Reasons Your Efforts To Generate Leads May Be Ineffective

Certainly improving your site’s conversion rate has numerous benefits. An improved conversion rate will go a long way toward improving other KPI’s for many types of website metrics.
In this post we will focus on one type of conversion, leads.

CRO (conversion rate optimisation) is vital for businesses who must develop leads in order to increase sales. By having a systematic approach to CRO, each one of your channels for generating leads will have improved performance and an increase in cost effectiveness over time.

The conversion you are attempting to optimise may appear fairly straightforward when you first look at it. Site visitors simply need to fill out your lead generation form and click on submit.

What if site visitors are exiting your site prior to filling out your lead form?

generate leads
Photo Credit: ronploof

We will present you with several mistakes that should be avoided when you are attempting to optimise your conversions that will reduce your bounce rate and generate more leads.

  1. You are optimising to generate leads and not potential clients

    You may be more concerned with simply generating a lead than the manner in which a site visitor who completes your lead form will become a future customer. You need to focus on the entire conversion process from site visit, to lead generation, to a trial, and lastly to a purchase.

    To accomplish this you will need to have the ability to track the complete sales process beginning with the source of the incoming customer, the landing page they arrived on, and finally their conversion to a paying customer. You should be able to do this with your web analytics.

    When your site is optimised for potential clients, your optimisation will be focused on the factors that matter most. Your sales efforts will have greater efficiency, the quality of your leads will improve, and you will reduce costs because you won’t waste time and effort on leads that will rarely convert to paying customers.

  2. Weak call to action
    When visitors land on your site what action do you want them to take?
    While “Submit” may be the technical action users do when they user your form, it is probable that they are attempting to accomplish something else. Consequently, having the word “submit” on your submit button may be hindering your conversions.

    Studies have indicated that buttons with “Submit” on their label had a reduced conversion rate. You should use a label that is more closely associated with what your users are attempting to accomplish.

  3. Requesting too much information
    When you are gathering user information you should request no more than five fields. If your form has more, begin to eliminate fields that are not absolutely necessary.

    You need to strike a balance between the quantity of information you gather and your ability to obtain a greater number of qualified leads.
    Depending upon the type of business you are operating, you may discover that fewer fields can increase your on-site conversion rate but cause you to gather more leads that are unqualified.
    You will have to create a process that will test your results with forms of varying numbers of fields.

  4. You have not earned your visitor’s trust
    Trust seals will help in making your users trust your site and thus be more comfortable providing you with the information you are requesting. Just be certain the trust seals you use are meaningful.

    There are several different types of endorsements you can use. In the event you don’t have any type of certifications that are applicable to your business, you can validate your site using third parties. For example, the logo of a customer that is well known, media outlets that are reputable, and reviews may all be used to build your social proof and increase conversions.

  5. Blindly adhering to best practices
    This may appear a bit contradictory. since in effect, we are providing you with tips that may be construed as best practices, nevertheless the most important concept you should bear in mind in your efforts to improve conversions is to continually test different concepts.

    Each business and their associated site visitors are different. What works well for one business may not work for you. You need to constantly test various tactics to see what works best on your visitors.

    The key to CRO is to have an excellent CRO strategy.
    Instead of randomly changing your site based-upon the best practices that are currently in vogue, it is crucial for you to gather data on your site visitors and form your strategy based upon that data. Then you need to construct a plan that will attempt to validate or discredit your hypotheses.

By designing a CRO strategy, you will have the ability to test your hypotheses individually and evaluate which ones are working well and which ones need improvement. This is likely to provide you with more solid leads, and eventually, more paying customers.

Cameron Francis is director of eTraffic Web Marketing – local SEO Company providing a strong online marketing platform for Australian Businesses. You can follow him on Google + and Twitter.

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