Generating leads online depends to a great extent on the quality and appeal of your website. The busy internet users of today are likely to spend less time on a website and this is the time when all the energies of your website marketing campaign must be applied. Optimized images, engaging content, swift loading speeds, hassle free navigation and embedding social media handles will improve the performance of your website.
#1 Create A Micro Sites To Drive Targeted Traffic
Micro sites are small websites designed to offer in-depth information about a product, service or event. They may be used to propagate specific offers and campaigns as well. Unlike websites, they only have a few pages. By optimizing content in a very specific manner, micro sites can attract more leads.
Another great advantage with this website marketing trick is that if you are launching a new idea or product, you can test the waters before your business applies a site-wide implementation. In this way, micro sites can help in product optimisation as well. By repurposing content for a specific market, it is possible to generate more leads. There is always a debate as to the effectiveness of microsites and landing pages.
A landing page is a one page site that welcomes visitors and helps them narrow down their choices. The results may be quicker with landing pages, but microsites are more educative making them a more commonly used remarketing trick.
#2 Behavioural Retargeting
Not all visitors respond to the “buy now” implication of your marketing campaigns. Drawing a line between laid-back and manipulative marketing, this website marketing trick uses the power of analytics to appeal to users in a more proactive manner.
The website activities of your visitors can be monitored and analyzed using advanced techniques like website heat map software and other analytical tools. Behavioural retargeting is the way businesses go back to users with relevant recommendations based on their recent website activity. For example, if a user has browed for beach resorts in their last search, your business can throw relevant options to them during their next web search. Retargeting marketing works on the logic that only about 2% of visitors become customers at the first visit, and unless they are followed-up with remarketing efforts these leads are lost.
#3 Use A 2 Step Checkout Process
Online marketing thrives on the information extracted from customers. Not only customers, but information from website visitors, leads and even casual inquiries will go a long way to help understanding your target market and its demographics. The 2 step checkout process is a website marketing trick that is commonly used by ecommerce companies that are plagued by shopping cart abandonment syndrome.
The traditional checkout process searches for information based on the end of a transaction. If a visitor choose to abandon their visit mid-way, the business is clueless as to their personal information. It is impossible to remarket to them in the absence of basic information. The double stage check-out is designed to elicit some basic usable information like names and emails before the visitor proceeds to buy.
The forms used are designed to extract important information quickly. If the visitor fails to become a customer during their first browsing session, the information they have shared can be used to approach them to understand the reasons for the failed conversion and to meet their expectations next time or to cross-sell.
#4 Using Light Box Pop-Ups On Your Websites
#5 Use Lead Magnets On Your Squeeze Pages
These are nothing but attempts used by marketers to get important personal details from website visitors. Instead of designing dull and lengthy inquiry forms that most visitors do not bother to complete, these tricks try to accomplish the same thing in a subtler and more engaging manner. Also known as the process of extending opt-in bribes to website visitors, the lead magnet can be a pop-up on the squeeze page that offers something of value in return for the information shared by the user.
For example, when you enter a financial consulting website, a pop-up appears as soon as you land their web page, with the option to subscribe for their newsletter and a subtle request for your email id. Often these forms are not close ended with a yes or no, but more creative options like, “click yes, if you wish to transform your business” and “click no, if you do not want to grow your business”. Some popular examples of lead magnets are free updates, tips, notifications and templates. Many businesses have found this website marketing practise very successful in lead generation.
The rule of thumb for website marketing is to declutter text and to apply creativity. For example, instant of loading your website with bland images of your product portfolio, add pictures of your workplace, your team and even short videos which will add emotional appeal. This is the age of cause related marketing and if your business supports a cause, publicize it boldly and clearly, right on the landing page.