We all want more people to sign up for our newsletters, download our ebooks, or request a phone call. But sometimes, even when our landing pages get plenty of traffic, we still get no more than a trickle of new contacts.
Why is that? Is what we’re offering really so uninteresting? It could be, but it could also be an issue with presentation.
Number of Form Fields
If you’ve ever wanted to sign up for a newsletter, but quit half-way through because you just didn’t think they needed to know your birth date and social security number (kidding, but you get the point), you’ve already discovered one of the possible reasons for low conversion rates. The amount of information a person is willing to provide is often directly related to the perceived value of what they’re about to receive.
For example: Offer someone an incredibly valuable eBook that is so good they’d pay for it, and they will be more willing to disclose their job title, marketing challenges, budget, etc. than a person signing up for a newsletter. For the newsletter, name and email is probably all you’re going to get!
Pro Tip: Use software like HubSpot to collect data on clients over time. The first contact you may get name, email, phone and marketing challenge. Next time, only collect their job title, website URL and marketing budget. It also tracks the source of the lead, so you never have to ask, “How did you hear about us?”
Have you Earned their Trust?
Choose Your Words Carefully
Using the word “submit” on a form is one way to decrease your conversion rate. It has a negative connotation, and might imply a higher level of commitment than most are willing to assume. Try something like, “Get it now!”, “Send my question”, or “Reserve my spot!” Not only are those words a little more “what’s in it for me?” but they’re also more upbeat and less formal.
The infographic below provides anecdotal evidence that you can increase your conversions by 90% just by changing the “submit” text from second person to first person! My guess as to why it makes a difference is that to choose “Get my free trial now” is more empowering than, “Get your free trial now.” Would love to hear your theories.
Bonus Tip: Utilize Your Thank You Pages
So, you’ve gotten the new contact information – great! But, what if there were a way to keep people engaged a little longer? What if you could start collecting more information about them right away? Try inviting people to take advantage of a related offer right on the thank you page. You might be surprised at how many people will download a checklist to go with the eBook they just grabbed from your site. Give it a try and let us know how it works for you!
- Ten Elements of Effective Landing Pages (scalablesocialmedia.com)
- Why Your’e Getting Lousy Leads (scalablesocialmedia.com)
- Content Marketing Hacks – 34 Time-Saving Tips and Tools (scalablesocialmedia.com)
- Content Marketing: Top 5 Ways to Make the Best Landing Page Possible (business2community.com)
- Want to Get More Leads? Stop Making These 12 Landing Page Mistakes (hubspot.com)