In the digital world, if you don’t show up on the first page of search engine, you don’t exist. Going a little further, amidst the aggressive marketing and cut-throat competition, the race is redefined to reach the pinnacle, i.e. being able to survive in the competition and be an aggressive seller!
While the person surfing the internet may sometime bother to scroll down up to bottom, and if they reach your website and have to spend time to hunt for their answer then the chances to convert them into lead becomes dim. In such scenario, how do businesses sustain? Survive & thrive?
The only alternative is to alter the ways your website responds to the query and convert the visitors into leads. A webpage should include all elements in place to increase conversion. Epitomise the methods to optimise the conversion.
The article talks about ways to optimize your website for lead conversion.
Scroll for the simple yet useful approach, an action plan to increase your lead conversion.
1. Create a Powerful Content along with suitable Page title & Meta description
A good and convincing content not only help the visitors on the website for once but also helps in bringing the visitors back to the website repeatedly.
A page title should be selected keeping in mind the website as a whole- what are you and how can you help? This is the primary thing to do if you want to show up in the search engine when they search about your products/services and eventually get directed to your website. Make sure that your title tag is ‘short and simple’ meaning concise and up-to the point (around 70-80 characters)
Make rich and wise placement of the keywords, for this is what a user may be using to search for your services. So an appropriate use of keywords is recommended for displaying your page for the relevant search.
Emphasize on the use of the title tags and Meta description and make sure it’s well-defined and unique on every page. Meta tags shouldn’t be more than 150 characters.
Make sure you write persuasive content with rich and relevant keywords, fitting page title and ensure that it is backed by suitable Meta description. Have something great and useful to offer, be visible and drive users to your website.
2. Place your form at the right place and with right headline
Now that you have pushed the visitor a little further, make sure they complete the whole circle by filling the form and “be your lead”.
The three things to keep in kind while designing the form should be:
A). Position it at a right place: Don’t eat up your visitor’s time by letting them scroll for the form at the end of the page. Place it right above the fold so that the visitor has an easy way to the form. Let the form be the “key action point” on the landing page so develop landing webpage accordingly.
Source: Top 10 WordPress
B). Keep-it-simple-form: Unnecessary fields may sometime annoy the visitor and he may wonder about his privacy settings. So keep only the necessary fields that are much needed in the form. Lesser the personal information a visitor has to fill, more he would be inclined to fill it.
A survey by Imaginary Landscape revealed that a company that reduced its form from 11 fields to 4 fields increased the conversion rate by whopping 160%! Moreover, post the form on every page so that the visitor has an easy access to the form.
Source: Acquire Convert
C). Customize the submit button: It’s common to see the submit button at the end of the form. You can be a little creative with this, one more opportunity to persuade your visitor by simply replacing the word submit to something more interesting like- “Here is your free coupon” OR “Get your discount here”.
3. Personalised and dynamic call to action (CTA) strategy
Now that you have a visitor on your website, the next thing you expect from them is to perform some action and in order to make this happen you not only need to create a dynamic call-to-action but also personalize it to increase the lead conversion.
The three simple CTA tips you can do to increase the conversion rate:-
1). Place the link, button or the headline with the offer in bold letters on the upper part of the website to enhance the visibility. Make sure it stands-out from the rest of the content. Make intriguing lines like- instead of ‘click here’ write ‘book your show now’. Don’t give them reason to postpone their action.
Source: Marketing Genome Project
2). Use the contrasting colour for call-to-action button. A survey says that red colour is better than the green but what actually is important here to choose a colour that is different from your website’s background so that it creates contrast and is visibly different.
3). Use smart CTA for a surge in conversion rate. Strategize the CTA with a convincing line that a user can’t resist clicking further.
Source Keep It Usable
A landing page is the place where your visitor will land after clicking the CTA. Ideally it should contain a brief about the offer and the form to be filled.
According to HubSpot survey companies with 30+ landing pages on their website generated 7X more leads than companies with 1 to 5 landing pages.
Thank you! The etiquette works everywhere so does here. Don’t forget to thank the visitor after he finishes the submission.
4. Add photos, videos and testimonials to increase the credibility
Adding photos of the real customers who have used your product or services could have a positive impact on a potential buyer. The testimonials can prove to be a great marketing tool for your business. Post videos that connects directly to the customer rather than advertising the product. While adding too many videos can be a bit heavy on the bandwidth but photos and testimonials can do a commendable job.
5. Include contact details in bold letters and install live chat
Placing the contact details in bold letter especially the toll free number could increase the credibility and also elevates the trust factors. See how Mobile app development company- Just total tech strategically highlighted contact details on their homepage.
Source: Just Total Tech
Besides the contact details install live chat to help a visitor get exactly what he is looking for, get his problem solved the quickest way and thus increasing the odds of lead conversion. This not only builds a strong rapport but also is seen as a prominent tool in promoting customer satisfaction and avail the feedback.
Lastly, remember that you need to decide on your goals, keep testing the various strategies and then stick to what goes best with your website.
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