Why most websites fail?
May 23, 2017
E-commerce and digital marketing, in particular, tend to be very fickle businesses. No success formula is set in stone, and if you were not scientific in your approach, chances are you already failed. Now the reason I am writing this article is that people keep asking me about email, and email marketing. So I thought that if I share some insights as to what we have done for our clients this past year, I might be of some use to the LinkedIn universe.
It all starts with the Lead Generator
It’s honestly surprising how many businesses limit themselves to a basic “contact us” page on their website. This approach assumes that the visitors to your site have all the time in the world to browse your site – which may or not be simple to go through, but that is another argument for another time – and take the time to head over to your “contact us” page and fill up that long form in which you will ask so many questions that you might as well set an alarm to make sure they’re still awake halfway through it.
People’s attention spans nowadays are so short that if you’re even reading this far you’re already surpassed the average user’s time on site (and that I succeeded in grabbing your attention). Research has shown that visitors to your site are more likely to convert if you engaged them within the first 24 hours of their visit. But how do you get them to give up their contact info in the first place for you to contact them? Simple, Lead Generators.
What is a Lead Generator?
A lead generator is a piece of software or a tool that you place on your website that allows you to create mini sign-up forms that capture basic information like name and email in exchange for signing up to a newsletter or a freebie (normally an eBook or research paper). Now I know this sounds like a thousand blog posts you’ve already read, but there is a reason this subject keeps popping up, it WORKS!
A Welcome Mat, A Slider, A Pop-up, An inline form or an overlay top-bar….?
So lead generators come in many shapes and sizes (literally). But which one works best? For starters, let’s explain the difference between them.
A Welcome Mat:
A welcome mat is a full-screen page that loads above the homepage. This type of lead generator is generally a very high performing list builder due to its ability to focus the user’s attention on the form that needs to be filled and nothing else. It removes menus and other buttons from the site in order to laser in on the form. In some cases, it even prevents the user from scrolling before either filling the form or opting out. For a good example of this check: thecheaponlinestore (a duty-free website that sells to European markets)
A Slider and A Popup
A slider and a popup are essentially the same thing. A small box pops up in the center of the screen (or slides in from the side) and contains a message and a small signup form.
An Inline Form
This one is a very interesting option for news sites, blogs or other content heavy website. The form is generated within the text the client is reading this forming an unobtrusive lead generation attempt. These forms have the ability to be the most contextually relevant as you can customize what form shows up on what piece of content you are publishing.
An overlay top bar
This is pretty straight forward. A simple bar that sticks to the top of your screen no matter how much you scroll.
So which one is best?
The shocking answer is … it depends. The welcome mat, for example, may be the highest converting of all these options but the quality of leads can suffer. Not all visitors who visit your site are potential customers and the welcome mat will likely convert most of them regardless of their quality, simply due to its high conversion ability.
Another downside is the possibility of putting off some customers. If they have a lousy internet connection this might cause loading issues that will lead to more bounces off the site.
Pop-ups, on the other hand, tend to get better quality leads but are viewed as annoying for some. But their real value lies in the timing of the pop-up. Since you have more flexibility on when to display it, you can choose certain rules for its display. For example, you can choose to only display the popup to people who have scrolled more than 60% of your site. A milestone that tells you that this particular user is really interested in your site and might be willing to sign up to your newsletter.
Inline forms are contextually aware, making them my favorite type of forms there is. But in order for them to be effective, the setup phase will be time-consuming as you will have to generate a different form for every piece of content you publish.
So in summary, in order to have a great lead generating website, you need to be able to use the right tools to grasp your users’ attention and keep them engaged. Lead generation and growth hacking techniques like the one above are one of the keys to your success in this day and age. Off course, alone these techniques are useless. One needs the proper tools to engage the clients through email, and that requires a decent CRM, Marketing automation platform and last but not least an emailing platform. Those I will discuss in later posts, but if you feel like you can’t wait, feel free to ask in the comments or by messaging me directly, I’d be more than happy to help!