Whether your business is B2B or B2C, or whether your budget is focused predominantly on paid search or offline media, the potential influence your website has from ‘awareness to enquiry’ and the customer experience throughout the user journey is one of the key factors for determining any websites’ performance.
However, we see some business owners tend to commit critical mistakes when attempting to leverage lead generation through their website. The following are our Top 7 biggest lead generation mistakes to avoid:
INEFFICIENT LANDING PAGES
A landing page is subpage within your main site designing solely to enable the customer to flow from awareness to enquiry without the distraction from the rest of your website. It is usually a cut down version of your website with consistent branding and tone of voice but dedicated solely to the specific campaign i.e. paid search. There are two key benefits to using landing pages 1) Tracking the customer from click to lead via dedicated URL’s enables (With the correct Google Analytics tagging) clear attribution of leads and monitoring of performance and 2) Eases the user journey by providing a very narrow funnel for the customer to complete the action you require.
NO CALL-TO-ACTIONS (CTA)
Having a call to action is probably one of the most critical tactics in your lead generation strategy. Your visitors will not be compelled to complete an action i.e. get a quote, sign up to mailing list, buy online etc unless you have a clearly labelled call to action backed up with an enticing propositional message.
CTA placement, size, colour, wording is often one of the first go to MVT (Multi-Variant Tests) to conduct to understand what combination achieves the greatest conversion to action/response.
NOT APPLYING RELEVANT TONE OF VOICE
Tone of voice is often an overlooked and unconsidered factor when it comes to lead generation and capitalizing on website performance. The tone should be an extension of the brand, culture and persona of your business. Customers want know that your proposition will benefit them.
Steve Reed, Vice President of Client Development at Elevation Marketing and former Marketing Director for Intel says, “Keep your page personalized by focusing on user interests (the why), not positions (the what). Speak directly to users with pronouns like ‘you’ and ‘your’ instead of pronouns like ‘my,’ ‘our,’ and ‘we.’”
SHOWING FEATURES RATHER THAN BENEFITS
One mistake that many make is focusing too much on the features instead of relating to the customers how it the benefits. “Make sure to demonstrate the needs your offer will fill or problems it will solve to ensure better conversion,” according to Birgit Daniel, President of Tropical Escape.
TOO MUCH HEAVY COPY
There is nothing worse than clicking a compelling advert link in Google and discovering a huge
wall of text, this is the number one culprit for high bounce rates. There are far more creative ways to display and convey relevant, digestible content, lists and bullet points are great first steps. The age old adage of ‘less is more’ is so important to ensure the customer continues on their online journey with your brand.
NOT BEING OBVIOUS WITH YOUR PROPOSITION
Unless your proposition is obvious to the customer they will unlikely be aware what it is you are actually trying to provide. ‘Keep It Simple Stupid’ or KISS for short, is a great way to ensure your audience is immediately made aware what it is your offering, whether than includes a price or a brief description of your product/service is completely up to you. Again, MVT testing here is critical to understand which combinations provide the best uplift for your audience. Having clear messaging on each platform allows you to better attract your prospective buyers.
NOT ENABLING MOBILE FIRST DESIGN
Having a non-responsive mobile optimized website is now pretty much a cardinal sin. Nearly 40-50% of all online user journeys across multiple sectors are completed either via a mobile or tablet device. Consumers and business owners are more connected to the web than ever before and always on the go, engaging, enquiring and transacting. Have a mobile first approach to your website will enhance the user experience and journey, ultimately improving the likelihood that customer will complete the relevant action.
Hopefully, these 7 mistakes will give you a flavour for the key considerations when looking to improve conversion rate optimisation in your website.
InsightfulUX specialises in provided deep dive commercial audits into your website performance and aims to provide spotlights on the pain points and blockages that prevent lead generation and conversion. We work closely with you and/or existing agencies to provide valuable insight and recommendations to be build into tangible Conversion Rate Optimisation programmes that drive significant performance improvements.
If you’d like to know more, or would like your website audited to see how it performs as a lead generation tool with actionable performance enhancements, get in touch with InsightfulUX today for a free consultative proposal.
Original source: http://www.huffingtonpost.com/
Author: Jonha Revesencio