We interviewed 12 growth hacking experts to find out their hot tips on how to increase your site, landing page and lead form conversions.
(Seriously, these folks are some of the sharpest out there and know their stuff.)
This is one of the most important channels to grow your business revenue and turn prospects into customers.
The question is simple:
How do you increase conversions for your website, landing page or lead form?
Here’s what 12 of the leading growth hackers advise.
How to Increase Website Conversion Rates:
Tip #1: Neil Patel
Used Data Enriched Solutions To Personalize Your B2B Site
When it comes to increasing conversion rates on your B2B site, New York Times Best Selling author and trusted Marketing tastemaker, Neil Patel says it comes down to these four things:
1. Exit Popups:
“I know people hate them, but you see them everywhere because they work. So, add lead forms and call to actions within them because it works.
2. Use Data-enriched Solutions:
Whenever possible, Neil recommends personalizing your B2B site with data-enriched solutions.
Did you know that Lusha offers data-enrichment services with Lusha Forms? Your prospects receive short lead forms, that are a breeze to fill out. Marketer’s get up to 50% higher conversion rates, and tons of data to quickly qualify leads. It’s also free to try, at Lusha Extension.)
3. Add city-based data:
Personalize landing page text by adding the city’s visitor within the copy. “ I do this on the neilpatel.com homepage for US visitors and it works well.”
4. Answer objections in your copy:
“ Your copy will typically be your biggest leverage point. If you answer the objections people have within your copy, your conversions will go up.”
While there are so many things you can test out, Neil recommends starting with these four. But, “just make sure you A/B test them as what works for one person may not work for you.”
Connect with Neil: https://neilpatel.com/
Tip #2: Sangram Vajre
Better Website Conversions Start With Creating a Community
According to Sangram Vajre, Host of Top-50 Business Podcast, Flip My Funnel, the key to better website conversions is creating a community that people get immersed in, otherwise they say, “Wait a minute. What company was that?”
They get immersed in the problem and they start nodding with you on what’s going on and feeling that, “Oh, that person understands my problem.”
And now, they all of a sudden have an affinity of who you are. And then, whatever you represent. And whatever you represent, they want to be part of that.
But, it’s important to remember that community is created around a problem, not a product. “
A product will change and should change. If you fall in love with the product, if it doesn’t work you feel like you’re a failure.
If you fall in love with the problem, you can have a community and they will give you a pass until you figure out the right Apple solutions, as long as you need it.
The problem-focused idea really gives you a much longer of a runway than a product-focused conversation might.”
Connect with Sangram: https://terminus.com/
Tip #3: Apryl Beverly
Make Your Website Message Clear and Straightforward
For Apryl Beverly, esteemed Copyguru and Growth Hacker, “your website needs a concise message that quickly tells readers your products and services are the answers to their silent prayers.”
According to HubSpot, about 55% of visitors spend less than 15 seconds on a website.
So, to improve your website conversion rate, you’ll need to flood your website with relatable, compelling content that answers browsers’ questions and leads them directly to the next phase in the buying journey.
Great content will attract attention, spark the curiosity of browsers to seek out more information about your products and services, and get them to make a direct inquiry, either by completing an intake form, reaching out by phone or email, downloading a whitepaper or other free offer or even registering for a demo.
Your website content will need to:
- Gain a deep understanding of what your client genuinely wants from you and the ultimate outcome they expect to gain after investing in your products and services.
- Craft compelling benefits statements that entice readers to invest in your offers.
- Avoid filling your pages with meaningless jargon and techie talk and instead, use language that your audience can understand and relate to.
- Draw in browsers by using a personable writing tone while maintaining a professional voice suitable for the executive level experts you’ll engage with.
- Make your call to actions clear and direct by showing browsers what to do in a straightforward and meaningful way. Use words such as “get” in your call to actions so readers immediately connect your offers with something they’re going to receive rather than have to do.
Connect with Apryl: http://stylemywords.co
Tip #4: Lena Elkins
Use Social Proof Prominently on Your Website
Award-winning Growth and Marketing Strategist, Lena Elkins says that “In between every piece of value-based content or call-to-action, we include a testimonial (or 10), we talk about our features in notable publications such as Forbes, Entrepreneur & NBC, or we mention a respected list we’ve made, such as ‘Top Marketer To Follow In 2018’ in MarkTech Post next to Neil Patel and Grant Cardone.
All of this is going to “wow” a potential customer much more than me talking about why my product is so awesome and why they should buy it.
Most marketers are focused on the wrong things when building out these pages: How prominent their logo is, how detailed their product description is, how overwhelmingly beautiful their pages are, etc.
None of this matters if you’re the only one telling your customers how awesome you are, instead of letting your social proof do the talking.” Which for Lena, is crucial to increasing website conversion rates.
Connect with Lena: https://lenaelkins.com/
How to Increase Your Landing Page Conversion Rates:
Tip #5: Oli Gardner
Your Landing Page Should Create As Many Opportunities for Learning as Possible
According to Unbounce co-founder Oli Gardner, “Conversion research is critical to learning about your customer’s and to create continuous optimization loops.
One of the most important things you can do on your landing pages – to increase conversions – is to create as many opportunities for learning as possible.
Create Conversion Research Opportunities
Conversion research is critical to learning about your customer’s and to create continuous optimization loops. However, the very thing that makes landing pages so great at converting – a single page with a clear value prop, one call to action, and no distracting links – also limits the amount of interaction that occurs between the visitor and the page.
Yes, you can use software to create session recordings and scroll & click heat maps, but because there’s no structural interaction (primarily navigation) that you’d find on a regular website there’s only so much you can learn about what the visitor is actually trying to discover about your offer.
The solution to this is to use a smooth scroll sticky anchor navigation bar.
We’ve shown many times at Unbounce that adding external links to your landing page (ones that take you away to a different page) decreases conversions, but not all links are the same. Links that take people away from your landing page are bad, but links that help them traverse your landing page without leaving are fantastic.
If you’re not sure what a smooth scroll sticky anchor nav is, it looks just like a regular navigation bar at the top of the page (and sticks to the top of the screen as people scroll so it’s always in view). The difference is that when you click a link on an anchor navigation bar it scrolls down to the appropriate section on the SAME page without leaving.
The reason this is so great is because you can use a click heat map to see which information people are searching for most (via the nav clicks) which is invaluable intel for figuring out what matters most (and what nobody seems to be interested in).
To summarize; add a sticky anchor navigation bar to your landing pages (which lets you have a long page with lots of content) and make sure it scrolls smoothly to the relevant section. You’ll learn some fantastic behavioural insights with this method.
Connect with Oli: https://unbounce.com
Tip #6: Joanna Wiebe
Optimize Your Landing Page’s Offering
Renowned Conversion Copywriting expert and Growth Hacker, Joanna Wiebe, is quite clear about one thing, “to get more conversions on your form, don’t just optimize the form itself.”
Also make the offer on your landing page- i.e., what you get when you fill out the form and how you position that thing – a perfect, well-optimized match for your soon-to-be lead.
“What does X visitor in Y stage of awareness trying to complete Z job need right now in their journey?
If your offer is a webinar replay, how can you make that webinar replay sound completely enticing to said visitor?”
This means knowing your visitor, where they’re at, and what they’re trying to accomplish / the transformation they’re trying to complete.
This means knowing what’s keeping them from saying yes.
And then using the copy around the form – including the landing page headline, the form headline, the form subhead, the form button – to drive home the value of the offer for them particularly, so the pull of the desirable outcome is stronger than the force of inertia (our greatest foe in marketing).
You can remove fields, add fields, put labels inside, put labels outside – all the UX stuff. And that’s good – that’s part of CRO. But optimizing the offer on your landing page is where you should see the greatest increase in your conversion rates.
Connect with Joanna: copyhackers.com
Tip #7: Anna Talerico
Focus on Your Landing Page’s Experience, Context, Promise and Call-to-action
For Anna Talerico, Operating Partner at Arthur Ventures, we have to think beyond simple squeeze pages that just ask a visitor to fill out a form in exchange for a white paper.
Most B2B prospects are tired of this tactic, and even if it “works” to capture the lead, you haven’t really added value or created a great experience.
Visitors expect content and information, and so Anna thinks that landing pages need to provide more of that—even utility like calculators or quizzes—before asking someone to fill out a form.
We also have to be mindful of the promises we make on landing pages. If we are marketing some fantastic download, but then the content itself is really lame, that’s a bad impression and we’ve not met the person’s expectation.
“We have to add value in whatever it is we are offering on the landing page and live up to our promises.
Context is really about the message match.
Just make sure the landing page content is really hyper-relevant to what the user clicked on to land there.
Generic landing pages don’t do much to compel a user to convert.
And finally, you would be surprised how many landing pages I see that don’t have a clear call to action.
It’s just 101 but somehow it can still get lost in the page. Make sure you are really clear about what action you want the visitor to take on the page. “
Connect with Anna: SaaSX.com
How to Increase Your Lead Form Conversion Rates:
Tip #8 – Talia Wolf
Add social proof within or around your form
For GetUplift founder, Talia Wolf, Social proof is most commonly used these days as a rotating bar with a few logos and the caption: “As seen on”, however we’ve seen time and time again that there are for more persuasive and advanced ways to use social proof to increase conversions.
“A few ways include adding a testimonial beside the form that addresses the most common objection or hesitation people have prior to signing up.
Another is displaying the number of people who created an account / booked a demo / registered to your newsletter over the past week, or placing rating and review apps (e.g trust pilot) below the call to action button.
Social proof is about more than “boasting” and announcing you’re well known/trusted/an industry leader, it’s about dissolving objections, making people feel comfortable and addressing their specific hesitations or concerns that they have.
In a recent test we ran for a financial platform, including social proof in the form of a testimonial increased creation of new accounts by 149%. “
Connect with Talia: GetUplift
Tip #9: Danny Asling
Lead Forms Must “Tease the Promised Land,” and Appeal to A Prospect’s Emotional Needs
According to Danny Asling, SaaS Marketing Leader and Founder of “The Marketing Crowd”, marketing and psychology go hand in hand.
And it’s the marketer’s job to persuade buyers to take action, or to make a change. The same principle applies when you’re creating forms for lead generation.
Let’s say you’re building a lead form for a whitepaper that showed marketers how to generate more leads.
Now, you could add a header which says something generic such as:
“Download our whitepaper on how to generate more leads”.
Or… you could appeal to their emotional needs. You could paint a picture for them and focus on what they really want, which is a ton of quality leads within a viable budget. For example:
“Fill up your sales pipeline without breaking the bank.”
There’s a big difference in the message and, most importantly, the vision that’s being laid out.
Forms shouldn’t feel like forms. Far better, then, to always tease the promised land.
As a marketer, it’s your job to be the buyer’s guide in helping them make the change they seek to make.
Just make sure you deliver on that promise, otherwise you’ll kill all trust and credibility.
Connect with Danny Asling: https://www.linkedin.com/in/dannyasling/
Tip #10: Darryl Praill
When It Comes to Your Lead Form: Place The Most Important Content At the Top of Your Page
For Top 19 B2B Marketer to Watch in 2019, Darryl Praill, When it comes to conversions and your page forms, where you place the form can be just as important as what information the form requires.
Before you go thinking, “he’s going to tell us how it’s crucial to put it above the fold,” hold on a second.
Yes. The area “above the fold” is incredibly important, and once upon a time, getting your form up in that top-of-the-page spot was practically essential. (Psst — “above the fold,” for those who don’t know, is the area of the web page people can see without scrolling.)
Today, however, people use all kinds of devices with varying “above the fold” points. So what does this mean?
It means that your most important content — the content that will spark the action to fill out a form — should be at the very top of the page.
If you’re giving mobile users a form with very little context immediately preceding it or beside it… well, it’s a bit like showing up naked for a blind date.
Some people will be into it, but most everyone else will slam the door in your face.
Check your page design, copy, and form placement for multiple devices.
Consider the experience of a viewer on each of those types of devices.
Are you giving the viewer enough information and perceived value to entice them to fill out your form? If not, you need to improve your layout.
Connect with Darryl: https://www.vanillasoft.com/
Tip #11: Chris Goward
Increase Form Conversions By Targeting the Right Blend of Metrics
According to Bestselling author of “You Should Test That,” Chris Goward, it’s crucial to focus on both (1) tactical improvements for immediate impact on the user experience, and (2) strategic business optimization that has a longer-term impact for the organization.
Understanding and measuring key metrics will influence how you gauge the effectiveness of your experiments.
In one recent experiment for one of Widerfunnel’s B2B SaaS clients, we changed a simple email lead capture by adding three additional required information fields.
This had the predictable result of decreasing lead capture. But the magnitude of the decrease was surprising: nearly 35% decrease in leads!
Time to panic?
Well, in our standard post-experiment analytics, we found that the lead quality was nearly 3x the volume, so the overall Visitor-to-MQL ratio was still more than double the Control form.
Not only was our client now receiving more qualified leads, but they were significantly reducing their cost of following up on all the previous unqualified email-only leads.
That’s where an understanding of the right blend of metrics can help your B2B business drive the right overall result in both revenue and cost.
Connect with Chris: https://www.widerfunnel.com/
Tip #12 – Peep Laja
Shorten Your Form with Data Enrichment
For CXL founder and Growth Hacking Expert, Peep Laja, it’s crucial to cut down on the number of form fields.
You can likely get a lot of the data without asking for it by using data enrichment services.
The lead form might only ask for the email address, and a data enrichment service provides you all the rest like name, employer, title, revenue, employee count, and so on.
Shorter forms cut down on cognitive load, and get you more leads.
Connect with Peep Laja: https://cxl.com/