We’ve had a great response with our new home page. Our enquiry rates are up in a big way, and that’s because of a few factors:
- It’s a better looking website;
- We have a great customer testimonial video on our homepage;
- We have more ways for clients to contact us, and;
- We have more opt-in boxes on our website;
So today I wanted to talk about creating a lead capture page (also known as a landing page), opt-in boxes, and more specifically how much information to ask for.
When we were redesigning our site we played around with where to place all the contact spots for potential customers, what to offer, and what to expect in return.
Certainly as a marketing-centric small business we’d LOVE to know everything about each visitor to our website. It would help us offer the right products to the right people. But, realistically, we know we’ll never get it, and it would hurt our lead building efforts if we tried. After years tinkering with sales optimisation on the web we’ve realised something really important about asking for details:
Every extra question is one more objection to completing your lead capture page.
You don’t have to be a genius to know that when you visit a website and you give away your details that you’ll probably be marketed to. But you do because the reward (what they give you) outweighs the inconvenience (of yet another sales message in your inbox. But sometimes, the questions a website asks are a little too long-winded, or a little too intrusive, and suddenly the information/reward exchange doesn’t feel so balanced!
I don’t want to give a website all my details just for a little brochure or eBook. If the perceived value of the ‘giveaway’ isn’t clear, I’ll just click away. So the moral of this story is:
If you ask too many questions too early, you’ll lose potential customers.
That’s why we agonised over exactly how much information to ask for in return for giving visitors a free eBook or our most popular giveaway, our website starter kit bundle.
In the end we decided, as small business educators with an extremely down-to-earth and friendly personality, we’d like to at least personalise our email messages with a first name greeting. So we ask for a name as well as the email address where we’ll send a simple eBook. But with our biggest free product we took a risk that the huge educational value of our website starter kit bundle would be worth giving us a bit more information. We asked for a name, an email AND a few optional survey questions about their business.
see what we did on our website starter kit capture page
Questions to ask yourself when designing your lead capture page:
- What are you asking for on your opt-in box? Are you getting it all?
- Are you asking too much and losing potential customers? (check your Google analytics for bounce rates on your opt-in page)
- What do you really need in order to build a relationship with this person?
- Do you really need their full name, and their phone number and their address?
- Wouldn’t you rather more people signed up to receive a branded message every now and then without throwing you in the spam box?