4 Ways to Get More Leads From Your Web Site
August 19, 2009 By Hallie Mummert, Editor-in-chief, Target Marketing
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Not all of your Web site improvement projects need to be budget-busting overhauls. Plenty of marketers can achieve incremental lifts in response with small tweaks, according to the white paper First Things First: How to Leverage Online Low Hanging Fruit to Increase Sales and Profits, from Fluency Media, an Ann Arbor, Mich.-based interactive marketing agency.
Capture more leads with a more prominent call to action by:
• Offering a streamlined lead-generation form above the fold on your homepage to scoop up those visitors already primed to respond positively to your request.
• Beefing up the standard “contact us” page route by simply including your lead-generation form in the drop-down menu for this tab. Instead of waiting for your “contact us” page to load and then your lead-generation form page, visitors can fast-track to their goal.
• Delivering your lead form via an interstitial, which is a page that is served between pages in a Web site. So when visitors come to your site and follow any click path you identify as desirable, you could serve up your lead-generation form as an interstitial. Fluency Media advises displaying the interstitial once per unique visit and making a strong offer to entice visitors to share their information. For example, Michigan’s state tourism office attracted opt-ins with a copy of its state travel guide. It made the most of this touchpoint, according to the white paper, by collecting not just delivery information, but also some key demographics for targeting future marketing messages.
• Stripping your landing pages of any elements not essential to supporting your visitors’ ability to respond to your offer. Think of your landing page testing as a way to identify “best practices” templates that you can apply to all your online marketing campaigns.
Capture more leads with a more prominent call to action by:
• Offering a streamlined lead-generation form above the fold on your homepage to scoop up those visitors already primed to respond positively to your request.
• Beefing up the standard “contact us” page route by simply including your lead-generation form in the drop-down menu for this tab. Instead of waiting for your “contact us” page to load and then your lead-generation form page, visitors can fast-track to their goal.
• Delivering your lead form via an interstitial, which is a page that is served between pages in a Web site. So when visitors come to your site and follow any click path you identify as desirable, you could serve up your lead-generation form as an interstitial. Fluency Media advises displaying the interstitial once per unique visit and making a strong offer to entice visitors to share their information. For example, Michigan’s state tourism office attracted opt-ins with a copy of its state travel guide. It made the most of this touchpoint, according to the white paper, by collecting not just delivery information, but also some key demographics for targeting future marketing messages.
• Stripping your landing pages of any elements not essential to supporting your visitors’ ability to respond to your offer. Think of your landing page testing as a way to identify “best practices” templates that you can apply to all your online marketing campaigns.
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