The nature of sales has changed dramatically over the past couple of years with inbound marketing becoming one of the most effective tools to use for your business.
However, driving traffic to your website is not enough. Driving people to your site is not a guarantee that you’re making any sales or meeting any of your sales targets. It’s important to remember that when it comes to website sales leads, quality over quantity matters.
Improving the quality of your website sales leads starts with understanding your current business practices in relation to attracting website sales leads, better targeting your audience, and then creating calls to action.
Define Current Practices
It’s not possible to improve your practices until you understand what you currently do and how well you’re doing it.
One of the ways you’re able to determine your current success rate is by using Google Analytics. With Google Analytics, you can track various landing pages to see where customers end up, as well as what customers do when they arrive at a particular page. You can then tell if they leave your site after only viewing the page that brought them to you, or if they subscribed by tracking the conversion rate. Once you know these numbers, you can see which leads and inbound marketing efforts panned out and which ones didn’t.
Another tool you can use is called Website Grader, which allows you to type in your website URL and the program then calculates your lead generation sources (landing pages and calls to action). It then gives you feedback on how to improve your website.
Target Your Audience
Once you have determined how leads are getting to your site, what pages they are landing on, and if those users are converting to leads, you can work on improving your website sales leads. The first way to do this is to target your audience/customers more effectively. You can use Google Analytics again to learn more about the people who are buying from you. You can learn where they are located in the world, if they buy from a desktop or mobile device, when they shop, what marketing campaigns and links brought them to your site—the list goes on.
Take all of that information and create a list of criteria of what makes up your ideal customers. Buyers who fit the criteria and are most likely to buy are the ones you should be targeting.
Once you’ve created your buyer personas, you can create inbound marketing campaigns and content specifically for those audience. This, in turn, will drive the people who are most likely going to buy to your site.
Create Calls to Action
It’s imperative to get the right visitors to your site. But do the users know what to do when they get there? The final step in improving the quality of your website sales leads is making sure your visitors know what to do when they get to your site. You need clear and concise calls to action.
With a call to action (CTA), you give your visitors clear instructions detailing what they should do next, such as signing up for a newsletter, downloading a whitepaper, etc. CTAs help you get sales from your website traffic.
Customers often need to be told what to do and how to do it. They also need the steps to be simple and easy. If your CTA is too complicated, or if there are too many of them on a page, then the customer won’t know what to do, and thus won’t convert.
By improving your targeting by researching your customers and the analytics of your site and by taking that information and creating clear and concise CTAs, you can effectively improve the quality of your website sales leads.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.