Lead generation is the process of attracting and converting qualified prospects to fill your sales funnel. The most successful way to optimize your online marketing campaigns for more leads is to design an attractive landing page, create the form, provide offers and use clear calls to action (CTA). A strategic procedure is necessary for optimizing a website in order to generate leads. Marketers and web designers must concentrate on various aspects of this process from basic to complex. They must also understand the elements that transform a casual website visitor into a lead. The best way to understand how you can optimize your website is by having the primary yet essential knowledge of the process of lead generation.
Here are the top 5 steps through which you can optimize your site for lead generation:
1. Understand the Process
Marketers and business owners must get their business enrolled on ecommerce marketplaces. It is important that you must establish a firm ground on third-party ecommerce or digital platforms that are service-focused. It can help you to publicize your business and most of your entire website will be generating the leads.
The moment a person visits your website and clicks the call-to-action (CTA) placed on one of your pages of the site or blog posts, process of lead generation commences. The visitor is redirected to a landing page through this CTA, which involves a form that is utilized to accumulate the information of the visitor. After this form is filled and duly submitted, the visitor is then directed towards a thank-you page.
2) Figure Out Your Current State Of Lead Generation
Before you begin your process of lead generation, it is essential that you note down the present status of the lead generation of your website. When you do so, it becomes easy for you to know the places you need to work upon and how much you have succeeded.
Marketing Grader is a tool through which you can determine your position. This tool presents feedback and methods through which you can enhance your present content after assessing your sources such as landing pages and CTAs through which your lead generates. A comparison can also be done between the higher lead generating landing pages and the ones that are low.
Additionally, you can also attempt to operate internal reports. Internal reports assess the visits on the landing page, CTA clicks, and thank-you page shares to conclude which propositions are working excellently. Once you know the formula, it’s not hard to follow it on the rest of the pages.
3) Optimize Each Step Of The Lead Gen Process
Suppose your visitor typed in a particular search but he ended up on a different result that matches nowhere to his desired search, then it is highly likely that he/she will never again visit your website. That is why it is extremely important to check whether the links that you provide are correctly placed. It is possible to know about a visitor’s conversion path the moment he arrives on your website, for this path begins from the time he comes to the website, finds what he was looking for, completes his search and ends up filling up a form, thus converting into a lead. But it is not always that a visitor finds what he is looking for but even in such scenarios, it is possible to optimize the conversion path.
Let’s take an example from the Surety Bonds’ book; They were grappling to transform visitors at their desired rate, so they decided to run an A/B split test – which are two versions of a landing page – with Unbounce to ascertain on each page which methods were working the best. By the end of this experiment, they figured out the problem, changed a link to a button, attaching a form to their homepage, and asking different questions in it. With 27% improvement in lead generation, the results were evident.
How to Generate Leads to your Ecommerce Website – An Infographic
4) Personalize Your Calls-to-Action (CTA)
When content on your ecommerce website is effective and unique in nature, then you will surely be able to make the customer experience unforgettable. When a person visits your website and finds that the images, buttons, and products & services choice are particularly modified to their requirement, then they become even more interested and invested in your website that ever before. Also, with personalized calls-to-action can transform 42% more visitors into a lead as compared to the basic calls-to-action. Thus, content that is dynamic along with having on-page personalization, you generate an immense amount of leads.
5) Nurture Your Leads
There is one important fact to keep in mind always, no matter how many leads you generate, they are not going to transform into a customer by themselves. Leads will work only when you are putting in all your efforts. After the visitors fill the form on your landing page, place those leads into a workflow so that you are constantly in their attention and are able to cater them relevant content which meets their requirements. You can begin this process of lead nurturing with the help of follow-up emails, too.
Thus, by following these simple yet effective steps, you can successfully optimize your website for lead generation.