According to the HubSpot’s State of Inbound, the top marketing challenge faced by businesses is generating traffic and leads.
Both traffic and leads have a strong effect on sales, revenue, and loyal customers.
However, what if you’re a master at traffic generation (i.e., you know how to grow traffic)? The question then is “how do you convert page visitors to leads?”
That’s what Convert Rate Optimization (CRO) is all about! Trust me, CRO is what most companies need, not another pool of traffic.
What effect would a 1% increase in conversions do for your business? That could be an additional 5,000 qualified leads or sales -- depending on the size of your business.
In the rest of this article, you’ll learn 10 smart tips you can implement to optimize your lead generation page right now.
Let’s dive in.
1. Have a Catchy and Relevant Headline
The first part of your landing page content visible to a visitor is the headline. And there may not be a second chance to make a first impression. Your headline has one major aim:
To pull your visitors down to see your landing page offer and opt-in to your email list.
What are some ways to make your headline irresistible to your visitors?
Preach benefits: No one wants to give you their contact information just because they like you. “What’s in it for me” is always ringing in a visitor’s mind when they land on your page.
The benefit from your headline gives your visitor the hope to continue reading.
Provoke curiosity: While you want to show the benefits, you should still have an element of curiosity. Visitors shouldn’t get all the information from your headline.
Check out this headline example from Salesforce:
The headline is simple but offers value. How many business owners will ignore an offer for a 45% increase in customer satisfaction? Once you nail your headline, it’s time to persuade...
2. Tap Into the Power of One
The “Power of One” is a known psychological trait mostly used by copywriters. When you give people too many choices, you make it even more difficult to win them.
Because they will be confused!
You might be tempted to give as many offers as possible in your lead capture page to appeal to a wide range of people. But don’t take that approach.
You’ll end up appealing to no one. Your lead capture page should be about a single offer. What will your visitor get when they give you their personal detail (e.g., email address, first name)?
Aim to communicate a single message in your page. Even though you’ll lose some leads this way, you’re more likely to capture your target leads.
Look at this example Captain Roofer Plumbing which goes straight to the point with a single message -- to solve just one problem (leaks).
3. Harness Data to Prefill Answers
Filling forms can be a hassle for someone who doesn’t want to enter the same information over and over. You can eliminate this stress when you use smart or intelligent forms.
This will help to prefill details about your leads in the lead capture form.
If your site visitor has given you their details in the past, you can use smart forms to prefill these details the next time they're filling a form on your website.
Below is an example.
Some details you can prefill include:
- Current location
- Email address
When Iron Mountain tested a prefilled form against their traditional lead capture form, they got a 140% increase in the number of qualified leads they captured.
4. Add a “Content Upgrade” or a Lead Generation Offer
Do you have popular pages on your website with a huge amount of traffic? Do visitors to your page just read your content and leave?
If you answered yes to the last question, you've been losing many leads already. A content upgrade is a piece of content you can use to take advantage of your visitors’ interest in a page.
Your content upgrade could be in the form of an eBook, whitepaper, report, toolkit, cheat sheet, etc. In some cases, it could even be a PDF version of your popular post.
Visitors can have this as a reference for later use.
For visitors to have access to your content upgrade, they'll have to give their contact details in exchange.
Below is an example of a content upgrade that uses a pop-up form to capture email leads.
You can set your content upgrade to trigger at the end of your page or when a visitor is about to leave your page.
Jeff Sauer was able to get a 25% conversion rate from organic traffic to a page. With a content upgrade, the page gets over 100 email opt-ins monthly.
5. Use Clear and Persuasive Call-to-Action (CTA)
Your call-to-action tells your landing page visitor what to do.
In the past, calls to action such as “buy,” “download,” or “submit” will do as people -- and people are willing to give their email addresses out like a gift. Not anymore.
Now, you need to make your CTA very specific to your page content. For a clear and persuasive call-to-action, it should be related to your page offer. For instance, if you’re offering an ebook, your CTA button could be “Get my ebook now.”
If it’s a discount, it could be “Receive my discount now.” Make sure your CTA button is related to one of the benefits of your lead magnet.
You should also add urgency to it to encourage action from the visitor. Check out this example by Netflix:
The page gives the benefits in a few words and adds a persuasive CTA that will provide those benefits, and also get people joining free for a month.
6. Create an Assessment Tool to Engage Your Audience
People love to see how they’re doing in comparison to others. In some ways, this is to validate themselves or to see opportunities for improvement.
That’s why using an interactive tool to engage your site visitor is important.
Some assessment tools you can use to engage are:
i). Quiz: How much do your visitors know about an industry or a particular topic? They can take your quiz to find out. There are many ideas you can use to create a quiz that your potential leads want to answer.
You can also target leads based on the answers they gave while answering the quiz questions.
ii). Analysis tools: If you run a tool that provides a particular service, you can use this as an opportunity to capture more leads on your page. This could be a website analyzer, or headline analyzer, or even a marketing grader like HubSpot’s.
iii). Survey: People want to participate in surveys about current industry trends and they also want to know what others think. A survey helps to gain valuable insights.
After using these tools, you can request your visitor’s email address and/or the first name so they can receive the results in their inbox.
This is an example by Improvenet which asks for your email address after taking part in their quiz.
7. Develop a Live Chat Service for Your Website
Your website visitor may have questions they need to be answered before they opt-in to your email list.
If you can’t answer these questions at that moment, they could navigate to your competitor’s website and you’d have lost a lead.
That’s why Live chat is important for your lead capture page.
According to Apex Chat, adding live chat to your website can increase online leads by an average of 40%.
With a live chat, your customer rep. can answer your visitor’s questions to help them make the informed decisions before filling in their contact details on the form.
This is one way you can eliminate doubts that visitors may have about your service.
Below is an example of HomeChef’s landing page with a Live chat to answer visitors’ queries.
8. Personalize Your Calls to Action
Personalization is a big deal in the marketing environment. Tech giants like Amazon, Facebook, and Google have made billions of dollars by personalizing offers to their users.
As a marketer, using the same call-to-action button for all your visitors might not be the most effective strategy. You should tailor your CTAs based on metrics like location, language, pages visited, engagement, etc.
This is an example of a smart CTA by HubSpot. They use different CTAs for new visitors and leads.
In a study, HubSpot also found that personalized CTAs perform 202% better than default CTAs.
You can use your landing page builder to create personalized CTAs for different types of visitors.
9. Track Your Page Performance
How do you improve your page when you don’t know its current performance? How will you track the effectiveness of the changes you implement on your page?
It’s can be difficult to improve your page without having an idea about its current performance.
That’s why you should track your page’s performance. And you need to know that not tracking your page at all could be as bad as tracking it the wrong way.
Because you’ll be basing your decisions on the wrong metrics. Some important key performance indicators to track your lead capture page performance are:
- Number of visitors
- Number of leads
- Pages generating most visits
- Pages generating most leads
By tracking your page performance, you can see where to improve.
10. Utilize Videos to Capture Your Audience
If you offer a service or sell a product, one way to explain how your service works is to have a video on your lead capture page. It's a known fact that video has grown in popularity over the years.
By adding a video to its landing page, TutorVista, an online tutor company, increased its page conversions by 86%.
As a marketer, you can take advantage of this to drive more targeted leads to your page.
To raise your conversion rates sky high, you have to pay attention to the little details on your lead capture page.
Because little differences often lead to big changes in results.
I’d love to hear from you. Which of these tips are you going to implement on your lead capture page?
Do you want Bloominari, your San Diego Digital Marketing experts to help you create high-converting landing pages for your business or a product, get a free consultation today?
Ask your questions and share your comment in the box below.