Many marketers focus heavily on bringing in more web traffic, and rightly so – after all, the more people are looking at your page, the more conversions you’re going to get.
The bad news is that only about 2% of your website’s traffic will actually convert on a form.
While bringing in more traffic is definitely a good strategy, you should consider how to capture more of the potential leads that are already visiting your website.
How to Get More Leads from Your Existing Web Traffic
There are two ways you can get more leads from your traffic: boosting your conversion rate, and targeting prospects that didn’t convert. We’ll cover both in this post.
Encouraging More Conversions
If only 2% of your web traffic converts, the logical next question is – what can you do to improve that rate?
Typical conversion rate optimization (CRO) consists of analyzing your visitors’ behavior in relation to the elements of your website, observing where the most engagement is happening, and focusing your efforts on optimizing those priority spots first.
For example, let’s say your home page has a Call-to-Action (CTA) above the fold that is getting a strong click rate. Experiment with changing one thing about that Call-to-Action and comparing the results with how it was before.
Try making it more prominent on the page, maybe by making it larger. If that performs better than the original size, keep the bigger one. Then, try changing the text of the CTA. If it said “Try Now” before, run an experiment where you have “Try Free” instead. Keep whichever one works better.
This is called A/B split testing, and it’s your biggest and best tool for CRO (and other content as well). As long as you keep on testing new things and finding new, more effective strategies, you’ll never stop improving.
Another way you can approach CRO is to take a look at your competitors and see how they do it.
Identify your 5 top competitors. They’re each a potential source of fantastic insights into how you can optimize your website for traffic conversion.
The first thing to do is get ready to take some notes. Go to a competitor’s website and take a look around. Write a few things down:
- What are the first three things you notice about the page (positive or negative)?
- Where does your eye naturally gravitate?
- Can you tell where they are trying to direct your attention? What action do they want you to take?
If the first things that pop out at you are well-designed elements or positive impressions, and you can easily and naturally follow where the page wants you to go, then these are things to consider on your own page.
Interact more deeply with their page and continue to make notes about your impressions:
- Click a CTA. Does the landing page feel like a natural transition from the page you clicked on? Did you have to take a moment to figure out why you ended up there?
- What sort graphics do they use? Are they vectors or real photos?
The biggest question to ask yourself is “How easy was it to take the action they wanted me to take?”
Analyze Landing Pages
Find one of their landing pages and once more jot down the first things that pop off the page at you. Then look for these elements:
- Headline: Do they have a strong headline that’s message-matched to the content that led you here?
- UVP: Is their unique value proposition obvious and clearly stated?
- Colors: What’s their color scheme and balance? Does it feel natural or is it jarring to the eye?
- Images/Videos: What sort of images do they use? Do they have videos embedded in the page too? Does it all flow together naturally, or do the elements feel jammed together?
Repeat and Summarize
Do this same process for each of the top competitors you identified earlier. Once you have a bunch of notes, group them together into two categories: positive impression and negative impression. Make special note of positive elements or strategies that appeared consistently across multiple competitors.
All this work results in a list of things that you, as a user, felt were positive and negative. Now you can go back to your own website and compare it to your list. If you’re missing a lot of the positive ones, consider implementing them.
And of course, if you have overlap with the negative side of your list, try cutting out those elements and replacing them with something better. Remember, A/B split testing is your best tool for CRO.
For example, if your top competitors are all using slick vector illustration graphics on their pages and you’re using stock photos, it’s probably worth trying it their way and seeing how that works out.
Consider this: they’ve likely done A/B tests already, so whatever you find is probably what’s performing best for them.
Take inspiration from all the things that made positive impressions on you as a user, and apply them to your own site. Ultimately, you want to make it as compelling and easy as possible for your web traffic to convert.
Targeting Web Traffic that Didn’t Convert
Strategy for CRO is a fairly common topic. What’s less common is a strategy for actually targeting web traffic that didn’t convert.
Even if you absolutely ace your CRO and are converting at an unusually high rate, there’s still a huge portion of web traffic that’s leaving your site without converting.
They’re valuable leads, too – they’ve been clicking around your website, so they’re clearly interested in what you offer. They might have made it as far as hovering their mouse over your CTA before changing their mind and abandoning the site.
Instead of a new lead, they’re a statistic in your web traffic analytics. And no matter how great your CRO is, that’s over 90% of your traffic.
These are prospects that you absolutely want to target. If you’re in the B2B arena, we’ve got good news for you – you can.
When someone visits your website, there’s one piece of information that you get automatically, whether or not they fill a form – their IP address.
This is where we introduce you to Clickback WEB. It’s the tool we’re going to use to target non-converting web traffic.
When someone visits your website, Clickback WEB checks out their IP address. If Clickback WEB identifies that address as belonging to a business, the software will add that business to a list of companies that have visited your website.
Then, when you log in to Clickback WEB, you will be able to see a list of those companies, and can get contact information for potential leads there.
Is That OK?
Your next question is probably along the lines of “Is identifying a visitor based on their IP address really OK?”
The answer is “Yes, as long as they’re a business.” That’s why this trick only works for B2B businesses.
Individuals’ privacy is governed by an entirely separate set of legislation. Clickback WEB never touches individuals’ personal information – all the data you receive from the software is business data only.
Try It Yourself For Free
Of course, there’s a whole lot more to the software than just delivering a list of leads. If you want to learn exactly how it lets you turn lost opportunities into high-value, warm B2B leads, there’s a 14-day free trial available that even comes with a live 1-on-1 walkthrough of the software.