Lead Capturing: How to Avoid Losing Contacts

Category: Primitive Social Inbound Marketing digital marketing Business Growth and Sales

Written by: Leisa Redmon

Posted on: July 25, 2019

Your website’s traffic data is a wonderfully useful nugget in your marketing arsenal. Luckily enough, Google Analytics provides this information to website owners free of charge. But, what if you’re trying to peep your competition? How many folks are visiting their website and how successful are they at converting those visitors to sales? While Jimmy “New Biz on the Block” might boast of his 10,000 unique website visitors, most of those numbers are meaningless if he can’t capture and convert.

Lead capturing is the process of collecting information from your website’s visitors in an attempt to convert the lead into a sale. Until you enlist a strategy to attract and convert the visitors to your website, your company will most likely fall in line with the average percentage of visitor-to-lead conversion – 2%!  Seeing as how 98% of visitors do not convert to leads, we’ve put together the simplest and most effective ways to avoid losing those valuable contacts.

Make your lead form easily accessible

First and foremost, position your form so that it is easily identifiable on your landing page – not at the very bottom and definitely not in small print off to the side. Your visitor should not have to dig into the depths of their brain to figure out where to subscribe to your newsletter. If your objective is to gain access to a visitor’s contact information, then don’t make someone jump through hoops to give you what you want.

KISS (Keep It Simple, Silly)KISS

Don’t try to impress your consumers with technical phrases and doctoral-length essays. And, definitely, don’t try to bombard them with your company’s version of a government-issued census form. Shorter forms present a lower barrier of entry for the lead while also proving your company is aware of the transaction between private information and value. That being said, even though the average number of form fields in a lead form is five, it’s more important to focus on asking the right questions or else you’ll find yourself wasting time by acquiring the wrong leads.

Bonus tip: Make your forms mobile compatible and extra simple by utilizing checkboxes and radio buttons.

Craft the perfect CTA, even if it takes some time

Presenting a lead form with a CTA of “Submit” is boring and takes no thought or creativity. By investing a bit more time in the development of a fun, on-brand CTA you can make all the difference in whether or not you capture leads, while also delivering more company value to your consumer. 

Having a little case of writer’s block? Check out Primitive Social’s 15 Free CTAs for Your Business.

Never underestimate a lead’s need for security

So, you’ve asked the right questions, positioned your lead form smack dab in the middle of your landing page, and made everything as simple and user-friendly as possible. But what are you doing to gain your lead’s trust? Unless you make the security and privacy of your lead’s personal data a priority, you’re going to lose another potential capture. 

An easy way to avoid this is by inserting a link to your privacy policy, or even a privacy policy analysis (polisis), within your lead form to explain your company’s intentions with a visitor’s private data. This simple act of transparency builds trust in your brand and makes a visitor more comfortable when prompted to provide personal information. 

Watching the number of unique visitors to your website climb is always incredibly exciting. However, growing your leads and increasing the number of leads to sales is, arguably, the bread and butter of your company. Avoid wasting time and losing valuable contacts with these tips, and be sure to let us know how it goes!

Eager to learn how Primitive Social can tailor your website to capture even more leads? Download our free ebook on Growth-Driven Design: The Most Valuable Approach to Website Design

Growth-Driven Design: The Most Valuable Approach to Website Design | Download free ebook