In this article, we will present six strategies that can be utilised by almost any business to transform your website from a passive brochure into a continuously operating lead generation machine. Unlock the power of web design in Belfast and captivate both categories of website visitors;
Buyers:
These individuals visit your website to gather more information about your product or service with the intention of making a purchase decision in the near future. They possess a clear understanding of their requirements and are prepared to take action provided your product or service meets their criteria.
Browsers:
Browsers explore your website to learn more about your product or service, but they aren’t yet ready to make a purchase. They display interest but remain uncertain about the necessity of what you’re offering.
While it’s natural to desire more buyers, the truth is that the majority of your website visitors are typically browsers at any given time. This realisation underscores the importance of one of the fundamental purposes of your website: to collect contact information from as many visitors as possible. By doing so, you can follow up with both buyers and browsers until they eventually reach the buying stage.
Keeping this in mind, let’s delve into the tactics aimed at capturing more contact information from your visitors. We will commence with the basic tactics and progress towards the more advanced ones towards the end.
Add a General Contact Form
It is astonishing to observe that some websites still lack a comprehensive contact form. These websites, without a doubt, are forfeiting potential sales from visitors who would have otherwise submitted a contact form with essential purchasing inquiries.
Consider the scenario where individuals conduct research outside of regular business hours when making a phone call is inconvenient. In such cases, completing a website contact form becomes a simpler and more accessible means of obtaining answers to questions that could potentially culminate in a purchase.
If your website currently lacks a general contact form, implementing one is among the simplest methods to begin generating a higher volume of leads from your website.
Add Product or Service Specific Forms
After establishing your general contact form, the subsequent action involves incorporating product or service specific forms.
To illustrate, on the product or service description page, it is advisable to include a form such as “request a quote,” “request a demo,” or “schedule an appointment.” This enables the acquisition of contact information from potential buyers who express interest in that specific product or service.
Leads generated through these targeted forms generally exhibit superior quality and indicate a more advanced stage in the buying process, in contrast to leads obtained through the general contact form.
Add a Lead Magnet
Once you have implemented the initial two types of forms on your website, it becomes essential to shift focus towards capturing contact information from all the browsing visitors. These visitors, as mentioned earlier, are not yet prepared to make a purchase, and therefore, they are unlikely to request a quote or pose buying-related queries through the general contact form.
Hence, a different approach needs to be adopted, known as a “lead magnet.” A lead magnet refers to something of value, such as informative content, exclusive coupons, or access to a useful tool, which you can offer on your website for free in exchange for contact information.
Use a 2-Step Checkout Process
For those who own an e-commerce website, this method presents an excellent opportunity to promptly generate more leads.
As you may already be aware, almost every e-commerce website encounters the issue of shopping cart abandonment. This refers to the situation where buyers go through the process of adding products to their shopping carts but fail to complete the order.
In numerous e-commerce websites, the order form serves as the final step, and it is also the only form that gathers the customer’s contact information. Consequently, when shoppers abandon their carts, you are left without any means of follow-up communication. However, this can be addressed by implementing a 2-step checkout process.
Simply incorporate an additional step just before the final checkout page, where customers are prompted to provide basic information such as their name and email address. Once this first step is completed, customers are then redirected to the final checkout page to finalise the order.
In the event that a customer fails to complete the final form, you can utilise the contact information collected during the initial step to follow up and potentially close the sale.
Online Chat
I’m sure everyone is well-acquainted with the concept of online chat. There are two primary types of chat options available: Live chat and Automated chat.
Live chat involves direct communication between a live person and the website visitor. On the other hand, Automated chat utilises pre-programmed responses to address commonly asked questions from visitors, offering potential time and cost savings (although it may occasionally frustrate visitors with more unique inquiries).
By incorporating a chat option in your web design in Belfast, you can create an additional avenue to engage with visitors and effectively convert them into valuable leads.
Add an Exit Popup
Have you ever encountered a situation where, as you attempted to leave a website, a popup window swiftly appeared, presenting you with a special offer? That’s what we refer to as an exit popup.
As of the February 2022 Google update, the evaluation of desktop experiences now includes interstitials. Consequently, it has become crucial to prioritise the creation of an exceptional user experience for your exit intent popup.
Exit popups serve as a final attempt to capture contact information from a visitor who is on the verge of leaving your website, potentially never to return. For instance, you can employ a lead magnet exit popup to present a complimentary offer or an exclusive coupon.
Alternatively, you can provide the option of live chat to address any inquiries the visitor may have, or even offer a free quote or demo.
These exit popups are strategically employed to entice visitors to reconsider their departure and potentially engage further, ultimately aiming to secure their contact information and nurture them as valuable leads.
Incorporating separate exit intent popups for desktop and mobile devices is a recommended best practice in web design in Belfast. By implementing this approach, you can guarantee that your audience enjoys the optimal browsing experience, regardless of the device they use.
Seeking Further Assistance in Lead Generation for Your Website?
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