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May 19, 2017
Digital Marketing  |  12 min read

3 Actionable Tactics You Can Use Right Now to Convert More Visitors into Leads

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Khalid Saleh

Do visitors bounce from your website without giving you any information?

No matter what kind of business you’re running, that is bad for your bottom line. Unless you get something out of a visitor—email, phone, or even a name—you are essentially losing your traffic.

Converting your visitors into leads isn’t as easy as it sounds, but it isn’t as difficult either.

Here are three tactics that you can use straight away to get those emails you desperately need from your visitors:

1. Use better pop-ups

Pop-ups get a bad name. When you hear the word “pop-up,” you invariably end up thinking of something like this:

old school pop-ups.jpg

Don’t worry we are not talking about those annoying pop-ups. Instead, we are talking about Exit-intent pop-ups.

Here is an example of exit-intent pop-up from clickandgrow:

click and grow free shipping pop up.jpg

Over the past few years, websites have used this strategy to increase lead generation, show exciting offers, and more.

The technology behind an exit-intent pop-up tracks your mouse and detects the exact moment when a user is about to leave your website.

It then analyzes the speed of the mouse to trigger an opt-in form (aka pop-up) just before the user decides to click that x button.

By itself, the technology isn’t as complicated as it sounds, but it’s more about how you use it. For example, using persuasive copywriting and a well-timed exit-intent pop-up, UK-based fireplace store Gr8Fires.co.uk was able to increase monthly sales leads by 300 percent.

get your free stove installastion cost pop up.png

The strategy here is to re-engage your visitors just before they are about to abandon your website by enticing them with offers. You could offer your users a free e-book, a free trial, or a coupon in exchange for their email address.

Get even more leads with two-button pop-ups

Did you notice in the previous example from Click and Grow the pop-up only has one call-to-action: “Show Now” (opt-in).

You’d be surprised to know that by adding an opt-out “No” you can increase conversions by 30-40 percent as compared to using only opt-in option.

When you give visitors an option to opt-out of the form, it is more likely they will read the pop-up message and respond positively to it. A choice, after all, is meaningful only when there is an alternative. By adding an “opt-out” or “no” button, you make your opt-ins that much more meaningful.

For example, Copyhackers uses this two-button opt-in form:

the free 2015 persuasion guide.jpg

Besides the above, this pop-up works for two more reasons:

  • Loss aversion: The opt-out button verbalizes the negative choice, i.e. visitors have to actively select the button that rejects the persuasion guide. Studies show that people care more about losing something (here, a chance to lose the opt-in bribe) than gaining something.

  • Visual format: The two-button format mimics the “Yes/No” format we are familiar with on computers and mobile phones. Also, note how the “Yes” opt-in choice is more visible than the opt-out button.

You can see the results of this pop-up for yourself:

bounce exchange graph.png

After putting up the pop-up with an opt-out option, Copyhackers saw nearly five sign ups from the pop-up for every one sign up that they got from rest of their efforts.

Here is another example from WisePops with a more subtle opt-out option:

how to use wisepops to grow your website.png

Combined with strong copy and design, these pop-ups will help you dramatically increase the number of leads you capture.

2. Add multiple opt-in boxes on your site

Every section of your website is important. Whether it be above the fold, in the sidebar, or below the post, visitors can end up anywhere on your site.

You must take advantage of this by placing multiple opt-in forms at strategic locations on your website. This increases the chances of converting visitors into subscribers.

For example, Neil Patel puts an opt-in form at the side of his website:

neil patel pop up.png

And above the fold on blog landing page:

from aha to oh shit.png

Similarly, SumoMe welcomes readers on each blog post with an opt-in form:

don't make these mistakes.png

You’ll then find a plug for the opt-in bribe at the top of the page:

hold on.png

And once in the middle:

create a whatsapp account.png

At the bottom of the page you’ll find a button leading to the opt-in bribe:

mistakes on whatsapp.png

All this ensures that readers simply can’t miss your opt-in, no matter how much (or how little) of your content they read.

While you’re at it, it’s also a good idea to split test your opt-in form location.

Try testing the following locations:

  • Above the fold
  • Below the title
  • Within the article body
  • On the about page
  • On your homepage
  • At the site footer
  • In the sidebar
  • As a sticky “Hello Bar”
  • As a slide-in box
  • As a pop-up

3. Create more persuasive design and copy

People are usually apprehensive about signing up on a website. They don’t want another email that they’ll eventually need to mark as spam.

There are a number of ways you can gain the trust of your visitors and remove any fears they may have.

Add testimonials

In his book, “Influence: The Psychology of Persuasion,” Dr. Robert Cialdini talks about how social proof is a factor in persuasion. As he says, “People prefer doing what they see others in their field, profession, or social circles doing.”

Which is to say, what others do or say about you is often more important than what you say about yourself.

By adding testimonials from readers, social media followers, and influencers, you can show that your emails are worth subscribing to.

For example, on LKRSocialMedia, you’ll see an opt-in form that talks about what others think of the email newsletter:

LKR social media.jpg

When your visitors see that others like and enjoy your emails, they are more likely to sign up with you.

Show your subscriber count

Social proof heavily relies on numbers. When you show the number of your follower and subscriber count, it adds as a social proof. People start to trust you more.

On the HelpScout blog, you’ll see the total number of subscribers, so you know that you’re in good company:

hiring your customer service dream team.png

Remind the visitors they can unsubscribe at any time

Your visitor’s email account is probably already filled up with unwanted emails.

Considering that the average unsubscribe rate for most small business is less than one percent, it doesn’t hurt to explicitly mention it.

Truth be told, most people are less willing to unsubscribe when you give them the opportunity to do so. For example, Jeff Bullas always gives you an option to unsubscribe from his email list

jeff bullas.png

When you decide to unsubscribe from J. Crew, they give you the option to stay subscribed to certain topics. It’s a great way to make users rethink about unsubscribing.

we're sorry.png

Offer exclusivity

People don’t have a reason to give away their emails if whatever content you offer is already available on your blog.

If you want to get your lead count up, you need to offer your subscribers something exclusive.

For example, Noah Kagan of OKDork offers readers “85 percent of his best business hacks” in his opt-in form:

get access to 85% of my business hacks.png

By offering exclusive content, Noah makes his emails far more valuable than his blog content.

Over to you

Turning visitors into leads can be a challenge for even the most seasoned marketers. However, by following a few simple tips, you can easily turn casual readers into valuable leads and subscribers.

Here’s what you should take away from this post:

  • Spread your forms throughout your content to increase sign-ups
  • Test different opt-in form formats and designs to maximize conversions
  • Use persuasive principles in your form design and copy
How to Build an Online Lead Capture Machine - Download Now

Khalid Saleh is the co-founder and CEO of conversion rate optimization Invespcro.com and Figpii, an easy to use tool that offers everything you need to improve the conversion rate of your website.  

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