Five killer steps to improving your lead gen CRO

By Chris Smith, Campaign Manager

The ongoing High Street crisis, which saw a record 5,855 shops close down in 2017 alone, is placing more importance than ever before on improving the traffic to your website. People are now able to get the goods and services they once had to trek into town for from the comfort of their home, and the competition online is heating up.

With that in mind, I find it astonishing that so many businesses still don’t have any form of strategy to capitalise on the potential traffic. You could have millions of people visiting your site, but still fail to reap any value from it. Simply put, if your website isn’t optimised to convert your traffic, your inbound marketing efforts are wasted.

This is where conversion rate optimisation (CRO) comes into play. Improving your CRO is vitally important to improving your lead generation, enhancing user experience, creating more leads and increasing revenue. Sounds great, right? But it’s not quite as easy as it sounds, and eight in ten businesses (78%) are still dissatisfied with their CRO performance.

Fear not, here are five easy CRO steps that will quickly help boost your lead conversions and improve your ROI. Next stop? World domination…

1. Build better landing pages

Landing pages are the holy grail of conversions. They are pages specifically built to capture marketing information by hosting content or offers. It goes without saying, then, that your first step to improving your CRO is improving your landing page performance.

A landing page that looks clunky and poorly designed is a major turn off, your prospects will simply click away in seconds. Remember, you want them to ‘want’ to give you their valuable data, so you need to put the effort in to get the conversion over the line.

After nice design, focus on ease of use. Nobody wants to spend more than a few seconds filling out a form. Make it simple and easy, but keep the essentials like name, email address and phone number (if required). Additionally, make sure the form is easy to spot. Too many landing pages have the form hidden at the bottom – you can’t expect your time-pressed prospects to hunt about for the form so don’t bury it.

Lastly, the content on your landing page needs to be short, concise and informative. If you want a conversion, tell them exactly why they should fill out the form. There are tools out there like Instapage, Unbounce and Leadpages that make it easy for you to create landing pages that convert well.

2. Convert in real-time

This is my favourite technique of them all. Is there a better way to boost your CRO than by converting in real-time? I don’t think so. And best of all, there are loads of tools readily available to help you do so, from HubSpot to Intercom to Drift.

My favourite is Drift, which allows you to have live chats with your web traffic via your mobile device – aptly named ‘conversational marketing’. You can solve customers’ pain points and specific challenges while they’re on your website and provide them with the content they need via live chat.

If you still aren’t convinced, live chat platforms can help you increase conversions by 4-8x. While ‘conversational marketing’ also enables you to ditch the need for forms, as you can capture conversions on the chat platform rather than ask prospects to give up their information.

3. Mobile first

Mobile traffic now counts for the vast chunk of traffic on your website, so failing to optimise for mobile is a major fail. You will lose visitors and see increased bounce rates (the number of visitors who immediately click off your page). Mobile users are expected to go beyond the five billion mark by 2019, and two-thirds of users (67%) are more likely to convert from a mobile-friendly site, so you should be taking this very seriously. If anything, today’s sites should be more mobile-friendly than desktop!

For a smooth mobile experience, make sure your pages are responsive, tailor your content offerings for mobile and make sure your pages load quickly.

4. Nail your CTAs

Call-to-actions (CTAs) are the action-orientated copy designed to make people proactively do what you want them to do, i.e. click a button to download a guide. If you get them wrong, it will put your visitors off.

Naturally, active words work best – ‘download now,’ ‘get your free guide,’ or ‘find out more,’ for example. You should also create a sense of urgency for particularly compelling offers, such as a one-off product deal or an upcoming webinar. Like your landing page forms, your CTAs should be highly visible (next to the form if on a landing page).

5. Bring them back with remarketing

The goal of remarketing is to bring back the 98% of website visitors that don’t convert the first time. It’s an essential lead generation technique to help grow your business.

Remarketing helps you save money, get more leads and conversions, see higher audience engagement and maximise your ROI. It’s all about re-engaging with those who have previously visited your website – as an added bonus, remarketing ads are also pretty cheap!

Go drive conversions

While the High Street may be fading in importance, online commerce is going nowhere, and you need to ensure your business is in the best position possible to capitalise.

These five steps to improving your CRO will help drive conversions and increase your lead gen ROI. The more conversions you make, the more sales you can make. In general, the websites with the best CRO rates are quick to load, easy on the eye, simple to navigate and optimised for search engines.

For more information on what CRO is and how important it can be, check out HubSpot’s blog here. Or contact us to see how we can help!


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