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Turning Website Into Lead-Generating Machine Through Conversion Optimization!

By Eva Barnes , Oct 25 2016
Lead-Generation-Tactics

Featured Image: iStock/OnBlast

Websites consist of multiple pages that serve a myriad of purposes. The specific number of active pages depends on the needs of the business, industry, and clients. However, most small businesses will have tens if not hundreds or pages. However, not all pages are made equal; their differences show up in terms of the goals, target audience, promotional methods, keywords, and most of all traffic statistics.

No matter how many pages your website has, a cursory look at visitor stats will reveal that majority of your traffic is landing on 5%-9% of the total pages. These pages need special attention when it comes to conversion optimization. Some of you might be wondering why we advocate fixing something that is already working well. There is a very good reason behind our suggestion; popular pages are already getting high traffic volumes so the next step is to convert those visitors to leads. This logical progression moves the visitor down the sales funnel and eventually increases ROI and conversions. Another major advantage of taking a logical approach is increase in sales. An Econsultancy research revealed that conversion optimization doubles your total sales.

Lead Generation

Image Icons: Flaticon

This post will guide you through the process of determining your popular pages and gives you actionable tips on how to optimize them.

Most Popular And Effective Online Lead Generation Tactics

Online lead generation strategy isn’t limited to conversion optimization, there are tons of tactics that will be sure to drive your lead acquisition numbers through the roof. Here are the top tactics that digital marketing gurus consider important. The percentage shows the number of experts surveyed that considered the tactic effective at generating leads.

Online Lead Generation Tactics

Image Icons: Flaticon

Determining Your Most Popular Pages

Finding the most popular pages is a simple task. First, check the traffic stats of the most likely pages such as, the home page, about us, contact us, testimonials, etc. Access the dashboard of whatever marketing analytics software you have installed (for example Google Analytics, KiSSmetrics, Clicky, Piwik, etc.) to view traffic details of each page. Top website builders have a built-in analytics dashboard that can be very convenient when reviewing traffic and related statistics.

built-in analytics dashboard
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If you are using Google Analytics, navigate to the “Top Content” report to view the most popular webpages according to number of visitors, page views, average time spent viewing the page and the bounce rate.

Optimizing Popular Pages For Lead Generation

Once you have a list of the top pages, you can move on to the conversion optimization phase. During this phase, you need to implement 10 tactics, all of these are explained below in detail.

1. Optimize Page Load Times

Page load speed is one of the most important website metric. Google uses page load time as a ranking factor, which means faster pages are ranked higher than slower ones. Moreover, visitors quickly abandon any page that loads slowly. Google has a great speed diagnostic tool (PageSpeed Insights) which can be used to find page load speed and identify what factors are slowing it down.

2. Use Conversion-Centric Design

In an ideal world, every one of your webpages looks great and works amazingly well. Realistically this isn’t possible, you will have to prioritize the most important webpages and pay attention to their design. A visitor will spend about 2.6 seconds scanning the whole page before settling on a particular section of interest. You literally have seconds to make a good impression and tempt the visitor to stay. Get the design right and use an intuitive layout with minimalist design.

3. Place Your Value Proposition On The Upper Left Section

State your unique value proposition on the upper left section of the page. Eye-tracking studies have shown that the average website visitor focuses on the upper left corner when viewing a page. This diagram shows the areas that get most attention.

Eye-tracking studies

The human eye follows a Z-pattern of movement when scanning a web page; this is called reading gravity and is governed by the Gutenberg Rule. Here is the visualization of the pattern.

Z pattern
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As you can see, the value proposition should be on the upper left and the CTA in the terminal area or the lower right section.

4. Make Your CTAs Prominent

Optimize CTA design, copy, and placement to entice visitors. It’s also essential that your CTA stand out from the rest of the design. Use contrasting colors, readable fonts and write clear copy to maximize lead capturing.

Make your CTA
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5. Make Offers Highly Relevant To Overall Page Goals

If you find some pages are getting a high amount of traffic, capitalize on this by creating a special offer only for that page. Highly relevant offers will help you get more leads as compared to optimizing images, layout, and other visual variables.

6. Create Mobile-Friendly Forms, Landing Pages And Ctas

An increasing number of people are using mobile devices to access the web. If your webpages don’t display properly on smartphones your lead generation efforts will tank. Research has shown that 80% of visitors will abandon a website if it doesn’t display properly on their device. As a marketer, mobile optimization should be high on your priority list if you want to achieve conversion goals.

Online Lead Generation Strategy

Image Icons: Flaticon

7. Create Smart Forms And CTAs

Smart implies dynamism and customization. This means showing the right offer to the right visitor. For example, an existing customer might be interested in your new products while a casual visitor would probably check the most popular or highly recommended products. This is especially true when designing ecommerce pages, smart product pages are perfect product pages.

8. Integrate Social Proof Into Pages And Offers

Prominently display social media likes, retweets, follows, and related metrics to assure the visitor that what you offer holds value.

Integrate Social Proof
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Social proof also includes customer reviews, ratings, and testimonials. All these factors act as powerful signals of trust, something that is crucial in the digital world.

Social proof
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9. Test, Test, And Test

Testing is integral for any marketer who wants to get an intuitive grasp of the target market. Once you have implemented the changes, it’s a good idea to test them out. Compare the traffic numbers before and after changes to get a better idea of what tactics worked and which ones bombed.

10. Try To Increase Traffic

Last, but not least, try to optimize your pages to attract even more traffic. Since the page already has high traffic volume, it will be ranking for several keywords. Check which keywords each page ranks for, and optimize the headlines, CTAs, and meta descriptions.

Keep in mind you don’t have to implement all these tactics at the same time. Choose a few and test them out to see how your visitors respond. Remember lead generation is a constant struggle and the digital arena changes all the time. A good marketer needs to keep up with the latest trends and SEO rules.

What successful lead generation methods do you use?

Have some thoughts about the above suggestions?

We always welcome feedback from readers.

About The Author

Eva is a marketing major with a keen interest in web design. She is also an explorer and loves to dig into web trends from mobile apps to visual communication and everything in between. Feel free to send her your web design queries or blog related feedback in the comments below.

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