Lead Conversion

A number of interesting questions were asked during the webinar on How to Get the Best Traffic to Lead Conversions from your Website. We were happy to see a good number of enthusiastic participants. Those of you who missed the webinar, here’s a summary of some of the questions asked during the session.

Lead Conversion

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Question 1

How to optimize the landing page for different geographies?

If you are talking about landing pages, then you could look at a couple of things:

  • You need to have a different kind of language to make up the headlines and the copy of the landing pages. That would really help because people would react positively to something they can relate to.
  • You can talk about having specific images that people of that country can relate with.
  • Currency will also come into play here. Make sure the landing page used for a specific geography complies with the currency used in that region.

This post from KISSmetrics will give you more inputs.

Question 2

How to increase traffic of my website and get a higher website page rank?

There are a lot of things you can do to increase traffic to your website. You can drive paid traffic using Adwords and Facebook ads. You can drive organic traffic and get a higher website page rank organically by writing blogs. You have to have proper SEO on your website. SEO is not just about meta titles, meta descriptions anymore. You have to write a lot of value adding content that people search for. You can use sources like Quora to actually see what are the kind of questions people ask and you can write posts around that.

This E-Book on Lead Generation Offers will give you more insights how to increase traffic of your website. You could go over this webinar recording as well.

Question 3

Should we keep landing page separate or should we build within website for search campaigns? Right now we have kept landing pages separate for search campaigns.

It would be easier to create a landing page, using one of the landing page tools, like LeadSquared. If you want to run it in a search campaign, then it should have your own domain name, otherwise Google will not accept that. Google does not allow a separate domain name (domain URL) to actually run a campaign that is associated with a particular website. So it needs to have your domain name anyway. If you are running a separate campaign, you can have a standalone page. For your website CTA itself, you can have other landing pages. It’s good that you have kept landing pages separate for search campaigns.

Question 4

We have a problem of people giving wrong phone numbers; any way to tackle this on the landing page itself?

You can setup automated, SMS auto responders to check the numbers there after your landing page fill.

Question 5

Should landing pages have the website’s main/secondary navigation?

Landing pages generally should not have navigation because it is distracting. They would drive people away from your action. Landing page is driven to a particular offer. If you want them to download an E-Book (example given below), you don’t want them to go and start reading some blog from the navigation. It’ll just kill your conversion there.

Question 6

How many redirects are too many?

You should ideally not aim at having more than a couple of redirects. When you are deciding what kind of URLs, what kind of permalinks your website should have, at that point of time you need to decide, exactly what you would like to do there. I don’t think having more than a couple of redirects would be very advisable. It would just unnecessarily increase your lead time. But if it’s completely necessary, then obviously there is not really a way around it.

While looking through different articles on the web about redirects, I came across this conversation which should be able to help you. Its says: The maximum redirects is 5.  This is a semi-official figure recommended by the IETF to limit looping – the architecture actually permits unlimited redirects.  Google (unofficially ?) implements the limit of 5. Some browsers, especially mobile/handheld ones, implement lower limits. You can read the rest of the suggestions here.

Question 7

Is it a good idea to ask the customer to sign up first or serve them (give them something) and then get the sign up?

You cannot serve each prospect individually before you get a signup. It won’t really be possible for you bandwidth-wise or resource-wise. However, based on your business you can have an offer that your prospects would attach some value to. You can offer something for free. If you are offering a product, give them a one-week free trial. If you are offering a service, give them a case study. That way, you will get their details. Later, you can get them onboard by using lead nurturing like sending timely, relevant emails, etc. You don’t have to get them to sign up for the offer straight away. They may not be ready.

Question 8

Do e-commerce websites need to update daily? If not, for how many days is it good to update banners, etc.?

Changing your e-commerce website very frequently is not a very good thing. Those people who regularly visit your site are used to a certain kind of navigation. They would not want unnecessary hassles again and again. If you do the changes very frequently, then also it can get really irritating for people.

So once you are going to do that test, you have to decide what exactly you want to change, make that change, setup the test, and derive whatever knowledge you can from them and then implement it. If it increases your conversion rates, good. After sometime if it doesn’t, you can run another test. But unnecessarily, without testing, changing the structure, changing the navigation again and again is not advisable.

Question 9

What is the difference between landing page and normal webpage?

Your landing page would have only one specific offer. Landing pages would generally be driven through certain campaigns, like Adwords campaigns or Facebook campaigns or even maybe the main CTA on your website. It would have just one specific offer and all the other elements should be aligned with that offer. For instance, if you are giving away an E-Book, everything on that landing page should be about that E-Book itself – the testimonial, the headline, the copy. However, a website/webpage would have a lot of different elements.

Here’s a landing page (focusing on one specific offer):

Here’s a normal webpage (having several offers/elements):

Lead Conversion

Question 10

Can I convert my website with old content, title meta tag and description into a new responsive website or do I need to write new content, title meta tag and description?

If your website has a good rank, if you think your meta titles and meta descriptions are making sense, then you can keep it. It’s not really necessary for you to change everything out there. If your pages are properly tagged, then you don’t really have to change everything completely.

Question 11

If my website is about web and apps services then what kind of landing page can I create and get more traffic to my website?

You have to really decide on your offer. If you give web development and app development services, you could probably give a couple of whitepapers, you could give a couple of case studies of people who have already been making use of your service. You could also have a “consultation” sort of CTA as well.

Question 12

What kind of SEO activities can we do for a Mobile site? I want to know more about Mobile SEO.

More or less, the stuff that you do remains the same. However, by making the site responsive, you have to make sure that the bounce rates reduce. If people search for something on Google, they come on your website, they bounce off. Multiple incidences of this would result in Google pushing your ranking down.

It works similarly for mobile as well. You could do the following:

  • Make sure the website is responsive
  • See that the navigation is proper
  • Have a mobile application for your site

The meta tagging more or less remains the same.

For more insights, take a look at this Mobile SEO Guide that I picked up from the The Moz Blog.

Question 13

When the visitor leaves a page, don’t you think giving a pop-up is irritating?

It can definitely be very irritating. I personally find it very irritating when that happens. But it is definitely known to increase conversions. You can run a test and take a call on that. You can also ask your users, those who are regular visitors to your website. Take a survey; ask them if they find it irritating or if the offers that you are providing are of some value. Take a look at this interesting post about pop-ups.

Question 14

Does auto suggestion in Google search affect conversion?

It will affect where exactly you show up on the website. It will not affect conversion par se but it will affect the search behaviour of the user. Google has its own ways to provide information on the search page itself, which may drive traffic away from your website because people stay right there on search. They don’t really navigate to content publishers. This is not something you cannot tackle. Write content that Google will not serve right there, even if people are using Google autosuggest. If you are writing a lot of how-to articles, then at least Google will not display those answers on the search results and you’ll still get that traffic.

Question 15

Can we put up a comparison of our product with our competitors’s product? If yes, how?

The way to do it would be to put it up on your blog because that would make it more searchable. People generally look for things like that. If they are evaluating a couple of products, they would go through different comparisons of them, different reviews of the products, etc.

  • Do it on your blog – The benefit would be that it would be searchable and sharable.
  • Create documentations for it that people can download.
  • Third-party review sites like G2 Crowd are more credible since they include reviews of customers who are using or have used the product/service. You could look for more such sites and register your product there.

Question 16

Can we still rely on Facebook to get the leads?

Of course you can. We run several campaigns on Facebook. Don’t only rely on external sources to get leads. Have your website ready for lead generation as well. This E-Book on Lead Generation with Facebook Ads will give you more insights.

Question 17

How to increase the pages/session and average session duration of a website?

This is about having a clear navigation, having a clear layout on your website. Check the individual pages to see what is going wrong there. If a particular page has more number of confusing navigation and elements, then that would probably put people off. They would bounce instead of making an effort to navigate through.

If it’s on your blog, you can use elements like related posts, etc. All of these elements like surveys will also help you keep people on the page.

Here’s an example of all the navigation elements you can use on your blog to increase the average session duration:

If you have more questions, feel free to ask them below in the “Comment” section and we will get back to you on that. You could also check out our previous webinars here.

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