The best graphics in cyberspace, the most innovative product on the market this week, or the best customer incentives won’t generate leads if the process of requesting more information or making a purchase is difficult. The fact is, consumers can find what they want somewhere else with just the click of a mouse, so they’re unlikely to spend more than fifteen to thirty seconds indicating interest on your site.
“We are continually working on improving our websites conversion rates and how long visitors spend on our site. Both for our bottom line and for SEO purposes.” says Alex Price, System ID General Manager
In today’s world of instant gratification, when it comes to lead generation, simplicity is key. These simple guidelines will get you on your way to fewer abandoned carts, more sales, and new leads.
Keep it visually simple.
A busy webpage can be difficult to follow. Buy Now buttons and Contact Us Pages should be uncluttered and easy to follow. Pages throughout your website should use a common design theme with easily recognizable colors, fonts, and logo.
Consider requesting an email.
When a customer navigates to your page, a simple, graphically appealing pop-up box requesting an email address can be a highly effective lead-generation tool. Most customers quickly enter an email address to either access the page or in hopes of receiving promotional codes and discounts. However, failing to provide an option to skip this step may result in lost sales. (Consider The Dangers of Autoresponding and Personalizing Your Autoresponder).
Provide your phone number.
Although the easiest leads and sales are those that happen entirely online, consumers often make decisions about providing information or making purchases based on the availability of telephone contact information. A single phone number is best; reroute calls to the right department from there.
Post your lead generation form on every page.
A simple box that says, “Request More Information” and provides fields for contact information should be located in the same place on each page of your site. If a customer has to find the box again after reviewing your site to determine whether they’re interested, they’ll leave as quickly as they arrived and you’ll lose the lead.
Avoid required fields.
A form that requests three phone numbers, an address, an email address, and a middle name in order to proceed is likely to turn away potential customers. Require a single field – perhaps email address – and indicate that other fields are optional. Consumers are more likely to provide an email address than physical address or phone number.
A simple, “join our mailing list to receive an instant 25% off coupon” speaks volumes and can multiply incoming leads overnight. Consider offering incentives to consumers who join your mailing list or provide an email address.
Bottom line: Consumers are looking for quick, simple ways to get the information they need. Requiring them to put forth too much effort in order to request more information is a quick way to lose potential leads. Keep your lead generation form simple and attractive and you’ll see big results.