Why You Need a Conversion and Lead Generation Funnel
So what is the main focus of over 97% of online marketing? Traffic generation of course. These same people wonder why traffic alone isn’t increasing sales. Worse yet, and more often than not, company management is driving the need for more and more traffic within their marketing budgets and hiring practices. Meanwhile the in-house or outsourced marketing staff is pushed into a never-ending battle to show success.
Although the costs of lead generation and customer acquisition attributed to online marketing is well below that of traditional marketing methods, the success rate of real revenue growth will often linger behind expectations. Most website managers fail to understand the need for lead generation and conversion funnels. An average conversion rate of.10% or 1 lead generation or customer acquisition per every 1,000 visitors would be on the high side.
Would your company spend money on traditional advertising and marketing without first having a sales staff or dealer network in place? Doubtfully. Then why would a company or website manager not spend a considerable amount of time and effort planning and implementing a sound strategy for converting traffic into customers and/or leads.
Isn’t a “Contact Us” page a good conversion funnel? In one word…NO! A contact us page is largely ignored by a website visitor.
A properly planned and implemented lead generation and conversion funnel has many components. Identifiable calls-to-actions, offers, and opportunities to portray authority, trust, and confidence in your products, services, and brand should all be incorporated in the funnel strategy. one funnel away affiliate
Last but not least is the need to set up the funnels with proper metrics for analyzing results within each step of each funnel. For most web sites, Google Analytics provides 90% of all analytics needed to track a conversion funnel. Providing funnel tracking data to the marketing and management team allows them to perform tests and identify successful as well as unsuccessful steps in the funnel and adjust the funnel components accordingly.
Conversion funnels must incorporate, test, and re-test all components of the funnel. General funnel color, button size and colors, button or image text, calls-to-action, message, offers, placement, and overall flow should always be considerations to maximize conversion. Performed wisely, conversion rates can and should increase by 10x compared to the average B2B and B2C non-conversion web site.
So what are examples of lead generation and conversion funnels? Most well designed web sites incorporate the funnels in the cosmetic look and feel of the site. At the same time they follow the AIDA (Attention, Interest, Desire, Action) marketing concept. Trigger words like “Read More”, “Find Out How”, Subscribe Now”, “Order Now”, “Register Here”, are strong signals of the start of a funnel not the conclusion. Too many people design a conversion or lead generation funnel that is dangerously short in steps and cause the exit of the visitor away from the funnel process.