So you’ve built a cool website with all the bells and whistles, you work hard to build traffic and get people to look at your offers but all they do is bounce off and buy from your competitor? I know the feeling. It is frustrating but it is solvable, and in many cases the solution is simpler than you think. Let’s look at some of the common reasons why a website is not generating leads. At the end of this article we'll give you a chance to get feedback on your landing page.
1. Confused calls to action
When we investigate pages with low conversion rates, our first port of call is analysing calls to action (CTA). There are two widespread mistakes website owners are making:
Too many CTAs on a single landing page. The general rule is – one CTA per page. If you want a visitor to make a purchase, your CTA is “buy now” There is an exception to the rule, however, it still needs testing. A longer landing page can potentially have the so-called “next best thing” call to action.
For example, if you’ve built a huge landing page with multiple section and the visitor has scrolled down past 90% of the content, you can assume he won’t follow through with the main CTA in which case you can offer a lower-barrier CTA in a hope to convert this visitor at a later date.
Another alternative we see some businesses using successfully is popup triggered by the mouse cursor movement – if a visitor looks like he’s reaching to the dreaded cross icon in the corner of the tab, you can try to catch his attention with a popup.
In all other cases, especially on short landing pages, stick to the single CTA rule and you’ll see that the landing page starts generating leads.
2. The CTA is too vague or too weak
One of the popular reasons your website is not generating leads is using weak CTAs. How many times have you seen an important B2B landing page where the lead capture form has an uninspiring grey action button reading “Submit”. Not only does this word has a subconsciously negative connotation, it is also very passive and unexciting.
The button should be active and tell the visitor exactly what he needs to do. If it’s a purchase, it should read “buy now”. If it’s an ebook, it should read “download your free copy” and so on. Of course, I’m generalising it right now. You will need to test things to understand what CTA works best for each landing page.
3. Complicated web forms
It may be tempting to make your sales team’s life easier by including several dozens of form fields to capture visitor’s information in its finest detail. However, it is proven that minimalist web forms perform much better than their “all-inclusive” counterparts.
Design your lead capture form with as few fields as you can possibly get away with. Would your inbound sales process suffer a meltdown if you only captured the prospect’s name and email address with a proviso that the number of leads generated by your website increased five-fold? You’d be surprised how much difference this redressed balance made to your downline.
Besides, if you’re working to improve your B2B lead generation, most Customer Relationship Management (CRM) solutions can pull in additional information just based on the lead’s email address. For example, here at LexisClick, we’re using HubSpot as our CRM and if we add a new lead to the system, there is a good chance it will find additional information like company name, social media accounts, business phone numbers etc.
A great way to re-evaluate performance of a web form is to install Hotjar – it’s a code snippet that you embed in your pages that contain lead capture web forms. Hotjar records the visitors’ behaviour and helps you understand which features of your lead capture mechanism are wonky and in need of repairs.
When doing user experience (UX) audits for clients, we often come across high drop-off rates on forms containing more than 5 fields. This is crucial both for B2B lead generation businesses and ecommerce websites.
Web form examples
To illustrate what I'm trying to say, let's look at these two flight booking forms. This one's by American Airlines.
And this is Ryanair's booking form:
They are both designed to accomplish the same thing - book a flight. Which one, do you think has a better conversion rate - the one with 13 confusing form fields or the one with two fields?
4. Main reason your website is not generating leads: not enough traffic
When you think about B2B lead generation, think about a funnel. You get 100 people visit your homepage, 10 will navigate to a specific product or services page, one visitor will submit an enquiry form. For some B2B sectors this is a decent conversion rate – 1%. You try to optimise the product page, change colours, change CTA, nothing happens – you’re still stuck with one lead. Why? You need more traffic. It comes down to maths – if 100 visitors give you one lead, get 1000 visitors and you’ll have 10 leads.
The thing is, that you don’t need any traffic. You can easily buy 1000 random visitors on Fiverr.com or similar places, yet it won’t make any difference to your lead funnel. That’s why we are proponents of inbound marketing – strategy that concentrates on adding value through useful content (think blogs, how-tos and well-executed social presence). The beauty of inbound marketing is that the leads will come to you instead of you having to chase them and to try to persuade them to buy using the outdated outbound marketing methods.
5. Too much choice
One of the main reasons your website is not generating leads is spoiling your visitors for choice. A perfect B2B lead generation landing page serves a SINGLE purpose. If you’ve created a landing page to distribute an ebook in exchange for contact details, the only “clickable” object on that page should be the CTA button underneath the lead capture form.
Yet you see too many landing pages retaining the main site navigation bar and even the footer stuffed with all the usual junk links. If you get a hesitant visitor land on that page, he’s likely to click an alternative link that promises a lower level of involvement.
Landing page examples
Here's an example of a really bad landing page.
It's got 19 internal links and 9 external links. So apart from the main CTA, it gives the visitor an alternative of 28 additional places to click. The page looks really busy, each CTA has a different message, the page copy isn't addressing any pain points. I'd be very surprised if they had a decent conversion rate.
Here's a good landing page.
It's got a modern heading image, well-written copy and a simple call to action. There are no superfluous elements, and what's more important, you're not given a choice. There is just one CTA, and the page gives a visitor clear instructions as to what he needs to do to take action.
6. Misaligned marketing message
If you’ve done conversion optimisation and still don’t see the results, it’s time to look at the copy. The main problem with B2B copywriting is that most business owners write copy for themselves. It may sound obvious but you actually need to write for your buyer persona. This is another reason why the concept of inbound marketing is so great – creating and understanding your buyer personas is one of the first steps in an inbound marketing strategy. If the page titles, headings and CTAs are misaligned or muddled, people won’t be able to relate to your offering.
A while ago businesses were using focus groups or holding surveys to get people’s reaction to their website. Both cost a lot of money and take ridiculous amounts of time. There’ an awesome alternative solution called MTurk. It’s a micro-task service owned by Amazon. It has hundreds of thousands anonymous participants who will perform short simple tasks for reasonable amount of money.
Webmasters use MTurk to test different colour schemes, to gauge reaction to different marketing messages and most importantly to hold mini-surveys. You can get anonymous web users to test your website and share their opinion. It’s a quick and affordable way to find out if people even understand what products or services your company offers.
7. The website doesn’t solve a problem
If a website is supposed to be generating leads, it must add value. Yes, a bit of self-centred bragging might be ok, but if your website is all about you and not much about the client, it won’t strike a chord with the visitors.
You may be selling the best product in the world but unless you tell people how their problem will be solved, they won’t be converted. Address people in a friendly manner, show them that you understand their pain points, prove that you have a solution and you’ll see the conversions go through the roof.
8. Poor web design
Outdated or OTT design can drastically decrease a website’s lead generation ability. Even small details like colour choice or font face can impact your conversion rate. There are two quick wins here:
- understanding your buyer persona’s preferences and
- carrying out split-tests to determine what layout/colour combinations lead to higher conversion rates.
We already mentioned MTurk. If you think you’ve already gone an extra mile to hone your conversion optimisation, just publish a quick survey on MTurk and see what it is that people hate about your site.
Here's another example of a badly designed landing page.
Although the page copy is not that bad, they've got four different visual styles going on. The CTA is totally unclear; and you get extra points for guessing what the blue banner says in the middle of the page. I can't figure it out!
9. The landing page is not mobile friendly
It’s no longer a secret that there are now more people accessing the web using mobile devices than the number of those who are predominantly using desktop devices. Yes, this will depend on your niche but with the global B2B space becoming more agile, there’s only one way this trend can go. In the newer and more tech-intensive niches this proportion is hitting 70% and more.
Delaying converting your web design team’s mindset to “mobile first” will not only impact your website’s organic ranking, it may also have a negative impact on conversion rates.
The competition in most niches are so strong; and a visitor who hasn’t been happy with his user experience on a mobile device will not make the effort of revisiting the site on a desktop device. He will instead check a competitor’s website.
Test your landing page
Do you want to find reasons your website is not generating leads as efficiently as it should? Try our SEO analyser tool. Paste your landing page address in the box and you will receive a report detailing technical issues found on your page. We will then have a look at your landing page and email you valuable tips on improving your lead generation performance!