Ways to Increase Lead Generation and Increase Conversions
What is Lead Generation?
Lead Generation is key to every business,whether they have a digital presence or not. Without leads, businesses can inevitably fail. Leads are qualified potential customers or business opportunities. Depending on the business, whether it is B2C or B2B, there are different ways of approaching lead generation that will lead to increased conversions.
This might be the most important thing to consider when looking to increase leads. The landing page is the very first page people will visit and plays a role as a “first impression” of your business’s website. You want to make sure the messages you have displayed on your landing page are enough to entice the reader/lead. Consider looking at your bounce rate. The bounce rate can tell you if the message is effective enough to keep readers on your page. If the bounce rate is higher, see where you can improve the message with A/B testing and give it a couple of weeks. This strategy is important for both B2C and B2B but plays a more important role for B2C businesses.
Connecting back to landing pages, you need eye-catching words or phrases that can draw more people to click through your website. Many businesses find call-to-action or CTA phrases like “find out more” or “call now” can draw people to click. With enough testing, these phrases have shown to generate leads and increase conversions. A study was conducted by a marketer named Sean Martin who wanted to measure how much a difference wording a link on a website can be. The issue with the first phrase (“Schedule a Demo Today”) was lack of convenience. Readers would be reluctant to click because it gives them the impression that it will be time-consuming. Martin then had it changed to “FREE 5-Min Demo Video” and saw a 738%conversion increase as a result (Martin, 2017). This happened because the readers felt incentivized to see a short video and knew it wouldn’t take up any of their time.
Last but certainly not least, A/B testing is incredibly important to determine your best strategy. We touched on A/B testing when covering landing pages but there is more to it than that. Many businesses need to understand that the key to a successful marketing campaign is continuously tweaking ads, phrases, fonts, etc. to best optimize the page for more clicks. The questions are always “how can we attract our audience to our page?” and “what will draw our visitors to convert?” The answer is never straight, but it takes trial and error to narrow down the best results. It’s ideal to establish a base, let it be for 1 – 3 weeks, check analytics, look at what pages need more views and where you need more conversions, and finally, optimize.
To conclude, whether it is digital or not, every business requires leads to stay afloat. These leads will then turn into conversions, and that means success! But reaching that success requires weeks and often months of optimization to develop the right strategy. One of the best ways to approach this is separating the lead generation team from your sales team. Then there is us: by letting us take control of your website analysis and making sure we optimize it to its fullest potential, we make sure every CTA is creating leads and making sure those leads turn into conversions.
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