The ultimate goal of a business website is to generate leads and finally sales. The whole point of implementing an online marketing strategy is to create points-of-contact that convert prospects (visitors) into leads (sales). Every visitor to a website is a prospect, and if they leave without providing any information about themselves or establishing some sort of relationship then the opportunity to turn these prospects into leads and sales is lost forever. Below are some great techniques to help converting prospects into leads.
A Call-to-Action (CTA) is a time-honoured sales device that compels a person to take a desired action. In web marketing, a CTA is a means of creating a point-of-contact with a visitor to convert that prospect into a sales lead. CTAs are typically positioned near the top of web pages, or “above the fold” as it is termed. While CTAs are a key to lead generation, they need to be used correctly to convert traffic into leads.
Add to cart button placement increases conversions by 10%.
Landing Pages are where the “action” part of the CTA happens. Also known as “Lead Capture Pages,” Landing Pages are where visiting prospects are converted into leads through the collection of contact information in a form.
Forms are the definite key to effective Landing Pages by providing that vital point-of-contact that turns a prospect into a sales lead. Forms are used for people to sign up for memberships, subscribe to newsletters or services, receive downloads or request more information about products or services.
How much or how little information any form requires depends on the purpose of the CTA, the product or service that is the focus of the site and other factors that must be determined on a case by case basis. The general rule of thumb is to ask for only as much information as required for the immediate purpose of the CTA, such as a name and email address, with a mind to nurture the prospect along toward the ultimate goal of buying.
The more fields requiring information in a form, the less likely the form will be filled out. Each new field in a form adds friction – more work for the visitor – and nobody likes more work. A longer form looks like more work and will often be avoided, resulting in fewer prospect conversions. On the other hand, the more information gathered usually results in better quality leads. The issue of form length and configuration should be constantly tested to see what works best for a particular website.
To stay at the leading edge, websites must take advantage of these new online marketing strategies and find ways to integrate SEO, social media, blogging, quality content and CTAs to drive traffic and capture potential leads and sales.
Following the guidelines set out above will help your website to generate traffic, leads and sales. However, the evolution the world is in the midst of is not static, and the tools and techniques of effective web marketing likely will continue to evolve and change as well.
Stay tuned …