What Is Generating Lead?
Lead generation is the mechanism by which a product or service creates customer interest in order to turn that interest into a sale. Usually, in online marketing, this includes collecting contact information from a visitor (called a "lead") through a web form.
For many B2B businesses, lead generation is a key component of the sales funnel, as their goods can cost thousands of dollars and web users are less likely to purchase their product or service directly from the website.
The collection of new leads enables companies to inform and cultivate potential customers through e-mail marketing, before directly hitting eligible leads through salespeople.
For e-commerce and other businesses, lead generation is also important, as e-mail marketing is still one of the most efficient channels for online marketing, and gathering the contact information of a prospective customer allows the business to market to them later, even if they do not make a purchase immediately.
How your lead generation can be strengthened?
There are many ways in which you can optimise your website to drive more leads, in addition to driving more traffic to your site.
Since content is also a key driving lead motivation, experiment with various pieces of content, placement of call-to-action(cta) and lead magnets to decide what type of content performs best. Usually, this requires the identification of the main buyer personas and the development of content that will be persuasive and beneficial for driving quality leads.
Beyond rewards, the lead type is also a key component of the conversion funnel that can be optimized. Although collecting as much information about a prospect as possible is beneficial from a business point of view, more fields of forms lead to a decrease in form submissions. To see what is optimal in terms of lead capture and lead detail, experiment with distinct type lengths.
There are many other aspects of a website that can also be optimised, from having a clear call-to - action to making it easy and free to navigate the distraction of the site so that users can easily access the content you want them to. It can be useful to explore the data on an analytics platform to imagine how possible leads move through the web.