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Gone are the days when a website was considered only as an online brochure. More than a virtual storefront, it has now evolved into a lead generation powerhouse and has the potential to fuel the sales funnel. Your online presence is like a fishing net trying to catch the fish (leads).

In this digital arena, every click and scroll holds a significant place in curating lead-generation ideas and strategies. A discussion with a community of marketers has generated some lead-generation statistics helpful in improving the overall tactics.

This survey from ruler analytics indicates that nearly 84% of marketers prefer form submissions, 50% use phone calls for conversion, and 33% rely on live chat to convert their site visitors into customers. 

These are some of the must-have website features for lead generation. Keep reading to know how a business owner can use such functionalities to increase their chances of generating high-quality leads.

Must-have website features for lead generation

The average time users spend on a web page is 54 seconds, which is a critical metric for businesses and website owners. This is the time when a user makes decisions about whether they should continue to stay on your site. So, you only have this duration to convincingly present your site to the visitor.

Let’s explore the simple features that you can embed into your site for generating leads. Irrespective of the tactic you choose for converting visitors into customers, remember that it is not a one-time event and requires constant effort and attention. In case you do not have in-house resources to add or modify the needed website development features, you can hire a dedicated web developer to do it for you.

1. Video integration

Adding a video can help increase the user’s time spent on the website. With a unique ability to convey information, emotions, and messages, a video can increase user retention. They are more engaging than text or images. 

Approx. 90% of businesses believe that video marketing has helped them generate leads and increase site traffic. 

For instance, if we consider an eCommerce store, integrating a video representing the product’s functioning will be an excellent approach. When a user sees a product in action, they are more likely to understand its value and benefits.

Tips to generate leads with video

To gain higher engagement from viewers, your video content needs to add value to your website.

Here are some ways to use video to boost your lead-generation efforts –

• Select the right video type
• Embed video into your landing page
• Do not forget to include a spoken CTA in it
• Make use of an online video maker

2. Incorporating forms

Adding forms to the web pages lets a site owner capture, nurture, and convert leads effectively. It is a structured way to collect valuable information from the site visitors. The most commonly used lead generation forms are contact forms, newsletter signup forms, and registration forms. The data generated from them can further be used to send targeted and relevant marketing messages to the audience.

Have a look at these lead generation form examples to get an idea of creating your forms –

Daily Harvest

Several smart conversion tactics have been used in this form, such as:

• A clear, pleasing, and effective motto
• The use of distraction-free form image
• High-quality visuals
• Captivating form design

Expat.com

Highlights:

• A perfect combination of subtle and bright colors
• The benefits listed using bullets give site visitors the best reasons to consider them

3. Limited time offers

Presenting offers that increase your customer’s feeling of urgency encourages them to act quickly and make a purchase. It is a surefire way that is tried and tested for boosting sales.

We can understand this with the example of Udemy. While purchasing a course from this eLearning platform, you might notice the discounted price that will last up to a few days. 

Urgency creates psychological triggers to take immediate action and make quick decisions. It is effective because it can:

• Decrease your cart abandonment rate
• Make the offer feel more valuable and exclusive
• Create a fear of missing out (FOMO) on a great deal
• Capture the audience’s attention
• Create a buzz around your brand and offer, leading to increased social media sharing

4. Interactive quizzes and surveys

Capturing the attention of the target audience and standing out from the crowd is a constant challenge for businesses. This is where quizzes and surveys can act as a game changer. Creating engaging and interactive quizzes and assessments helps capture valuable information about potential customers. This data can further be used to nurture leads and sales. 

Moreover, these surveys can be promoted by sharing them on different channels like social media and email. It will work as versatile and right marketing strategies and tactics to reach a wider audience.

Here are some tips for making interactive and engaging surveys:

• Keep them short and focused
• Ask open-ended questions like “What do you think about this product?” or “Are you satisfied with this product?”
• Include a rating scale
• Avoid asking sensitive or personal questions

5. Exit intent popups

When a user moves their cursor toward the closing tab, it is safe to assume that he/she is about to leave the page. It is the time when “Exit Intent Popups” enter. This appears with the motive of prompting visitors to complete an action before leaving.

You can see the below examples to know the benefit of integrating exit intent popups into a website.

Skullcandy

Here is a unique contest entry given in the popup. It is distinct in the sense that visitors know they will get 20% off on subscriptions, but the twist is they don’t know whether they will also win a bicycle.

So, with the right timing and message, an exit-intent popup can be an effective feature for generating leads. It can help you in –

• Decreasing cart abandonment rates
• Enhancing your email subscriber list
• Increasing conversions

However, if a site has too many popups or fails to have a well-designed and captivating one, it may not create a powerful impact. In such cases, you can opt for web app development services, as they are well-versed in developing appealing popups to communicate your message effectively. 

6. Effective calls-to-action (CTAs)

Well-crafted CTAs like “Download Now,” “Sign Up,” and “Get Started” provide clear guidance to users to take appropriate actions. They help grab user’s attention and encourage them to engage with your site’s content. 

You can try implementing the below ideas to use CTAs strategically –

• Place them where they are easily noticeable and align with the content flow
• Phrases like “Download Your Free Guide” and “Unlock Exclusive Access” can entice users to take action
• Ensure the CTAs are relevant to the page content
• Check their mobile responsiveness and ensure they work well on all devices
• Do not forget to direct a user toward the Thank You page if they are converted via CTA.

Have a look at this below Spotify: “Get Spotify Free” example.

It is a simple and direct CTA with a prominent placement of components, just waiting to get clicked. A couple of years ago, Shopify featured two competing CTAs, one was free and the other was their premium tier. However, now, the image depicts the team focusing on users to leverage their freemium version.

7. Live chat service

71% of customers expect brands to provide real-time digital chat support. Not only does it help enhance the customer experience, but it is also a powerful tool for optimizing lead generation and boosting sales. 

Facilitating users with instant problem-solving, multilingual support, and interactive product guidance improves the overall lead-generation approach. By integrating live chat support into your site, you can witness an increase in customer engagement. This creates more chances to convert website visitors into qualified leads. However, incorporating such a functionality requires technical expertise. Therefore, undoubtedly, you will be required to hire a professional web developer to add this state-of-the-art feature to your website.

Expand your lead generation strategy with these inclusions

As the business landscape evolves, so do most of our approaches. Let’s delve into the realm of some innovative lead-generation techniques to drive unparalleled growth.

Take a multi-channel approach

Directing customers toward your site by using different tactics like social media marketing, email, blogging, and displaying ads can be a proven lead generation strategy. It can be the best medium to communicate a product’s value and let customers procure items in their preferred manner.

Multichannel marketing combines different promotional and distribution channels to attract customers. There can be many touchpoints to reach and engage with potential customers such as:

• Digital Channels: These are websites, social media platforms, displaying ads, and others.
• Traditional Channels: These include television, radio, and Direct mail marketing.
• Mobile Channels: These include mobile applications and SMS marketing.
• Offline Channels: There can be conferences, in-person events, and trade shows for interacting with customers offline.

Perform A/B testing

A/B testing (or split testing) is essential for a successful lead generation campaign. It is a marketing experiment in which you split your site visitors into two groups and test variations of the campaign to determine which performs better.

Performing this helps find out what works best for the target audience and goals. It provides a lot of information on how your customers behave and interact with your marketing campaign.

Here is how this split testing approach adds fuel to lead generation efforts –

• Improved conversion rates
• Data-driven decision making
• Increased engagement
• Better user experience
• Cost-effective optimization

Offer freebies

The challenge of acquiring new customers via a website is increasing. Here, offering freebies can be a game changer. Whether it is in terms of providing free eBooks, webinars, or trial subscriptions, a site owner can attract new customers that can be further converted into quality leads. You can consider offering the following to help you generate more leads with freebies –

• Free trials
• Tutorials
• Early bird discount
• Demos

Epilogue

To succeed and grow in this digital landscape, generating quality leads is crucial for any business owner. In simpler terms, it is all about understanding your target audience, engaging with them, and gaining their trust. We already let the secret ingredients for generating leads out of the bag. Now, take the benefit of every opportunity and convert your website visitors into valuable customers.

Author Bio : Amelia Swank is a senior web and app developer with over 8 years of experience. Currently with SunTec India, she specializes in the domain of digital solutions, specifically Web App Development, WordPress development, Shopify development, Magento development. Her passion for technology fuels her writing, aimed at spreading insights to all. Amelia closely follows the latest IT advances to share her expertise with those interested in the field.