I’m going to concentrate on email conversions in this piece. You’re generating leads by requesting individuals to join your email list.
In most circumstances, a lead magnet or other incentive will be used to increase email subscribers. A lead magnet may be anything that your prospect will find useful, such as a discount coupon, free shipping offer, eBook, toolkit, or calculator.
I’ll go into lead magnets in more depth later, but for now, start thinking about alternative magnets. Consider your audience, product, and company strategy as a starting point, then evaluate what your visitors could find most enticing.
You’ll need an efficient conversion funnel to gain more email subscribers. It may begin with a lead magnet, but how you show the magnet will have an influence on conversions. As a result, you need a more comprehensive strategy than just creating a lead magnet and hope people would do email signups.
Let’s take a look at some of the most efficient methods for increasing conversions and quickly gaining new email subscribers.
1. Identify your prospective email subscriber
If you know your audience well, you will get more email subscribers. Create a buyer persona for each “character” who is likely to be interested in your goods or services.
Each buyer persona represents a different segment of your target consumer. You may just have one or two identities, but other firms may have tens or even hundreds.
Assume you operate an e-commerce business that sells athletic products. A adolescent consumer participating in high school athletics would have a different character than a middle-aged guy who plays weekend pickup hoops.
More significantly, you would advertise differently to those folks. Each buyer persona will react differently to various items, offers, and message.
2. Determine how your website’s visitors navigate it.
Checking out Google Analytics statistics may teach you a lot about your website visitors. A traffic report will show you where all of your traffic is coming from and what proportion of your overall traffic each referral source accounts for.
You may improve popular sites with engaging lead capture forms and CTAs based on this data. You may also provide a new lead magnet depending on the content of each separate page.
Perhaps your most popular blog piece is an introduction to landscape photography. It’s been extensively shared on social media and receives a lot of organic traffic.
Based on the website content, you know you’re attracting newbie shutterbugs, so you design a lead magnet for beginners who are interested in photography.
You might also utilize heatmaps on your website to determine where the clicking action occurs. Use that data to determine where to include essential aspects that lead to additional email subscribers, such as calls to action in your newsletter.
3. Avoid using online forms to mislead your readers.
Web forms must be simple to use and fill out. Otherwise, your website visitors would abandon them.
Marketers often inadvertently mislead their readers. Using CAPTCHA to authenticate human activity on your site, for example, may seem to be a good thing, but what if the CAPTCHA is hard — or even tough — to discern?
Furthermore, make it extremely apparent why your consumers are filling out the form. You want more email subscribers, so you’re providing a perk. Tell your readers what to anticipate in simple terms.
Assume you’re providing a whitepaper as a lead magnet. Inform the reader on how the paper will be delivered (e.g., a link on the next screen, a download in an email, etc.). There will be no misunderstandings.
The new GDPR regulations might also be perplexing. You must ask your subscribers whether they want to hear from you in addition to your lead magnet. In this video, I discuss how GDPR may affect your company’s email gathering tactics.
4. Improve your landing pages
Visitors to your landing pages may arrive for a number of reasons. They may choose an email link, a Facebook post, or a sponsored search ad.
In terms of design and content, the landing page should be consistent with the referral source. For example, if your Facebook post offers a free calculator download, your landing page should do the same.
Try to imitate the appearance in terms of both aesthetic and functionality. Using similar colors and shapes will aid in identification and will reassure the visitor that he or she has arrived at the correct page.
Did you know that businesses with 15 or more landing pages generate 55% more leads than businesses with 10 or fewer landing pages? Many firms create just one landing page, assuming that it would cover all of their areas. That is far from the case.
Track numerous metrics over time to evaluate how your landing pages perform. The number of individuals that clicked on the CTA on your landing page is shown by the click-through rate. Google Analytics may be used to monitor such information.
