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    Increasing Conversion rates for your Building Products Website

    Turning more of your website visitors into leads can increase your bottom line.

    There’s a lot to think about with your lead strategy.  How many leads do you need to create to get to the conversion rate you desire? How much does each lead cost and does that match your goals?  One place to start is with your website.

    Conversion rates can tell you how successful your website is at keeping visitors engaged and moving them through to become leads and sales. An important tool, your company’s website is often it’s first impression—and your change to move a potential customer through the experience with images, videos, and consistent, targeted messaging.

    Avoiding hurdles to conversion will help the visitor through each stage, from a website visitor, to a lead, and eventually to a sale. The best way to do this is to decrease the clutter, so that your visitor knows where to look and where to click without confusion.

    1. Segment quickly to keep your visitor engaged: Segment your audience before they have to fill out the form.
      • Segment your website for different audiences and lead them to a unique form—this will allow you to move good leads through your site and filter out bad leads through segmentation and not long, boring forms.
      • Provide relevant information to the visitor, remember to use the information you gather from a segmented website to know who is visiting your site and engage them.
      • A segmented lead is up to 4 times more valuable.


    2. Convert visitors into leads: In addition to getting the correct people to fill out your online form – you want them to give you the right type of information.
      • ALWAYS get contact data.
      • How did you find us?
      • Remove unnecessary questions through testing and conversations with your marketing AND sales teams. Every field and data piece collected should help you sell more.
      • Measure conversion rate AND conversion rate to actual leads, actual money/closed business.


    3. Convert Leads into Sales:  Don’t overlook the importance of the pitch just because it’s online.  The reward or benefit for filling out the form should be clear.
      • Is the value of what you are giving = to the data you are collecting
      • Keep messaging consistent.  If your advertisement says “Free Consultation,” then the landing page needs to say that as well. No message mismatch!
      • Know what to do with the leads you produce.  Call/email/nurture the conversion – but don’t annoy. Use the information you know about each lead to cater to their needs.

    Using these simple tips—and testing them out to find the right mix for your company—will help visitors convert to sales and move your business forward through your website.


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    About The Author

    Renae Krause

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