Studies consistently show that when capturing leads from advertising initiatives such as Paid Search (SEM), direct mail, television and radio; a standalone lead capture page will have a better conversion rate than driving consumers to a website. Accordingly, here are eight keys to creating a successful lead capture page.
When introducing your product or service, be very concise. Quickly describe it, offer key differentiators and advantages and keep it open-ended. That is, leave a little something to the imagination of the user. If you list every detail, you will either give them enough information that they don’t need to take further action or you will have given them a reason to assume that this isn’t right for them. As a guide, limit your copy to no more than 3 brief paragraphs. Optimally, a compelling headline and copy mixed with bullet points can be most effective.
Within 10 seconds you need to establish credibility that this is a legitimate offer, from a trustworthy source already accepted by others. When the offer is coming from a known brand, simply including a recognizable logo is a logical step and huge advantage. For lesser known entities, here are solutions to gain trust:
- Include a celebrity, a professional or credible person in the specific field that endorses the offering
- Display logos of current clients and/or one sentence testimonials of those using the product/service
- Offer big bold stats that support the product’s effectiveness, reliability, and/or value
- Embed a short video that shows the product in action or includes endorsements
3. Design and Visuals
The design of the page should be very clean and professional with big, easy-to-read to text. It should also adhere to brand guidelines so that it leverages any previous familiarity with the company. In addition, include a photo or image that will make an emotional connection between the viewer and the product.
4. Special Offer
To get something, you need to give something. Therefore, you must provide a no risk, no obligation, low cost (or free) offer to entice visitors and to increase their comfort level in taking the action you desire. Such offers could be a free trial offer, a discount code or coupon, a white paper they can instantly download or anything of perceived value.
5. Lead Capture Form
Once you have gained their interest, trust and desire to engage, an online form should be placed in a prominent part of the page to capture their contact information. The form should be positioned to be at least partially seen prior to scrolling. The upper left side or center of the page are common areas for form placement. The form should require as little input as necessary to be considered a usable lead. Asking for every bit of desired information could result in no conversion at all.
For campaigns with large scale advertising, it’s best to have the lead capture form feed the data directly into a CRM system. This practice can keep all leads organized while also channeling them to the appropriate salesperson.
6. No Exits
There are a few lead capture scenarios that might benefit from a website with more info, such as demos of online services. However, in most cases, taking consumers to a website rather than a standalone lead capture page will lower conversion rates. This is because websites offer too many opportunities to navigate away from the form, explore additional content and eventually exit before providing their information. People lose focus too easily. Therefore, when building a lead capture form, don’t provide any exits – no links to additional pages or other websites. Focus them solely on the offer and completing the form.
7. Page Address
Choosing the page address is extremely important and should cater to the advertising vehicle being used. If radio, television or outdoor advertising is driving traffic, a specific domain name with an easy to remember phrase is best. For example, if you’re offering financial planning, a domain name such as, MakeMoneyWork.com would be effective. If you’re doing print advertising, you could use a similar domain, especially if it reflects the campaign them and is memorable. If you’re already a known brand, an extension of the primary domain, such as IBM.com/FreeConsultation is also effective and aids in trust.
Make sure a tracking service is coded into the page to measure visits, conversions and sources. This is all pretty easily done with online services. If you have multiple print, mail or broadcast campaigns driving traffic simultaneously, you may want to employ unique page addresses to differentiate and measure the effectiveness of each.
There’s been a lot of press lately regarding ICANN’s decision to allow the creation of just about any type of domain ending. What does it mean for SEO/SEM professionals?
Inflation has become a fact of life for retailers in general, and like so many other markets these days, CPC in so exception. Looking for a quick solution, nervous marketers may choose to stop investing in brand keywords to stem the outward flow of money.
Adobe Systems has proposed a standard that could make it easier to create Web pages with fancy layouts seen more often in magazines. The company recently proposed a technology it calls CSS Regions (PDF) to the World Wide Web Consortium, which standardizes the Cascading Style Sheets technology widely used to control formatting on Web pages.
Many people have this misconception that SEO is magical and can bring you traffic and results overnight. That couldn’t be far from the truth. Good, legal, white-hat or whatever you wish to call it, SEO takes time. It doesn’t work overnight and it doesn’t bring instant traffic.
Your campaign objectives are set. Payment settings are in line with the budget, keywords have been selected, and you are geared to run a successful AdWords PPC campaign. Everything is ready to launch except one very important element; the ad that visitors will see after a query. The three elements of an ad that require attention are the title, description, and eventual landing page. Let’s take a look at each…
Tax season is upon us; there is no denying that. While the standard print ads and authoritative TV ads have been making their appearances for weeks now, they seem to be less prominent than in recent years. With increasing regularity, accounting firms countrywide are turning to social media in unparalleled numbers to ramp up their marketing efforts.
Your credit score carries significant weight in your financial life. Want to rent an apartment or buy a car? Good luck doing so with a bad credit score. The same logic applies to landing a job if you have a negative online reputation. So says MyWebCareer, an early stage startup that has developed algorithms to run your “Career Score,” a credit check for your professional web persona.
/*On February 24, 2011 Google has announced a major algorithmic change to its search engine. This change targets content farms – low quality sites whose main goal is to attract search traffic by piling up (mostly) useless content, usually by either producing large amounts of low-quality text or by copying it from websites [...]
As various sources around the web report increasingly-useless search results via the Google engine, Net Applications runs a few side-by-side comparisons with Bing to explore the quality of search results.