43 Lead Generation Tips To Boost Conversion Rates

If you have an online marketplace, one of your biggest concerns is how to generate leads that will convert to sales.  Don’t deny it, because if you did – you’d be lying.  The existence of an online marketplace means that you’re interested in making money, and money comes from good leads that turn into good customers.

So how do you get people to visit your site, learn about what you’re selling, and buy it?  Oh, and it doesn’t matter whether you are selling information, ideas, products, or services – you are still marketing something and you still want someone to pay for it.  Generating leads isn’t as simple as creating your site or landing page and watching the dollars come rolling in.  You do have to work for it.

Here are 43 tips for online lead generation that will help you get traffic to your site:

  1. Use engaging, valuable, original, and informative content on your landing pages.
  2. Be creative and specific with your calls to action.  (“Click here” or “contact us” are SO boring; use relevant anchor text so you can boost your SEO.)
  3. Your landing page has about 5 seconds to keep your visitors’ interest.  Make those seconds count.
  4. Don’t put anything above the fold that isn’t vitally important to what you are offering (whether you are offering a product or service for sale, a newsletter to sign up for, a publication to download, or something else entirely).
  5. Give your landing pages short and high-impact headlines that snatch a visitor’s attention.
  6. Don’t ask visitors to BUY anything; tell them how what you’re offering can help them solve a problem, meet a need, or accomplish a goal.
  7. It’s not about you, it’s about your site visitors.  Keep yourself out of the equation.
  8. Prove your credibility.  (Don’t ask me how – that’s for another blog at another time!)
  9. ALWAYS have a landing page for whatever you are marketing.
  10. Avoid generalities (“it’s the best”) and be specific about why yours is better than your competitors.  Consumers already know that companies think their products and services are ‘the best’ – so you need to dig deeper and specify what, exactly, about your offering is superior to that of your competition.
  11. Provide content (articles, information, etc.) on your site that have nothing to do with selling at all.  This content should focus instead on letting people know that you are an expert in your industry or that you are the most knowledgeable about the product, service, or idea you’re marketing.
  12. If you ask people to fill out a form, give them a good reason why they should.
  13. Your landing pages should be very minimalist.  Avoid any links, information, or content that is not 100% focused on convincing the visitor that they need to take action NOW to obtain what you’re trying to give them.
  14. Do not use descriptive words for your products or services that are already overused.
  15. Do not use technical jargon or industry buzzwords.  The average person will not understand them and will therefore not understand what’s so great about what you are offering.
  16. If people fill out a form, reward them for it.  This can be with a discount, promotional offer, free newsletter, or anything of some ‘value’ that makes it worth your visitors’ time to complete your form.
  17. Locate sites that offer products or services that would enhance yours if paired together and arrange a mutually beneficial linking strategy.
  18. Do not hide your calls to action in your web page design; they are meant to stand out, so make sure they do.
  19. Less is more when it comes to landing page design.  Really.  Less is more.  Start chanting that.
  20. Monitor the ways in which people reach your site (referrals, direct URLs, search engines, etc.) and capitalize on those methods.
  21. Create landing page keywords that are extremely specific to what you are offering.  Long-tail keywords work most effectively for this strategy because they narrow down the pool of searchers to those that have a focused and specific interest in your offer.
  22. Use keywords that are designed with “real world” usage in mind.  Make sure your keywords reflect how people enter words and phrases into a search engine.  In other words, select keywords and phrases based on ‘conversational’ choices rather than ‘algorithm’ choices.
  23. Never link your calls to action to your home page.  Your CTAs need to go to very specific landing pages that contain very specific offers.
  24. Create a blog, post to it regularly, and link back to your landing pages where appropriate.
  25. Be chatty about the benefits of what you are marketing.  If your product or service has several fantastic features that totally set it apart from the competition, say so.  Be specific.  (But don’t include your greatness when it’s the same as your competitions’ greatness.)
  26. If you can do so, let your visitors know how many other people have downloaded, purchased, obtained, or contracted the products or services you are selling.  If everyone else is doing it, why shouldn’t they?
  27. Use your blog to increase your credibility as an authority or expert on what you’re selling.  (This builds trust and trust makes sales.)
  28. Sign up for as many quality affiliate marketing programs you can find.
  29. Create something that is the “first and only” and let people know you’ve got it and they can get it, too.  Exclusivity is a great motivator for many potential consumers.
  30. Use e-mail as a marketing method (but don’t spam!).
  31. Offer things that are exclusive, rare, or in high demand.  This ties in slightly with #29 in that exclusivity can motivate people to engage with your calls to action and/or enter your marketing funnel simply to have something that no one else does (or that everybody else wants, in the case of ‘high demand’ offerings).
  32. When you do create engagement through an online form or sign-up page, redirect the visitor to a “thank you” page and add more information on that page than just your appreciation (put more CTAs, product data, freebies, etc. on it).
  33. Make use of “free” in what you offer – free trials, free subscriptions, free newsletters, etc.
  34. To compel a more timely decision, add “limited time” to your offers.  Along with creating offers that are in high demand or exclusively available to a select few, a time limit can inspire action for some people simply because they do not want to miss out on something.
  35. Use multi-staged calls to action.  People go through different stages when they are contemplating a purchase, and if you multi-stage your CTAs, you are progressively directing their decision closer and closer toward a final YES.  This strategy can also help you overcome those indecisive consumers who fall out of a sales funnel, abandon a shopping cart, or simply choose not to make a choice until they have been pulled farther along toward the action you want them to take.
  36. Place calls to action everywhere you can (but don’t make them “used car salesman” obvious or make your web page look like a carnival freak show), and definitely put them above the fold.  For how NOT to place CTAs, visit Ling’s Cars (and prepare for bleeding eyes).
  37. Don’t use deception between what your call to action says the visitor will be seeing on the landing page and what they actually see.  This will instantly destroy your credibility.
  38. Include social sharing links so people will spread the word.  With social media playing a significant role in the online lives of many people these days, providing social sharing options allows you to obtain greater visibility and audience saturation simply through ‘word of mouth’ advertising.
  39. Don’t offer more than ONE thing on each landing page.  Restricting your landing page content to a single subject or offering will ensure that your visitor’s focus is on exactly what you want it to be on; also, if you present too many pieces of information at one time, it’s very likely that your visitors will make no choice at all.
  40. Keep your online forms short and sweet.  The more information people have to give, the less likely they are to give it.  (See #12 and #16 for more tips about online forms.)
  41. Don’t use the default SUBMIT button for forms; make it creative and make it specific to what they are going to get when they do complete the form and submit their data.
  42. Add customer testimonials and references when and where you can.  These types of information let your visitors know that other people have already taken advantage of your offering(s) and are glad they did.
  43. Test your different methods of acquiring leads frequently and discard those that aren’t working favorably.  Regular testing of your lead generation methods will help you redistribute those that work well, refine those that seem to be missing something, and either completely revamp or remove those that aren’t generating leads at all.

One of the biggest things to consider when marketing online is that your leads do not always come from the same source.  One person may come directly from a referral link on another industry-specific website while a different person may arrive at your landing page because they used certain words in a search engine query.  Make your lead generation techniques as diverse and varied as the people who will be finding you, and always – always – give them quality, information, relevancy, and appealing content FIRST.

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