We’ve all been there: the impulsive, late-night laptop session. Bedtime Instagram scrolling has thwarted your plans for sleep and has now led you on a virtual goose chase for the e-commerce purchase of your dreams. Your computer mouse is clutched under a sweaty palm, index finger twitching in hesitation, the clicker icon cautiously hovering over your next potential purchase. You’re seconds away from clicking the ‘complete purchase’ button on a one-of-a-kind Garfield sofa when something inside you halts your consumer spontaneity. Reality rushes over you, and you start to internally rationalize whether investing a cool $300 on a lifesize, plush cartoon cat is the most necessary acquisition. You nod your head, close your laptop, and in the morning, you begin to process how close that fantastical transaction came to fruition.
Okay, maybe this hasn’t specifically happened to you, but it’s almost certainly happened to that company that produces those must-own Garfield sofas. The fact is that thousands of similar near-acquisitions occur every day in a variety of failures to convert lead generation into final purchases or enlistments. In fact, lead conversion tends to be the biggest digital marketing concern for businesses of all sizes, as the average overall website conversion rate across all industries is reported to be less than 3 percent.
So what can make the difference in converting your leads into a product purchase or enlistment of services? Whether you’re a small business owner hoping to make the most of your digital marketing investment or a home service provider trying to transform those website traffic numbers into physical sales, let’s take a look at a few web design tips that can do wonders for converting more leads for your company.
1) Effective, Engaging Content
Every word of the writing of your website has importance. Any filler or placeholder text taking up space on your website is vastly reducing your opportunity to draw in more online traffic, increase visitor engagement, and compel visitors to make a purchase or enlistment of services.
The keys to engaging, effective, and potentially lead-converting content generally center around strong SEO, informative content, and purposeful design.
- Strong SEO | Incorporating proficient Search Engine Optimization (SEO) strategies will allow for targeted keyword-focused writing to boost your website ranking, making your website list higher in search engine results.
- Informative, Not Bloated | Successfully engaging content is compelling, resourceful, and invigorating, all without bombarding the reader with excessive or unnecessary writing.
- Design Matters | Appearance, readability, and comprehension. Creative design that allows for a visually accessible online experience conveys professionalism, trust, and credibility to the visitor.
Strong content is essentially the gateway to lead generation and conversion, and without it, it makes all of the following website tips practically obsolete.
2) Compelling Calls-To-Action
A golden rule to consider when it comes to lead conversion is the less work a website visitor has to do, the easier it is for them to feel compelled to go through with a product purchase or service enlistment. When a strong lead is reading and engaged in the content of your website, but there’s seemingly no encouragement or access for them to act upon their engagement, that subtle frustration can cost you a sale.
Strong verbal commands, enthusiasm-provoking vocabulary, easily visible and clickable buttons are just some of the elements that make for compelling and influential call-to-action (CTA). In addition to the vernacular and placement of your website’s CTAs, they should link to embedded contact forms that will grant you access to their contact information, so you can continue to compel leads to action long after they’ve left your website.
3) Nail Your Landing Pages
Landing pages serve as stand-alone web pages that emphasize your business and company website with more locally targeted focus on your company’s service or product, as well as incorporating more aggressively utilized CTAs.
When leads come across a landing page, they’re getting down to the nitty-gritty, so to speak, as landing page content is intended to be more straightforward, motivational, and influential in regards to converting leads.
A strong, effective landing page should feature all of the following design and content qualities:
- Organized format and flow of information
- Multiple, sufficiently spaced out CTA’s
- Specifically targeting and clearly intended headlines (between five-to-nine words in length)
- Consistent and stimulating web design colors, patterns, and themes
Consider your landing pages as the introduction of your business to leads and prospects, and the quicker you can engage and entice them, the faster those leads will become converted.
4) Efficient Tracking & Reporting Tactics
If you’re not utilizing marketing analytic tools, then you’re not getting the full comprehension of who your target audience is, as well as why or why not those leads aren’t converting into sales. They’re how you can assess what digital marketing strategies are working for you, as well as what elements of your website and online presence you can improve upon.
Detailed and effective tracking, reporting, and data analytics will grant you access to understanding Key Performance Indicators (KPIs) such as:
- The number of visitors accessing your website
- How much time they’re spending on your site
- Tracking your overall return-on-investment
- Success reports on paid advertising and social media campaigns
- Assessing overall user engagement
- Evaluating lead generation and conversion
The more you can view and assess what digital marketing strategies are effective or need improvement, the easier it’ll be to understand your target audiences’ motives that can lead to improved lead conversion.
6) Follow Up On Every Lead
Fast, efficient, and consistent follow-up to any and all leads is crucial for converting a sales prospect into a sale. It can’t be overlooked how often leads fail to convert into sales, all because an email wasn’t sent out or a question wasn’t answered. Whether it’s a simple email response, call back, or social media reply, following up on every lead within a few days to a week is an essential component of the lead conversion process.
One follow-up response is never enough. It’s estimated that it takes anywhere between 7-10 forms of following up before a lead is converted into a sale. It should also be noted that constantly emailing, calling, or responding to leads multiple times a week or day will more often than not ward off or dissuade prospects. Limit your email, phone, and social media follow-ups to once a week to avoid exhausting or overwhelming leads.
Lead Conversion Solutions You Can Count On
These are just a few of the elements that go into successful lead conversion rates. The fact of the matter is there are so many elements to digital marketing strategies that trying to implement them on your own can prove to be daunting and misguiding.
If you’re in need of professional digital marketing solutions to enhance your lead generation and conversion rates, Triton Commerce has the team and resources for your business to reach its full digital potential! Contact us today to get started on your free Digital Marketing Blueprint, to help evaluate your current digital presence and provide you with our recommendations for implementing a more effective digital marketing strategy specifically catered to your business.