Online Lead Generation provides advertisers with qualified prospective customers by collecting personal data from consumers who have expressed an interest in a product or service. This can be in the form of a request for a call back, a brochure, a free trial or for more information. Below are ten top tips which we have tried and tested across various sectors including automotive, FMCG and health and beauty. They have proved invaluable in running a successful online lead generation campaign, and in converting prospective leads into sales.
Establish what you want to achieve
Establishing your objectives from the outset seems obvious but is often overlooked. It will ensure that you get straight to the point and keep the message simple. The aim of a lead campaign is to grab the consumers’ attention and get them to express an interest, the sales process comes after this stage.
Add a compelling offer
Offer an incentive, such as a discount or free sample, to encourage users to sign up and convert.
Provide simple creatives
Your banners and email creatives need to communicate exactly what action is required of the user, without using too much text. The call to action should be clear and stand out, for example “Book a test drive” will convert into a lead better then “Find out more information”.
Keep the process simple
The data form should be clear and concise and appear above the fold. This will ensure that the consumer can navigate easily and minimise leakage. Removing company contact details, such as telephone number, and restricting the sign up process to one page will help conversion rates for publishers and in turn the success of the campaign.
Concise content is key
We all know that consumers scan offers rather than read them in detail. So ensure all the information is easy to digest, keep it to a minimum and avoid long paragraphs as these will most likely be overlooked. Make sure you outline the offer and its benefits, using bullets points and bold key words, as it only takes a few seconds for the user to decide whether or not to fill in the form.
Remove extra unnecessary links from the landing page and email creative as this will reduce conversion rates and encourage consumers to navigate away from the sign up process. Once you have the user contact details, you can request more information from them directly.
Don’t go OTT on data collection
Only collect the information you really require. Too many personal questions will result in a high drop off rate from click to conversion. The submit button should be clear and placed directly under the form.
Work with a diverse range of publishers
Use a wide spectrum of publishers, such as discount sites, content, email and search, to target a broad range of internet users. Once the initial test phase is complete, lead quality can be reviewed and budget invested in the best performing publishers.
Be current and update your message regularly
Refreshing creatives, landing pages and offers regularly will help keep the conversion rates at their best, in turn helping to optimise the campaign.
Be quick to follow up
To optimise conversion of leads into a sale, the consumer should be contacted within 24 hours. Any longer than this will have a negative effect on the conversion rate. An auto responder email should be sent to the user as soon as they submit their details, providing more information, and confirmation that they will be contacted. For call back campaigns, it is important to bear in mind how many calls you can make, and cap the campaign accordingly, too avoid disappointing customers and wasting leads.
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