7 Proven Ways to Boost Your Lead Generation Conversion Rates
Do you want to squeeze more qualified leads out of your lead generation pages? Is your high cost per conversion decimating your bottom line? Are you looking to expand your operations this year, but need more customers to make it happen?
You can solve all of these problems by generating more leads. (“Gee. Why didn’t I think of that?!”) I’m going to tell you exactly how to do that because no matter how well your lead gen campaigns are performing right now, they can always be better.
In this article, I’ll cover 7 simple things you can do to boost your lead generation conversion rates and flood your inbox with high value leads.
- What is a lead generation page?
- #1: Add testimonials on your squeeze pages
- #2: Make sure your desired action is clear
- #3: Make your content easy to read
- #4: Minimize distractions and exit points
- #5: Make your CTAs stand out
- #6: Check how your site looks on mobile devices
- #7: Identify and remove barriers to conversion
What is a lead generation page?
Firstly, we have to make sure we’re speaking the same language. Lead generation pages are also called landing pages. The goal of these pages vary from business to business and campaign to campaign, but the normal desired outcome is to convince your potential customer to submit their information with the expectation of something in return.
That “something” is the value proposition you were leveraging on that page. It can be anything from a call back from a sales person, a service quote or project proposal, a white paper, or an invitation to a webinar you’re hosting.
Types of lead gen pages
- RFP / RFI / RFQ pages
- Squeeze pages
- Contact pages
- Email newsletter sign ups
- Marketing landing pages
At their core, they generate leads (in some form) that are forwarded to your sales team and who then follow up on them (in some way). Thus, lead generation pages.
Our goal here, and that of any business, is to squeeze as many leads as possible out of these pages to give ourselves as many opportunities as possible to make money.
With that said, here are some proven tactics that can drive more leads and keep those opportunities rolling in.
#1: Add testimonials on your squeeze pages
Trust plays a big part in the buying process. If a potential customer doesn’t believe that your company can live up to its promises or that it’s untrustworthy, they aren’t going to do business with you.
This is one of the main reasons why word-of-mouth is such a powerful type of marketing. Companies are able to piggyback on the inherent trust of a relationship when a person recommends them to a friend or family member.
“Johnny’s a good guy and he likes this company so they’re probably good too!”
This is why it’s so important to always do right by your customers because you have no control over what they say to other people. If you play your cards right, you’ll probably get a recommendation or two out of them.
Testimonials are recommendations
Testimonials have the same purpose, to help build trust in your company with potential customers. Basically, your existing customers are recommending you to your potential customers. You don’t want to sleep on adding testimonials to your site since nearly 88% of users read reviews when vetting the quality of a business.
Seeing someone else who has done business with a company and had a good enough experience to warrant them writing a testimonial is a huge boost in the trust department. It comes as no surprise that some companies have seen a 67% jump in revenue from leveraging testimonials on their sites.
Use them where they count
One key thing to remember is that you don’t want to plaster them everywhere. Doing that could lead to sensory fatigue and make visitors blow right by them. Put testimonials where they will have the most impact and that’s on your lead gen pages.
A positive, and relevant, testimonial can make the difference between getting the conversion and the user bouncing back to search and going with one of your competitors instead.
#2: Make sure your desired action is clear
You have a lot of goals. You want to get more email sign ups, you want more sales, you want more leads, and you want just more of everything. But chasing after all those goals at the same time on the same page is a great way to get none of them.
So, what are you to do?
Always follow KISS. Keep it simple, stupid.
One page, one action
Each page on your site should have one desired action. Whether it’s going from a product category page to a product page or signing up for an email newsletter, there should be one singular goal per page and your call to action (CTA) should reflect that.
It may be tempting to tack on a modal to snag some email sign ups or add a banner or two to push a sale, but you don’t want to A) annoy your prospect, B) give them too many options, or C) frustrate them.
Don’t overwhelm your visitors
Giving your visitors too many options to choose from can lead to decision paralysis. This happens when a person is give too many options and instead of choosing one, they refuse to decide and leave.
You don’t want too many things vying for your customers’ attention. They are likely to get overwhelmed and throw their hands up in the air with frustration instead of reaching for their wallet.
In the image above, there are SEVEN different CTAs vying for the customer’s attention, and many of these contradict one another. $10 express shipping on orders over $99, but then there’s also free shipping on orders over $99. Which one is it?
I get $10 off when I spend $25 or I can get an extra 30% off with no minimum purchase. Why include the first offer when the second one is clearly superior?
Their customers are probably thinking, “Wait. Did I read that right? Is there something I’m not seeing? Did I understand that correctly?”
NO! It’s just bad UX!
Don’t force your customers to think. Your CTAs should be prominent, simple, direct, and easy to understand.
Keep it simple, stupid!
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#3: Make your content easy to read
People are busy. Your audience is busy. They probably don’t have time to sit down and read every word you wrote. They will, however, try to skim your content to get the gist of it, and maybe see if it’s worth reading in full later.
If reading your content isn’t easy, they’ll give up and leave your site. Probably for good.
Pain points in reading long form content
- Long paragraphs that become walls of text
- Content isn’t formatted for mobile devices
- Small font size that’s hard to read
- Not using visual media as supplemental information
- Lack of trust that you know what you’re talking about
There’s also the argument that people’s attention spans are getting shorter, but I don’t buy into that. The whole idea that I need to jingle a set of car keys in front of your face every 3 seconds is insulting.
It’s my opinion that people aren’t willing to give up their time if they feel like it’s going to be wasted. The more pain points people hit while interacting with your content, the more likely they are to feel like their time is being wasted.
The whole idea that I need to jingle a set of car keys in front of your face every 3 seconds is insulting.
The best way to get people to read your content is to ease them into it. Your content structure is going to play a big role in that.
For example, you don’t want to have any giant paragraphs early on because they are incredibly daunting. They’re are an unspoken challenge to your visitors that says, “Come on. I dare you to read me.”
That’s bad. Don’t do that.
How to visually break up giant walls of text
- Make liberal use of headlines and sub-headlines
- Keep your sentences and paragraphs as short as possible
- Distill a section’s information into a bullet list
- Insert graphics of charts, data, trends, etc.
- Embed a supplemental video
- Show examples or steps in a process using images
- Use pull quotes to highlight key information
#4: Minimize distractions and exit points
All traffic is paid traffic. It doesn’t matter if it’s from PPC or SEO. You either directly or indirectly paid to get it. You could be getting traffic from:
- A pay per click campaign in Google AdWords, Facebook, Bing Ads, etc.
- Search engine optimization work done over months and years
- Referral traffic from posts on your social media profiles
- Sending batch & blast emails to your contact list(s)
The last thing you want is for traffic you’ve paid for to get distracted on your site.
Distracted visitors wander aimlessly from page to page, funnel to funnel, get lost, and then bounce back to wherever they came from.
You want your visitors to focus on your value proposition and CTA. This is the why most modern landing pages make use of a stripped down web design. It keeps users from letting their curiosity get the better of them and forces them to engage with the content you put in front of them.
This in turn encourages your visitors to interact with your website in a very specific way. One that ultimately results in a conversion.
Not sure where your users are going? Install Google Analytics and look at your site’s Behavior Flow reporting or use a behavior analytics platform like Hotjar to see where they’re exiting your engagement funnels.
#5: Make your CTAs stand out
The single most determining factor that affects your website’s conversion rate is whether or not your visitors can find your CTAs. You’d think that should go without saying, but the bottom line is that if they can’t find your Add to Cart button, they can’t buy your products.
Every time we’ve audited a site with a lower than average conversion rate, we couldn’t find their CTAs at a glance. We had to go searching for them and that’s more work than the average visitor is willing to put in.
Don’t make them work for it. Make it easy for them to find your call to action.
What makes a good CTA
- It’s in prominent position on page. Ideally taking advantage of the F-shaped reading pattern.
- Makes use of descriptive and decisive verbiage. Buy Now. Get Started. Add to Cart. Sign up. Get a Callback.
- Its size and color draws the eye. Make use of accent colors and inflated sizing to help make it pop out of surrounding content.
- Make use of negative space. There’s no better way to make it pop than surrounding it with empty white space.
- It’s in sync with the page’s value proposition. Don’t have lead gen CTAs on eCommerce pages and vice versa.
Example of poor CTA placement
On the site in the above image, there are a few problems with how they’re leveraging their CTA.
- There’s pink everywhere. Your brand’s accent color is typically used to draw attention to certain things. Add to cart buttons happen to be one of those things. When you’re using your accent color everywhere, it turns into white noise because when everything is special, nothing is special.
- It looks like an informational page. The balance of text copy to eCommerce elements above the fold is heavily skewed towards copy. If you were to glance at this page, you wouldn’t get a “sales vibe” from it. You’d most likely think it was a supplemental information page.
- Price & quantity selector is hidden. Building on the above bullet, seeing a price and quantity selector on a page immediately tells your visitors “this is a product page” and that they can buy something here. Subtly shuffling them beneath the product photo is tantamount to hiding them.
- The add to cart button is hidden. Further building on the last two points, you don’t want to hide your call to action. In this case, it’s the add to cart button. You want that button to to leap off the page and dare your visitor to press it.
This page would greatly benefit from a few minor tweaks on how the page is assembled as well as some size and color updates to the pricing / button block. It took 5 minutes to come up with these changes and it would take another 5 minutes to push them to products.
It takes a trivial amount of time to do this and I guarantee you that they’d see a higher add to cart rate after the changes went live.
#6: Check how your site looks on mobile devices
Mobile user engagement has exploded in the last decade with just over half of all searches on the entire internet coming from a mobile device. That’s up 21% in four short years from what it was in 2015.
Depending on your business and your target demographic, you could be getting significantly more traffic from mobile than what’s depicted here. I’ve worked with multiple clients that got over 80% of their total inbound traffic from mobile devices. Needless to say, mobile usability was a primary concern of theirs.
Mobile traffic isn’t a fad
Mobile shopping and browsing is here to stay. More and more users are adopting mobile devices as their preferred browsing and shopping method which is why it’s so important for your website to be mobile friendly.
You want to make sure that your website’s shopping and browsing experience is the same, or better, on smartphones and tablets as it is on desktop.
BUT, just because your site is “mobile friendly” doesn’t mean that it’s “optimized for mobile”. There is a difference and one that can cost you a lot of money.
For example, this website’s mobile conversion rate is 52% lower than its desktop conversion rate. If they invested in conversion rate optimization (CRO) and got their mobile conversion rate equal to desktop, they would generate an extra $832,783 in revenue during the same time frame.
That’s a lot of money leave on the table!
This is why you have to make sure your website is easy to use on all devices. Run through your website’s mobile conversion process and take note of any pain points or road blocks you come across. Pass them on to your development team so they can iron them out and improve your conversion rate.
If you don’t, you could quite literally be leaving hundreds of thousands of dollars on the table, if not more!
#7: Identify and remove barriers to conversion
Most people don’t convert right away. It can vary from business to business depending on what you’re selling, but for the most part, it can take up to 8 interactions before someone will do business with you.
This particular company does generate a disproportionate amount of their revenue within the first 24 hours after a visit. However, nearly 54% of their revenue happens in the following 89 days as they win customers over.
The list of reasons why people don’t buy right away is a mile long, but the short version is that you’re not doing a good enough job of breaking down the barriers to conversion.
Typically, these barriers tend to creep up when there’s an imbalance between what a company is trying to achieve and what the customer has to give up in order to get it. That can be asking for too much information in a sign up form, a high price tag that leads to sticker shock, or your site didn’t do a good enough job of establishing trust.
What are some barriers to conversion?
- Too expensive
- Not urgent
- Too complicated
- Not trustworthy
- Too risky
- Not the best
Only ask for what you need
When it comes to lead generation, it can be tempting to pack your form with a lot of fields so you can collect as much data as possible to help you qualify your prospects. However, doing that can backfire in a major way.
For instance, let’s say you’re hosting a webinar a month from now and you want to spin up some paid marketing campaigns to get more sign ups and generate more leads.
You only need to ask for so many things in your sign up form and if you add too many, you might be getting in your own way. Take the form below for example. There is no good reason to ask for an attendee’s phone number. Doing so broadcasts that you, or one of your employees, is going to call them at some point in the near future.
They don’t want a phone call. They want to watch your webinar.
Best case scenario, you’re going to get a few legit phone numbers and a lot of bogus ones. Worst case scenario, people just won’t sign up. Neither one is a “win” so why include it?
This is a conversion barrier. Identify and remove it.
To be totally honest, all that really needs to be in a sign up form for a webinar is an email field. That’s it. Everything beyond that is for your benefit on the back end.
Now, as marketers, we want more. We need more. We crave data. So, the only thing you can do is to test the form length to see how many fields is too many. Keep dialing it in until you find your sweet spot.
Now get to work!
What you’ve learned here will do you absolutely no good unless you apply it. Take these tips and fold them into your lead generation campaigns to start generating leads like a machine!
Boost your conversion rates
- Add testimonials to squeeze pages
- Make sure your call to action is clear
- Make your content easy to read
- Minimize distractions and exit points
- Make your CTAs stand out
- Check how your site looks on mobile devices
- Identify and remove barriers to conversion
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