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Conversion Optimisation for Lead Generation SitesShane Cassells

Online Conversion Team

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Questions to ask yourself

1. What is a lead?

2. Are you really selling yourself?

3. Do you tell people where to go next?

4. Are your design and layout helpful?

5. Are your forms too long?

6. Can you make it easier?

7. Can you provide more support?

8. Do you explain any error messages?

9. Do you communicate progress?

10. Do you understand the value of mobile?

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What is a lead?

The Definitive Blueprint for Lead Generationhttp://www.hubspot.com/lead-generation-marketing-hub/

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Are your USPs communicated on the landing page?

• Value proposition/USPs help to distinguish you from competitors

• Keep USPs short and simple

• Test reminding users of USPs throughout the conversion path

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Call-to-action buttons provide guidance to visitors coming to your page

• Is a (limited amount of) call-to-action button(s) provided above the fold, and is it immediately clear where to click to continue to the next step in the process?

• Are strong verbs used e.g. request my free brochure, order yours today vs. order, request etc.?

• Are call-to-actions sized based on their priority?

• Is a different colour button used that lets the call-to-action button stand out?

http://www.hubspot.com/Portals/53/docs/Introduction%20to%20Lead%20Generation%20HubSpot.pdfhttp://conversionroom.blogspot.co.uk/2010/05/7-ways-to-improve-your-call-to-action.html

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Are design and layout visually friendly?

• Ensure the beginning of the form is above the fold

• If your form is quite long, break up the information you are asking for into logical groups, and give each group and field a heading

• Single column vertical forms are typically best

http://conversionroom.blogspot.co.uk/2010/02/improve-your-web-forms-and-increase.htmlhttp://www.thesearchagents.com/2012/04/8-lead-gen-form-best-practices/

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Fields• A good rule of thumb is to only ask for

the essential information to qualify the lead

• Provide users with an explanation about why you are asking for sensitive information. Use a tool tip or a question mark

• In-line with individual fields can be used too:

– Shown automatically at the side or underneath the actual field

– Shown once you click in the field

– Shown once the visitor hovers their mouse over a small icon (desktop)

http://www.thesearchagents.com/2012/04/8-lead-gen-form-best-practices/

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Do you provide users with an option to enter their postcode and find their address?

Use a ‘Find Address’ functionality minimising the amount of fields the user has to complete

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Is support provided throughout the application?• Ensure online chat, customer care lines, FAQs or request call back

forms are visible throughout the application

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Are error messages clearly identified?

• Clearly highlight the field/s that require attention, and you can even provide links to the appropriate fields in the error messages at the top of the enquiry form

• Consider using inline validation for fields such as email addresses to give immediate feedback to visitors as they are completing the form

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Is the application progress communicated?

• Breadcrumb navigation will help to communicate the users application progress

•Make your progress indicator obvious (place it just above the form)

• Add an estimated time frame it will take to complete the form

• Tell visitors what to expect next

•Don't hide a step in between indicators - visitors won't like it

•Use a combination of graphics and text, don't blend it into the background or make it too small to see

http://conversionroom.blogspot.co.uk/2010/02/improve-your-web-forms-and-increase.html

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Do you provide social proof for users? • Customer testimonials, social widgets, reviews etc. can help add

customer confidence and trust successfully helping conversion rates

http://econsultancy.com/us/blog/8151-booking-com-improving-conversion-with-best-practice-persuasive-designhttp://unbounce.com/docs/12-step-conversion-rehab.png

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Determine how mobile fits into your business strategy

Branding & Awareness

Calls toBusiness

MobileCommerce

CrossDevice

AppDownloads

LeadGeneration

SiteTraffic

UserEngagement

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Summary

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Summary

1.Unique selling points

2. Call-to-action

3.Design and Layout

4. Fields

5. Find address functionality

6. Customer care and support

7. Error messages

8. Application progress

9. Social proof

10.Optimise for all users