods you can use to improve lead conversion rates, but best practices remain the same no matter which method you choose. Here are three tips for taking control of your lead conversion process.
1. Be Consistent
Consistency is crucial in every aspect of your marketing campaign. It’s important to create a brand image that is the same across all channels. Moreover, when it comes specifically to converting leads, it’s all about your landing page.
To create consistency on your landing page and entice visitors to buy your product or service, consider the following:
- Information must be accurate. If, for instance, your homepage boasts that your business has helped 400 customers, but your landing page says 300, your credibility goes out the window. Make sure to proofread and double-check for minor inconsistencies.
- Offers should be honored. This tip applies to all marketing platforms, as well as your landing page. Are you offering 20 percent off with a Facebook promo? Consumers need to be able to access that offer once they’ve reached your website.
- User experience calls for comfort. People are creatures of habit. Although changing your website regularly helps to improve your search engine ranking, it can turn away customers. Successful User Experience Design (UX) is easy for you to use and manage. It doesn't need to be changed all the time. So, instead of overhauling, use new content as a way to improve SEO rankings.
2. Stay Focused
Your landing page should have one call-to-action (CTA), and one only. Having too many offers confuses visitors and causes chaos on your site. The easier it is for people to take action, the more likely they are to complete the desired step.
Simplify landing page forms by only asking for information that matches the value of what you are offering. Do you want to get people to sign up for your newsletter? Offer something in return for their email address, but that’s it. Avoid asking for an email address and then including an additional CTA that is entirely different from the first one.
3. Create Urgency
There’s a lot of information in the digital world. People are constantly inundated with offer after offer. For this reason, it’s important to create a sense of urgency in order to get consumers to act. You could incorporate this principle in your actual CTA by providing a free e-book or offer to only the first 50 people who sign up. If someone’s on the fence about subscribing to your newsletter or scheduling a free website consultation, this method will give them that extra push they need to take the leap.
Lead conversion can be tricky, and a poor conversion process can be the demise of your business. With these three tips, you’ll be well on your way to a higher lead conversion rate and substantial growth.
