No bait-and-switch here: Quality, relevant
offers are the real way to get website users to opt in.
Not every customer who visits your
website is willing to buy immediately. In fact, it takes time to build
trust and prove your value. After you've done that, you might get a few
customers to pay for your product.
However, there are efficient growth-hacking
strategies you can use to increase your conversion rate and get more leads
every day. One of the best techniques is to set up a compelling lead magnet.
In plain English, a lead magnet is a tempting
offer that provides a very specific value to a very targeted customer segment.
In other words, when you offer your lead magnet, you bribe your
visitors to exchange their contact information for your free offer.
Characteristics of a phenomenal
lead magnet.
Lead magnets exist to increase your
lead-conversion rate. The secret to higher conversion with a lead magnet is to
offer a particular customer segment an explicit solution that addresses a
specific pain -- at no cost to them. That’s why the generalization rule
doesn't apply here.
To create your lead magnet, you must pay
attention to two important factors:
•
Your customer’s persona
•
Your competitor’s offering
Knowing your customer persona helps you
tailor your message and offer toward their needs and desires. On the
other hand, conducting comprehensive competitor research enables you
to discern what matters to your potential buyers and easily target your rival’s
audience.
The best lead magnets.
Depending on your niche or the nature of
your business, different types of lead magnets will attract more
customers. Your lead magnets should be visual, attractive and provide
value. Yet you mustn't provide a complete service or product. After all, your
magnet exists solely to help you convert unknown visitors to leads
you can add to your sales funnel.
Online, gamified surveys are one approach.
These encourage website visitors to test their knowledge, attitude,
personality or even IQ. The structure allows you to ask for their contact
information while entertaining them in an engaging way.
If you suspect your customers are looking for
insights, data and information, offer a free report. Depending on
your industry, a useful -- but incomplete -- report can increase your
conversion rate and also help position you as a thought leader. If you invest
in the design of the report, save it in a downloadable PDF format. This
provides convenience to visitors, making your resource even more
attractive. Thoughtfulness on your part can encourage them to opt in more
quickly.
Software companies and businesses with
intangible products have found great success with other types of free
downloadables. Everyone likes the feeling of getting something for
nothing, and offering trial or slimmed-down software versions
can significantly increase your conversion rate. Simply ask your
visitors to opt in before downloading your free product.
Video tutorials can boost your conversion
rate as many as five times over. Several technologies allow you to capture
your screen at no cost, making it easy to create a step-by-step video product
in a matter of minutes. Tutorials are an attention-getting way to help customers
understand a process or see how easy it is to use your product.
A related lead magnet, the webinar, also is
highly efficient and currently quite popular. Regularly scheduled
webinars are a great way to encourage your visitors to learn more
about your company, your products/services and even your business
culture. The secret to webinar success is to avoid making it purely
promotional. In fact, you must offer value before asking for commitment from
your leads.
Ecommerce and online businesses can
achieve stellar results with discount vouchers -- consistently one of
the most amazing bribes to help you acquire more leads. The only problem?
If you keep offering the same discount all year long, you'll actually lose
customers as they realize your promotional price actually is your
real, everyday price. Today's consumers are too savvy for the nonstop
"for-a-limited-time" ploy.
Title optimization.
Once you've decided which type of lead
magnet to use, it’s time to focus on optimizing it for higher conversion. You
have only a few seconds at most to grab attention, so it's no surprise your
title is the most important element.
Your magnet's title must speak directly
to your customers -- and I do mean directly. Your visitor’s eyes are
looking for intriguing calls to action (CTA). They're more likely to opt in if
your bribe meets the following criteria:
•
Be specific. Offer a measurable, specific value your visitors can
perceive immediately.
•
Promise only one
thing. Visitors are looking for a great value. It’s
your job to make sure your big promise is crystal clear and highly
specific.
•
Don't skimp. Although you're not setting a monetary value for
your lead magnet, it must not look cheap or undervalued. You must spend enough
time and effort to make it look like a decent offer.
Deliver value. If you show merely a great look and feel, you
might get visitors’ contact information. But if you don’t deliver on
your promise, your unsubscription rates will skyrocket. You'll lose out on all
those leads you worked so hard to get. Even worse, you'll have damaged your
credibility, making it less likely you'll get a former subscriber to
convert in the future.
Written By: Ehsan Jahandarpour
Credit: Entrepreneur.com
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