Many business models do not require human-to-human interaction and can help you earn money with just Digital Marketing. E.g. e-learning products, bookselling, e-commerce businesses, etc.
But still, many of them are not yet able to generate enough leads or sales, even after putting huge money in the marketing campaigns.
The target audience is right, the landing pages are loading properly, the contact forms are working, the funnel is also optimized, and yet, the businesses are not able to generate the leads.
Everything goes in the right direction, but something happens on the landing page and the customer does not fill the form. If this is your case, then your landing page is suffering from “Resistance to Lead Generation”.
Now please note that this article does not talk anything about your marketing funnel, target audiences, sales activities, etc. It assumes that all these things are fine, and just your landing pages are not able to convert enough leads.
Resistance to Lead Generation on the landing page is a serious problem. Imagine, making someone aware of something, creating interest in their mind, luring them to make a purchase, then they come to your landing page and nothing happens after that. This is very disappointing.
When you are a local shop owner and customers come to your shop, you can see their reactions and ask questions. But, when someone is on your website, you get to know nothing. You will only know who came to your website, which pages did they visit and the actions taken by them. But, you will never know why did they abandon your cart or left the page without filling the form.
Then how to find the reasons behind not generating the leads.
Consider your website as a local shop. A customer comes to your shop. To make the purchase, he/she should get enough information about the product. Follow this checklist to reduce the Resistance for lead generation on your website.
Always make sure the website is running and it does not take too much time to load
Consider a situation where you asked someone to come to your shop and get an offer, but your shop is not open today. What will happen? That person will get upset. But, don’t worry. In digital marketing, people don’t get upset when your website is not running. They probably may not remember your name if they saw your ad for the first time.
But Remember that, your ad had created enough interest in that person that made him click on your ad. Hence, if your website does not load, he/she will find some other website that provides similar products/services.
Buy server from a reliable hosting company. If you are running an e-commerce business, go for a VPS or AWS EC2 hosting. Check if the website is loading properly regularly.
Use shorter content wherever possible
Verbose content is a boring part that annoys the end-users. If your landing pages have too large descriptions, your potential clients are not going to read it completely. This creates too much resistance for lead generation. You won’t generate the lead if the potential lead has not read the information completely.
Always keep short descriptions in the content. Break the content in headings, paragraphs and lists. Add visual material wherever possible. This will help website visitors understand the content faster and increase the probability of generating the leads.
Remove unnecessary popups from the website
Popups annoy the users. Remove all unnecessary popups from the website. You can use “Exit Intent Popups”. These popups appear when the user is about to leave your website. Most of the website visitors are not going to react to your popups before reading the information on your website. Also, the popup must be relevant to the landing page. the popup should not ask for the newsletter subscription when the landing page is about selling a product. It can talk about some offer or discount. The popups should not divert the mind of the website visitor from the CTA mentioned on that page.
Try not to ask their contact details before they download the brochure
This is a common mistake done by many businesses. Don’t ask for the contact information for downloading the PDFs, unless the landing page has enough information for the customer to make a purchase decision.
People are not going to give you their contact information before knowing the products/services you are offering. Let them explore the content.
When you have a shop, customers can directly see you and ask questions. They know to whom they can hold accountable if anything goes wrong. But, when they are on your website, they can not do this.
Why should they believe in you? Why should they believe that you have enough expertise to solve their problems and why should they believe that you will provide the best after-sales support?
Add your company profile, awards & recognitions, any legal information about the company, media coverages, certificates and everything else that will establish the trust between you and your client.
Add Social Proof
Everyone wants to know the experiences of others about the products and the company. Add testimonials on the website.
Also, ask your customers to add reviews for the products or your Google My Business listing.
Don’t add live chat unless you are very much confident about the promptness of the response from your team
Many people do this mistake. They add the live chat, but the sales team fails to respond promptly and the customer leaves the website because of this. Keep a dedicated resource if you are adding live chat on the website
Add multiple options to contact you
Every customer prefers a different way to contact you. Some will fill the contact form, some will directly call you and some will try to meet you personally before making the purchase. Give them multiple options and let them decide which option to choose.
Don’t forget retargeting ads
If due to any reason, a customer leaves your website, use the retargeting code to target them again on different media. You can customise your retargeting campaigns based on the type of activity performed by the user on your website.
E.g. If someone added items in the shopping cart but did not complete the purchase, you can retarget them using a communication related to that item only.
Retargeting ads provide a way to make your customer visit your website again. Maybe the customer hadn’t made the purchase decision when he added items to the cart, but he might be interested now. Your retargeting ads can help in generating those additional purchases or leads for your business.
Remember that, Resistance to Lead Generation is a serious issue. It doesn’t matter how cleverly you built your marketing funnel, if there is too much resistance on the landing page, you won’t be able to generate enough leads for your business.
Do you want to run profitable digital marketing campaigns for your business?
I have a vast experience in running complex digital marketing campaigns across multiple domains. If you are looking for someone who can handle everything related to your digital marketing needs, get in touch with me.