7 Critical Lead Conversion Techniques Every Marketer Needs to Know

How many leads does your business generate per month? What’s the average conversion rate for your marketing team? If you can’t answer these questions, you’re not alone; most marketers don’t have their lead metrics completely under control. But it doesn’t have to be that way! Follow these seven techniques to start generating and converting more leads in the next 30 days.

1. Prioritize your CTAs

Because click here is a no-brainer CTA, it’s also overlooked. A way to increase lead conversion on websites and social media channels is to tweak or change your call to action. It’s important that you prioritize where you want users going so they can convert into leads, customers, or sales in your funnel. CTAs are at least as important as landing pages, but they needn’t be a roadblock in terms of conversions either. Highlight your selling points without pushing off buyers by highlighting what makes your product stand out amongst its competitors and conveying how it would benefit them – even if that just means taking some of their pains away.

CTA should be personalized to convey a sense of urgency
CTA should be personalized to convey a sense of urgency

2. Include a Short Description

If you want to increase your lead conversion rates, it’s important that you have an idea of where your leads are coming from. There is nothing worse than losing a lead and not knowing who they are or what they’re interested in. Use targeted keywords and personalized content in order to provide more value for each individual prospect. Also, create brand awareness with blogging so customers recognize your business and feel comfortable making purchases through your site. Analyzing the customer journey allows you to see how potential clients interact with your marketing efforts and makes it easier for you to attract new people through these channels over time. Finally, include testimonials from happy customers on your website—this is one of the most effective ways to convince prospective buyers that purchasing a product will result in positive outcomes for them as well!

Referral clients help grow fasters
Referrals are the best way to grow as a sustainable business

3. Give Visitors an Incentive

Making it as easy as possible for visitors to convert is a great way to increase your conversion rates. Remove unnecessary form fields, create a smooth checkout process and give customers an incentive like free shipping or a coupon code for an additional percentage off their purchase. Implementing some of these methods can have a significant impact on your lead conversions. For example, removing one small field from your shopping cart page could result in converting at least 3% more leads into sales. That may not seem like much, but considering most companies only convert around 2% of their leads at present, every percentage point counts!

All your marketing efforts should maintain a balanced approach

4. Test, track, and measure results

Deciding which tests to run depends on your goals and company strategy. Are you trying to increase brand awareness, boost conversions or achieve an ROI? What tools are you using and how can you improve them? A/B testing is a great way for companies of all sizes—from small businesses with limited resources to large corporations with bigger budgets—to better understand their audience. Using various combinations of images, language, location and calls-to-action can provide powerful insight into what works best. And once your ads have been thoroughly tested and optimized across numerous channels, there’s nothing wrong with taking some time off from remarketing. Even the most carefully crafted campaigns can lose their appeal if they’re overused.

5. Look at Your CTA from Multiple Angles

What is your point of purchase? Are you leading your audience somewhere with your CTA? Are you trying to get them through a checkout process or are you trying to capture their email address? Tweak your CTA or offer by changing colors, wording, design, etc. Try boosting your landing page so that it looks professional and doesn’t draw any attention away from what you want them to focus on (e.g., a form). Experiment with multiple options and try using A/B testing.

When you should try A/B tests?
If you’re starting a new product or services page, always start with an A/B test.

6. Cross-Promote Your CTAs across Channels

Because of how critical lead info is, you need to make your buying process smooth. As much as possible you want to capture as many leads as possible in every channel and cross-promote all your CTAs. This is just smart marketing practice – give people multiple entry points into your funnel where they can convert over time and then provide content that brings them back through multiple mediums. For example, if you have a call-to-action (CTA) on your site that promotes your eBook, be sure that CTA also exists on your social media channels (such as a Tweet or Facebook, LinkedIn post with a link). The same goes for any event promotions, offer details, or other calls-to-action on your website; ensure these are also advertised across other channels as well. Learn more about this from the 7 social media marketing tips for lead generation article.

7. Test Different Call-to-Action Images

Tweak or change your call-to-action (CTA) images. The right visual can be highly persuasive and draw people in, but one that’s poorly designed may backfire by drawing attention away from other elements on your page. Test different CTA images to see what works best for your target audience. Always keep in mind how you want users to interact with your site—and, of course, don’t create anything that might get banned on social media! Depending on where you run tests, check out some A/B testing tools such as Google Optimize, Visual Website Optimizer (VWO), or CrazyEgg.

To learn more about the strategies you can use to streamline your marketing and lead-gen efforts, read this article on Lead generation strategies no one wants you to know.

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