Most businesses want more traffic, so they struggle with different digital marketing strategies – SEO, SEM, SMO, SMM, PPC, etc.. However, only a few of them have realized that they need more than just views. Leads are what will fuel their business’ growth. Digital marketing functions in two parts – traffic generation and lead conversion. So, well-done digital marketing strategies (organic and paid) with only large traffic-generating results may amount to nothing if you are not capturing contact information.

“Most business owners don’t have a traffic problem, they have a conversion problem,” says Adam Dukes

Normally, if your website is effective, it should be able to convert leads. First and foremost, let’s define conversion. Simply stated, a conversion is when a visitor completes an action such as completing an online estimate form, signing up for your newsletter, or purchasing an item. On average 2.4% of people who visit your website will convert. For example, if your website generates about 100 visitors a month, a normal conversion rate would be to 2 to 3 leads. Here are 4 surefire ways you can increase leads without having to increase your traffic:

1. Review Your Web Statistics

Only after you’re able to understand your web traffic can you understand where to focus your efforts. Some key metrics include:

• Geolocation, where they came from.

• What are your top pages?

• What sections of the page are they focusing on.

• Duration, how long they stayed on your website.

But how can you track your web metrics? There are several tools (free and paid) that you can utilize, some of them include:

• Google Analytics

• Facebook Pixel

• Hotjar

• Adroll Pixel

So, if your conversion rate has been 2%, using any of these website visitor tracking tools will shine a light on the unknown 98% of non-converting visitors by helping you to:

• Know who your current prospects are. Over 55% of businesses have developed higher quality leads by using buyer personas.

• Know where your audience is coming from.

• Know what your ideal customer is engaging with. 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.

• Know which traffic source (e.g. Facebook, Linkedin, Yelp, Instagram) is producing the best results for you.

• See areas that you should improve upon. Engaging visitors with relevant content at each stage of their journey can yield over 70% higher conversion rates.

• Develop strategies to improve upon your low conversion rate.

• Create a “custom audience” and “lookalike audience” features to improve business sales.

Are you familiar with the “custom audience” and “lookalike audience” features? They are the extremely powerful lead generating tools developed by Facebook. The Custom audience feature enables you to target visitors on Facebook who had previously submitted their email addresses on your website. With this service, you can import visitor’s email addresses to Facebook to retarget them. A custom audience could also be based on people who have viewed your video for at least 10 seconds.

Likewise, the lookalike audience feature enables you to target audiences who are the “most similar” to those visitors who had taken specific actions on your website. This service enables you to interact with Facebook users that are relevant to your business. Tracking your web traffic is the best way to find and maximize those opportunities you never realized you had.

2. Create Attractive and Valuable Offers On Your Website

Leads are visitors who found something interesting, continued to stay and take action. Thus, providing your audience with valuable and attractive offers on your website is a great way to increase online conversions that you can nurture into eventual sales. One way to begin is by offering your traffic something of value in exchange for their contact information. But how do you develop attractive and valuable offers? Lead conversion starts from collecting prospects’ contact information, which can be used for other lead conversion strategies, such as custom audience, a lookalike audience, email marketing, etc.. Just like carrots attract rabbits, here are some irresistible offers (or lead magnets):

• Free Webinars

• Free Trial

• Free Shipping

• Free Consultation

• Free Estimate Quote

• PDF Guide

• Whitepaper

• Membership

• Free Download

• Sales Promotion

• Coupon / Limited Time Offer / Discount

• Free Templates

When your offers are scarce and exclusive, they become more desirable. Such offers, similar to Black Friday offers, would help overcome your lead’s typical concern or doubt. You must be able to place the right offer at the right person, at the right time. You may have to try multiple offers until you discover one that converts. For example, Monthly1K tested out different offers for the same product (a $300 online training course) on two landing pages.

Landing Page A

Landing Page B

The A/B split test result revealed that landing page B outperformed landing page A. Providing a dollar amount was key and increased sales by about 6.5%.

3. Create Memorable Marketing Hooks and a Concise Contact Form

Your website visitors are bombarded daily with marketing messages. A study by SJInsights shows that, on average, people receive/see over 360 ads daily but their brain can only capture fewer than 155 ads. Of these 155 ads, fewer than 87 generate awareness and about 12 make an impression. So how do you hook your prospects in the marketing pond? The first step involves creating enticing bait. First, you need to understand the habits, characteristics, preferences, needs and wants of your target audience. Researching this information will help you develop your hook. The following websites can provide some brief insights on your audience base:

• Crystal

• StatSocial Silhouttee

To hook your prospects, you must not only have interesting baits but you must also keep throwing your hook into the marketing water over and over again. Use hooks that entice and tease your audience in order to get them to know more about your business, products, or services. Here are some key characteristics of memorable hooks:

• Announce new information.

• Be exclamatory or emotional.

• Promise a solution or a benefit.

• Surprising. Catching your prospect off guard.

Here are 2 memorable marketing hooks examples:

i). Use Numbers: Starting your message with numbers like “4 Ways…” or 5 Tips…”

ii). Arouse Curiosity: Start your message with “Did you …?” or “Want to know …?”

Always close your content or page with powerful marketing hooks with irresistible baits that will surely make your leads convert.

For instance, hooks like:

• Email us today for your free software download.

• Call us today for a free list of content editors.

• Contact us today for a free training booklet.

Michael Aagaard wanted to generate more leads. His hook was, “Insights and experience from 4 years of research and over 350 A/B tests distilled into one 26-page free eBook.” However, it didn’t generate the desired result. Michael realized that time was a major barrier for his audience. So, he decided to state how long it would take to read the eBook. He changed the hook to, “Read the book in just 25 minutes and get insights from 4 years of research and over 350 A/B tests.” Changing the hook increased lead conversions by 19%. Sometimes, you may need to understand the barriers of conversion for your prospects.

Is your contact form a boring list, it may scare your prospects. Most business owners don’t understand that their contact page plays a vital role in converting website visitors into leads. Thus it must be simple and contain very few fields. In most cases, asking for a first name and email address will suffice, especially for B2B brands. You don’t need to inconvenience your audience with a long contact form. Some key characteristics of a contact form include:

• A brief explanation of why the visitor should contact you.

• Avoid unnecessary information. Be straightforward and avoid questions you don’t need immediate answers on.

• Offer multiple ways to contact you. For instance, some users prefer to contact you via the phone, or through live chat.

• Redirects to a thank you page. You need to reassure the user that you’ll contact them back and offer them links to other helpful resources.

According to Dan Zarrella from HubSpot, limiting the number of fields in your contact form to just three can guarantee a minimum conversion rate of 25%.

4. Follow Up on Your Leads

You need to understand that lead conversion may not translate into an instant sale. Yes, the lead conversion only signifies the interest (and possibly the willingness) of your visitors and not their readiness. So, most leads that are converted may be interested and willing but NOT ready to make purchases immediately. If you’re a B2B marketer, remember that up to 73% of acquired leads aren’t sales-ready — so you have a responsibility to educate, nurture, and inspire them to buy your product.

Therefore, you would need to follow them up regularly until they eventually take the action towards increasing your sales. One way to do this is through marketing automation. Marketing automation is a technology that automatically monitors, manages, and automates all marketing processes and multifunctional campaigns across multiple channels. With marketing automation, business owners can target leads with automated messages across social platforms, web, email marketing, etc.

Marketing automation saves time and costs that are associated with lead generation, lead nurturing, lead scoring, and being able to measure measuring the overall Return on Investment (ROI) on campaigns. Here are some marketing automation platforms you may want to explore:

• SharpSpring

• Hubspot

• Pardot

Conclusion

As you can see, we’ve shared four powerful and time-tested ways to increase your conversion rates without necessarily increasing your web traffic. Don’t be surprised if you experience an increase in your online conversions by over 50% by simply following the 4 steps above.

If you would like to find out more on how to increase conversion rates on your site please don’t hesitate to Contact Us or call (973) 233-333.