This is a summary of a Webinar Spoken by InfusionSoft Team for 5 Killer Lead Gen Tactics for E-Commerce websites. I will break it into a 3 part posts so tat you can really absorb the information slowly and use the material learned to your website step by step.
Before jumping into the strategies, for the first part, let’s take a look at the possible mistakes you are making on your eCommerce site which you would want to avoid:
Mistake 1:
Focusing way too much on the sale and miss opportunities to capture leads
An example to look at would be the Walmart.com. The homepage is compared with sales and deals and offers – while this may be good to communicate that Walmart has good value, they forget that not everyone wants to buy something upon entering the website – most of their leads, will most likely prefer to opt in and come back later when a deal suits them best. On Walmart.com – finding the newsletter opt in is difficult and not very clear at all. If they had focused on the newsletter and lead generation building on their website, they could increase the life time value of their customer dramatically.
Mistake 2:
Not understanding the difference between volume of leads and quality.
A website can go one in 2 ways, for a website which wants to achieve a high volume of leads will sacrifice quality and websites which wants to achieve high quality leads will sacrifice volume. Which option a business decides will depend on their industry. So how exactly do you adjust your webpage for volume and quality?
If you want a high volume of leads in your database, you need to create a form or call to action which has lower resistance. A low resistance form means the form is very short, contains very general questions which are not intrusive – it asks for the bare minimum. This could involve email, name, phone number. This will result in allowing you to capture a large amount of leads, but many of them may be not high quality.
If you are looking to get quality over quantity you will do the opposite of the above – to create a form with high resistance – so this involves making the form fields longer with more detail into their questions such as asking for budgets, company names, location etc. These types of forms will result in higher quality leads but less of them.
So which one to choose for my industry? You can ask us directly or begin testing on your website – set up an A/B test via Google Website Optimizer or any similar free software out there.
Something to know…
Did you know, those leads which have clicked from an external ad, weather it be from SEO, banner advertising or another medium offline – 67% of these ad respsonders will purchase from your busienss within 1 year- ONLY if you capture their contact information to keep in touch with them.
So why is it important to capture their contact information?
Only very few website vistors will be ready to purchase something right then and there in the moment – often they will shop around and visit your website 2-3 times before purchasing. In that time, they maty drift off into a competitors webiste or just forget, therefore, it is important to get their attention to remind them that your store is the place they should buy from.
You can do this via email opt ins or remarketing strategies. Please speak to us for more information about remarketing. Coming up next week will be how to determine how much revenue you have potentially lost and how to bet ultilize daily deals to make more sales online.
Share with us in the comment section below …
- Think, are more leads or quality important for your business
- Is there a newsletter, account sign-up option on your website
- What do you do with your leads once captured? Do you send out a newsletter or follow up emails?
Share with us your thoughts, we’ll love to know and we’ll reply to all your questions. Look forward to hearing from you soon!
