Turning Your Website Into a Lead-Generating Monster
So you’re effectively driving traffic to your website. Now what?
(If you need some tips for driving more traffic to your website, click here.)
First impressions are everything. In fact, 75 percent of users admit to making judgements about a company’s credibility based on their website design. And unfortunately, if they consider your company to have low credibility, it is unlikely they will take the action you want them to take.
Whether you want them to buy a product, sign up for a service or download some "freemium" content, it should be very clear to your users how and why they should take that action and contribute to your online lead generation. To do this, let’s take a look at the six-point punch.
The Six-Point Punch
The six-point punch is how Unbounce describes all of the elements that need to be above the fold of your website. This includes:
- Powerful Headline
- Complementary Sub-Heading
- Hero Shot
- Benefit Statements
- CTA of Exactly What You Get
- Confidence/Trust Indicators
In essence, if you have a headline and a hero shot working together to grab the user's attention, reasons why your product or service is awesome, a CTA that tells the user exactly what’s going to happen when they click that button, and testimonials or reviews to provide some social proof, you have everything you need to maximize your conversion rate.
But How Do I Know If It’s Working?
Good question! There are several ways you can monitor the effectiveness of your CTAs. Your first step is to ensure that you have the proper tracking enabled on your website to understand when a user has converted in the first place.
Using Google Analytics, you can easily track goals based on URLs, time, pages visited or a specific event. The easiest way to do this is by tracking a URL.
Have your CTA lead the user to a thank-you page. That thank-you page will be your goal URL. Now, you can monitor the conversion rate of that specific action on your site.
Heatmaps. Recordings. Conversion funnels. Form analysis. Feedback polls. Surveys.
These are just a few of the great things that HotJar—an all-in-one analytics and feedback tool—can do for you. With HotJar, you can easily gain a better understanding of how users are interacting with your website and how to create better website lead generation.
Our team is a big fan of the heatmaps and recordings, as they gives us a greater view of where people are clicking—or better yet, where they’re not clicking. Using this information, we can make educated decisions on how to alter our sales funnel to maximize their conversion rate.
Google Analytics Experiments
Or in other words, A/B testing.
You can use Google Analytics to set up your own A/B test.
A/B testing tools allow you to send half of your audience to one page and the other half to a different page. Then, you can look at that data to see which page performed better. It’s like the Hunger Games of the internet.
The best way to do this is to focus on one item. In this case, you don’t want to be testing two completely different pages. Use the same page, but change the headline. Or change the hero image. Or change the shape of the CTA.
You’ll be surprised how these seemingly small alterations can have a huge impact on your conversion rate.
62 percent of people say they are more inclined to purchase products online if live customer support is available.
Tools like Olark are easy to install on your site, and are incredibly user friendly for both you and your users. You can also easily customize the chat to ensure that it matches the look and feel of your site.
Additionally, Olark can let you know what pages the user you’re chatting with visited, as well as the items that are in their cart.
LeadIn is a free WordPress plugin by HubSpot that allows you to create unobtrusive capture forms on your site and contribute to more organic lead generation.
You can trigger the LeadIn pop-up three ways: when the user gets halfway down the page, when the user is about to exit or when the user has been on the page for a certain amount of time.
We use LeadIn to have users subscribe to our blog, but you can also capture contact information by offering some premium content as well.
The best part about LeadIn? The contact database can integrate with all of your marketing tools.
Watch Our Recorded Meetup on Conversion Rate Optimization
Interested in diving deeper into the topic of conversion rate optimization? Watch this recorded session during our August MeetUp!
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.