INCREASING THE CONVERSION RATE OF YOUR WEBSITE

INCREASING THE
CONVERSION RATE
OF YOUR WEBSITE

C O NW A C F L IO W O 0 . C O M
W T W. T N F 2
FLOW20.COM . 16 FAIRMILE AVENUE . LONDON SW16 6AG
T 0208 133 0754 /// E CREATE@FLOW20.COM /// WWW.FLOW20.COM
HTTP://WWW.FACEBOOK.COM/PAGES/FLOW20-WEBSITE-IMPROVEMENT/106262366114703

DESIGN YOUR
WEBSITE USING
CLEAR LAYOUT AND
NAVIGATION
The transformation of a visitor to a lead takes is
dependent on the first ten seconds he spends on
your website. If the website layout and navigation
succeeds to capture the attention of a visitor
and guide him through your landing page, you
aresuccessful in getting a lead. On the contrary, if
your website layout is louder and distracts the user,
they will probably leave in a hurry.

The best way to test the layout and navigation of
your site is by using Attention Wizard tool. This
tool simulates the eye tracking on a page via an
algorithm and generates a heat map of the hot
spots and path the typical eye will take around the
page.

This provides really quite remarkable insight that can
help you find fast ideas for improving engagement
on a page. Attention Wizard is also great for testing
page layouts you want to try, because the page
doesn’t have to be live anywhere. If you can create
a .jpg of a page you can test its potential results.

If you don’t want to leave the assessment to a
simulated by an algorithm and want results based
on the eye-tracking from actual visitors, you can
use ClickTale.

If you want to do the testing yourself, pretend you
are a new prospect and ask yourself the following
questions:

• Where do your eyes go first?
• What is the most important thing on the page?
• Where do you think you are supposed to go
next?
• Are there any distracting or confusing menu
items or links that are tempting you to click on
them?

C O N TA C T I N F O

REFER TO YOURSELF
AS AN EXPERT IN
YOUR FIELD
When a potential client visits your website, they
want to see you as a person providing a service
but, they wan to find someone who is an expert
in his filed. If you can’t stump them in the first ten
seconds that they spend on your website, they will
CONVERTING YOUR
continue to shop around until they find someone EXPERTISE INTO A
that inspires confidence.
LEAD GENERATION
You can show your expertise using social proof, MAGNET
awards, and testimonials, but what inspires a
customer is when you prove that you are an expert Now that you have proved you are an expert, how
through relevant, readable educational materials. do you convert a prospect to a lead? The best way
This is real value that you offer to your prospects in to convert prospects into leads is by using a lead
exchange for their trust. generation magnet. A lead generation magnet is
anything valuable you can provide to your prospects
in exchange for their contact information. A lead
generation magnet could be a a coupon, free report
or whitepaper, demo, subscription, event invitation,
or other kind of educational download.

Picking the appropriate lead as your magnet is the
most important task at hand. The right lead
generation magnet will attract a steady flow of
leads that you can convert into paying customers
Chris Garrett on new media down the road.
A LEAD GENERATION MAGNET SHOULD:

• Appeal to your target audience
• Provide a solution to their pains and frustrations
• Have a clear title that conveys value
• Be packaged in a way that is appealing


HIGHLIGHTING
THE VALUE OF THE
LEAD GENERATION
MAGNET.
There is a very thin line between marketing and
spamming. People who frequent the web are very
intelligent now. If they realise that you are trying to
hard to market your brand, they consider it a spam.
When you are giving something free, you might
be thinking, “Why would anyone not want this?”
But, when a visitor comes across something
free the first thing that they think is, “Is this really
something of value or are you going to just SPAM
me?”

When you give something for free in return for their
contact details, you have to answer the question
in the minds of your audience: “What’s in it for
ME?” Describe the value of the lead generation
magnet in terms of how it benefits the prospect.
Your description should drive the conversation that
is going on inside their head. The primary focus of
your description should be the benefit of the visitor
and not your product.

USE “HERO SHOTS”
AND “HEADLINES”
ABOVE THE OPT-IN
FORM
When a user does find value in your lead generation
magnet, the best way to grab their attention in and
increase conversion is by including a “hero shot”
and “headline” above the opt-in form. A “hero
shot” is a graphic that makes the lead generation
magnet look more substantial or more “heroic” so
to speak. A “hero shot” could be a representation
of a hard-copy book or software package, even if
the offer is purely digital.


CREATE A
PROMINENT
OPT-IN FORM
The opt-in form should not be on an inner page
but, on the homepage or the landing page. This
increases conversion as you do not have to design
a convincing route which leads to the page with the
opt-in form. Your homepage or landing page should
have an opt-in form for your most widely requested
and most valuable lead generation magnet. The
hero shot and form fields should be above the fold
and visible without needing to scroll.

If you want to increase your conversion rate further,
you can post a small opt-in form on every page
of your site at the same place. This provides an
opportunity for visitors to be attracted to your
magnet everywhere they look.

USE WORDS AND
PHRASE WHICH
COMFORT THE
VISITOR WHEN
PROVIDING CONTACT
DETAILS
People hesitate to fill out opt-in forms because they
don’t want to get added to another email list or
receive a sales call. This is a major cause behind
decreasing conversion rates. You can solve this by
using comfort language to show the value they’ll
get and reinforce that they can trust you not to
misuse their information.

You can do this by adding a “Don’t worry” statement
or a link to your privacy policy. If you want to
increase your conversion rate further by clarifying
your privacy policy in just a few lines and posting
it in a prominent location next to your opt-in form.


KEEP THE FORM
FIELDS TO A MINIMAL
NUMBER
Your opt-in form should have the minimal number
of fields that need to be provided. Most people DUMP THE “SUBMIT”
are comfortable providing their name and email
address in order to download a free report or similar BUTTON
lead generation magnet. When asked for phone,
mailing address, or budget, people are hesitant in A common feature that can be seen on most opt-in
filling out opt-in forms. With the number of fields forms include is a button that says, “SUBMIT” in
increasing, the conversion rates keep decreasing. all caps.
If you require more contact information, you can get
them directly from the prospect as the relationship This is a major cause of decreasing conversion rate.
grows. If you want your conversion rate to improve, you
have to dump the “SUBMIT” button and replace it
with a more colorful one that reinforces the value
of your lead generation magnet. Be creative and
specific with your button language by saying “Send
Me My Guide,” “Register Now,” “Place My Order,”
or something similar.


INCREASING THE CONVERSION RATE OF YOUR WEBSITE

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INCREASING THE CONVERSION RATE OF YOUR WEBSITE