Converting Visitors into Leads

It’s what most websites are created for however so many rely upon the humble contact form to turn visitors into leads which is unfortunate as contact forms rank as the lowest converting form type with an average conversion rate of 3%.

What we need to do is to create more appealing opportunities to interact with our visitors in ways that add value for them, providing education and help whilst asking for information that helps us to qualify them over time.

When we create a range of conversion opportunities for each buyer persona in this way, the overall effect is cumulative and we can see significant conversion gains.

So, using our buyer personas we can create the content that our buyers are interested in and use it to build relationships over time, your content might take the form of ebooks, email courses, newsletters, webinars and videos. The important thing is that wherever possible you use conversion forms to keep track of which stage your buyer is at in your sales funnel and make sure to keep in touch by email with the most relevant content for their stage.

There are two main ways to bring conversion forms into play, firstly you can create and use a standard conversion form on any page that includes the Jumplead tracking code, alternatively in situations where you would like to avoid having to make changes to your website you can create and manage complete hosted landing pages within Jumplead.

Conversion Forms

All conversion forms in Jumplead are created dynamically, rather than simply displaying a chunk of form HTML. This is because the system is designed with the capability of showing different form fields depending upon who the actual contact is.

When you are nurturing a contact over time this allows you to ensure that you don’t ask the same questions over and over again.

Irritating your leads and damaging your conversion rates.

The process of capturing contact data across multiple web forms and automatically personalising each form to ask your next best question is known as progressive profiling, when you add custom contact fields to Jumplead these automatically become available as form fields for your conversion forms. Easy!

When a visitor converts on your form, if they don’t already exist as a Jumplead contact they are added, if they already exist the fact that they converted on this particular form is added to their activity history; they are also then tracked as an individual with their page views, email opens and clicks being recorded as part of their history.

Perhaps more importantly Jumplead then runs any automations that have been added by you to the conversion form, so if you set the form to send you a notification or to trigger a follow up email auto responder schedule, it will begin.

It’s also possible to use your existing web forms and if you are using our WordPress plugin some popular WordPress form plugins to capture leads and to trigger automations, however these cannot take advantage of the progressive profiling capability as they are not dynamic.

Landing Pages

Landing pages provide the ability to create and manage a complete page design within Jumplead, and then add a selected conversion form. With your landing page in place you can easily add an automation to alert you when it is completed, trigger an email autoresponder for your contact or change their lifecycle stage etc.

But why use landing pages?

I’m glad you asked. There are many reasons why you should use landing pages, fundamentally they represent the point at which your marketing offers meet your potential customers and as such are a critical step in generating leads and customers. But here are some more reasons:

• Landing pages convert better. A landing page is designed to have one outcome which is the action you want your visitor to take. All of the page design copy and imagery is dedicated to encouraging the conversion.
• Increase the return on paid traffic. If you are paying for traffic then directing each campaign to its own targeted landing page will improve the return you get from your existing activity.
• Capture valuable information. Using landing pages allows you to capture important information to help you segment your contacts more accurately and provide sales with valuable information for when they are reaching out.
• Trigger automated follow ups. When someone completes one of your landing pages you can also trigger a selected fol- low up campaign specifically targeted to your leads interests.
• Control effectiveness. Landing pages allow you to quickly and easily manage page content, controlling and improving the effectiveness of your offers without having to update your website.

When it comes to creating your landing pages there are some best practices that will help you make the most of this technique from day one.

Keep your forms simple. The easier your form is to complete the higher your conversion rate will be, this is why progressive profiling is so useful, as it allows you to dynamically ask only the questions you need without duplication across forms.

Feature a strong hero image. A clean clear and memorable image will help you position and clarify your offer.

Increase motivation. Building trust with client logos and a strong testimonial will help alleviate doubt and build confidence in your offer.

Be mobile friendly. As people accessing the internet on mobile devices overtakes desk based computers landing pages should be device responsive.

Limit navigation. Limiting the navigational options on the page will reduce the choices and encourage people to take the desired action.

Keep it simple. Make sure to keep your messaging as clear and simple as possible, there should only be one option, supported by the heading, imagery, logos and quotes.

Use the right keywords. If you are sending traffic from a specific campaign, make sure that the use of keywords in your page matches with the advertisements, there shouldn’t be any sort of mismatch to cause doubt or uncertainty.

There’s some initial setup involved in adding a CNAME record to the DNS settings for your domain so that your landing pages are available on a sub domain of your domain name, for example: success.mydomain.com.

However once set up correctly you can easily and quickly create and edit landing pages completely within Jumplead without having to make changes to your own website.