Page 21 - 10 ways to make your lead generation website convert on the first visit

10 WAYS TO MAKE YOUR LEAD GENERATION WEBSITE CONVERT ON THE FIRST VISIT | 21

No matter how good your website is at generating leads, it can always be better. Great companies conduct
great testing to make all critical areas of the website perform more effectively in getting visitors to convert.
Testing is an ongoing, methodical and data-driven process. When done correctly, it will put miles between
you and most of your competitors.

5 Tips for Great Website Testing

1. Deploy granular phone and form tracking. Tracking should tell you the marketing source of every phone
and form inquiry. Without this data, marketers will be perpetually in the dark, only able to guess at which
website changes are producing more leads.

2. Validate inquiries. Beyond tracking, validation is needed to separate actual leads from non-leads (spam,
personal calls, etc.) in analytics reports. Non-leads can account for as much as half of all inquiries, so
marketers need to know which marketing sources are producing leads, not merely inquiries.

3. Test only one thing at a time. If you change the offer and the position of the offer on the page, how can
you tell which change led to an increase or decrease in conversions? You can’t!
4. Little things can make a big difference. Companies usually test big things like offers, but the size of the
font or the color of a submit button can have huge impact on conversions. Leave no stone unturned, but
be patient, because you can only test one thing at a time.

5. Always test functionality. Seemingly simple things can go haywire for no apparent reason. Savvy
companies continually test clickable phone numbers, form submission processes and page-loading speed
to detect errors that cropped up out of nowhere — and threaten to crush conversions if left unattended.