How to increase
conversion from your
website
Nilesh Patel @LeadSquared
Land More Leads, Close More Deals
Acquisition vs Conversion Budget
Increase website conversion
• Why to increase conversion?
• Strategies and tactics to improve conversion?
• How to measure...
Why to increase conversion?
• Businesses that are able to discover and engage the buyers
early in their buying process hav...
Factors which affect conversions?
• Page Load
• Message and Positioning
• Layout and Navigation
• Credibility and Testimon...
Page Load
• Tools to test page load time
• www.webpagetest.org
• Google PageSpeed Insights
• These test results come with ...
Sample Insights
Messaging, Positioning
Best Practices
• The value proposition should be simple to understand, a
benefit statement – what’s in it for the visitor
...
Layout, Navigation
Layout
- Tried multiple tests on the layout
- The winner gave 8% increase in job application rates
Navigation
- Tried multiple tests on the wording of navigation menu
- The winner showed 224% increase in click through rate
Best Practices
• Avoid clutter
• Responsive
Best Practice
• Ample white spaces
• Brief copy
• Have fewer navigation items
• Avoid generic navigation labels
• Avoid dr...
Credibility Factors
Credibility Factors
Best Practices
• Customer logos
• Customer testimonials in text format
• Customer testimonials in video
• Money back guara...
Calls to action
Offers
Offers
Best Practices
• Text on the CTA buttons should drive an action
• White space around CTA button to make it visible
• Offer...
Tactics
Throw a pop up after somebody has been on
our website for few minutes with an offer
Tactics
- Website top bars
- Relevant offer CTAs on the blog
Tactics
Pop up when a visitor is about to leave/close the browser
Tactics
Live Chat
Tactics
Website Survey
Tools to measure conversion
• Heatmap – CrazyEgg, ClickTale
• Setup Goals in Google Analytics
• Paditrack
• With tools lik...
Quick Recap
• Why is conversion important?
• Strategies and Tactics to improve conversions
• Tools to measure and improve ...
Nilesh Patel @LeadSquared
Thank You!
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[Srijan Wednesday Webinars] Strategies to Convert Your Website Visitors to Leads

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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.

Published in: Sales, Technology, Business
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[Srijan Wednesday Webinars] Strategies to Convert Your Website Visitors to Leads

  1. 1. How to increase conversion from your website Nilesh Patel @LeadSquared
  2. 2. Land More Leads, Close More Deals
  3. 3. Acquisition vs Conversion Budget
  4. 4. Increase website conversion • Why to increase conversion? • Strategies and tactics to improve conversion? • How to measure conversion performance?
  5. 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. 6. Factors which affect conversions? • Page Load • Message and Positioning • Layout and Navigation • Credibility and Testimonials • Offers & Call to action
  7. 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. 8. Sample Insights
  9. 9. Messaging, Positioning
  10. 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. 11. Layout, Navigation
  12. 12. Layout - Tried multiple tests on the layout - The winner gave 8% increase in job application rates
  13. 13. Navigation - Tried multiple tests on the wording of navigation menu - The winner showed 224% increase in click through rate
  14. 14. Best Practices • Avoid clutter • Responsive
  15. 15. Best Practice • Ample white spaces • Brief copy • Have fewer navigation items • Avoid generic navigation labels • Avoid drop-downs as much as possible
  16. 16. Credibility Factors
  17. 17. Credibility Factors
  18. 18. Best Practices • Customer logos • Customer testimonials in text format • Customer testimonials in video • Money back guarantee • Verified by some authority/independent party
  19. 19. Calls to action
  20. 20. Offers
  21. 21. Offers
  22. 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. 23. Tactics Throw a pop up after somebody has been on our website for few minutes with an offer
  24. 24. Tactics - Website top bars - Relevant offer CTAs on the blog
  25. 25. Tactics Pop up when a visitor is about to leave/close the browser
  26. 26. Tactics Live Chat
  27. 27. Tactics Website Survey
  28. 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. 29. Quick Recap • Why is conversion important? • Strategies and Tactics to improve conversions • Tools to measure and improve conversions
  30. 30. Nilesh Patel @LeadSquared Thank You!

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