4 Ways to Improve Conversion Rates on Your Lead Generation Website

Posted November 5, 2015 by   in User Experience, Web Design Strategy


Conversion Rate Optimization. Simply put: getting more visitors to hand over their information, call, click, download, or buy from you.

A conversion rate, within the context of your website, is the number of visitors that go on to perform a specific action you want them to take. It is typically a percentage of visitors that make a purchase on an ecommerce website, however it is also applicable to a lead generation website. Oftentimes, businesses are overly concerned with driving more traffic to their website, when in fact, the focus should be more on converting those existing visitors into leads and ultimately future clients. After all, there is no profit in more visitors–only unrealized potential. So how do you better capitalize on the opportunity those visitors represent? By optimizing your conversion path and increasing the number of people that take the next step.

Here’s how you improve your conversion rates:

Find out why your website visitors aren’t converting and fix it.

Figuring out what’s broken can sometimes be the hardest part. A few ways to gain these insights could be to simply ask your visitors via an online survey, or track their movements and behaviors through heat mapping. It’s better to have data to inform your decisions and identify the changes you implement before wantonly changing and testing things.

Here are 4 ways you can improve your website’s conversion rate:

1 – Provide more credibility

Trust is a big deal when we’re asking visitors to hand over their information and there are so many factors that work to build (or breakdown) trust along the way. Establishing credibility at all stages of their conversion path helps them feel comfortable sharing their information with you and taking the next step towards connecting. For example, simply putting your business information on the website and in the footer tells your visitor that your company actually exists in a physical location. This actually goes a long way with many visitors. Another way to provide more trust is to add credibility badges that mean something to your target audience like logos of affiliations, associations and organizations to which your company belongs. Testimonials are always helpful, with more value placed on video testimonials than the static quote.

2 – Be transparent & honest

If you want something from your visitor, ask. Be clear about what their expectations are as well as yours. When it comes to converting a visitor, ambiguity is never a good thing. When someone expresses interest in a whitepaper download, they want to know if it will open right away or if they have to wait for an email with a link. People are impatient, after all. If they want to learn more about a service, explain how and when you will respond to them.

How will this improve your conversion rate? Letting the visitor know exactly what to expect – and delivering on that – means they are more likely to speak favorably about you later. They may even recommend you to their friends, colleagues and within their online communities. They are also far more likely to trust you in your future interactions with them.

3 – Communicate the value

People that buy from you are doing so because they like what it is they see. If a visitor wants to download a whitepaper from you, suggest other documents they might find helpful as well. If they are ready to inquire about a service, offer them case studies that help them realize the value you’ve brought to others. Cross-selling is a tried and tested sales technique because it shows you understand what the visitor wants and provide them value by expanding on it. There is no reason not to use this approach when trying to connect with your visitors and turn them into leads through a conversion.

4 – Don’t get greedy

Keep your asks minimal. One of the biggest mistakes websites make at the point of conversion is asking for way too much information. Ask only the necessary information your company needs to effectively market to them in the future. There are many other ways you can learn more about them by dynamically passing information into the form or setting up Google Analytics goal tracking. The point is, don’t get greedy with how much information you want them to provide because the more you ask the less they want to give it, particularly when you ask for information they feel is private.

Improving conversion rates is an ongoing process of assessment and adjustment.

The nature of a lead generation website should be one of evolution. By providing fresh, relevant content to your visitors they will view you as an industry resource and leader. Therefore, things will be constantly changing on your website which means you need to always be assessing and improving conversion rates. Keep these 4 things in mind as you evaluate and you’re on your way to converting more, and better qualified visitors.