Websites make a very effective lead generation option, if used smartly. So marketers spend a lot on driving traffic to their website via SEO, SEM, Content Marketing and other strategies. Naturally, conversion of these website visitors to leads is of high interest and importance for marketers and business owners. In this webinar, we covered simple strategies and tactics that one can use to increase the visitor to lead conversion from website.

1. How to increase
conversion from your
website
Nilesh Patel @LeadSquared

2. Land More Leads, Close More Deals

3. Acquisition vs Conversion Budget

4. Increase website conversion
• Why to increase conversion?
• Strategies and tactics to improve conversion?
• How to measure conversion performance?

5. Why to increase conversion?
• Businesses that are able to discover and engage the buyers
early in their buying process have a better chance of winning
deals
• Because you can; there is a lot of room for improvement and
improving conversion is very likely to improve business
performance
• Paid search, social ads and organic search will keep getting
more competitive and increasing your bids and budget is not
the answer
• Split testing tools are not expensive

6. Factors which affect conversions?
• Page Load
• Message and Positioning
• Layout and Navigation
• Credibility and Testimonials
• Offers & Call to action

7. Page Load
• Tools to test page load time
• www.webpagetest.org
• Google PageSpeed Insights
• These test results come with recommendations on how to go
about improving the performance

8. Sample Insights

9. Messaging, Positioning

10. Best Practices
• The value proposition should be simple to understand, a
benefit statement – what’s in it for the visitor
• Focus on the visitor – “you”
• If you are focusing on solving a challenge then your message
should communicate that you understand their challenge
• Don’t overdo the SEO – whatever you do should be invisible or
appear natural
• Remove the fluff, visitors have short attention span

11. Layout, Navigation

12. Layout
- Tried multiple tests on the layout
- The winner gave 8% increase in job application rates

13. Navigation
- Tried multiple tests on the wording of navigation menu
- The winner showed 224% increase in click through rate

14. Best Practices
• Avoid clutter
• Responsive

15. Best Practice
• Ample white spaces
• Brief copy
• Have fewer navigation items
• Avoid generic navigation labels
• Avoid drop-downs as much as possible

16. Credibility Factors

17. Credibility Factors

18. Best Practices
• Customer logos
• Customer testimonials in text format
• Customer testimonials in video
• Money back guarantee
• Verified by some authority/independent party

19. Calls to action

20. Offers

21. Offers

22. Best Practices
• Text on the CTA buttons should drive an action
• White space around CTA button to make it visible
• Offers should have high perceived value – think Godfather
• Herd effect – if you got thousand download of the offer
mention it on the landing page of the offer
• Testimonial for the offer – write what others are saying about
your offer

23. Tactics
Throw a pop up after somebody has been on
our website for few minutes with an offer

24. Tactics
- Website top bars
- Relevant offer CTAs on the blog

25. Tactics
Pop up when a visitor is about to leave/close the browser

26. Tactics
Live Chat

27. Tactics
Website Survey

28. Tools to measure conversion
• Heatmap – CrazyEgg, ClickTale
• Setup Goals in Google Analytics
• Paditrack
• With tools like Visual Website Optimizer, Optimizely
• For Landing Pages – LeadSquared, Unbounce

29. Quick Recap
• Why is conversion important?
• Strategies and Tactics to improve conversions
• Tools to measure and improve conversions

30. Nilesh Patel @LeadSquared
Thank You!