The anatomy of a winning conversion path
Effective inbound marketing requires content and activities that attract visitors to your website. But a first-time visitor is rarely ready to buy. They are researching their challenges and the options they have to address those challenges.
To turn visits to leads, you need high-value content like eBooks and white papers. Providing compelling content, free of sales messages, demonstrates your knowledge. And it positions you as a company that could assist a visitor.
For this to work you need to create remarkable content. But you also need to build optimised conversion paths.
Creating compelling calls to action that work
Lead generation requires well-planned conversion paths. These include calls-to-action (CTAs), landing pages, thank you pages, and follow-up emails. Each element requires considered crafting to deliver strong conversion results.
We will guide you through the most tactical CTA considerations, including:
- Graphic Effects: Contrast, colour and shape make a CTA stand out. We will develop the approach that increases your click through rates and visitor-to-lead conversions
- Copywriting: CTAs appeal to visitors by using actionable language and a clear value proposition
- Positioning: A well-considered CTA still won't attract clicks if it's in the wrong place. They need to be where visitors are most likely to see them. And they should be contextual; the offer the CTA makes should relate to the page or blog post it sits on
Landing page designs that elicit action
A landing page is a website page that allows you to capture a visitor's information through a lead form. It is here where you expand on the offer you made with that compelling CTA.
CTAs deliver little value if the landing pages they lead to fail to 'close the deal'. In the case of inbound, this exchange is most often about the data and permission.
Many aspects make up a good landing page:
- Design – Landing pages should be simple and uncluttered. Nothing should distract from understanding the offer. Top navigation, sidebars, or any unrelated information needs to be removed
- Copy – As with CTAs, your landing page copy should use actionable, value-driven words. Copy should explain the value and benefits of your offer in a clear and unambiguous way
- Images – Images should be indicative of what the visitor will get after filling out the form. There's no need to get too artistic. That risks diverting the visitors attention
- Forms - Long forms with too many questions can be a problem. Forms should be short, and focused on gathering the most valuable information. Use progressive profiling and ask different questions each time there is a conversion event.
The importance of a thank you page
In the final step of your conversion path you deliver the content your visitor has requested. And here you have a choice. You can either create a download link on your thank you page. Or you can trigger an email with a link to the content.
If you are keen to confirm the validity of an address before serving up the offer then consider the latter.
Either way you do want a thank you page. This page creates an opportunity for a secondary call to action. For Equinet, this is an offer for to get our eNewsletter. And the conversions are high!
If you'd like to discuss how Equinet could help you generate leads as part of an inbound marketing programme, contact us for a free, no-strings consultation.