Every online business knows the process. Traffic creates leads, leads create sales and sales means that the company can keep on living and breathing.
So, how do you take the traffic that you are driving to your site and convert it to leads, and thereafter, sales?
In this article, I am going to take you through personal experiences of generating leads on my WordPress site and how I have managed to keep the site evolving to keep increasing the leads.
I am currently working with an e-commerce site which means that web leads are absolute gold for myself and the business.
I have had the responsibility of making sure that the site’s traffic is increased by at least 15% month on month with leads being increased by between 10 to 12% in the same period.
And in the industry I am in, it is not easy. Insurance is not sexy, it is not a fun sell and it certainly does not get a lot of return customers.
So, here are my experiences in generating those leads.
Traffic Vs. Leads
I’m going to skip past the speech on how important content is as I feel that, by this stage, we should all be on the same page?
Right, so I’m going to get stuck straight into how I make sure that every single piece of content that I put out gets tons of clicks.
It took a lot of trial and error to pinpoint just what was the kind of content that my reader wanted to consume.
But after three months of posting, watching the traffic numbers in GA, altering the content strategy and testing again, I have come up with the formula that seems to work for us. Traffic to articles has never been higher.
But now, it was about the leads!
Here is where things get tricky for me, and I have spent a long time trying to overcome this.
Over the last two years, I have realized what articles generate a high amount of traffic, and what really gets attention.
It is usually slightly controversial topics and articles about subject matter that will be directly impacting the reader.
The only problem comes in that not all of these actually convert to leads. This is where I learnt three key rules.
- Tie all content back into your site and the reason why you exist. If you need to use cleverly placed CTA’s, then do so. If people don’t realize that you are trying to use a sales pitch on you, the more likely it is that they will click through to become a lead.
- Use their feedback, social media, videos and influencers to hook the customer. To become a lead, they need to be absolutely invested in your company.
- Simplify the process as much as possible! Make it as easy as possible to get from the page that they are on to lead as possible!
CTA’s That Make You Want To Act
CTA’s are some of my biggest lead generators and I make sure that every article has at least three.
I know, everyone bangs on about those great CTA’s and effective ways of making people click through to your site.
What has been an interesting journey for me is learning what works and what doesn’t work.
- Don’t make them to sales-pitchy. As I mentioned, people pick up on that and really don’t buy into it. Be smart about tying the CTA into the written text so that it makes the reader think a bit more.
- Use images and colours, but make sure that it matches your site. If you start using a roaring pink, people will look at it, but not want to click. It’s just offensive. Keep it balanced. You want something that does stand out on your page, but in a way that still keeps the reader interested.
- Redirect the reader to a Read More. I often link to other articles, and in a different colour, indicate why they need to read more about that topic there. A great example is in every article related to insurance, I include something along the lines of “Read More about the worst insurance companies in the country here!” The link then takes them to one of the highest lead generating articles on the site! Smart right! So, if I realize that the article might just only drive a lot of traffic, I get them to go to the failsafe option!
It’s All In The Comment Section
Most bloggers/ newsrooms absolutely despise comment sections, and I, for one really used to.
I felt like I was constantly trying to tame the dregs of society and their passionately awful ideas.
The flip side of the comment section, when you are not trying to bat off someone telling you how awful your great article was, is that it can be a great source of leads.
The catch is that you permanently have to be monitoring the comments, deleting, blocking and swallowing your pride with them.
But comments could indicate that someone is genuinely interested and once they have started the conversation, you can hook them in with a redirect!
I like to answer the person back, in order to develop a sense of trust and customer involvement.
But the main thing is getting them through to that landing page where you are showing off your wares.
Redirect users from the comment section, or even from a sign-up to another page on your site!
Sneaky hint! Comment sections are absolute goldmines of the customer’s minds!
I have created a whole content calendar based simply on their comments.
You really do get an eye right into what your customer is thinking and WANTING to talk about.
Make Them Come Back For More!
As I have mentioned, content is vital. Content is king, blah blah blah. But, my challenge is to make them come back and become repeat visitors.
It is so easy to visit a site, read some great content, get something useful and then drop off. This is where pop-up opt-in forms come in for me.
I hated the concept at first! I hate those annoying blocks that take up the screen and take forever to get rid of.
So, I changed things up a bit.
I made my pop-ups unobtrusive, but still noticeable, and only visible to those who are not subscribers.
At the end of the day, if they are not buying something instantly, I at least want them to subscribe to my content.
The pop-up, therefore, slides in from the bottom of the page, asks the reader if they want to subscribe and even offers a few more tantalizing topics to give them that “oooh” moment.
Make it worth their while! As I mentioned, I watch traffic to each article with a hawks eye, and those top ranking articles are offered as suggestions.
Right, so you have now gotten them to click on the pop-up. Your next step is to get them to actually fill it out before they change their minds.
My advice; make this form as simple as possible. People HATE sharing their details online. So, reduce the stress.
One or two places in the form to fill is ideal! I ask for a name and email and the results over the last four months have been astounding.
Regular mailers then go out and I am still converting 5% of regular readers every mail into a lead!
Let’s Wrap Up
My biggest advice is to know who your customer is and what they want. Watch your site and the analytics at all times.
Test, re-test, AB test and make sure that you are always trying something new.
You need to make sure that you have not only surprised and delighted your reader, but you have captured them and converted them into a loyal customer.
Dave Schneider is the founder of LessChurn, churn reduction app. In 2012 he quit his job to travel the world, and has visited over 65 countries.