What occurs when a visitor lands on your landing page? What strategy do you have in place to convert those visitors to leads? How can you optimize your current conversion strategies in order to increase lead volume and quality?
We’ll demonstrate how to convert website visitors into leads using seven distinct lead generation tools and strategies in this post.
1. Google Analytics with Leadfeeder
Google Analytics informs you of the number of visitors to your website, but not who they are or what companies they represent.
Leadfeeder addresses this issue by performing a reverse IP lookup on the companies that visit your website.
To convert those visitors into leads, you can create a plan of action using Leadfeeder alerts.
2. Live Chat
Live chat is an excellent way to engage website visitors and increase conversions while they are on your site.
Indeed, it has been shown to increase website conversions by 45 percent simply by providing instant customer service.
Live chat enables you to communicate with visitors in a way that is contextually relevant to the content in front of them.
Most live chat platforms allow for segmentation by URL and country, and you can personalize the initial messaging based on these parameters.
You can even tailor their experience based on their frequency of visit.
If the individual is a returning visitor, you can engage them directly with messaging or an offer that is tailored to their specific activity on your site.
LiveChat, Olark, Drift, and Intercom all offer live chat solutions for small to medium-sized businesses.
3. Qualify Your Visitors Through Longer Lead Forms
While the copy on the landing page is beneficial, you can reinforce it by setting expectations in the form fields.
TruckersReport A/B tested their sign up form during a review of their landing page, comparing a form with multiple fields to a form with only an email field. Multiple-field forms converted 13% more than short forms.
It will take time to determine the optimal number of fields. The best place to begin is by determining what information you require to effectively qualify sign-ups.
Similarly, Paperchain markets itself to music publishers and record labels as a solution. It makes use of multiple fields to help identify who is signing up and weed out those who are not a good fit.
If a prospect is uninterested in completing a longer form, they are most likely not ready to buy.
By including the variables “Organization name” and “Organization type,” they can better segment their mailing list and trigger customized customer journeys based on those variables.
4. Create Campaign-Specific Landing Pages for Your Paid Marketing Campaigns
How do you influence the cost per click (CPC) in AdWords campaigns? Advertisement quality score.
What factors into your ad’s quality score? Relevance of ad and landing page copy, as well as conversion rates, are just a few examples.
AdWords rewards campaigns that consistently convert by matching ad copy to landing copy.
Google views these factors as indicators of relevance, and it is in their best interest to serve the most relevant results possible, even for paid advertisements.
Consider an instance when you conduct a search for “media attribution” solutions.
All of the advertisements include a direct reference to “media attribution” in their headline copy. Neustar has even incorporated it into the URL.
What’s fascinating is how each of these businesses approaches landing page design and conversion strategies.
5. Optimize for Your Highest Converting Acquisition Channels
It’s critical to understand who your site’s visitors are and how to optimize content to convert them.
However, it is equally critical to understand their motivations.
You need to know which acquisition channels are bringing in visitors and which channels are converting the most.
Using the Source/Medium view in Google Analytics’ Acquisition dashboards, you can add an Event as a secondary dimension to the data table, along with your Conversion.
Alternatively, you can use the Goal Flow dashboard in the Conversion section to see a more visual representation of the conversion channels.
Alternatively, you can conduct a Multi-Channel Funnel analysis to gain additional insight.
6. Use Contextual Calls to Action (CTAs)
When marketers think of CTAs, they typically think of pop-ups and contact forms on landing pages—but they can be used in other contexts as well.
On the Leadfeeder blog, we make use of what we refer to as “contextual” calls to action.
They are contextually relevant to the content the visitor is currently reading and establish a link between the subject matter being discussed and a free trial of our product.
It’s straightforward, but it can be a highly effective method of increasing sign-ups and opt-ins. Additionally, it appears much more natural than traditional banner ads or popups—both of which some of your site visitors have learned to ignore.
7. Find Better Keywords to Create Bottom-of-the-Funnel Content
When using tools such as Moz or Ahrefs, it’s easy to focus exclusively on the highest performing keywords.
After all, if this is generating new site visitors, optimizing for top-of-the-funnel traffic makes sense.
How about the elongated tail? More precisely, which keywords are generating repeat visitors and assisting in deal conversion — as opposed to early stage prospects, such as newsletter signups? This is the content at the bottom of the funnel.
This requires additional investigation, but if your website structure and user flow match your ideal customer journey, you can begin matching the keywords and channels that support each stage of the journey.
Now you can overlay this with traffic from social channels and search queries, as well as bottom-of-funnel conversions, to determine what factors contribute to that final conversion.