Understanding how inbound leads are generated
The buyer’s journey is a model used in inbound marketing strategy to describe the stages a customer goes through from a stranger to a customer and on to a promoter. The conversion process is a term for how you get people to go from being visitors to your site to leads for your business, moving them along the buyer’s journey. Today, we’re going to be looking at how the conversion process works, particularly as it pertains to Growth-Driven Website Design.
Stage 1 Call to action
The call to action is where the process starts. At its simplest form, it is an invitation for the visitor to experience more of your content. It is a button offering a subscription to your blog or newsletter. It is a link at the bottom of an article showing the ebook you have written on the same topic that goes into greater detail. It is a little button that says “Click here for more!”
Stage 2 Landing Page
When a visitor has clicked on your call to action, they are taken to a landing page. This is a simple page that tells your visitor what it is they are about to sign up for. If they are purchasing an ebook, it tells them the title, the price, and all the other information they will need. The information should be presented in an easily understood and quickly absorbed fashion. Bullet points are good for this. All of this is still before they have confirmed they wish to continue.
A Quick note about your landing page is to keep it simple. You don’t want to have extra links or unnecessary information on the page. This is not the place to try and sell them more stuff. Ideally, the page should be simple enough that no scrolling is required.
Stage 3 Form submission
The other important thing you want on your landing page is a form. This is a way to get information about your customers. This can be something as simple as requesting name and email address, or as complicated as asking how they found your website and what they liked. More information is better, with as much detail as possible.
This information serves two purposes: it allows you to make sure they get the service or product they are signing up for, and it gives you marketing information you can keep track of. Do a large number of visitors to this landing page like the colour blue? Then perhaps you should take that into account.
Stage 4 Thank You Page
After you visitor has become a lead and confirmed their purchase or subscription, you then want to redirect them to a thank you page. As the name suggests, the main purpose of this page is to thank your lead for their support. A simple thank you message is all that is needed. At this point, you can feel free to include links to other products and services on your site. They have stepped over the threshold, and so you are free to offer them more content. Remember, It’s a good idea for the links on the thank you page to be for things related to what they just signed up for.
Another quick note, if the service the lead has signed up for will take a certain amount of time to happen, be specific about the time. Don’t say “your free trial will arrive soon” but rather “your free trial will arrive in five business days.”
After all of this, you have transformed a visitor into a lead. They have demonstrated an interest in your content, and a desire to see more. They may even be looking at the services on your website. They are well on the way to becoming a customer. Well done!