How to Convert Your High Traffic Pages into Quality Lead Generators
For the online lead generation business , the website is your elevator pitch. You may have 3 pages or a hundred on your website, but it is only a few of these that are the traffic pullers. These pages can be anything from your home page to the contact us page or a product description page. Whatever it is, it requires you to know which pages attract the most visitors, know if they are converting these visitors into leads or if they aren’t and why they aren’t. This is the first step towards the process of increasing their chances of converting visitors into leads.
Visitors come for all directions
On the internet, traffic can come from any source at any time. You may get a barrage of visitors from a source you never knew you could get visitors from and the ones you have invested a lot into may turn up nothing. That is the nature of this ecosystem and the sooner you make your peace with it, the easier it is for you to tap into its potential. Some of the common ways to attract visitors is SEO, PPC and social media campaigns. These are at least the ones that show results when done right. When you run these campaigns, you can go two ways with the approach.
- Find out your top traffic pages and design your keyword and content strategy around it, leading people to these specific pages.
- The second is you create a strategy for the campaign and the landing page and attract visitors to it specifically.
Both these options are used liberally today, depending on a score of reasons. Each business head will have his/her reason to go any way and these decisions should be made taking into consideration your short term and long term goals. That being said, we will be focusing on how you can take your top traffic pages and convert visitors to leads via them, in a fast and efficient manner. Building good traffic to your website is whole new ballgame altogether. We have in fact created a blog post about how you can ace your digital marketing game by following the 3 pillars of excellent digital marketing. Once you are done setting up your website and have reached the levels of visitors you have expected, the next logical step is to look for leads and increase conversions.
GOOD TRAFFIC DOES NOT MEAN A GOOD CONVERSION RATE- THE CONVERSION SYSTEM IS INDEPENDENT AND UNIQUE
Most businesses we work with and what we hear about generally have this one singular grouse with digital marketing. I have good traffic, why am I not getting leads?
If the answer was simple, we would all be millionaires. We aren’t but that doesn’t mean we can’t! Lead generation is the next phase that comes as soon as your website starts showing up higher on the traffic scale. Now, expecting visitors to sign up is not going to work, you need to give them a reason to. Saying you are the best isn’t going to cut it either.
Find your top traffic pages
Use the right tools to close in on pages that are getting the maximum traffic on your website. If it isn’t something you wish was getting the traffic, then you need to go back to the drawing board. We had a peculiar case with a client who was getting extremely high traffic to a single blog post in comparison to their site in general. Upon research, we realized that a single keyword that they used in the blog post was a high traffic generator. The interesting part was that it wasn’t a relevant keyword to their business and the traffic generated was not the type they would want to see converted! This is the aspect of digital marketing that makes it tricky and interesting. There is not much to be done in a situation like this, albeit, the blog was getting traction on search nonetheless.
If the right pages aren’t getting traffic, you can consider reworking your keyword and search strategy. It does not take a lot of effort to steer the traffic around, but be clear about the strategy and the long-term goal, because, as it is, short term goals aren’t working out for the best interest of digital businesses today. Keep your short-term processes and long-term plans separate. They are in your best interest and will hence yield results as expected.
Now, if you have a bunch of pages that are giving you good traffic, from good sources, know the quality of this traffic. If it is indeed the type of traffic you are looking for, you should go ahead and make sure that you have a process to capture leads from them.
The looks of it
We see, we read, and then if we are excited, we may consider action. Now we have summed up the lead generation process in a single sentence but as hardened digital marketers, we understand there is a lot that goes on in between! The first test is the visual one. We know that the page is designed well and reads well, or else traffic wouldn’t come there in the first place. (We haven’t considered bounce rates yet).
Now for a reader to engage, i.e. to take action such as fill up a form, click on a link or download a document, they have to be lead to do the same. This is where your visual process comes into the picture. The most commonly spoken about process is ‘the blink test’. It’s the time a reader takes to read the content on your web page and decides to take action. It is actually as short as the time between blinks!
A heat map will show you where readers are looking and where they aren’t. These are helpful to adjust appropriate content to the right places, placement of CTAs and also the form page. Page load times are important today for multiple reasons today. With faster internet speed times, readers are used to fast load times and are exceptionally cruel to slow sites. If you have good load times, it helps in SEO too as Google uses it as a parameter for ranking purposes.
Deconstruct your web page and know why they are getting higher traffic. Is it the design or is it the content? Most times, it is both. Each and every page on your website may have been designed with the same underlying content and design strategy, but these pages have that special something that makes them click. Find these out and work on bettering them and emulating them for other pages.
Get mobile with it
Mobile views have officially overtaken desktop views for websites. Now this is big news for digital marketers but what has been done about latching on to this new development? Studies suggest that we have been slow in adopting mobile design. There are a lot many things different when it comes to designs for desktop and mobile. They render differently and hence require you to put in effort for each one of them specifically. CTAs appear differently on mobiles so know where and how they are rendering on various screen sizes. A jumbled up web page is not going to make things any better. Keep the CTA size at a minimum of 44 by 44 points. It should ideally be in the center and without anything else around the immediate vicinity so that it is easy to click and doesn’t allow accidental clicks.
Larger fonts are essential for an enjoyable mobile experience. Screen sizes are not all that big even today with mobiles, and most operating systems optimize fonts taking into account the current size of your font, so the bigger it is, the better it will look.
Special pages- Special offers
You do want your offers to be seen by the maximum number of people, and you now know the pages which get the highest traffic. 1+1=2.
Put up your best offers at the right place on these specific WebPages. Don’t alter the design too much and don’t make it too big and prominent. Getting pushy can happen more often than not and your enthusiasm to get results may make you go overboard. If there is already a CTA that is getting good results, let it be. If it isn’t, rework on it.
You can also create offers specific to the page. For example- if it’s a product page, introduce a HOW TO USE video. If it’s a service, create a gated CTA that provides a guide to that particular service. There are many things you can do with offers, and getting specific to the page is a good start.
These are the entry points, and they need to be the best in the business if you need good quality leads to pour in. designing a good form is a multi-stage process. Firstly, consider the number of data entry points you want to put in. too much is not a good idea and too less seems like you aren’t really interested. Also with too less information, you wouldn’t have enough data to run campaigns.
The design needs to be a fine balance between eye-catching colors and details and non-intrusive sizes and dimensions. Content does play a significant role here.
Make sure these form pages are working well and integrate well with your CRM system. Leads are lost greatly due to faulty technical aspects and that is a bummer to say the least.
Testing these changes is as important as making them. We never suggest going overboard with these changes. It isn’t superstition to say that if changes are done to pages, it will affect page ranking, its common sense. It may mess up the architecture of the page, its linking and may other such aspects and they may happen unknowingly. Seek the help of your best designer and developer when working on these pages.
High conversion pages are rare, high traffic pages aren’t. The line you cross is the one that will get you business. Conversion rates vary as per industry but in the end, its only good quality leads that convert.