The first step in lead generation is getting website and social media page visitors to take action. You’ll present an offer that requires a decision to click a button or link to enroll in a newsletter or look for more information, moving them along a sales journey to an eventual purchase. The action you want the customer to take should be clear and simple. Too many marketing strategy choices can cause confusion and an inability to commit to a single option.
Customers might like the idea of a large number of choices, but when it comes to making a purchase, frustration often ends in fewer sales. And a bunch of leads that fail to convert to customers won’t grow your business.
Presenting marketing strategies effectively
Your marketing strategy involves offers and opportunities for potential customers to engage by sharing your information using social media icons, replying to email messages, and interacting with links and buttons on your home page content.
When it comes to social sharing, you want to give website visitors a limited number of choices in your marketing strategies. The perfect number can be found through testing, but until you’ve done that, know you’ll get more shares from fewer options while also lowering the clutter on your site. Your marketing consultant can help determine what sharing buttons are most important and emphasize them.
Your email sign-up has to be designed correctly and offer one action to take, such as visiting your website. You can’t build adequate trust and make a sale in one email, so it’s necessary to steer leads to a button or link with valuable information that is very easy to find. Multiple offers will only divide their attention and make it harder to conduct marketing tests.
On your home page, you may think everything needs to be available at first glance. But a website designer knows deciding on the information to leave out is more important. A simple and easy-to-navigate design increases lead conversion.
Learning what website design and marketing messages have the best combinations of social sharing buttons, email content, and home page design to achieve sales goals takes testing. You also need to consider the timing of messages and the placement of your content.
Content across marketing platforms and campaigns must build trust and match your perceived level of expertise. You may need to elevate your website design to demand a higher level of clientele. The message or action you want them to take should be clear, consistent, and allow them to navigate to a button or link and react quickly. Also, a single consistent message or email campaign makes it easier to buy from you. Confusion can undermine trust in your brand and business in a world where technology pulls us in different directions to reduce attention spans. Focus on the call to action knowing consumers are using a small amount of scattered brain-power.
Buying behavior that leads to action
Buying isn’t always a logical process. Sure, consumers have pain points that need to be solved, but they can be suspicious about any ulterior motives. They want to get a good deal or gain something, which is why a consultative approach has become so popular. Consumers get to know you, your processes, and read stories about past customers they can identify with to build trust. Blue Zenith helps them picture being in a new and better place with graphics, images, and case studies showing the path to success.
To get a lead to convert, you must let them choose when they are comfortable and ready to make a purchase. Once they decide, don’t let digital design flaws irritate or discourage them from that decision. The two main things that will stop them are money and complicated processes. Demonstrate value relative to price and make it simple.
Combine the right tactics with an understanding of buyer psychology. Appealing to people’s feelings, emotions, and impulses converts leads. They may choose you because shipping is easier, you have better site security, or fewer ads. They may appreciate that your newsletter pop-up only reveals itself when they hover over it or appears at the end of the page when they are done reading.
When to use a pop-up
The use of pop-ups depends on your content and your buyer personas—it’s not for every business. Use them for subscriptions, promoting eBooks, whitepapers, or other inbound content to gain leads and increase conversions. And don’t let them load right away and drive off the visitor who hasn’t read the page yet.
Test and evaluate pop-up processes that don’t interrupt the user experience, and be sure you are offering relevant, helpful content or risk hurting the relationship.
Aweber moved from a sidebar opt-in form to a pop-up
and increased their subscription rate by 1,375%.
Why they may be effective for you:
- Pop-ups have a 100% view rate, and while the conversion rate may be low, it adds up over time.
- Pop-ups deliver a message when site visitors are engaged and can be designed to prompt site visitors before leaving.
- When relevant, pop-ups provide value to your readers and site visitors.
Whatever you do, don’t hide the exit option. Make the value obvious and display pop-ups in a creative way when readers are ready to see them. You might use them to hide visible form fields and increase conversions using a “click pop-up” activated by the visitor instead. Pop-ups work well when offering a first-time buyer discount, content upgrade, eBook, or other exclusive content. You can advertise free demos or remind visitors of limited-time offers. Pop-ups in eCommerce are often used to prevent shopping cart abandonment.
On average, 69.57% of all eCommerce shopping carts are being abandoned.
Test your lead generation and conversion content, tweak messages and calls to action, and make changes to grow your business. Learn the science behind buyer behavior to increase conversion for better ways of building trust and an emotional connection. Blue Zenith knows which digital marketing features and tools can increase leads and enhance the sales process. And the right sales page or landing page design helps showcase the right offer.
Remember that fewer options make it easier for potential customers to make a decision to click a button or link, get additional information about your product and business, and commit to a purchase. Removing any confusion or barriers that would prevent future sales and business growth is the path to success.