4 Quick Ways To Get More Leads And Conversions (By CRO Experts)
What if I told you that you could get more leads from your website? The fact is, with a few quick tweaks, almost anyone can sky-rocket their site’s performance. Whilst the best optimisation strategies need testing and conversion rate experts, some of the biggest gains come from the simplest changes. This article gives you four quick tips for lead generation.
4 Quick Ways to Get More Leads From Your Website
These four expert tips apply behavioural and cognitive science. The principles they describe show you what people really see when they visit your site. Applying them will help you get more leads, turning your website into a cyber-space super-magnet.
Most sites generate traffic in three ways: Advertising, Email and Organic Search.
Get More From Your Paid Ads
In 2019, Google introduced a new way to pay for ads. It is now possible to pay by conversions, rather than by clicks. Optimising your advertising on a CPA basis means your ad budget goes further. It also means that your referred traffic consists of high-quality leads with stronger purchase intent.
Turn Emails Into Lead-Machines
Despite the popularity of email marketing, and the wide range of automation software, most people do not know how to turn emails into leads. Marketing emails can be split into two groups: Nurturing and Sales. The nurturing process should begin when a new contact enters your list; at this point your workflow is triggered, sending a series of personalised messages to the subscriber. Your sequence should start with high-quality content and lead magnets to build engagement. Later in the sequence you can introduce direct sales copy. That’s when you use marketing levers like Urgency, FOMO and Social Proof.
Be More Visible, Earn More Clicks
Social Media and email marketing should complement your Organic Search strategy. Directing traffic to the content that you want to rank for will increase your chances of success. As this traffic is likely to be interest in the content, your bounce rate will remain low. That means highly-engaged subscribers and higher-ranking content.
Bonus Strategy: Experiment with real-world referral to boost your traffic. Printed QR codes and special-offers can direct people to your website, and these can be incorporated into “Guerrilla Marketing” strategies.
The first page your visitor sees is your only chance to win their attention. Whilst there is no magic formula for a high-converting page, clarifying your landing pages is a good place to start. You should also be aware of basic UX design principles that will help to get more leads from your traffic.
Less Distraction, More Leads
Daniel Kahneman identified an interesting principle in his Attention and Effort (published in 1973). Human attention is a limited resource, and this affects how visitors interact with your site. That means that every additional value proposition, offer and CTA distracts your visitor from the core message. To reduce cognitive load, ensuring that you don’t lose valuable leads, keep to the 1:1:1 principle (one value proposition, one offer and one Call To Action).
The Power of The Purple Cow
In 1933, Hedwig Von Restorff published findings on what she described as the “Isolation Effect.” Things that stand out are more memorable and attract more attention. This phenomenon, also known as the Von Restorff Effect, is an important tool for marketers because it draws attention to particular features. For example, when choosing a design for your CTA button, you should make it visually distinct from its surroundings.
Seth Godin describes the same principle in his Purple Cow. Businesses and services that demonstrate unique value (“semantic isolation”) are more likely to succeed than those which perform a routine function.
Design is not about making the world beautiful, it is about making things work. The best websites do not always have stunning visuals; successful eCommerce sites are usually simple, robust and effective. Take a leaf out of the Amazon design book and embrace ugly.
Bonus Strategy: Of all the visual designs we encounter, the most persuasive patterns always involve a human face. Other people’s faces are so compelling that we often follow their line of sight. This effect, called Gaze Cueing, can be used to direct your visitors’ attention to important features on a page.
Cognitive biases are the psychological shortcuts we all rely on. These heuristics help us to make judgements with incomplete data, evaluate situations in microseconds and conserve energy. Studying the shortcuts that shape our choices allows you to design a website that works with, rather than against, consumer biases.
Give Your Site A Halo
The Halo Effect describes our inability to judge a person or object’s qualities independently. Attractiveness and other positive features can shape our whole perception of that person or thing. Because of this, attractive people are sometimes judged as kinder and branded products are often preferred to budget alternatives (even when testing shows they are indistinguishable). Developing positive associations is an effective way to enhance a brand, product or service’s desirability. This can be acquired through a brand name, a beautiful design or an abstract association that conveys positive meanings.
Build An In-Group
Identification with a group is central to human psychology. In 1970, Henri Tajfel conducted an experiment on intergroup discrimination dividing schoolchildren into random groups. Despite the arbitrary division, group members developed strong emotional connections very quickly. They also expressed antipathy towards other groups. This sociality affects consumer behaviour. Marketers often use group identity to collect loyal customers.
Get More Leads With Social Proof
Group Influence, also known as “Social Proof” has become a familiar part of eCommerce. Star ratings, Social Media icons and testimonial quotes take up the majority of the space on most product pages. However, there are more innovative ways to use majority influence to get more leads on your website. For example, communicating your company’s business milestones publicly, and thanking your customers for their support, highlights the popularity of your products indirectly. This will encourage more people to try them.
Bonus Strategy: People instinctively gravitate towards categories to which they identify. By adding geo-location features and dynamic text to your website, you can deliver a more personal (and persuasive) pitch.
Picture yourself behind the till in an empty shop. Your first customer walks in and looks around, but you know they won’t buy anything; the shop feels like a morgue…
Now picture a someone on your website. Does it feel a bit quiet? Despite the fact that you have loads of customers online, none of them can tell that your business is booming. A quick way to bring your website to life is to apply website notifications.
Prompt Your Customers to Act
Supposing a customer is viewing a product page that they clicked on a whim. They’re still not sure if it’s a good idea, so they wait a few days before making a decision. By that time, they’re already distracted by something else. You need to add some urgency. By applying a simple “Urgency Nudge” to your product page, you can persuade your visitor to take action immediately. A “Low-Stock Nudge,” relaying live data from your store, provides an even stronger incentive for your traffic to click “buy”.
Get More Conversions With Personalised Offers
Using dynamic text replacement, you can tailor the notifications you display to individual consumers. Supposing you run a language course, and your website offers one-to-one tuition, you might like to offer hesitant customers a special deal. This can be triggered by specific behaviours, such as a long time of inactivity on a product page.
Show, Don’t Tell
By connecting your notifications to analytics and live data from your store, you can easily leverage the most influential cognitive biases. “Popularity Nudges” are a simple way to get more conversions by displaying Social Proof, whilst geo-location can be used to encourage social cognition.
Bonus Strategy: Notifications are a simple way to address consumer doubts and anxieties at particular pain points. To find out where your traffic is leaving your website, set up a simple conversion funnel on Google Analytics. Once you know where the problem is, try installing tailored nudges on that page.
How To Get More Leads and Conversions
Getting more leads involves two key phases: 1. Acquisition (driving traffic to your site) 2. Engagement (keeping your visitors engaged and making your sales pitch). However, the third aspect of your sales funnel is just as important 3. Conversions (getting your customers to your checkout page and ensuring they click “buy”). The four tips outlined in this post will help you get more traffic, develop more leads and convert more of your site’s visitors.