Unlocking the Secrets of Achieving Higher Lead Quality and Conversion Rates

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When business owners talk about attracting leads, the conversation usually revolves around generating as many as possible. Of course, some marketers might mention lead quality. That's understandable: Getting more potential customers knocking at your door sounds like a no-brainer. After all, who wouldn't want higher traffic, right?

However, driving more lead quality results in higher conversion rates.

Lead quality is key in determining the success of any campaign. There are many variables that go into forming an effective lead generation program, but once you've established these elements, then all that's left is boosting conversion rates on your landing pages.

Here are some tips for achieving higher lead quality and conversion rates.

Focus on the customer

The biggest mistake businesses make with their marketing is to focus on themselves and what they can offer people. Businesses need to focus on their potential customers to create a complete digital marketing service experience. You should always put yourself in the shoes of your target audience before developing any digital content, whether it's an article, a blog post, a video, or images for social media. 

Achieving Higher Lead Quality and Conversion Rates

What does this person want? What are their challenges? How can you provide a solution?  

Sometimes it's easy. If someone is looking for an air conditioning service, chances are they're going to be open to clicking your call-to-action because they know what they want, and the solution is straightforward. 

Other times it's less clear-cut if someone has been searching for "holidays in Shanghai". How do you make sure that person clicks through on your ad or web page?

It may be a case of using a relevant image and including your location as one of the search results. The point here is not to worry about convincing people that they should click now, but rather understand why they would click now. Once you have that information, then you can build a marketing funnel around your target audience and really start to improve your lead quality and conversion rates. 

Email marketing is successful when it's done right

The biggest mistake you can make is to use your email list for promotion rather than communication. Your emails should be about helping the user, not selling them something else. Make sure they're relevant and provide value, by sharing industry knowledge and resources that they might find useful. 

The subject line of your email needs to stand out as well, especially if you are sending out emails with special offers or new products. This part shouldn't be overlooked because it's the first thing users see when they open their inboxes. If your subject line stands out from all the others, they are more likely to read through the rest of your email, including any adverts or sales pitches.

Personalization is another important factor behind successful email campaigns. This basically means that you should address the user directly and use their names in the subject line and body of your emails, whenever possible.

If they're getting something special just for them, then they'll be more likely to pay attention. The last thing you want is for users to feel like they're just one of many on your mailing list. 

Create landing pages that closely match your ad

This is another great way to boost conversion rates. When an individual clicks on an ad, it's because they are already interested in what you have to say. So give them exactly what they want by creating identical landing page versions of your ads. Some marketers take this one step further and create ads from pre-converted leads. 

Meaning, those who have provided their contact information on a particular topic. That closely matches the subject of the email list to which they will be sent. This gives them yet another opportunity to entice the reader to take action. You should create landing pages that are consistent with your ads. You can either do this by taking an existing web page on your site and making it into a landing page or simply creating a new page targeted at one single topic. 

Landing pages should create an impression

It is important to understand the problems that you are trying to solve for your visitors and create messaging that is focused on this need/want. If they can quickly identify that what you're offering will help them with whatever issue they're struggling with, then the chances of converting will be high. 

Landing pages should create an impression

Otherwise, if they can't see how it appeals to their wants/needs, there's no reason for them to take action. A common mistake people make is cramming too much information onto their website or landing page; keep it simple. You don’t need to include every selling point about your product/service and don't try to force a "salesy" tone.

Instead, just focus on the one or two things that will instantly grab their attention or solve their difficulty. 

Also, make your page simple to navigate. People aren't going to spend a lot of time looking at a website if they can't find what they're looking for easily and quickly, so it's important to consider how easy your site navigation is for them. Although it may take more effort upfront, investing in a high-quality website design company/professional could end up saving you money as well as increasing the lead quality as visitors are more likely to stay on your site longer, and could also result in a higher conversion rate. 

Optimize your website for relevant keywords

When you develop a well-defined keyword map, a number of things begin to take place: You stop ignoring the obvious keywords that generate potential leads and revenue for your company. You become laser-focused on targeting those high opportunity keywords where you can score big marketing victories with your PPC campaigns.

The amount of time it takes from the initial discovery process until you're actually running highly targeted campaigns significantly decreases due to your newfound focus.

In addition, this newfound focus will eventually help grow the overall volume of qualified leads and customers through improved lead quality and boosted conversion rate optimization efforts, since every single page on your site is properly optimized for relevant search queries. And finally, having a well-defined keyword map will help you to easily integrate all existing traffic. 

Leverage social media

It's a well-known fact that more people are turning to Facebook, Twitter, YouTube and other social channels for product information before making their purchase decisions. The problem is most companies aren't leveraging this trend in order to foster higher quality leads or increase conversion rates.

social-media-platforms

Let us get a background. Salespeople of old relied on door-to-door sales, cold calling, print ads and even billboard advertising to generate leads. Many still do. The problem is these methods are about as effective at generating quality leads today as they were in the 1950s or 60s when they first came into vogue. For example, according to the Direct Marketing Association, 90% of all leads generated by traditional methods are wasted.

That's right—wasted! You can thank the Internet for that number. It has created a market full of "lookie loos" who research products on blogs and forums before making their purchases decisions.

Yes, door-to-door salespeople still exist, and yes, some still make a great living going from business to business selling everything from insurance policies to vacuum cleaners. But let's face it: having a large social media following or email list helps you generate more traffic to your website, which should help improve your conversion rate - but only if you can figure out how to make it work for you. 

Take advantage of influencer marketing and reviews to score more leads and higher conversion rates.

You've probably heard of influencer marketing before, but you might not know why it works so well for businesses – and how to put it into practice on your own website.

If you're a small business owner looking for a competitive advantage to level the playing field with your online competition, then this blog post is for you. If your site isn't converting as well as it could be, or if you're just not getting enough leads from search engine traffic – then influencer marketing and reviews could help fix that.

Influencer marketing uses word-of-mouth to generate leads and sales. In a nutshell, it's about leveraging the power of relationships between real people as an advertising channel to influence behaviours.

By using "influencers" – who are usually individuals with large social media followings or those who command big followings and positive reviews on popular review platforms like Twitter, Instagram or TikTok – you can: drive traffic to your website or landing page, increase awareness of your brand and increase trust among potential new customers, and drive conversions (usually through a giveaway.)

Be as subtle as possible with your call-to-action (CTA)

Link or button text so as not to come off as "salesy". This means no terms like "click here", "check out my website", etc., because those words directly convey a promotional message vs providing helpful information. Sometimes less really is more. 

call to actions

Try using phrases such as "learn more", "discover more" or even just a simple, obscure word like "here" (which triggers curiosity and is much more effective than the generic "click here").

Unlocking the secret of achieving higher lead quality and conversion rates, means you have to optimize their website for relevant keywords, focus on the pain points of customers, create an impression on your landing page, and target adding value with your emails. Which would result in earning more sales.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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