How Lead Conversion Works – Guide
The journey from visitor to customer is an important part of Inbound Marketing. The importance of designing a good conversion process is often underestimated, but when done well you create an unforgettable experience for your leads, leading to a strong and unique relationship and helping your business grow.
What do we mean by Inbound Marketing conversion?
In short, conversion means that you convert your visitors into leads and customers!
Why is it important for your visitors to convert?
Attracting visitors to your website is usually a priority. Blogs and social media have proven to work well to reach diverse audiences. But do you really know who your visitors are? Do your visitors convert into leads and eventually become customers? Until they have left their personal information with you, we don’t really know who they are! And that’s why conversion is so incredibly important.
With a good on-site conversion process, you convert your visitors into leads. You get the opportunity to get to know your visitors and know exactly where they are on the purchase journey and what their needs are. And that’s when it’s time to start with lead nurturing to warm up your leads to customers.
What is inbound marketing?
What happens when a visitor has converted?
Once your visitors have become a lead, you have great potential to drive your leads further in the sales process. You get the opportunity to deepen and strengthen your relationship with your leads by helping them through their buying journey and gaining their trust. Lead nurturing and good Marketing Automation play an important role in this process
When a lead is ready to be contacted by a salesperson, you also create good opportunities for your sales team. All of a sudden they get to work with hot and qualitative leads and can spend their time more efficiently and on activities that create value. Instead of spending time looking for leads or making cold calls.
How to convert visitors?
To convert your visitors into leads, you need an effective conversion process. The process always consists of exchanging informative content (eg guides or cases) for the person’s contact details – and the more valuable your offer is, the more information you can ask for.
A conversion process consists of the following steps:
1. Value-creating content
The most important thing is to understand your target audience or your personas, as we call them in Inbound Marketing. Who are they? What are their challenges, what needs do they have and where are they in the buying press? If you have spent a lot of time creating a good picture of your personas, you can offer them a valuable offer in the form of, for example, a guide. This encourages them to move on through your conversion process.
A call-to-action is a button that stands out, attracts a visitor’s attention, and encourages them to take part in an offer. A CTA, in turn, often links to a landing page.
3. Landing Page
On a landing page, you present your offer. The most important thing here is that you briefly tell your visitors what they get when they fill out a form to download your content. So the material must be perceived as valuable enough to pass on its information, so always think: ‘What’s in it for them?’
4. Thank-you page
Once a visitor has completed the form on a landing page, it is time for you to present your content on a thank you page where a visitor can download it. Here, the person also gets the opportunity to browse further on your website and read more relevant articles.