4 Quick Ways To Get More Leads From Your Website (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 skyrocket their web marketing performance. Whilst optimisation strategies need lots of testing and expert advice, simple changes can produce big gains. This article gives you four quick tips to get more leads.
4 Quick Ways to Get More Leads From Your Website
Google offers four types of ads:
- Search Ads: Appear at the top of the results page when a user types a search term into google.
- Display Ads: Can appear – on a website that is part of the Display network – within a Google service (such as Gmail)
- Shopping Ads: Are image and text ads that appear on a results page following a retail search
- Video Ads: Are shown on Youtube and on websites that are part of the Display network
Pay For Conversions, Not Clicks, From Your Display Ads
In 2019, Google introduced a new way to pay for Display 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.
1. Go to your Campaigns section and create a new campaign (with the blue + sign)
2. Click the plus button, then select New campaign.
3. Choose a goal type, then select Display campaign. Both Standard display and Smart display allow you to pay on a CPA basis.
4. In the “Bidding” box, select Conversions, Automatically maximise conversions and then set a Target CPA. Under “Pay for”, choose Conversions.
Optimising Your Search Ads
An easy way to get more leads from a Google Search Ad is to use Ad Extensions.
- By specifying contact details, opening hours and even directions, you can attract more customers without paying for their clicks.
- You can also use extensions to create a shortcut between the advert and a particular page. If you sell more shirts than shoes, include an extension to your shirts catalogue.
- Extensions can be customised in the form of “structured snippets”. So if your value proposition is based on a particular feature, you can highlight it straight away.
- Using a countdown timer as part of your Search Ad will give a sense of urgency to the purchase decision.
It’s also worth paying attention to the URLs and page titles you use. Google will use bold text for each word that matches a user’s search term. That means there is an advantage in using high-volume keywords. The Display URL doesn’t even have to match your landing page’s address so you can be more creative with your search appearance.
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.
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.
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 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 use interactive features and dynamic data. There are a few ways to do this…
They get this data from:
- browsing cookies
- on-site behaviour
- AI-based customer profiling
Using this kind of information allows your website to engage customers more effectively. That means you get more leads from the same traffic.
Rather than waiting for a customer to get frustrated with your website, live chat allows you to develop a problem-solving conversation immediately. There are a number of well-established customer engagement solutions. However, if you’re looking for a quick and easy way to add live chat to your site, the best options are:
Website notifications allow you to get more leads without performing major web surgery. Subtle messages showing, for example, how many other people are on a webpage, make your site much more absorbing.
Social proof notifications are useful for collections pages. They highlight the popularity of your key products, which is proven to increase the desire to buy.
Urgency notifications, linked to your stock levels, are more suited to product or shopping cart pages. They establish a time-limit and give customers an incentive to decide quickly.
You can also create customised messages that give more specific information or offer your customers special offers. In both cases, better engagement is a shortcut to getting more leads.
How To Get More Leads From Your Website
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.