Whether you are aware of it or not, one simple mistake in your website could be killing conversions and stopping your online marketing campaigns from succeeding. What’s this error we see again and again? Asking prospects to give you too much information all at once.
If you offer downloadable information on your website, and it’s hidden behind a long form with several required fields, that can greatly depress the number of leads and responses you receive. To help you understand why this can be such a big deal, let’s look at a few facts…
A Visit to Your Website is an Opening Conversation
When a visitor arrives at your website for the first time, they may not be at all familiar with you or your business. For that reason, it can feel a bit awkward – or even rude – when you demand too much information from them before they can take the next step.
Just as you wouldn’t pepper a prospect with endless questions over an initial cup of coffee, neither should you ask a potential customer client to give up too much information before they’ve gotten to know you online.
Trust and Credibility are Built Over Time
Typically, a website visitor who is interested in your products or services might be willing to share and name and an email address, but that’s probably about it. After all, they don’t know what you’re going to do with that information. They don’t want to give you more data until they’re sure they can trust you.
As days or weeks go by and they see what kinds of communications you send, they may be more apt to follow through and offer details about what they’re looking for. However, it’s important to remember that trust and credibility generally increase over time, not all at once.
Successive Conversions Yield Higher Responses
A landing page that asks for many pieces of information will usually yield very low conversion rates. However, a series of successive offers, beginning with something as simple as an email and leading to more substantial disclosures, can be much more effective.
You don’t have to ask prospects for all the information you want at the same time. You can collect it from a potential buyer in pieces as they download ebooks, use online tools, and interact with your staff.
Step-by-Step Information Gathering Helps Marketers, Too
Believe it or not, it can be just as beneficial for your company to take things more slowly when it comes to gathering information. That’s because successive touch points, and an ongoing conversation, allow you to better know your prospects while giving them the chance to see if they are a good fit for what you offer.
When that happens, some buyers who don’t match up well to your products and services will stop responding. Those might seem like lost leads, but they also stop you from spending a lot of time chasing down inquiries that were never going to lead to sales.
Are Your Lead Generation Campaigns Succeeding?
Do you feel like your online lead generation campaigns are successful as they could be? Or, are you prone to making mistakes like asking prospects for more information than they are comfortable giving?