Many businesses, big and small, are challenged by a lack of clear understanding of the vital role digital and mobile channels play in today’s world for acquiring and retaining customers. Without an integrated plan to grow and engage audiences effectively, such businesses run the risk of losing out to more digitally savvy competitors.
For those businesses with an online presence, it isn’t just enough to drive sufficient traffic to the website, but also ensure that these visitors are driven into taking some action post their visit that adds value in some way to business goals. The action could be anything from asking them to sign up for a newsletter, following on social media platforms or in the best case scenario, avail of a product or service.
It is one thing to get traffic coming to a website. Turning such visitors into customers is a different ball game altogether.
Conversion optimization is the process of maximizing the percentage of website visitors who complete the desired action on the website. This can be a metric to help you identify ways to improve your website in order to get a higher percentage of people to sign up for your product or service. The reason why improving your conversion rate is so important is that you can increase your sales with the same amount of traffic just by boosting your conversion rate. So rather than increasing your spend on more ads or other digital marketing methods to drive more traffic, you’re more efficiently converting your current traffic into leads or sales.
So how best do you go about ensuring this? Here are some tried and tested lead generation tools and strategies that actually might work for your Organization.
1. Interactive Website Design:
An interactive website is the one that is designed in a way that appeals and interests your audience, with tastefully designed creatives and features that delight user experience and lead to more time being spent on the site. This in turn could increase conversion rates and encourage repeat visits.
There are many features that you could look to implement into your site to help with its interactive design such as:
- Images / Videos
- Internal / External links to help users find exactly what they were looking for
- Customer reviews / ratings
User experience is very much important and influences the website’s metrics like the overall conversion rate, repeat business, and also boosts factors like average time per session and bounce rate.
The website of Human Factors International, designed and developed by lessburn, offers an innovative UI/UX experience that makes website visitors look beyond their products and offerings.
2. Powerful, Engaging Content and Creative Design
Compelling website content that reflects brand experience and engages audiences can go a long way in retaining visitors for a longer time on your website increasing the probability of conversion. Most website owners create content with a sole purpose to rank and get website traffic from search engines. Although optimizing website content for search engines is important, you need to remember that writing clear, concise, strong homepage content with just the right messaging that perfectly captures your company and the value you offer is what likely turns visitors into customers.
Case in point would be the creative content and creative design as published by XCODE Life.
3. Effective CTAs
Call-to-action (CTA) buttons are the buttons used across your website and on landing pages to guide visitors towards your goal conversion. It’s the part of the landing page that the visitor needs to click in order to take the action as you want. CTA buttons should appear in appropriate places that align with a user’s experience. Attention grabbing, well-designed CTA buttons, strategically placed and with the right content can boost conversion rates on your website.
Easy and simple CTAs used by HubSpot are a classic example of effective, high converting website elements.
4. Exit Intent Pop Ups
Exit intent pop-ups are a popular lead generation tool that typically increase conversions by 5-10% when deployed correctly. They work by triggering a pop-up window just as users are about to click on the ‘close’ button on their screens. The pop up acts as a ‘not-so-subtle’ nudge to the user, asking them to hang on for some more time on the website or suggesting other courses of action that you might want them to take.
Exit-intent popups for B2B audience include:
Newsletter Sign Ups : Request visitors to sign up or subscribe to your newsletters, clearly mentioning that you wouldn’t be spamming them.
Exclusive Offers or Content: Offer access to exclusive content or cool deals in exchange for an email sign up.
Social Media Links: Requesting users to connect with your Brand or Organization on social media channels. Even if they don’t qualify for conversion now, you can still move them into your marketing funnel.
These kinds of signups may, at a later stage, be turned over to the sales team for follow up actions. And hence, having their contact information is way better than letting visitors leave without any kind of engagement on the website.
Zest, an innovative soft skills training company has implemented appropriate pop ups across its website to let their visitors connect with their learning and development strategies.
5. Live Chat Features
Live chat is a great way to engage website visitors while they are on your site and increases conversions. Well-timed chat invitations provide proactive and instantaneous customer support and may turn browsing into actual sales conversions. Personalized live chat allows for user engagement with messaging that is directly relevant to the content out there on the website about your offerings.
Here’s a list of some of the best rated Live Chat Software with their pros and cons, effectively captured by WebsiteToolTester.
Remarketing is yet another strategy that has proved to be effective in website lead conversions. It involves targeting customers who have already viewed something on your site or demonstrated interest in your products through ads that are contextual, relevant and might interest them into coming back. It offers a means of re-engaging customers or leads from your website who might not have made an immediate purchase or inquiry.
Remarketing often works the second time around and is one among many of the strategic approaches followed by Flipkart.
It takes an optimal mix of search engine optimization, content marketing and lead generation tools and strategies to ensure website visitors are nudged towards becoming your customers. The tools and approaches suggested in this post are starting points that aim at boosting your conversion rate, but ultimately, the strategy you adopt would depend on your business and the style you’re after.
Investing in a comprehensive online marketing strategy that ties together a variety of digital marketing tools and services, combined with an effective conversion process, can be the driving force of converting a site visit into a more fruitful one for your Brand and Organization.
We at lessburn, help Businesses and Brands develop, build and sustain strategies that bring about organic growth. Our repertoire services cover the entire gamut of SEO, Social Media Marketing, Search Engine Marketing, Creative Design and Content Marketing, all of them, significant avenues of digital marketing in current times.
Our marketing team would be glad to help you develop a holistic online marketing strategy to drive more qualified visitors to your site and convert those visitors into leads and sales. Whether you’ve got a quick question or you want to run through the details of your next big project, reach out Team lessburn at firstname.lastname@example.org or call us on +91 9500 95 05 95.