Lead capturing optimization
So, you’ve got a website that’s optimized for search; your analytics show that there’s traffic, but the traffic isn’t translating into sales. What’s up?
It could be as simple as fixing crappy lead capturing forms.
Lead capturing is an essential element in online marketing. It may look like a small step in the process but it’s not. You need data from people who are interested in your products or services so that you can connect with them. Whether you add them to a nurture campaign or make a sales call, unless you know who they are, you can’t make that connection.
Today, most leads come from your website or blog.That’s why it’s critically important to optimize your sites for search engine optimization and the forms you use in your calls to action.
Here are three tips to help your company improve its online lead capturing capabilities.
Tip One: Make sure you have a (simple) lead capture form
You’d be surprised how many companies don’t have some sort of form on their website – or landing pages – to collect information about potential customers. These folks are missing out on a valuable opportunity to convert visitors to leads. A “contact us” form isn’t enough. A form needs to be:
- tailored to the specific call to action
- appropriate for the stage in the buyer cycle
- unique so that you can track it’s effectiveness.
Lead capture forms are relatively easy to create. In fact, research has shown that the simpler the form, the more likely people are to fill it out.
What does this mean? It means you shouldn’t ask for everyone who visits your website or landing page to give you their name, phone number, address, first-born child’s name, nine-digit tax ID and email address.
Statistically, the more information you request, the less willing people are to share. Asking for details that are out of sync with the offer causes tremendous anxiety. Don’t expect annual revenue, a purchase time-frame, number of employees, and a company address in exchange for a white paper. If you ask those questions too early in the cycle, you can expect to scare off most of your visitors.
Asking for the bare essentials up front is more likely to engage the visitor. Add their details into your e-mail, marketing, or CRM system . Now you can follow up with an email, add to a nurture campaign or call them. And, as the lead moves through the marketing cycle, you can add other information to further qualify and target your leads.
Tip Two: Make your form easy to find
Back when people still read newspapers, everyone in marketing and public relations wanted their ads or editorial placements (publicity) “above the fold.” That is to say, they wanted the information about their company at the top of the page, right next to the masthead because it’s the first thing people looked at when they picked up the paper.
Today, “above the fold” in a digital environment means much the same—it refers to the area on your webpage or landing page that people don’t have to scroll down to find.
It’s where your company’s logo probably is, and it’s where your lead capture form should go. Put the form above the fold, where visitors are most likely to see it—and act on it.
But why will they make that effort? Some will because they want more information from you. Most won’t, unless you give them an incentive. So why not offer them something for free? Offer an ebook or enewsletter (which is packed with practical information they can use in their day-to-day business dealings, right?)
Tip Three: Tell them what to do – nicely
Studies have shown that web visitors don’t respond well to the word “Submit.” Submit is about as warm and fuzzy as “You will be assimilated, resistance is futile.” You can (and should) provide directions about what they need to do, but polite ones. “Click Here” or “Go” or “Send my Report” or “Download Now” all provide the needed guidance without ordering anyone around.
The lead capturing step is a critical component of online marketing. The visitors decision to complete your lead form takes place at a tipping point. Asking too much, too soon, and you’ll drive people away. Give them a fair exchange of value – your case study for their email address, and you can convert them from a visitor to a lead.