How To Increase Lead Conversion Rate


Published: | By POWR

Increasing lead conversion can have a beneficial effect on a company’s bottom line. Even those with good conversion rates could do more to improve this key statistic.

This article looks at what you can do to improve your conversion rate. For example, optimizing the collation of customer data by finding the best form builder possible that offers the best way to create online forms. Before we do all that, though, it is a good idea to first define conversion rates, so everyone is on the same page. 

Let’s start with the basics. A conversion is when a visitor on a website takes a course of action that the website owners want them to take. So, a conversion rate is the number of successful conversions a company has divided by the number of visitors to the site. This result measures how well a company is at luring customers into performing a specific action. 

Why is it essential to track this customer activity? Following the pathway of a particular activity is extremely important to a company. For instance, buying a product or completing an online form with an email address and other details are call-to-actions (CTAs) that were successful. Understanding why these CTAs worked is important to creating successful ones in the future.

Suppose a company can persuade visitors to buy something. This improves company profits. When customers visit a website and complete a form, a company has better data about them.

Companies are increasingly interested in people’s personal information to help them target specific audiences more effectively. Sending notifications straight to inboxes from a client list is a brilliant way to market. When it comes to collating personal email addresses, personal data is an excellent way of building a client list. 

What Are Good Conversion Rates?

Answering this question is a bit tricky. The reason being is that it varies substantially between sectors and industries. For example, the conversion rate that some industries target might be two to five percent. For others, it is approximately twelve to fourteen percent.  

Such a divergence makes sense to a certain degree. Some products or services will attract a particular audience or demand a specific CTA. Depending on the CTA or the size and nature of the audience demographic, the likelihood of converting a lead could be higher than with others. For instance, the conversion rate for a form asking a person for their email address versus a form asking them for many personal details will usually be higher.

Ways To Improve Lead Conversion Rates

Regardless of industry, there are several things that every website can do to improve its conversion rate. Many of the following suggestions are not rocket science, but are easy to overlook when planning a website or marketing campaign. 

Make All CTAs Obvious

When you want a customer to complete a specific action, be sure to be as transparent as possible when you ask them to do it. The chances of converting a lead are greatly reduced if you don’t clearly explain exactly what they need to do next. 

Ensuring the next steps are obvious makes getting the customer to do them much more effortless. If they do not know what to do, it simply is not realistic for you to expect high conversion rates. So, if you want them to complete a form so they can receive a weekly newsletter with your latest announcements and information, say so. Don’t hide it in jargon. 

Optimize Your Forms

So many CTAs are simply filling out a form on the website. As a result, it is highly beneficial to check that all your online forms are optimized and straightforward. It is important to make sure the form is not off-putting to your customers in the least. 

Do not design a form with a million and one form fields for the customer to fill out. The reality of the situation is, people are busy; if your form looks as if it will take too long to fill out, they won’t do it. 

Set A Clear Path

If you want your customer to go from A to C via B, you need to set that path as clearly as possible. You need to signpost the route and guide the customer along the way, leaving little room for them to take an alternative path. If you give users the chance to go several different routes, you increase the chances that visitors will choose a way that does not end in conversion. 

Strengthen Your Brand 

Conversions are often more successful when customers interact with a brand they trust and know. As a result, use your website or marketing campaign as an opportunity to sing your successes through testimonials and reviews. If you’ve won awards, make sure you highlight that to your customers. 

Testimonials are fantastic ways of emphasizing why customers should do business with you. Importantly, they are an excellent opportunity to highlight what the customer will gain by doing business with you. 

Increasing Lead Conversions For Success

A great deal of increasing lead conversions is simply making the most of all the hard work you put into a website or marketing campaign. A high conversion rate makes the investment worthwhile and underscores why a website can be so valuable. 

An online presence is a modern-day necessity for any company, but many do not see it as an opportunity. An unoptimized website leaves you susceptible to missed market shares and, ultimately, revenue and profit.

So, consider the above tips for your brand, and spend time making the necessary changes to your website. While it may take some time and planning, it will be worth the effort once you see your conversion rates increasing with each new customer.

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