Now it’s time to start using your subject matter expertise to generate some business leads. You can offer up many things in exchange for data including:
- The eBook you wrote earlier on – if you’re following along properly 🙂
- A webinar registration
- A report such as a comparative study
- A whitepaper
You absolutely must use a landing page for this, to ensure that your visitors are focused and don’t wander off to do something else. If you need some inspiration for how your landing page should look, check out thisgreat example of a lead gen landing page.
It’s very important to remember that any request for data is a barrier to entry, and your success has a direct correlation between the size of the form and the size of the prize. Is it a fair exchange? A/B testing the amount and type of information you are requesting can yield the optimal point of friction that balances quality lead data with a high quantity of leads.
NOOB INSIGHT: Are you ever going to fax someone? Didn’t think so. Take all unnecessary form fields away and enjoy higher conversions.
If you have a page that you want to improve, spend five minutes answering the 20 questions on the conversion scorecard. When you have your final score you will have the two things you need to start testing and optimizing your pages:
- A baseline score to compare your design against (this is a thumb in the wind type checklist score that you are aiming to make as high as possible before you set your page loose on the public).
- A to-do list of items (all the ones you checked as “no” on the scorecard) to consider when creating a new version of your page.
It can be a fun exercise to have a few different people from your company rate the same page. Any differences in score will give you some good talking points (or an argument).
NOOB INSIGHT: If you are consistently scoring under 8/20 then I think you might need some expert help. Depending on your budget, you could try these fine folks to improve your conversion rates: Bryan Massey,Rich Page, Naomi Niles, Wider Funnel & Conversion Rate Experts.
It’s time to do a quick review of your site to see which areas are working and which aren’t. The most important areas of your site were defined earlier when you set up your conversion goals and sales funnels(#11). Look at the reports for each goal/funnel and watch out for the following:
- High bounce rates on key entry/landing pages
- Poor conversion rates on any of your goals
- Exit points in your sales funnels
Your goal here is simply to use your analytics software to uncover insight into the weakest links andestablish some priorities for your optimization efforts.