The magic ingredient in high lead-generating campaigns
You know you have an awesome product. All you need to do is take it to the potential customer online and he’ll buy it, right?
No matter how amazing the product may be, there are too many distractions on the digital space to have your customers easily bowled over by your product alone. Online lead generation is a science. You need the right formula to boost your leads data. This formula is consists of two parts:
It begins with creation and the right placement of product / brand communication / sales offer on the network, where your audience is most likely to click on your ad, post or promoted content. A well-executed plan can really help pull the right audience to your website. But your job isn’t over yet. The next part of the challenge is to convert this traffic into warm leads.
LANDING PAGE – Converting traffic to high-potential leads with a strong landing page.
This is the secret ingredient that – depending on how it is applied – can make or break your lead generation funnel. A landing page is where your visitors land when they click on your ad. With a great advertising campaign, you can easily pull them to the landing page. But this is where they will decide how seriously interested they are in your product / service. Make it right, and they will be more than willing to offer their own lead. Here are a few tips to get this magic ingredient right:
Lead Form: This is the heart of your landing page. It is the reason why you designed the whole campaign – to get information about your potential customer. The form should be quick and comprehensible. Don’t ask for anything that has less than optimum use for you or that makes the visitor uncomfortable – like their Date of Birth, unless you have an age sensitive product.
Form Placement: Visitors are lazy. They are usually not willing to scrolling to the end of your landing page and expect to grab all the important information at one glance. Most visitors will spend less than a couple of minutes on your page. Yes, that means they will not go through the entire content, and will definitely not wait for or look for the lead form to fill. Make sure you place your lead form in an easily accessible position or you may lose up to 50% of your potential leads to laziness! There are three tried and tested options for form placement:
1. Above the fold: Placing the form in the section of a website that appears first when you visit it, without scrolling down, like this.
2. Floating format: Placing the form so that it floats with the scroll and is accessible from every section of the landing page, like this.
3. Linked to a call to action: Providing a call to action button upfront, which takes the visitor directly to the form section, so anytime a visitor feels interested in entering his details, he can, like this.
Make an offer: Even when your visitors are genuinely interested in your product / service, they’ll be reluctant to give out important information about themselves… unless you sweeten the deal. Offer them a discount, a free sample, access to whitepapers or an important piece of information not readily available – anything that will trigger their interest – if they submit the filled form.
KISS Content: Keep it short and simple. The content on your page should be self explanatory but not lengthy. Understand that most likely, your visitor has diverted from something else he was doing on the Internet, like watching a video, browsing Facebook or looking for his favourite pair of shoes, and he is in a hurry to get back to it. The content needs to be short and compelling, to be able to hold the visitor’s attention for long enough for him to fill up the lead form.
Convincing Highlights: Credible numbers about your company’s achievements, info graphics, testimonials, awards and other such credentials should be placed prominently and illustratively, to win your visitors’ attention and confidence, and help them decide quickly.
No Distractions: Don’t give distractive links to other pages of your website or related portals on your landing page. Give all the information needed to make an informed decision about your product / service on the same page. Once the visitor exits your landing page, his chances of returning to fill the lead form are less than 10%.
Thank you page: After a visitor has submitted a lead form, take him to a thank you page. It’s courteous, and your visitor does not feel neglected just after he has given his precious details to an unknown website. This is where you can give links to or information about other products / services you offer. But make sure it looks like an optional read and not something that is trying to push the visitor into another sales funnel.
Optimise for Mobile: On an average, 60 to 70% of traffic on most landing pages comes from mobiles or tablets. Make sure your landing page is optimised for all devices and are easy to read and fill, in both portrait and landscape positions. Check the font size, ease of filling the form and access to drop-down menus from mobile and tab platforms. You don’t want to miss out on the bulk of leads you can get from these devices.
Now, you have a list of potential customers who have shown their interest in your offerings. But these leads will not automatically convert into sales. Follow-ups are important. Reignite the conversation with follow-up emailers, phone calls or SMSs. But make sure, it is a healthy follow up, tailored to the requirements of your lead, and not a mindless bombardment of generic communication.
Now that you know the secret ingredient, go one… make some ripples with your awesome landing page. If you still have questions or feel something isn’t working, give us a shout (find my phone and email in header) and take free advice from our team of experts.