Wednesday, August 17, 2011

Increase Sales and Lead Generation




Six ways follow to increase website conversions, not only to the point of becoming a lead, but to the point of becoming a qualified lead.

How to improve your calls-to-action:

1. Calls-to-action do best "above the fold" - the space of your webpage viewable to the user without having to scroll down. According the heat map analysis, "below the fold" will only be viewed by 50% of the people who view your page.

2. Be crystal clear about what the offer is in your CTA...and be specific. If you're giving away a free whitepaper, say "Download our FREE whitepaper for X." If you're hosting a free webinar, say,, "Register for our FREE webinar on X." X should convey a compelling benefit of receiving the offer. This is much more effective than "Download Now" or "Get a Free Whitepaper."

3. Use images rather than text so it stands out. Images stand out on a webpage more than text...and get a lot more attention. Additionally, using an image will allow you to show off an offer in a way you can't necessarily convey using text alone.

4. Make your CTA a hyperlink to the corresponding landing page. Whether intentional or a matter of forgetfulness, the lack of a link will make it harder for visitors to find out how to get the offer. Instead, they'll likely give up. Double and triple check to make sure all of your CTAs link to their corresponding landing pages.

5. Place CTAs on the most relevant pages. CTA's shouldn't be one size fits all. If your company offers various products or services, you may want to consider creating a different offer for each. Then you can place CTAs linking to each offer on the website pages that are most relevant to the offer.

6. Finally, add CTAs to each blog post. Whenever you create a new blog content, choose an offer that's the most relevant to that blog post. Then add a call-to-action to the bottom of that blog post linking to the landing page for that offer.

Next time: How to improve landing pages.

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To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.

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I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.

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