If you’re a business owner, one line of questioning worth pursuing is this: what’s the best way to capture website traffic and turn them into email leads?
It’s called lead generation, or lead capture, a journey that’s triggered when a visitor to your website clicks on a call-to-action (CTA) on one of your pages.
That CTA leads them to a landing page, which includes a form that collects their contact information.
Once the visitor fills out and submits the form — voila! You’ve hauled in a lead, an expression of interest, and perhaps intent, which you can export into your customer relationship management system so your sales team can follow up.
Email addresses are like gas in the tank, or a charge for your EV — they are the fuel for your business and the most effective marketing channel (no, it’s not TikTok). Here are four ways to optimize the lead capture process:
1. Do an audit
The word “audit” typically generates a big yawn but the reality is that some of your pages might be excellent lead generators and you don’t even realize it.
That’s why it’s considered a productive exercise to do a status check of your current state of lead generation. In Google Analytics you can easily find where most of your online traffic and outreach comes from — a.k.a. your lead generators:
- Email Marketing
- Social Media
- Live Chat
- Blog Posts
Based on the results you can determine which areas need some TLC.
2. Examine high-traffic pages
Once you identify where your traffic is coming from, make sure you’re paying attention to the pages that visitors are landing on. Reward their interest with relevant content.
For example, if most of your potential leads are arriving at your website from Instagram, refresh the pages they’re visiting and keep them engaged, perhaps with visually-oriented IG-like content.
Pages that get mounds of traffic should lead to longer-form, high-value content that visitors can access through forms — through a GET STARTED CTA button, for example — to capture their contact information.
3. Measure, measure
Test how your existing lead generators are performing using a tool like Website Grader, which evaluates your landing pages and CTAs.
Fluency in conversion rates (CVR) helps, and it’s not beyond the reach of the average Joe or Josephine. In other words, what percentage of visitors are filling out forms? Two email addresses from 100 visitors yield a 2% CVR (not bad!), while five email addresses from 100 visitors get a 5% CVR (outstanding, a real bell-ringer).
Why did one page convert higher than the other? Figure it out and optimize the lesser-performing page accordingly.
4. Drive targeted leads to your site
Of course, you can take advantage of a media partnership, an entity like Schneps Media, for example, that has done much of the lead generation for you and can implement a dedicated email campaign for you.
Also, a media partner can help set up ad banners and sponsored content — both great ways to drive convertible traffic to your website.
If you don’t trust your tech expertise, you might get better results from someone who knows analytics and lead capture strategy — like Schneps Media. Our team would be happy to help with that and your overall digital strategy and goals.