Here’s a scenario you might be familiar with. Your website gets lots of traffic. Each day you have visitors from across the country, reading your content and viewing your product offerings. Some of those turn into leads. Visitors supply you with their email and maybe a bit of information about themselves. Very rarely, however, do any of those leads turn into sales. It’s left you totally stumped.
When it comes to running a business, leads are fairly insignificant if they never convert into customers. Conversion is notoriously the most challenging step in any sales funnel. For a buyer, researching your product, supplying you with an email, and receiving your marketing materials is all free. When it comes to buying, however, they’re expected to fork over a payment. That means you’ve got to prove your worth.
Looking to get out of your rut and turn more of your leads into sales? Read on to learn about the most important things you need to have on your website.
Why Don’t My Leads Convert?
Before we dive into our tips, let’s discuss why your leads might not be converting…
If you’re finding that your leads aren’t regularly converting to sales, there’s likely one glaring problem with your leads: they’re low-quality. These users may not be in the market for your product, may not know much about your offerings, and are unlikely to ever convert.
If you want to turn more of your leads into conversions, you need to focus on improving your lead quality. A high-quality lead is a lead that’s extremely likely to convert into a sale. This type of lead is in the right market for your product, has been well educated on the exact products you offer, and is poised to purchase.
The following tips will help you weed out the low-quality leads and focus your energy on those who are likely to convert, resulting in more sales.
Optimize Your Website’s Homepage
You wouldn’t open a brick-and-mortar shop with a shabby exterior, so why would you launch your website with a poorly designed homepage?
Your site’s homepage is your chance to make a great first impression on your potential buyers. As such, it needs to include the following elements:
- Headline: Give a straightforward, few-word summary of your business.
- Description: Add a few sentences about what it is that you offer, including the problem that your business solves.
- Calls to action: Include 3-4 calls to action that link to the most important pages on your site, such as your shop, an explanatory “how it works” section, and FAQs.
- Menu: Add a straightforward menu that links to the most important pages on your site, organized in a logical and easy to understand way.
Let’s take a look at a real-world example: As you can see ForHims has laid out a useful, minimalist navigation that will help users find what they’re looking for and help them make sales.
Design a Lead Magnet
When separating the high-quality leads from the rest, one of the most useful tools is a lead magnet. This is a free piece of content that is “gated”. This means that a visitor must provide their email address, name, and any other required information in order to access it.
Lead magnets can come in many forms. They can be ebooks, guides, manuals, how-tos and more. No matter what you design as a lead magnet, make sure it meets the following criteria.
Pre-qualifies a Lead
The lead magnet you design should pre-qualify them as someone in your target market. The information included should be relevant to your product or service offering. However, be careful not to provide your lead with so much information or so many tools that they no longer need your services.
Provides Information Not Available Elsewhere
A lead magnet is only as good as the information it provides. If you want visitors to be compelled to give their information in exchange for a lead magnet, you need to create one that provides information that isn’t available elsewhere. Think of this as an “insider’s” product. It should give a level of information that would be otherwise hard for a visitor to find.
Positions You as an Expert
A lead magnet doesn’t only give you an opportunity to plug your product or services, but it also helps to build your reputation. A well-designed lead magnet positions you and your company as the foremost expert in your industry. You should wow leads with your breadth of knowledge and your willingness to help them. Next time they think of your industry, you will be first in mind.
Site analytics tools are an invisible force that sits beneath your website and provides you with more data than you may know what to do with. These tools give you a deeper understanding of your leads, which is key to improving your lead quality. You’ll glean a better understanding of the characteristics of your leads that convert in order to better tailor your website to attract more of those leads.
Consider installing the following tools on your site.
You can use Google Analytics to understand which traffic sources send high-quality leads to your website and which don’t. With this information, you can better tailor your marketing strategy to focus your efforts on high-converting traffic sources. You can also see your top-converting pages, data on your visitors, and more.
If you handle a high volume of leads via phone, call tracking can be an invaluable tool. This tool assigns a unique phone number to each of your traffic sources, like your website, your social media, any online directories, and more. That way, you’ll be able to determine which traffic source referred your phone call.
A heat map is a tool that uses different color coding to show where users tend to click and scroll, and where they don’t. You can use this information to ensure that your most important site content, like your lead magnet, is positioned in high-traffic areas.
Attracting high-quality leads is hard work, but it will quickly pay off when your leads quickly and easily convert to profitable sales. Apply these recommendations to your website strategy, so you can reap the rewards that come along with growing your sales. Just remember, patience is key. Your leads probably won’t skyrocket overnight, but after some time, your tactics will catch on.
Guest Article by Matt Casadona
Matt Casadona has a Bachelor of Science in Business Administration, with a concentration in Marketing and a minor in Psychology. He is currently a contributing editor for 365 Business Tips. Matt is passionate about marketing and business strategy and enjoys the San Diego life, traveling and music.
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