What Makes Website Visitors Convert To a Lead?
How often do I discuss website conversion methods? A lot! Here’s an example of a recent client phone call. “I’ve got my website,” the caller said, “so how do I convert visitors to leads?”
My usual reply is “That’s a great question” — because it is! In fact, thinking about website conversion methods is the most important part of your website (outside of getting it up and running, of course). The issue is that there’s no one-size-fits-all solution. If there was, there would be no such thing as visitors, there’d just be leads. However, there are some general guidelines that any website should follow. If your website has really struggled converting visitors to leads, then try these baseline website conversion methods.
#1 Keep It Simple Stupid
Think back to a confusing website you’ve encountered — and we’ve all encountered them at one point or another. Did you decipher the different hyperlinks and buttons and animations until you could figure where you actually wanted to go? Or did you say “forget this,” close the browser, and move on to the latest cat videos? Statistically, most people choose some variation of the latter — with or without the cats — and the reason is because confusing websites fail to convert people. Clean, streamlined designs, particularly for landing pages, see far greater clickthrough rates because people know what they want and how to get it. You’ve only got 15 seconds to get their attention, so make it count.
#2 Learn From The Past
When you save a file on your computer, chances are you look for the ol’ floppy disk icon. Now, unless you’re of a certain age and generation, there’s also a chance that you’ve never really used those floppy disks in your life. However, that imagery has become so associated with saving files, that the past has dictated its usage — and anyone that uses something different on their software would probably create initial confusion among the user. Website conversion methods run along the same principle. Things that have historically worked — button labels, form layouts, video placement, etc. — are what the collective conscious of the planet have gotten used to. If they’ve worked for others in the past, then they’ll work for you, so don’t try to reinvent the wheel.
#3 What’s It Worth To You?
Humans are inherently lazy. You’ve probably resisted getting up from the couch to grab the remote even though it was only five feet away — I know I have. Turning visitors to leads follows that same idea. If you want a free ebook or MP3, one click will probably convert you but 20 fields of demographic information will probably turn you off. There’s a difference between a second of commitment and 10 seconds or a minute of commitment. Whether it’s money or time or effort, users want minimal investment for maximum reward. So when you’re dangling free ebooks or mailing lists or other takeaways, make it as quick and painless as possible. Humanity, in all of our laziness, will thank you.
#4 Big Shiny Buttons
Websites tend to have many different possible actions. There are menu links, sidebar links, slider links, and content links — so how do you promote visitors to leads with all of those links? A smart website conversion method is to identify each landing page’s 2-3 preferred clicks and make those very visible and very accessible. Think “big shiny button” visibility. That leaves all of those other links available for people who want to explore but the critical calls-to-action are very easy to see and very easy to click on with prime association.
#5 People Like People
People like looking at people, and not just beautiful celebrities. The human eye is naturally drawn to a human face to study its emotion. It’s in our nature. One of the most powerful website conversion methods takes advantage of this instinct. By integrating clear images of people with your main message and call to action, you will naturally draw attention to then. The more attention, the more exposure and the shorter the bridge between impression and conversion.
Without a solid website conversion plan in place, your website visitors to lead conversion success will be limited. Start by adding these these five methods to a few pages of your website and see if they make a difference.
What website conversion methods have worked for you? Let us know by filling in the blank.