The Setting: Helping a B2B Client Increase Lead Generation
Conversion optimization is a process of hypothesizing, testing and improving different elements of your site so it will convert more effectively.
But you can’t just change the headline randomly because it sounds better. Those small changes are a good start. But why did you want to change the headline in the first place?
Using a framework or strategy will help you make better decisions. In this website conversion case study, we’ll show you the 3 ways we used to double B2B lead conversions in only 30 days.
The Solution: The 3 Step Conversion Sequence
Step #1. Identify the Appropriate Traffic Sources and Online Marketing Channels
Look at all the sources or channels currently sending you traffic.
Not all traffic is created equal. Some of it will be high-quality traffic and you’ll want these people as leads.
But some of it will be lower quality, and they’ll almost never convert or buy anything one day.
Your goal is to identify each, and then put more of your resources (time, money, and energy) into the best performing marketing channels that you have.
And you’ll focus on creating offers and incentives for these specific customers.
Step #2. Create Targeted Offers and Messaging to Appeals to Each Customer Group’s “Emotional Triggers”
Demographic information is great for getting an idea of who your customers are. But psychographics will tell you more about why and how they make purchasing decisions.
These include attitudes, values, behaviors, interests and opinions. So you need to dig a little deeper to uncover these motivations and underlying triggers.
Start by testing different incentives, based on your own organization’s objectives:
For example, affluent people won’t care as much about a 10% discount as price-concious customers will. So you need to match the incentive with your brand and target customer group.
This also applies to the different marketing channels.
So loyal customers in your email database might prefer free reward points, while new visitors to your website probably want a discount to make it easier to try your products or services for the first time.
Step #3. Funnel Traffic to Your Points-of-Conversion and Test to Maximize Conversions
You’ll need to match the source and targeted offer with a matching landing page that’s appropriate to them.
You can start testing landing pages and different page elements after you’ve worked through the other steps. Because at that point you’ll know exactly which different headlines or Calls-To-Action should work the best.
You can use a paid tool like Unbounce to test landing pages. But you can also use Google Analytics’ content experiments feature.
Basically you create variations of the same page, and these tools will automatically show them to different visitors.
That means you’ll be able to test each design, and the messaging or incentive, to find a winner.
The Results: Double the Number of Leads in 30 Days
Improving conversion rates provides one of the best returns-on-investment. Because you can get more leads, or make more sales almost overnight.
In 30 days, we were able to double the number of leads from 150 to 300.