The quality of your leads determines whether you succeed or fail in business. For most businesses, generating leads is not a big deal, the issue is getting targeted high-quality leads. This is why 65% of marketers surveyed by Hubspot revealed that generating traffic and leads is one of their top challenges.
This is why 68% of b2b professionals said increasing lead volume and quality of leads is their top priority, followed by increasing lead volume (55%).
The question is:
How do you generate quality leads for your business?
In this article, you will learn how to use four tips to increase the quality of your leads.
1) Optimize your forms by asking for the most important information
The lead generation form is one of the most important element on your landing page. It is a determinant factor to your success. Therefore, you need to optimize it correctly to enable you get more quality leads.
One way you can optimize your forms is by simply asking your visitors the right questions. This is dependent on the information you need from your prospects. Avoid asking for irrelevant information such as House address, Gender, Country, Business Telephone numbers, Occupation, etc.
According to MarketingSherpa Lead generation benchmark report, email is the most important information on a form followed by the name.
Therefore, requesting for visitors email and name is easier. That way you will get more leads for your business.
However, if you must add more fields to your form due to the amount of information you want to get from your client, you can make it a step by step process with one or two questions displayed on a page. If you want to go through this route, you can use the conditional logic system. In this case, you provide necessary answer to further direct your leads in the right direction.
For instance, if you are a real estate agent, you can easily collect information based on the type of houses your clients want to buy. This will enable you to ask the right question and make it easy to segment and qualify your leads. It will also simplify the job of the sales department. A form designed with a conditional logic looks interactive, it is not boring. The questions are relevant and so customers are willing and motivated to answer them.
A good example of this is from BankBazaar.
The company uses conditional logic to help guide users to the next step while collecting relevant information from them. Doing it this way will enable you to get quality leads who are ready to do business with you.
A case study from Expedia revealed that requesting for less irrelevant information can increase conversion rate. They removed the field “company name” from one of the form fields on their website and it brought in quality leads that brought in a $12 million profit.
2) Consider adding more fields to your form
Shorter forms results in more leads, while longer forms result in fewer but higher quality leads. Although using short form on your landing page enables you to generate more leads, the quality is not always high. The quality of your leads will be higher when your visitors are willing to fill out more form fields, thereby giving you more information about themselves and what they actually need. Adding more fields to your forms therefore, allows you to quality your leads.
To do that, you can ask questions that will help you to know how strong or serious the leads are i.e. how ready they are to do business with you. For example, Hubspot sells Marketing software. On their landing page form, they include fields such as “how many people work at your company?”, “where do you store the contact information of your leads and customers today”. This information enables them to qualify their leads before adding them to their sales funnel.
The answers you get from additional form fields will enable you to gauge your visitors’ need of your product or service and the possibility of them buying from you.
In addition, if your sales team are already dealing with low quality leads, then it is time to add more field to enable you streamline the process to get high quality leads.
Before proceeding with the next point though, it’s worth mentioning that a brand new revolutionary technology is about to be released on the market. I am talking about the Disruptive Forms developed by LeadsBridge.
Thanks to this new, patent pending technology, when a visitor lands on a page with a Disruptive Form and fills in the email field, the technology automatically fills in all the other fields by taking the information from Google, LinkedIn and other sources online. These information are data that the visitor previously willingly shared online.
3) Redirect users to scheduling tools (e.g. Calendly)
If you want to automate the flow of your lead generation process, redirect people who opt-in on your landing page to a scheduling tool like Calendly. The tool will enable them to book a demo, schedule an appointment or a consultation directly through a calendar.
Calendly is a tool you can use to schedule meetings with your prospects and customers. It saves time and speed up the lead generation process. Instead of making your leads or prospects wait for your email or phone call, it quickly give them the opportunity to connect with you and ensures that your sales staff does not lose them.
The most interesting part of it all is that the tool is free.
A lead that will willingly schedule an appointment, a demo, consultation, etc with you is a high-quality and they are likely to convert to paying customers.
Other scheduling tools include Simplybook.me, 10to8, Checkfront, Appointment Plus, Bookeo, YouCanBook.me, Acuity Scheduling, vCita, HouseCall Pro, etc.
4) Words matter! So try different call to actions.
The words on your call to action button gives you the final opportunity to convince your visitor to fill out the fields on your form. In the earlier days, a lot of marketers use words like submit, join or download to focus on what users have to do to get free resources ((e.g. e-book, webinar, white paper, report, checklist etc). You know what? A research study revealed that using the word “submit” on your Call to action button will reduce your conversion rate by 3%.
Words like “submit” are action words that tells your visitors what to do. However, your prospects want to know what they will get and not the action they have to take. Using these words will make you lose viable opportunities to convert your visitors to quality leads. Instead of using those words, use words that will emphasize what your offering will do for them.
Your call to action button words must be actionable, enticing and descriptive. To make it persuasive, use words like “Get, “show” “Try”, “Now”, “Make” or “Today” at the beginning or ending of the phrase.
For example, Impact branding & design initially used the word “free download” on one of their landing pages as shown below:
They decided to change it to “show me how to attract more customers” as seen below:
This change brought about an improvement in their conversion rate by nearly 80% as shown below:
Ensure that you use the benefit of your free resources (e.g. e-book, webinar, white paper, etc) to create a call to action that will attract your visitors. Using this kind of words get visitors excited to quickly complete your form and get what you promised.
Generating enormous quantity of leads will not make you succeed. Your success lies in the quality of the leads you generate. It is not in all cases that marketers or business owners need more traffic. What you simply need is how to get high-quality leads from the traffic you are having.
To increase the quality of your leads, make sure you optimize your form by asking relevant questions, add more relevant fields, integrate a scheduling app like Calendly to further qualify your leads and use words that can motivate your visitors on your CTA button.
And don’t forget about the new Disruptive Forms that will give you an extra boost and allow you to double your leads, regardless of the number of information asked.
Over to you. Have you tried any of the tips mentioned above? If yes, what was the result? Share with us in the comment section below.