13 Apr Creating “Love-able” Lead Conversion Paths
In one of our previous posts, What Are Landing Pages – Really?, we introduced the concept of lead conversion paths. In this post we’re going to take a deeper look at how you can start creating love-able lead conversion paths for your SMB sooner rather than later.
What is a “love-able” lead conversion path?
A “Lead Conversion Path” is the process by which a business attracts visitors to landing pages that feature offer details along with a form that converts (into a known lead) and finally, redirects to deliver on the offer.
We like to use the term, “love-able” to recognize exceptional design and strategic implementation of these “paths.” We’ll dive further into that in just a little bit.
At a distance this process looks like this:
Why are they important?
Without a pre-constructed plan in place, you can’t expect to generate leads in an effective, efficient or scalable way.
By making sure that you’re creating love-able lead conversion paths, you’re developing a pattern that applies across channels. The goal, more or less, is to organize and incentivize your marketing communications by taking an inbound approach to the steps you’d like to see your visitors take when moving from visitor to known lead to happy, loyal customer.
How do I build a “love-able” lead conversion path?
As mentioned earlier, when it comes to “love-able,” we’re referring to the overall build quality of your conversion path. This encompasses everything from the aesthetics to the strategic aspects of the overall design.
As with most things that matter, there’s an art to it, so there are good examples and poor examples.
Having a clean landing page is one (crucial) way to ensure that you’re creating a love-able lead conversion for your visitors.
As you can see from the example above, we took a less-is-more approach that allows the eyes to zero in on what matters without unnecessary distraction or noise:
- what the offer is for (image/intro)
- what the visitor gets out of this (bullet points)
- where and by what means the visitor can redeem their offer (web form)
Lead Conversion Path Best Practices:
Keep your buyer personas top of mind as you carve out your paths.
If you don’t have a firm understanding of your buyer personas, your hopes of conversion are going to likely be dimmed by the fact that your strategic approach to your communications doesn’t cut to the heart of what matters for your visitors. Knowing your buyer personas is going to help you key-in on what they would want to do, see, experience or receive versus what you want them to do, see, experience or receive; there’s a big difference there that must not go unchecked.
Less is more.
As you notice from the example we showcased above, white space is embraced, the visitor has a clearly itemized way of seeing what they’re going to get and the means (form) by which they can redeem their offer stands out in a way that isn’t too loud, but just loud enough.
Another advantage of creating and using landing pages is that you can eliminate the menu bar that usually shows at the top of your website. This means less distractions or ways that your visitor could be driven away from your offer.
Make sure that your CTA’s are relevant to the content they’re featured upon.
If you take the approach of layering in another call-to-action on your thank you page, you have to make sure it’s relevant to the conversion path it’s attached to.
A good example would be:
Someone notices an SEO event being hosted by your company and registers to attend; on the thank you page you confirm their spot at this event and also offer them a guide on the most popular SEO predictions for the coming year.
A bad example would be:
Someone downloads your guide that introduces the industry you’re operating in and on your thank you page you offer them a premium account purchase offer.
Make sure your form fields & length are appropriate.
You wouldn’t ask someone to marry you on the first date (at least I hope you wouldn’t); this “rule of thumb” applies to your forms featured across your website and on your landing pages.
If someone’s signing up for your newsletter it may be best to just offer a single field where they can drop their email and move on without even being directed to any kind of thank you page.
If a person is downloading a lengthy white paper or requesting detailed product information, this is a situation where you can afford to ask questions such as what their role is within their company, their last name, phone number, etc.
Always be aware of the stage your visitor will likely be in when interacting with a given web form and landing page; your buyer personas will guide you to ensure that you’re not asking too much or too little.
Deliver on your promises (and decide how).
As mentioned before, when someone subscribes to a newsletter you don’t want to redirect them to a fancy thank you page. Your best bet here is to allow them to continue browsing your website and perhaps drop them into a drip campaign that sends out a series of emails introducing topics, events and content that may be of interest.
When it comes to content downloads, for example, you have some options. Perhaps after clicking submit you redirect them to their pdf url, showcasing the content on-screen. If you take this approach you may want to have a submitter email that’s triggered automatically containing a link to their redeemed content for later viewing purposes.
Regardless of the way you deliver on your promise, make sure you deliver. Aside from that, always think to yourself, “what should the next-step be here?” This will guide you in how to layer your CTA’s.
Use the right language.
The words that we use carry a lot of weight. What we mean by that is, know who you’re speaking to.
Certain people may take a very great liking to the word “free” whereas another group may prefer the word “complimentary.”
You know your audience best, so make sure you’re speaking their language; I’m sure you catch my drift.
Getting started with lead conversion paths can feel like a daunting process, but keep the things we’ve outlined throughout this post in mind and you’ll find yourself able to conceive and construct love-able lead conversion paths in no time!
If you haven’t already, you can get started with Leadsius for free by clicking here.
Whether you have an account or not, click below to see first-hand how you can begin creating love-able lead conversion paths for your small-to-medium business.