Strategy · Marketing

What is the best strategy for turning website visitors into leads?

Arpi Narula Quality Analyst 3 at Wells Fargo

November 22nd, 2016

We run a small online shop and we have quite a lot of visits per month. We advertise through Google Ads and for months now we are hoping to turn some of our website visitors into leads but it is not happening. At least not at a rate we expected. I guess that most of the people find these online shops annoying but then again I see that some of them are doing really well. Is there some better way to target your visitors having in mind that we can’t afford some big campaigns? What is in general the best strategy to turn website visitors into leads?
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Stephen Flood Chief Executive Officer, Goldcore Limited

November 22nd, 2016

Really great advice above. This is a universal task that is solved iteratively. Google adwords needs to be used sparingly and with great focus and forethought. I would start such a campaign as the last task, until you get your web interface and landing pages up to scratch. 

The key is to communicate in the simplest of terms the value you are providing. You also need to have the leanest of on-boarding - only ask the most essential questions in your forms in order to secure the sale. Make it ridiculously simple so a very non technical person can intuitively pass through the process. Your site should load fast, 2 seconds or less. Consider using Hotjar and watch your users sessions so you can see where they go and where they do not go. Talk to your clients, know inside out what their objections and objectives are and always speak to these in every communication. Work with a great UX person and simplify simplify simplify.

Dimitry Rotstein Founder at Miranor

November 22nd, 2016

First of all, you're not using the proper terminology. A lead is a potential customer whom you know how to reach. Your visitors are already your leads (and very good ones - you're in direct contact and they're obviously interested in your offer). What you're really asking, I'm guessing, is how to convert visitors into (paying) customers, i.e. how to increase conversion rate.
That's a very large and complicated matter, which depends on the product and the target audience, and there is no universal answer.
That being said, if your conversion rate is too low, then one (or more) of the following is probably true:

1. Your product just isn't good enough - it doesn't provide the value that the ad promised. Try to understand how to change your product to make it better, valuable, interesting.

2. Your ads are not properly targeted. You will need to understand who your likely customers are, and target the marketing effort accordingly. AdWords is not a good channel to start from - to understand your audience properly you will need a more personal marketing approach, actually talk to customers, interview them, watch them use your product, try to understand what they want. Then, and only then will you know how to target an ad by appealing to the right customer segment.

3. Your revenue model isn't efficient enough. Perhaps the conversion rate is not the problem. Even if a conversion rate is only 1%, it's still good enough, if each customer pays you enough for 300 AdWord clicks (using the standard 3x multiple). If they don't, then maybe you could change the revenue model to get them to pay more (it's often easier than you might think).

Rustam Abdullaev Junior Marketing Manager at QArea

November 24th, 2016

Hi Arpi,

As usual, over 80% of qualified leads prove to be not ready for purchases. No doubt, your conversion rates also show that most people visiting your site are merely browsing and not ready for purchases, though down the line, they may be.

Capturing the users’ information with a bit of some gated content, for instance, you could set up a range of communications built to lead them through the process of buying.

You can find more usefull information according your question in this article.

Best,
Rustam. 

Kaveh Golabi Change Maker

December 12th, 2016

Well there are many techniques. Its hard to give advice without knowing what you are doing. But your campaigns should be organized in groups with bids different per group or even keyword and you should have relevant and dynamic landing pages. I would say if you couldnt get it profitable on your own then hire a PPC company to help and see if they can make it work. If they cant then you know that this isnt the best venue for you. They should also take a look at bing and facebook. If they are pros they should be able to give you some direction. And if they cant save you then you know that either you need to stop adwords or you need to revisit when you have a more compelling product. They generally charge a percent of spend with a minimum every month. I taught myself PPC years ago and built campaigns starting with 300 dollars and ending with 60,000 per month. So its possible to learn what you have to learn. Years later instead of doing it myself I brought in someone who was much better and on the ball and for a different company of mine he was up to 600,000 in spend. Im sure he brought more money to the table than I would have been able to...and I had no desire to jump into that world full time like he was. The fact that you are in India, you should be able to find plenty of affordable people who want to help you. 

Chris Hill Global Marketing Leader and General Manager - Mobile and Wireless

November 22nd, 2016

Add a bunch of Call-to-Actions on your website. Give people a reason to provide more information - capture e-mails and phone numbers. Give away electronic "how-to" guides, industry whitepapers, something - anything of marginal value.  Build an e-mail list (opt-in for sure) and mail offers and information - not too often. Get feed back from existing and potential customers - why are they buying or not buying. Run some surveys (survey monkey is free), give away some Starbucks cards to get information and feedback in return.

Dimitry Rotstein Founder at Miranor

November 22nd, 2016

Stephen Flood is right to point out yet another reason for a low conversion - some kind of an unintentional obstruction in the conversion process. It could be some kind of a technical or conceptual difficulty, for example. To find it you need to observe the visitors to see if they get stuck at some point. The best way of doing it is actually sitting next to users and watching their sign-up process live (physical presence is always best, but screen sharing also works). The next best thing is to use some usability testing services (google it), or to ask for feedback from bounced users (if possible), or to separate the conversion process into steps and measure conversion at each step to find out where the users get stuck.

That being said, such technical conversion constraints are not crucial in most cases - it's important to remove these constraints to increase conversion, of course, but the increase will usually be a few percent, tens of percents at best. Still, that's important, but not at the early stages.

Shreyansh Surana Senior Manager - Marketing at Agile CRM

November 22nd, 2016

Hi Arpi Share your website, I may be able to help you out with few recommendations. Thanks

Tyson Isham Digital Marketing Consultant, Founder, Business Strategist, and Content Creator

November 22nd, 2016

Collect emails and test collecting phone numbers

Kim Albee Marketing Automation & Content Marketing Strategist

November 22nd, 2016

Hi Arpi- think about the problem your product/services solves for your target audience. Make sure you define your perfect potential customer tightly. Then put together content that will help them think about that problem differently... just a tiny step, like a simple assessment or checklist or guide.  Create a landing page just for that with an opt in form and drive your Google ads to that page. Also might be good to try Facebook ads. 

For help assembling a content strategy check out my free workshop at https://contentzapacademy.com - only available for another week. 




John OHanlon Owner of Banks Printers

November 22nd, 2016

Hi Arpi, what is it you are selling? Specific products need specific clients.....which means you need to have a specific advertising campaign... John *Banks Printers * John O'Hanlon, 13 Church Road, Banks, Southport PR9 8ET Tel/Fax: 01704 229697 Home: 01704 232620 Mobile: 07717 518167 banksprinters@gmail.com www.banksprinters.com