- Add CTA on Pages with the most Traffic
The first step towards a successful lead gen campaign is to catalog your website pages so that you can measure the campaign performance and improve on the areas that lag.
Now that you have real-time data on your web pages identify the ones with the most organic traffic and user outreach.
These web pages can get inbound traffic from your business’s social media channels, email marketing, blog posts, live chat support, etc.
Now that you know the pages which are hotspots for organic traffic, you can assign elements and optimize those pages in a way that appeals to the user’s interests.
The user’s interest can vary, depending on the source from which they are visiting your website. If your leads are inbound from social media platforms, you should take the next step in furthering the message that brought them there in the first place.
In other words, you need to keep your visitors engaged till they furnish their contact details. And that only works when you have a clear picture of what they want and why they’re visiting your site.
Add a prominent contact form on those web pages and capture as many details as you can from the leads to get your sales team in action.
- Track Performance of Each Lead Generator
After short-listing the most visited pages on your website, it’s time to pick out the one which outperforms the rest in terms of traffic. You can get help from various online tools that help you measure the effectiveness of each lead generator and ways to improve them.
But that’s not all! You should optimize the landing pages that aren’t performing well based on the analytical input from the ones giving you the desired results.
It’s not just about the web pages but also about the content you’re selling to your leads. Analyze the traffic, the number of clicks on CTA buttons, etc., to understand your best-performing offers and create more similar lines.
- Add a Compelling CTA to your Home Page
The Homepage of your website is the epicenter of your marketing funnel. Your Homepage should be designed in a way that catches the attention of the user and makes it easy to use.
Your homepage should include a CTA button, which could either be a free trial or subscription to a service.
Subscriptions are one of the most common CTAs. Ideally, customers don’t buy from your business the first time they visit your website. They’re mostly checking up on your products and services to make informed decisions. This is where update subscriptions help you inform your potential buyers about product launches and industry trends via emails. It keeps them informed about your business while maintaining a healthy communication channel directly.
You can also offer a free trial version of your product or service to your leads. By offering your leads the chance to try out your products, you can capture their information and leverage them with further marketing campaigns to convert prospects into customers. You can also incorporate a reviews section to know what your buyers think of the demo.
- Incorporate Live Chat Support
Chatbot services are now a staple in every business website. They make customer service easy with round-the-clock chat support to users who have a query or want some information regarding your business.
Live chat services are significant lead generators. But, you shouldn’t just embed a live chatbot on any web page, as there’s no use of customer servicing tools where there are no customers.
Audit your site to figure where visitor traffic is high and pages where they spend most of their time. You can also develop chat support services on pages where your visitors are likely to need more information or assistance.
Chatbot data helps you to understand what your buyers want, aside from engaging in direct dialogue with them.
However, people prefer to communicate with other human beings over a robot. This is why you’d want to include your sales team or customer servicing team after the initial standardized responses from the chatbot to ensure that your visitors get answers to all their queries.
To enhance the experience of each visitor, you should personalize your CTA buttons to cater to their specific needs. The content on your site should appeal to the visitor on exactly what they want to know.
Every visitor on your site arrives there from different sources and access different information.
For example, people landing on your contact page want to hear from your business, while those visiting your product pages may want to make purchasing decisions.
Having dynamic content which appeals differently to each unique visitor churns out more leads and increases the chance of conversions.
There are various online tools that help you to create such dynamic content as CMS Hub, which helps you in personalizing sites and creating unique yet relevant experiences for your visitors.
Testing is one of the most important parts of any user experience process. And it’s no different for your lead generation campaigns.
With rigorous A/B testing on what would satisfy the user the most, you can see your click-through rates go off the roof.
The test is a standard in UX research, where two variables, A and B, are subjected to randomized experiments. Designers and marketers carry the two-sample hypothesis testing to determine the best possible results for user satisfaction.
A/B Testing doesn’t have to include complex codes or programming. It could be something as simple as altering content in CTA buttons, changing the images or layout of web pages, etc.
A/B Testing should be applied to your CTAs in determining which one can generate more leads for your business and implementing them for better results.
Generating quality leads is great, but you also have to convert them into long-term customers to increase your sales. After all, that is the whole point of a lead gen campaign.
You need to follow up on your leads once they furnish their contact information to remind them of your business. Tailor your responses in delivering relevant content that pertains to their interest.
The best way to nurture your leads is to send emails with tailored content and relevant information. The side benefit is that you can learn more about your buyers and tailor your future messages on similar lines.