By Dale Hursh, President, SmartSearch Marketing
In B2B digital marketing, the #1 key to your success is converting web visitors into leads and sales.
Perhaps you’ve got plenty of web traffic. Great. But how’s your conversion rate? What percentage of your visitors is turning into leads – and customers? Unless it’s 100%, you can and must improve.
Limited time! FREE offer! Turn more visits into sales when you request a complimentary Web Marketing Plan, custom-tailored for you by our experts
Web marketing strategies that work with consumers often don’t work with B2B. That’s because B2B typically involves high-value, complex sales cycles. So your job is to convert visitors into leads – so your sales team can follow up and close deals.
In my most recent post, you discovered 5 strategies for turning web visitors into sales – sound, proven techniques to boost your leads and profit. In part 2 below, you’ll find 5 more.
6. Create a Sense of Urgency
Website visitors have short attention spans. So you need to present compelling information and clear offers that create a sense of urgency. Use offers with limited time or availability to motivate visitors to take action now. In a case study, a time-sensitive call-to-action increased response rate by 46% compared with a call-to-action that wasn’t time sensitive.
7. Continuously Test Calls-to-Action
Constantly try out different calls-to-action. In analytics, look at the navigation report for your top 10 pages and determine hot topics for calls-to-action. And test different information formats – if a white paper isn’t working, try offering a short video or hosting a webinar on the topic. By seeking to engage your visitors in various ways, you’ll identify the calls-to-action that work best.
Limited time! FREE offer! Turn more visits into sales when you request a complimentary Web Marketing Plan, custom-tailored for you by our experts
8. Offer Choices to Boost Response Rate
Your visitors vary widely – and acknowledging that will help convert them into leads. Test various offers and assets, and empower visitors by giving them choices. In one test, providing two offers increased leads by 63% over a single call-to-action.
And your visitors’ needs will change over time. Prospects early in the buying process often prefer general market information. Those further along in their research appreciate comparison charts and independent reviews. Prospects who are ready to buy want information on options and pricing, and to make contact with a sales rep.
9. Ensure Promises Are Accurate
Ensure promises are accurate and consistent. For example, a link sending visitors to a registration form should not read “download now”. A more honest statement is “register for instant access. “Also make sure your website engagement process is straightforward and simple: make it easy for visitors to give and receive information.
10. Regularly Review Analytics Data
Your analytics data – if set up properly – can be enlightening and profitable. It’s essential that you review your analytics data at least quarterly, preferably monthly, to ensure the code is intact and that you’re tracking the right information. If your analytics data isn’t set up properly, your data will be inaccurate and you’ll be making decisions based on false information.
Conclusion: the key to your search marketing success is to test, test, test… and discover what landing pages and offers work best for your target audience. Focus on simplicity, compelling information, buyer benefits, and urgency to increase your qualified leads.
Take action on the tips above, and watch your leads – and profit – grow. Be sure to enjoy part 1 of this article, with 5 more valuable tips on How to Convert Your Web Visitors Into Leads
Limited time! FREE offer! Turn more visits into sales when you request a complimentary Web Marketing Plan, custom-tailored for you by our experts
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Dale Hursh is CEO of SmartSearch Marketing with over 15 years of experience helping companies improve lead generation and lead acceleration through the full sales funnel. He has spoken at numerous search marketing and B2B Digital Marketing conferences around the world over the last 10 years.