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Lead conversion on your website 1

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Jovana Stevanovic
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Do you have traffic to your website that is not turning into customers? Do you have leads in your sales pipeline but no sales? Businesses are spending considerable amount of their time and money on generating sales leads. They simultaneously employ a variety of marketing tools and strategies to grow their leads database. However, converting leads into customers is the key.

Landing pages

Landing pages are a good start for achieving conversion of leads into sales. They are an essential part of almost all lead generation strategies in B2B marketing. A well-crafted landing page allows the ability to generate a large number of highly qualified leads. The landing page can be used for a couple of different purposes, e.g. pay per click (PPC) campaigns and search engine optimisation. The page usually displays content that is specific to the advertisement, search keyword or the link clicked.  Regardless of their purpose, they are used to give visitors the exact content that they are looking for immediately upon entering the website and help the site owner to better track website statistics. Marketing automation software, such as Pardot, provides display of different landing pages to different visitors so tests can be run to ascertain which ones perform better. It helps gain insight into lead interaction with your website. This is especially evident when you have a couple of landing pages designed differently. Let’s imagine that the landing page is fulfilling its main purpose of attracting visitors to the site, and that there is a lot of traffic. Now, let’s identify the most effective conversion types to have on your website.

Lead conversion types

Telephone number – Leads will often reach out to you via the telephone. It is of vital importance to have the business phone number located prominently on the website. It should always be visible and therefore placed in the website header. Just by including a contact number on a website increases consumer trust and lends credibility to the offering. The very presence of a phone number provides them with comfort, and their perception of your business is altered in your favour.

Chat – Leads may engage with you via the chat function. An online chat system provides customers immediate access to information and assistance. It keeps the communication channel between customers and your business open, bringing in more conversions.

Free trials – This is especially beneficial to those businesses with a complex offering. It enables potential customers to review and test the service or product. A misconception that many businesses have about free trials is that the prospect will convert from a lead (free trial user) to a paying customer without much influence from marketing or sales as the product will basically sell itself. They fail to realise that the customer is shopping around and simultaneously trialing other vendor products as well. This conversion technique should be used to further educate the user through a drip campaign.

Web-to-Lead – Web-to-lead forms are critical on a website for successfully collecting user information that is crucial for your company. The forms can help capture a variety of crucial data such as email address, company name, industry and other prospect information, as well as user feedback. Each company should determine the kind of information that they are interested in collecting straight away. It is important to be careful with this because you don’t want to have too many questions as it could reject potential leads from converting. The answer is in having sufficient number of questions that allow you to qualify the lead, at least initially.

Contact us – Ensure that the “contact us” information is always relevant and visible. It should include a web–to-lead form to simplify the process of capturing lead information.

Request for quotes – The process of obtaining a quote should not be tiresome, so it does not deter the potential customer. The information requested should be minimal but enough for you to qualify them as a qualified sales lead.

10% discount – This technique is especially effective with first-time buyers on your site. Providing a discount on your offering might just be the encouragement for them to return to your website.

Drip campaigns for leads

After the lead engages in any of the above events, an appropriate drip campaign should be instantly launched. The big secret of turning leads into customers lies in acting promptly. This is imperative. The purpose of drip campaigns is to reduce interaction requirements of the sales team. To achieve this, an investment into marketing automation software such as Pardot and a solid CRM system like Salesforce is indispensable. The fusion of CRM and marketing automation ensures a timely follow-up with potential customers until they become qualified enough to be assigned to a salesperson. Following are some of the most common types of drip campaigns.

  • Top-of-mind drip – helps keep the leads engaged with the company throughout the sales process. You always want to stay on top of their mind.
  • Educational drip – provides relevant product information to prospects that are not quite ready to buy yet. These leads are still learning about different options.
  • Re-engagement drip – designed for cold leads as you still have their contact information and can try to win back their interest.
  • Targeted drip – sending information to a specific target audience your company is interested in. For example, you did the research, found 50 contacts in the medical industry that could benefit from your services and are sending information designed specifically for them.
  • Promotional drip – trying to win prospects with different promotions that you run for a certain time period.

Some businesses spend so much time on generating sales leads that they fall into the trap of neglecting the process of turning these leads into sales. Traffic on your website is one thing, guiding the leads through the sales funnel until they are loyal paying customers is where the hard work will need to go. Fortunately, following the above techniques and ensuring a good drip campaign is implemented will tremendously help your sales efforts stand apart from the crowd, in terms of converting Internet leads into sales.

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About Jovana Stevanovic

Jovana Stevanovic
Having studied, worked and lived abroad for a number of years, Jovana has developed a diverse set of skills and a unique perspective into the business world, which she applies in her current role as Marketing Automation Consultant. Her passion for online marketing and a keen interest in global marketing trends are what drives her to produce effective online campaigns for international clients in the IT sector. Jovana graduated from St. Cloud State University with a Bachelor of Science degree in Marketing and a minor in Public Relations. Jovana enjoys learning languages and is fluent in Serbian, English and Italian. Her other interests include social media, travelling and cooking.
  • Steve Cannard

    This is a very good article that describes lessons well-learnt in the real world.

    Nice Job :-).