4. Keep It Need-to-Know
When it comes to forms, ask for as little information as
possible. You probably want to request customer information that
includes everything from name to shoe size. You can certainly
ask for it. But the more information you ask for, the less
likely folks are to fork it over. Conversion rates are generally
proportional to the amount of information requested. This holds
especially true for lead-generating conversions.
Lead generation is a value exchange. Your visitors expect to get
something of value from you in exchange for their information.
What they have to provide should not be one iota more than they
perceive necessary! If you want more information, provide more
value in proportion to the request. You want my shoe size for
your newsletter? Offer me a free pair of socks after I've
received the newsletter.
5. Help Them See It
No two ways about it, if visitors can't quickly make visual
heads or tails of your content, they won't stick around and you
won't generate a lead. Layout matters. Evaluate your copy for
scannability and skimmability. Use eye-tracking principles so
visitors can find what they expect to find where they expect to
find it.
6. Qualify Better
It is your job to help your visitors qualify their needs as soon
as they land on your site. When you provide a means for them to
find what they want and get to it quickly, you build rapport and
help your visitors feel understood. It's a process that begins
on the home page (or a well-designed landing page).
But not all visitors know exactly what they want. Some may not
be in a buying mood. That doesn't mean they won't buy. An
exceptional qualification scheme is critical to getting a
customer. It's just as critical to generating a lead. Let
visitors know briefly who you are, what you do, and what you
offer. You're more likely to persuade them to become a lead.
7. Test, Measure, and Optimize
Improving lead generation means evaluating what you've done so
you can figure out how to do it better. Web analytics to
consider include:
Responses: How many folks downloaded your white paper,
subscribed to your newsletter, or opted in to your e-mail list?
Time spent on site: How long do visitors stick around?
Reject rates, especially on contact pages: Where do folks bail
out of your site? Are you losing visitors just when you think
you have them?
Leads-to-close ratio: Is there a connection between perception
and satisfaction?
Try incorporating one or two of these suggestions and see what
happens. Better still, make all these the centerpiece of your
site's conversion philosophy, and watch those leads roll in!
About the author:
Talbert Williams offers debt consolidation, debt reduction,
credit card debt referrals and advice. For more information,
articles, news, tools and valuable resources on debt solutions,
visit this site:
http://www.1debtfreedom.com
