The object of your inbound marketing effort is to generate leads for your business. The lead generation process is often referred to as your site’s sales or lead funnel. Visitors come to your site to gather information to help them with their buying process. If you’ve done your homework, you know exactly what information you can offer to help them through the process by addressing their specific needs.
The process begins when a visitor clicks on a call-to-action, or CTA which is generally a entry to a free download like and ebook or whitepaper. The CTA leads them to a landing page which offers them more information in exchange for them filling out a form used to collect their contact data like an email or phone number. Once they enter their information, they are sent on to a thank-you page where they can then download your offer.
This is the basic premise behind lead generation. In order to increase your conversions (the act of collecting data to convert a customer to a lead) all of these page elements need to work together.
How to Evaluate Your Lead Generation Power
The first step towards optimizing your website is to benchmark your site’s current lead generation state so you can track success and determine where your site may need improvement. A great way to do this is by using a web grader tool.
A web grader will analyze your site’s current lead generation sources like CTAs and landing pages and then give you feedback on ways to improve your existing content. A good web grader will also measure other factors by examining analytics for example, unique page views and time spent on individual landing pages. This is a way to measure visitor’s engagement with your site.
While a web grader is an excellent way to gain a quick understanding of your site’s effectiveness, there are other ways of evaluating lead generation. A/B Testing is another proven method to use to optimize your site’s lead generating power.
An Example of How to Use the Web Grader
If you have two landing pages on your site you can compare them to determine which is more effective. Let’s say Landing Page A receives 1000 visits per month. Of those 1000 visitors 10 have filled out your form and converted into leads. That’s a 1% conversion rate. Landing Page B also receives 1000 visitors per month, but 50 of those visits resulted in conversions for a 5% conversion rate. Something on Landing Page B is resonating with visitors. The solution is to compare the two note the differences and recompile Landing Page A to more closely resemble Landing Page B to increase its effectiveness.
Finally, another useful method for analyzing your lead generation power is through internal analytics reports. Look at total landing page visits, CTA clicks and thank-you page shares to determine which offers are performing the best and then create more like them.
Once you’ve established your baseline using a web grader, A/B testing and internal reports, the next step is to optimize your site. Your analytics information can help you to determine your site’s conversion path. Tracking your visitors from when they land on your site, establishing their engagement patterns and finally how and where they convert.
Using a web grader will help you get “under the hood” of your website and determine what’s working, what isn’t and even offer solutions to help you optimize your site to increase it’s lead generating power. When it comes to inbound marketing, knowledge truly is power!
Marketing Matters Inbound is an inbound marketing firm specializing in online conversions, content strategy, call-to-action mapping and traditional media placement. Our experience in B2B digital marketing and traditional media allows us to deliver results through a strategic media mix. We believe in aligning and merging marketing and sales/operations for optimal return on your marketing investment.