If you’re running a business that has an involved sales process or an expensive product you want to focus more on obtaining qualified leads than pitching your product. This isn’t to say that you shouldn’t enable your customers to get on your site and easily make an order. It’s just that, with expensive or involved products and services, you’re less likely to get a customer to make a buying decision without speaking to a sales rep.
So what can you do to increase your ability to capture valuable leads on your site? It’s simple if you follow a few common practices.
- Offer a free, no-obligation consultation
When you let your prospects know that you’re willing to help them figure out the best way to move forward with their needs they’re more likely to get in touch with you. If they’re expecting a free consultation they’re allowing themselves to get into a position where they can be sold. The closing ratio for these prospects is much higher than those contacted through cold calls.
- Provide a free resource
Develop a video course or create a white paper. Be sure it focuses on ways to utilize the service you provide as a way to reduce costs or improve profits. Show your expertise by connecting dots where no one else has before.
This will not only show your level of expertise, but customers may also end up feeling obligated to you in some way. When they feel obligated they’re more likely to buy from you. Getting them in your debt is the easiest way to get paid. Providing a free, valuable resource is a great way to accomplish this.
- Pay attention to your analytics
Your site should be developed as a sort of funnel. It should attract visitors and prospects and process them in a way that separates browsers from buyers.
What actions are your customers taking from the time they get to your site until they buy? Where are you losing potential prospects? With Google Analytics you can easily track these things. Identify leaks in your pipeline and fix them. Improve the areas that have been capturing leads.
If you’re providing a free resource or no-obligation consultation be sure to boldly advertise these resources on each and every page of your website. Make it easy for customers to sign up and reply to their inquiries promptly.
- Split test everything
One of the best things you can do is learn about split testing. You may have a current site that provides great profits, but is there any chance it could be better? The only way to find out is by split testing.
This technique involves technologies that randomly present two different versions of the same content. You can split test just about anything – sales copy, advertisement positions, graphics, and even entire designs. You can configure a split-testing technology at no cost with Google Webmaster tools. Pay attention to the data and quickly eliminate anything that isn’t producing.
Don’t stop split testing when you improve your results, though, unless you have obtained a 100% conversion rate. Until you do that there’s room for growth.
- Only collect the necessary information
Sometimes you might deter a person from submitting their information because you’re asking for too much. Figure out exactly what you need to move the sales process to the next step. Sometimes this is just an email address. Sometimes it’s just a name and phone number. Don’t ask for any information that you don’t absolutely need to move things along.
The more work you require your prospects to do the less likely they are to do what you want. If you are only asking them to provide one or two easy pieces of information they’ll submit it much more willingly.
On the flip side, requiring your prospects to submit complicated forms will help increase your closing ratio. If they’re willing to jump through hoops to get more information or a free product it shows that they’re more serious about getting what you’re providing.
When it comes to collecting information you really need to know what you want to accomplish. Selling really is a numbers game and being in front of more prospects means more sales. But a higher closing ratio is a better number, too, and sometimes it makes more sense to spend less effort on each sale you make. Only you can decide.
Added: by Technology Solutions