For any company, a professional website is a no-brainer. Self-managed service providers are usually challenged with designing digital destinations that only look the part, but drive home conversions as well. Your online domain must do the job of converting traffic into phone calls, sales and eventually email requests for additional information. In an ideal world, it is one of the most dependable marketing tools in your business arsenal.

How do you increase conversion?

By placing a high-converting lead generation form on a landing page, you can increase sales significantly. From there on you begin to nurture the leads – convincing them to purchase your products. A study conducted by SalesForce found out that “companies that excel at lead nurturing generate 50 percent more sales-ready leads at 33 percent lower cost.”

As you already know, the main gateway between your site and a visitor is the lead generation form. But how do you ensure that you gen form is optimized for the user?

That is a big challenge for internet marketers nowadays. The BSB Technology Marketing Community studies suggest that 61 percent of B2B marketers struggle to generate high-quality leads. BSB companies are using several ‘lead capture’ strategies to achieve their goal. But no matter what approach they utilize, a lead gen form is a requirement.

Let’s straightaway dive in and learn how to optimize leads so that you can capture the majority of the visitors to your site and increase conversion rate:

1. Responsive website design

Like many business owners, Contel Bradford, an aspiring screenwriter, affiliate marketer, chose to run his website on the highly flexible and user-friendly WordPress platform. After getting mentally drained for what seemed like an eternity, Bradford finally picked a theme that was professional and simple.

According to one comScore survey, mobile internet usage garnered a 1721 and 394 usage percentage across tablets from 2010 and 2014.

Web browsing has become a norm in the digital world where majority costumers are using their gadgets to access websites and download applications. Responsive website design will ensure that your site adapts to the screen, be it on a tablet, desktop or smartphone.

2. Place the form above the fold

Engaged time usually peaks above-the-fold (ABF), therefore, placing essential elements such as CTA, forms, etc. ABF will get maximum exposure to potential customers, helping with lead capture.

Most people know that when it comes to optimizing a lead generation form, placing the file above-the-fold tends to yield results because the placement instantly draws the visitor’s attention to your CTA. In turn, this leads to great conversion optimization.

For example, Ben Hunt received 876 clicks on the top promotion when he placed his call-to-action buttons above-the-fold on his sidebar.

In the current technological age, we have lots of platforms and devices for accessing social media and web pages. Screen sizes are going under constant change, as a consequence. Users want a great experience whether they visit your landing page with their Samsung Tab, PC or iPad. The Nielson Group study found that despite the screen size, the average difference in how users treat info above-vs below-the-fold is 84 percent.

It all comes down to user behavior and social proof. How people interact with your website on the structure of your fold, and since the latter still exists, the top, middle and below folds hold your online marketing together and should be tested from time to time.

3. Analysing visitor behavior

Once you have identified the problematic areas of your website, the next step should be to seek ways through which you can optimize your online store. The process involves locating elements or areas on your main pages that hinder visitors in completing a conversion.

Visitor behavior analysis tools make these tasks convenient. By installing tools like form analyzer, heat maps and scroll maps on your website, you can identify the exact points where visitors are losing interest. Mastering these tools in 2018 will help you rectify your site’s shortcomings better, gaining an edge over your competitors.

With behavior analysis tools, you can reap critical insights like:

• Finding elements that are distracting users away from the main content
• Identifying the form fields, the contribute to drop-offs on the web forms
• Observing the depth of fold across different pages
• Discovering the key components on your main page that are getting ignored by your visitors

4. Improving the sales script

If you don’t have an already written sales script, record your top salesperson giving a mock sales presentation. Get that PowerPoint transcribed, go through it and turn it into your first version of the closing script. Next, you can slowly test out different elements of the document and see the impact on your closing percentage.

Not only will this process help you develop the best closing script to increase your current sales, but it will also cushion the loss of a key salesperson as a good degree of their knowledge will be stored in a written script, not just at the end of one key sales expert.

5. Risk reversal

Are you confident that your service, once correctly used, will provide great value to the consumer? Why should your customer hope for your product to fit their needs? Put yourself on the line by guaranteeing certain results to your consumer base.

For instance, mauimastermind coach qualified business owners to guarantee a 200 percent return on investment regarding additional operating profit, or their service becomes free. One of the mastermind’s CPA firms promises to help a client realize twice the cost of their tax services for every customer’s first tax return in a year. If they don’t help you save twice their fees the first year, you don’t pay anything for their service.

6. Personalization

Even though the term ‘website personalization’ has become quite a buzzword across the internet, it is still being ignored by the majority of the marketers. The Exact Target report mentions that only around 29 percent of marketers are investing in website personalization.

Whether you have a SaaS website, a blog or just an e-commerce store, offering highly personalized content to your customers will significantly improve the overall experience, and thus, the conversions. Companies that offer website personalization report at least a 14 percent uplift in their sales.

For a business to handle site personalization efficiently, you be must be aware of all types of users that visit your website. The HubSpot Blog, for example, offers specific content catered to three major segments of its visitors such as agencies, sales professionals, marketers.

7. Employing video marketing

Incorporating relevant videos on your site and other connected platforms can help you convince your users better, and hence, boost conversions. Video helps a great deal in educating the consumer base about your service and product, without forcing them to go through oodles of text.

Videos are capable of providing interactive, valuable and visually appealing content to users, despite being brief.

Versatility is, no doubt, the best part of video marketing. You can develop a variety of videos for a wide range of content types such as demos, product videos, testimonials and more.

Video marketing has become feasible for a lot of businesses with the availability of many video making tools. The method is perfect for social media channels as well. As a marketing medium, the video is popular with Facebook and Instagram users. Now twitter also allows video publishing on its platform, giving video marketing push also.

All in all

In a nutshell, there are plenty of ways to improve your site conversion rates and sales pipeline management. Some processes just need more effort than others. Try the seven strategies mentioned above to get your checkout pages up to speed. You should be able to implement some of these within minutes.