Did you know the average website conversion rate is just 2.35%?
Businesses spend a lot of time and money making a website. They spend even more trying to attract visitors to the site through SEO, PPC ads, and social media. Despite this investment, many companies struggle with the next step in the buyer journey – turning website visitors into customers.
While the average conversion rate seems low, there’s a common reason why visitors don’t convert:
Most websites don’t optimize for lead capture.
Regardless of how good your website looks, it must offer enough value to persuade visitors to share their contact details.
Lead capture is a relatively low-effort, high-reward method of generating leads compared to other methods.
To secure more leads, business owners can implement proven lead capture practices. And it doesn’t take long to do so! A proven lead capture system can change your website’s success within 24 hours.
Let’s dive in.
What is lead capture?
Lead capture is a marketing strategy to capture contact information from a person who’s shown interest in a business – otherwise known as a lead. Companies can then use these details to contact the lead and convert them into a paying customer.
Lead capture strategies target three main groups:
- Prospects: People who haven’t yet interacted with the business but could benefit from its products/services.
- Interested individuals: Those who have expressed interest in the business. They become leads when they request a callback, download a free PDF, register for a webinar, call a company, or send an email.
- Customers: Individuals who have already made a purchase.
Optimizing website lead capture is crucial as your website is live 24/7. While attracting people to your site is important, it can be very costly if they’re not taking any action while there.
You want to give every visitor plenty of opportunities to engage with your business through lead capture forms.
The data typically collected in lead capture is the person’s name, email, and/or phone number – all details that allow a business to nurture the relationship through other marketing channels. For instance, having a person’s email address lets you market to them repeatedly via email marketing without incurring acquisition costs.
What is a conversion?
A conversion is when someone completes a specific business goal. Buying a product, signing up for a newsletter, and requesting a callback are typical conversions that marketers track.
How to calculate conversion
A conversion rate measures the percentage of people who take the desired action.
Imagine you’re testing a new “request a callback” lead capture form. If 50 people complete it out of 1000 visitors, the form’s conversion rate is 5%.
Here’s the formula to calculate the conversion rate:
(Number of people who complete the action / Number of visitors) x 100 = Conversion rate %.
Lead capture strategies for website conversions
Nearly every website has a contact form, but that’s not enough to get visitors to convert.
There are various lead capture strategies you can implement to boost website conversions. Standard website lead capture strategies include:
- In-page forms. 84% of marketers use forms as a conversion tool. You can add different forms across web pages, such as contact forms, schedule a callback, request a quote, etc.
- Popup forms. These are the forms that “pop up” on websites. They can be activated when a visitor lands on a specific page, completes a particular action, or moves to leave a website.
- Gated content. You can create a lead magnet (PDF guides, whitepapers, reports, etc.) to share with leads after they provide their details. Gated content allows you to make a lasting impression with valuable content.
- Interactive quizzes. Quizzes are a creative way to understand people’s needs while sharing some value. For example, a Heating, Ventilation, and Air Conditioning (HVAC) company may have a quiz to assess the quality of people’s current HVAC system. It will ask a few questions, provide personalized advice at the end, and ask them to book a free consultation.
- Live chat widgets/chatbots. Live chat support gives people a quick and convenient way to ask questions. You can capture people’s details at the start/end of the chat.
Finding a lead capture process that works for you is a case of trial and error. However, if you want to skip the trial and error and tap into a proven system, AnswerConnect’s lead capture services can help you convert more leads right away.
You can embed our tried-and-tested lead capture forms straight onto your website. Not only that, but AnswerConnect’s team of virtual receptionists can respond to customer inquiries around the clock.
Why website lead capture is important
A successful lead capture strategy does more than bring in form fills. When you’re regularly getting lead capture through your website, you’ll:
Learn more about your audience
Lead capture is essentially data collection. This is incredibly valuable as you learn more about your customers. You learn about their pain points, topics that interest them, and many more insights that help refine your service.
Maximize ROI
Your website should help you win more customers and grow your business. Applying proven lead capture techniques to your site can have a significant impact on lead generation and ROI.
Gain a competitive advantage
It’s poor service to leave people waiting after they took the time to complete a form. A smooth lead capture process with a quick follow-up gives you the edge over your competitors.
Acing both parts of the lead capture process will help your business grow faster.
Increase conversion rates
Converting website visitors is an efficient way to capture leads who are likely to become customers. However, there are only so many calls and follow-ups your team can handle without the help of a 24/7 answering service.
An expert lead capture service can assist you in converting leads and actioning the next step in your sales funnel on autopilot.
Streamline your sales process.
Incoming calls to your business start in a better position when leads have already entered your sales funnel through lead capture. It’s easier for sales teams to convert if they can access the lead’s key information via the form.
Build stronger customer relationships
Some leads will convert right away and others won’t. Make sure to nurture leads by continuing to send them marketing emails. Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost.
So never discount a lead; they may very well become a customer later down the line.
Tips for a successful lead capture strategy
You must tick a few boxes to create a successful lead capture strategy.
The first step is building enough trust through your website and making lead capture forms appealing and low-effort. The second step is quick follow-up with fantastic customer service.
Below is a list of tips to help you capture more website leads:
- Build trust. Your website should speak to your customer’s needs while highlighting your company has the expertise to help.
- Offer something valuable or free. Everyone is trying to get attention online. A great lead magnet helps you stand out. A free eBook, discount, checklist, etc., will attract more people to complete your forms. Mix it up and provide different lead magnets to secure more leads.
- Optimize lead capture forms. Nobody enjoys filling out forms- simplicity is key. The average form abandonment rate is 68%, so remove any unnecessary fields and focus on capturing essential information.
- Create bold calls-to-action (CTAs). The persuasive part should already be done. Keep CTAs clear with a strong message to attract more conversions.
- Utilise social proof. Display results, case studies, and awards on your website to build authority. Showing you can deliver on your promise builds trust and helps capture more leads.
- Optimize the mobile experience. Most people design websites with desktop viewing in mind, but more than 60% of the world’s internet traffic is mobile. So ensure your CTAs are easy to find and your forms are mobile-friendly.
- A/B test lead capture forms. A/B testing lets you run two versions to see which secures more conversions. Experiment to find which lead magnets resonate with your audience.
- Follow up quickly. People appreciate a quick response.
- Integrate forms with CRM systems. Automate follow-ups and track forms by integrating with your CRM and answering services to streamline communication.
Common lead capture mistakes to avoid
Overcomplicated forms
Forms with multiple fields push people away as they’re annoying to fill out – especially if you’re on mobile.
While there’s no magic number for form fields, HubSpot found that more than 30% of marketers believe four questions on a landing page form get the best conversion.
Neglecting follow-up
41% of companies find it challenging to follow up with leads, especially with the volume of inquiries made after working hours.
Leads complete forms for a reason, so make sure there’s urgency to follow up. Otherwise, you’re leaving room for them to find a competitor.
Having no follow-up process lets leads slip away. All your hard work to secure their details through lead capture then goes to waste, which can be extremely frustrating.
Ignoring mobile users
Mobile popularity keeps growing. So much so that more than half of consumers have said a bad mobile experience would make them less likely to engage with a company.
Brands should take a mobile-first approach when developing lead capture. Take inspiration from the likes of Target, one of the largest retailers in the US, which made headlines for its extensive focus on its mobile experience.
Not providing enough value
People need a good reason to complete a form.
Neil Patel’s blog is a popular digital marketing resource, and he gives away valuable information in exchange for contact information. It’s clear he’s done his research. His lead magnets are well-refined for his audience’s pain points.
Choice overload
There’s a popular saying in marketing, “Don’t make me think!”
Too many CTAs and multiple offers can overwhelm people. Similar to restaurants with endless menu options – it’s hard to make a decision. As a result, people may go elsewhere and find a business that makes it easier for them to take action.
Conclusion
There’s an art and science to website lead capture. Your website must showcase your value with stand-out forms that are simple to complete. Businesses must also optimize the customer experience for desktop and mobile.
Securing a conversion is the first step; the second is to follow up. This way, you’re creating a scalable process.
So, review your own website on different devices and ask yourself: Have you built enough trust to secure a conversion? And could your follow-up process be smoother and faster?
Want help to convert leads around the clock? Book a free consultation to learn how a team of virtual receptionists can help you qualify leads around the clock.
Quick takeaways
- Lead capture is an essential part of a successful website.
- There are many ways to secure website leads. Think of creative ways to capture people’s attention with lead-capture forms.
- People need a reason to complete a form. Build authority, offer value, and make forms easy to complete.
- Keep it simple. Too much information will overwhelm people. Keep it concise to create a better experience.
- Capturing leads is just the first part. A fast follow-up is excellent customer service and will help you convert.
- Keep optimizing lead capture. Use what you learn about your audience to create new lead-capture forms.
