According to the State of Inbound (2016) report from HubSpot, the main focus of marketers today is converting visitors into leads and customers.
What about your focus? Are you concentrating on maximizing your lead generation efforts?
65% of companies say their greatest marketing challenge is generating high-quality traffic and leads that have the potential to turn into long-term customers.
This may sound surprising, given the multitude of tools available out there. But it does reflect one crucial aspect that is often overlooked: it’s not just marketing tools that have become smarter, but clients as well.
In today’s marketing world, it’s no longer enough to use the basic lead-generation techniques such as newsletters, CTA buttons or paid ads. To truly stand out and expand your customer base you need a more complex approach and out of the box solutions that don’t get lost in the marketing noise.
Why businesses fail in generating high-quality leads
A simplistic analysis would say that the lack of traffic is the main culprit behind the poor conversion rates of a website: your online business doesn’t attract enough visitors, therefore, the number of leads and customers is also low.
However this is not always true, and from our experience, we can say that the main killers of the lead rate are:
- the lack of insights
- the lack of personalization
- the lack of persuasion
Let’s briefly analyze these issues, then see what businesses can do to improve their conversion rates and generate more qualified leads.
Although most marketers do watch the traffic numbers in their analytics dashboard, 95% of the traffic is unknown and lost. From those visitors, only 84% can be recovered using remarketing. From the 84% recovered, only 5-10% will convert; the remaining 90-95% will leave the website without doing any profitable action because of irrelevant content (sources: Wordstream, Marketing Sherpa).
An average conversion rate of 5% is quite common, but it’s far from being satisfactory. From these leads only 20% open the marketing emails they receive and only 2-3% click on links that redirect them to landing pages, for further profitable actions (source: Mailchimp). Another percentage of this traffic will be lost as a result of poorly optimized forms on landing pages, so it becomes quite obvious that it’s not the lack of traffic that kills conversions and leads.
Data analysis and interpretation represent pain points for a lot of businesses and marketers. To avoid reading through tons of lines of data and numbers, a great percentage of marketers prefer to stick to the standard lead-generation approach instead of digging deeper and addressing the real issues behind poorly converting websites.
In the classical approach, from the total traffic, around 84% is remarketed, and from this, only 8% is engaged. At the end of the funnel, 1% converts, while 7% is lost.
The lack of personalization is the reason your content fails in engaging returning visitors and leads. If you did manage to successfully remarket most of your initial traffic, you have to put in the effort to create content that converts. Otherwise, you’ll have good traffic and conversions but unsatisfactory sales and profits.
The good news is that with a smart lead-generation approach, you can get an extra 4% more leads from the same traffic. Here’s how:
Maximize your lead generation with this 3-step approach
Bridging the gaps in your current lead generation strategy can help you get more leads and customers. Here’s what you need to do: first, understand why people leave your website, and address their complaints or objections in real time. Then, personalize your content to make it relevant to the next visit, and third, optimize your forms using buyer personas.
It may already sound like a lot of work, but Omniconvert offers you an out-of-the-box lead generation solution that takes less than an hour and can be implemented without IT assistance. Here’s what our 3-step approach consists of.
1. Real-time objection treatment with exit surveys
Analytics gives you limited information with regards to the lost traffic.
However, with exit surveys, you can find out why people are living your website, and you can address those issues right away with real-time objection treatment.
Are they living because they didn’t find what they were looking for? Or is it because the information wasn’t clear enough, or they didn’t feel the website is secure enough?
To be able to recover the lost traffic, you first need to put yourself in a position that allows you to understand the specific reasons visitors didn’t perform the expected actions.
A solution for this is using exit surveys.
On-exit intent surveys with lead collectors can help you treat the objections of your prospects in real time and get more information from them to close the deal for the sales team.
Real-time surveys done right on the page the visitor is on allow you to understand what else prospects need to turn into customers. You can add these surveys on product and landing pages or on selected pages with high exit rates.
The surveys will give you insights that can be further used for A/B testing for the marketing team, and can help you determine what to remove or to add to your pages, how to adjust the copy or how to tweak the design to match customers’ expectations better.
2. Be relevant at the next visit using personalization
Not all visitors answering your exit intent surveys will convert, but you can remarket the lost ones through highly personalized landing pages, crafted for each buyer persona detected in the previous step. You will, for sure, determine some patterns and common concerns after running the exit intent surveys for several weeks or months. Those can help you refine your buyer personas and remarket them in a smarter way.
This doesn’t mean you should abandon classic remarketing, as that marketing solution is still useful and efficient for converting visitors who don’t interact with the exit intent surveys.
But you can use remarketing in more ways.
For example, by retargeting the visitors who do answer your surveys you can increase the conversion rates of the most profitable traffic segments while driving interest into your products and transforming the top of the funnel leads into qualified leads.
Personalization allows you to display content and to offer a solution that addresses specific objections and needs. On the other hand, non-personalized content offers the same solution to everyone regardless of their problems. The former approach can help you get up to 25% more leads from the same traffic.
3. Optimize your forms based on buyer personas
After going through these two steps you should already be generating more leads and redirecting people more efficiently to your landing pages. However, there’s one more thing you need to do to convert leads into customers: optimize your forms.
This requires you to test the forms and see what works and what doesn’t. Maybe the copy or offers aren’t enticing enough for people to buy, or maybe the design is too crowded. Testing your forms and optimizing them based on buyer personas helps you increase the conversion rates, increase the open and click-through rates of your emails, and get more returning and engaged traffic to your website.
By A/B testing and optimizing their contact form, Telekom managed to get 30% more leads from the same traffic. You can read the full case study here: How Telekom got 30% more leads with form A/B testing.
This 3-step strategy is more complex than the classical approach and can be regarded as more expensive and time-consuming, but can also be done in a time-efficient manner with the right tools.
Omniconvert is the world’s first integrated conversion rate optimization platform that enables you to give a voice to your customers, run A/B tests and optimize your website based on solid data. You can also deliver personalized messages that matter to a highly targeted audience, and interact with the right public through segmentation.