Conversion Rate Optimization (CRO)
The views of the author are entirely his own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
For years, power has shifted from marketers and advertisers to Internet consumers. Now more than ever, people are empowered to choose their own experiences online. They actively avoid the content of ads and instead of living according to the rules set by advertisers, they decide what to click, what to read, what to download, and what You have to buy … and what you should not.
And they have many choices.
When inbound marketing specialists like us are looking to generate more leads from our website, we need to think not only how to capture people’s attention but how to capture it in a way that makes people want Learn more from us. An intelligent lead generation strategy includes creating valuable offers and experiences that fit seamlessly into the context of what people already love and want to do online. It is the world of the consumer; We traders just live in it.
People read calls to action that say things like “Sign up here!”, As fundamentally synonymous with “We’re going to spam you.” If you recycle these same old lead generation tactics over and over again, it will quickly become white noises. But calls for action that fit into the context of what a person is already doing? It’s smart marketing.
If you want to increase the conversion rate on your website, you need to get smart and creative with your lead generation tactics. Requesting blog subscriptions and managing high quality content like comprehensive guides, ebooks and white papers behind the landing pages still works but you have to be smart about where you are offering them on Your website. And they should not be your only lead generation game.
There are many ways to be creative with lead generation to make sure that you reap the benefits of the traffic you are working so hard to get. Here are some lead generation ideas for B2B and B2C traders to try. Test them, adjust them according to the preferences of your audience and share your own ideas in the comments.
1) Put your calls to action in the natural way of people.
CTA placement can have a profound effect on the number of leads that you generate from your site. And yet, not many marketers spend much time thinking, testing and tweaking CTA’s placement to optimize their conversions. Many claim that as long as they place their primary CTA above the fold, they are good to go. (Side note: Even if the establishment of the primary AWCs above the fold is often considered a good practice, even this one remains to be debated.)
Start your CTA placement tests by putting them where people’s eyes naturally go on a web page. An eyetracking study found that when people read a web page, we naturally start looking in the top left corner of the page and then move our eyes into an F shaped pattern.
You can capitalize on this natural eye path by placing important information in these key points. Here is an example of what might look like a website:
Note how the company name is placed in the upper left corner, which is where a person would look first. The navigation bar takes spot # 2, followed by the value proposition at # 3 and the primary CTA at #
Does this order seem familiar to you? When you browse the web, you might have noticed that many of them put the primary CTA in the upper right corner – in this # 2 spot. Here are some real examples: