The natural progression of website traffic as a means of generating leads is quite simple and accepted in the B2B world. When people visit sites, some of them are converted to leads, while some are not. Business people have long attempted to control this system, but when you take a look at it, all marketers could really do is to “facilitate” the process – in short, make it easy for prospects.
This technique could not guarantee more conversions, because again, that is still something that marketers are still trying to put their finger on. But making it easy for interested prospects to be converted would definitely increase the chances of following through.
1. Shorten the course of action – From a prospect’s perspective, the longer the process is, the less likely I would complete it. Some people do not have the patience for having the need to click on a lot of buttons and filling-out a lot of fields in order to sign-up for something. For increased chances, minimize the questions, do not have more than 2 pages, and make the loading process quick as possible.
2. Provide social proof – Prospects may not know it at times, but social proof is a major factor in their decision-making. When people see other people supporting a brand, author, website or concept, it makes it easier for them to hop in the bandwagon. Aside from that, social proof items can also help boost your reputation among peers in the business world.
3. Position powerful, stand-along calls-to-action buttons – CTAs are the gateways to lead generation. You can scatter as many of these buttons butnot in one page – provide one or two for each page on your site, preferably one at the top and one at the bottom. How do you make it powerful? By clearly defining the benefits. Don’t just say “Sign up today”. Instead, say “Sign up today and get your free eBook”.
4. Propose a unique value – Before prospects make a purchasing or subscription decision, they ask themselves whether it would be worth it. They try to seek value from what they’re about to commit to. As a marketer, it is your duty to make that brainstorming phase easier for them by telling them the answer to their “why” questions. It’s a form of communication; it’s like letting them know – through a unique offer – that you do understand what they want and you’re willing to provide answers.