The critical part in capturing leads from a webpage is conversion, wherein an effective registration or subscription system acts as the point of entry into the sales and marketing funnel. In the B2B lead generation process, that is the moment site visitors make the transition from mere passersby to high-quality leads.
Prospects visit your site to gain knowledge, solve a problem, or just look at what’s going on in the marketplace. Subscription forms are not really something they like to encounter during their strolls around the internet, so for them to even consider filling out a form, they have to be presented with something really valuable: again – knowledge, solution to a problem, or a glance of the marketplace landscape.
2. Social logins – why not
To increase conversion rates from subscriptions, you must first get rid of possible roadblocks for prospects to sign up. One major roadblock is having to go through a complicated registration process. The solution?
3. Profile prospects progressively to boost conversions
In the early stages, people are still reluctant to share personal data. For instance, visitors may not be ready and willing to share their location, Twitter followers, political leanings, or phone number during their first visit to your site.
4. Get rid of other distractions
Emails are helpful, but prospects often see it as a nuisance (especially if there’s already social login integration). Ditch other information like revenue brackets, industry types (hello, Wikipedia) and even yes-or-no questions. Get only what you need. 5 fields should do it.
5. Give your registered users a welcome back
When registered users revisit, greet them with their names (you’ll need to talk to your webmaster for that). Give them a summary of their recent activities, and never let them go through stuff they’ve already done before. Use their previous info to recommend content or downloadable items.
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