Better leads with improved website optimisation
With more than 85% of the marketers reporting emails as the primary channel for generating leads, there is no doubt that emails still continue to boost the growth of business and online stores alike.
In addition, ROI achieved through emails is 30 times more than other marketing channels. However, to get a similar outcome you need a solid database to start with.
The biggest challenge lies in collecting the email addresses when so many visitors enter and exit your websites through different pages and varied intentions for the visits.
Read on to know how you can best optimise your website for more lead generation.
Converting visitors on the homepage
Unlike specific pages on the website that drive a single motive, the homepage is responsible for everything starting from introducing the target audience to your brand and showcasing you as an authority to attracting the visitors to engage with the brand.
The best way to convert visitors on the homepage is to have a call-to-action that is embedded on the page. A survey shows that an embedded call-to-action increases the conversion rate by more than 120 per cent.
The reason it works well for the homepage is that it doesn’t hinder the experience of a first-time visitor. It doesn’t disrupt the flow of the page or push them to perform an action suddenly.
Instead, it allows them to go through the page at their own pace while they come across the offer naturally, viewing it as an integral part of their customer experience.
Converting visitors on the About page
It might seem difficult to accept that you can convert visitors on an ‘About us’ page. Yet, research shows that more than 50% of the visitors want to check about page after they land on a company’s website.
We can decipher that these visitors are not people who are already doing business with you. But they are interested in learning more about your brand. In short, they are on their way to becoming your clients which presents a great opportunity for conversion to the email list.
To generate leads on the about us page you have to be subtle. The main aim is to connect with your visitors, confirm your expertise and show your ability to help them. The best way is to use sidebar banner or the Email pop up as a call-to-action for the page.
Call-to-action for about page
The sidebar banner is present in the side column of the page and usually contains an attractive visual to entice the customer. However, the drawback of this call-to-action is that people often ignore it as it resembles an advertisement.
On the other hand, an email pop up is a good option as it gives you the ability to tailor your message according to the type of visitor and specify a timing for the offer. For instance, you can go for a generic offer to the first time visitors as you don’t know them yet. And, you could go for a more specific offer like a discount code for people who have visited your site before.
Generating leads through the blog
Blogs need to be an essential part of your list building strategy. Every published post aims to move the customers through the buyer’s journey, converting them from prospects to customers.
The huge number of visits on the blog provides a great opportunity to get email sign-ups.
Call-to-action for blogs
Under the post banners
Under the post banners are call-to-action at the end of the blog post which prompts the visitor for an email sign up in order to receive the offer. It works well because the offer is placed as a natural extension to the content. A user who has read the post and found it helpful will naturally be inclined to retrieve more information through email sign up.
Exit pop-ups are a variant of email pop up and its purpose is to deter a visitor from leaving the website by providing an offer that engages them with the brand. Exit pop-ups are relevant because they target the intent to exit and come up with a relevant copy.
Call to actions can also be placed inside your post. These inline links are called content upgrades as they offer additional information for the content that a visitor is already reading. Since it is exclusive material that adds value to the content, there is a high possibility that an interested reader might be willing to sign up for it.
Apart from placing a call to action at strategic pages in the website, you can also use them to convert visitors at any page of the site. You can use email pop-ups, bars and or slide-ins sitewide. These call to actions are effective because they are present outside the site and show up based on the visitor’s interaction with the site.