You could have what you think is the most attractive and compelling website in the world, complete with eye-catching graphics, information about your company and your products, and coupons and discounts on your services. But in order to be sure visitors to your site are truly interested in your company and what you have to offer, it’s important to have measurable ways of determining your their level of interest.
While you can get help qualifying leads from experts in lead generation, it’s also a great idea to make your company website as lead-friendly as possible. The following three online user behaviors are handy and measurable ways to analyze visitors’ actions while they are on your site:
Click-through rate for your website
Click-through rate (CTR) is the average number of times a website visitor will click-through per 100 ad impressions, Marketing Terms notes. By including ads and other links that people can click on and learn more about your company, it will increase the amount of time they spend on the site. Keep track of the number of times people actually click on the specified link to determine interest in your website and business. In general, the CTR will provide data on the percentage of visitors who clicked on the ad, but it doesn’t capture data on people who ended up on the site page in some other way.
Banner ads are a classic and common form of Internet-based marketing, notes The Next Web. They also provide website owners with a good way to measure interest in the site. Because banner ads are found on so many websites, it’s important to make the ad visually appealing yet unobtrusive at the same time. The last thing you want is for visitors to think they are being bombarded with pop up ads, rather than a true ad for your own company. To help the banner ad attract as many leads as possible, avoid flashing graphics, and stay away from too many colors and fonts. Simply let your visitors know what they can expect if they click on the ad, and use simple bold fonts to get your message across. Include a call to action of some type to attract interest, but don’t overdo it. By including an effective banner ad and then keeping track of how many people click on it, you can get a good idea of the behaviors of website visitors.
Another great way to get qualified leads from your website is to include a contact form. This tactic is outstanding to obtain tangible and usable information — the potential lead is not only showing definite interest in your company, but he or she is also giving you important contact information. In order to encourage people to actually fill out the contact form, My Site Auditor suggests keeping it as short and sweet as possible; the last thing you want to do is overwhelm a potential lead with a long contact form that asks too many questions. Keep the number of fields to fill in between three and five and refrain from asking for a phone number. Keep it simple with just name, email address and maybe which type of product they are interested in.