We often hear potential clients lament that they’re getting good traffic to their website, but that those leads do not translate to the revenue targets that their teams have set.
It can be a frustrating (and confusing) experience for businesses because logic dictates that more traffic should mean more leads, right? If traffic is a metric by which we measure interest that interest should equate to leads and you trust your sales team to close those leads. So where is the disconnect?
If all you’re looking for is leads, then traffic is only a small part of the process. In fact, traffic is quite literally only the top-of-the funnel when it comes to lead generation. If your user journey has been developed, there are a lot more potential touch points after the prospect enters the funnel before they exit as a lead.
Like most digital marketing strategies, lead generation requires thorough analysis of the campaign goals, industry trends and audience to make sure that each step of the user journey is given consideration.
Another variable is that not every business defines a lead the same way. Is it capturing the lead’s contact information on a form, is it downloading a piece of sales collateral, or is it when the actual conversation with your sales executive begins? Are you conflating leads with conversions? It’s a very important distinction and make sure your content hits the users at the correct touch points in the process.
Prospect => Lead => Customer (Conversion)
The answers to many of these questions are also contingent upon whether you want to pre-qualify your leads, as well. Are you looking to fill the top of your sales funnel or are you looking for more qualified leads?
At Commexis, we put an emphasis on defining your audience personas. Then we build out the user journeys based on their content consumption tendencies.
Once you nail down your audience-driven content strategy, it’s also important to analyze the site itself for deficiencies.
What does your landing page look like? You ARE using a landing page and not driving traffic to your home page, right? If you’re not, then you have the first step in your process already. You can’t target specific audiences with content when you’re sending everyone to the same place.
Let’s optimize your landing pages.
HubSpot has the following guidelines for what an optimized landing page must contain:
- A headline and (optional) sub-headline
- A brief description of the offer that clearly emphasizes its value
- At least one supporting image
- (Optional) supporting elements such as testimonials or security badges
- And most importantly, a form to capture visitors’ information
It’s time to do a thorough analysis on your landing pages. Is the navigation natural and intuitive? Are your calls-to-action, contact forms and contact information both easy-to-find and simple to interact with? Again, it’s about the user and their experience. You want to remove any obstacles to their engagement which could prevent them from moving through the funnel.
To increase lead volume from web forms, pare down the required fields. It’s that simple. If you’re requiring 10 fields before a potential lead can send you their valuable information, it’s more likely that they will bounce off your site and find an easier alternative. Ask yourself, “what’s the bare minimum amount of information I need from a potential lead to follow up effectively?”
Over time, you’ll want to test different requirements to find your sweet spot that delivers the right mix of lead quality and quantity.
If you’re not sure why traffic isn’t directly translating to leads for your site, Commexis can help you audit your site and strategy to optimize your lead capture. Contact us today!
Rich Carlson is Commexis’ Director of Business Development, focusing on a consultative marketing approach for our clients.
Rich Carlson - March 31, 2017