Getting leads for your business is hard. Losing leads is super easy – often it’s just a case of not meeting your potential clients when/where they are ready to begin a relationship, being too pushy too fast, and/or not impressing at every step of their buying journey. So, how do we stop losing leads and how do we make it easier for them to convert?
Have a single offer
You need to highlight to potential clients exactly what action is needed for them to move forward on their journey. Too many options will lead to lost leads and confusion. If you’ve ever dealt with a toddler you’ll get this…you never ask a toddler ‘what would you like for lunch?’. It’s likely to end in all kinds of frustration and tears (most likely on your part). You ask ‘how about a ham and cheese sandwich for lunch?’. Ask for one action on your landing page/email and provide a very clear CTA to follow. Your landing page or email is the best way to promote a single offer since this is where conversions happens. Normal web pages often have too many distractions/options – think footer menus, banners, main navigation menus, social media links…
Keep it simple stupid – maintain a 1:1 conversion ratio so potential clients have no other choice but to convert or close the browser tab.
Fulfill your advertising promise
Okay, so you have a Google AdWords advert or a Facebook advert running, someone clicks through have your killer headline (your promise) but then get redirected to a landing page that has absolutely nothing to do with that headline – they’ll be gone and lost before you know it.
It needs to be all matchy matchy. Message match – provide a consistent experience meaning that your advert and your subsequent landing page have the same headline, the same copy, the same images, the same colours, the same offer so they know they’ve ended up in the right place to engage with you.
Did you know that (from Google’s data) more than 50% of mobile device users will leave a web page if it does not load within three seconds or less? Sadly, most pages load A LOT slower than that and the leads are lost.
You can quickly test your web page speed with Google PageSpeed Insights. Should your results come with a slow load time, there are a few things you can do, such as:
- Taking advantage of Google AMP
- Avoiding landing page redirects
- Compressing images
- Using single, static images instead of carousels
- Prioritising above-the-fold content
- Using browser caching
Securing your pages
Back in February, Google Chrome announced their efforts to make the internet a more secure place. Starting in July 2018, they will begin to label web pages as ‘not secure’ (actually it’s happening already but the penalising will kick off in July). Think about it from your potential client’s point of view; if you arrived at a landing page and noticed it was not secure, would you trust the business, submit your personal information, buy from them? Probably not!
Target offers to the right people
To get the most out of your campaign, you must first identify who your target audience is, and then segment your leads to best target them. This ensures you’re only showing targeted offers to the most relevant leads, and not wasting time on misplaced offers.
The chart below from Hubspot outlines the three primary stages of the buyer’s journey along with some example content for each stage. Obviously this won’t work for everyone but it’s a great place to start brainstorm your offer for the different stages of your buyers’ journey.