How to capture leads from website?
-
Hi,
We have a contact and a registration form on our website to capture leads/enquiries. However, I have come across many websites who give away many resources for free i.e. without asking for any user details. In this case, how do they track or capture the data of people coming to their website and interacting with the content?
There are other methods we well like CTAs, pop-up on exit intent etc., but these are different to what I have asked above.
Regards
-
Awesome response! Thanks a ton Patrick. There is no room left for a follow-up question
-
Hi Shailendra
What you are are seeing is marketers utilizing positive engagement - associating their brand with helpful and useful in the minds of prospects. What that means is by having content open and available to the public, they do the following:
-
Search engines can index this content
-
Makes it easier to find said content
-
Makes it easier for users to find organization
-
Having content available produces positive engagement (check out this Whiteboard Friday)
-
More users to site
-
Repeat visits
-
More pages viewed per session
-
This gives users time to form an opinion about your organization / services
-
Prospects do lots of research before giving over information - that's just a fact
-
Since not you are not pushing every visitor to convert...
-
This means those that do become leads are more likely to convert
-
Gives sales more opportunities to focus on those leads and nuture with more focus
-
Eliminates chasing prospects and users that were just "browsing"
One way to look at form or form-free content is like this: Awareness, evaluation, and purchase.
Awarneness - Purely educational and not promotional. These types of content can usually be open and free to public.
Evaluation - More specific to your product / services, data sheets, demos, case studies, etc. This information tends to be form driven.
Purchase - These are even more specific - free trials, demos, consultations, estimates, etc. This information definitely is behind a form.You can ask yourself questions (source) about the content to help you judge if the content should be behind a login or not:
- Does this content address product implementation?
- Does this content answer a question we usually get while engaging prospects?
- Does this content answer a question we get often from current customers?
- Will the lead benefit from having a direct conversation about this?
- Have you earned the right to contact this lead about your products?
- Does A/B testing show a stronger conversion rate requesting lead info now?
Look at your site as a series of macro conversions and a macro conversions. Your contact and registrations are still conversions because they are handing over information to you. Another way you can look at conversions are phone calls (you can use services like Website Call Conversions or Marchex) or particular page views (although this tends to be inflated and so on). You can also use services like Wistia to capture leads in videos or lead users to product pages.
More often than not, these companies that provide free content are doing so in the hopes that the leads they do get are farther down the line so less work is involved and prospects are more likely to convert.
Another couple of great resources for you to level out your marketing efforts is The Customer Journey to Online Purchase from Think with Google, as well as The Content Marketing Funnel: Using Different Types of Content of Single Grain.
Let me know if this all makes sense or if you need more help. Good luck!!
-
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
List all keywords from a website per page in a table??
Hi all, Very basic question I know but strangely cannot find a solution to it? (its 20:40 on a Fri-night! 😉 ) I am working on a website that has over 100 pages and would like to see all the keywords associated with each page maybe in a table report of some kind? Is this at all possible? Heres an example URL KEYWORDS /index.html Moz, Moz local, London /aboutmoz.html Moz. Moz SEO, London and so on....
Search Behavior | | darrenbooy0 -
90% website bounce rate - What am I doing wrong?
(Also not getting any comments on any of my articles) Hi, everyone! I'm very new to the community here, but I'm honestly at my wits end. I've run an affiliate marketing site for about 8 months now, and I've consistently had issues with bounce rate. I've tried to look into it myself, but I can't seem to determine what the issue is. A couple things, though - One, a lot of my traffic currently goes to two articles which don't actually have any intent to convert. I didn't even write those articles for the sake of conversion, they were just for fun and I thought they'd be useful to people who stumbled across them. So that could be one reason my bounce rate is so high, but I'm not sure.Anyway, I've asked a LOT of people in the past (I was part of an affiliate marketing community at one point - I asked the founders, friends, strangers, and other successful affiliate marketers about this) if there's anything wrong with my content, etc. The answer has always been no, that it's good. I'm sorry. My thoughts are a bit scatterbrained here. I just don't know what to do here. If all my content for 8 months has just utterly sucked, I'd feel pretty demotivated, but at least I could know what to improve going forward. That's what I need help with from you guys. Here's my website, though I'm not sure if links are allowed: http://cheapgamesguru.com/ My latest articles aren't really getting any traffic at all yet, so I'm not really concerned with them. Specifically, ignore my Future of the HTC Vive, Crusader Kings 2, and World of Warcraft articles. Those are part of my "fun blogs" where I just write about games and such with no real intent to convert. If they start getting traffic, then I'll go and add some more internal links or CTAs. However, a couple articles that I AM having issues with are here: http://cheapgamesguru.com/top-5-best-mid-tower-cases ; http://cheapgamesguru.com/top-5-computer-case-fans-the-best-case-fans-for-your-rig ; http://cheapgamesguru.com/what-is-the-best-micro-atx-case-for-gaming-top-5-best-micro-atx-cases (The links on the Micro ATX article are currently broken - This could very well be one of the reasons! However, this trend of high bounce rates started quite some time ago, so it's still an issue) Could it be as simple as a performance problem? I haven't checked my pagespeed recently, not since I switched to a new (Faster) host. I know users are far more likely to leave if the site doesn't load within 3 seconds. Another possible reason is referral spam, of course. I've tried my very best to eliminate it as much as possible, used filtering tools, etc. but I can't seem to completely eradicate it. Thanks in advance! Ask me for any details you might need.
Search Behavior | | Polycount0 -
Free Tool that allows you to compare traffic for multiple websites
I'm banging my head on this one. In the past I was able to use Compete.com, Quancast, Google Trends, and Alexa, but now all these sites either required you to have Pro membership (pay) or they discontinue it like Google Trends for website. I need to do this comparison for one of my client... their traffic versus 4 of their competitors. Any suggestions would be greatly appreciated. Have a blessed Day, Benny
Search Behavior | | ACann1 -
Should my commerce store be on a separate domain to my main website
Hi, I have a brochure style website mycompanyname.com that gives lots of detail about my company and what services we offer etc. I am soon going to be adding an commerce solution (haven't decided on opencart or paid such as shopify yet). I was wondering... is the best way to have a shop to have it on a completely separate domain like mycompanynameonlinestore.com or simply add it to a sub folder on my main brochure style website like mycompanyname.com/onlinestore Many thanks to anyone who takes the time to help me make up my mind!!!
Search Behavior | | SeoSheikh0 -
Correct approach to a business website with separate content for personal and business customers
I'm laying the groundwork for a fairly involved website. The website is for a telco that caters to both residential and B2B. I was browsing the websites of the likes of Verizon, AT&T, Sprint & T-Mobile. What I saw is that they compartmentalize almost everything - all their business pages are in a business subdoman, all their investor info is in an investor subdomain and so-on. So I'm going implement this strategy on this website update. I just want to make sure that my idea makes sense and isn't a complete cluster****. I've attached a link to the mind map. Everything with "(sub)" attached to it is a subdomain. Everything else is a page at the root level of the top domain. Most of the visitors we get to the website are residential, so instead of loading a portal at first and asking if they're there for person or business reasons, I'm considering forwarding all visitors to the top-level domain to the personal.example.com site. Is this okay or would it be better to just keep the content in the top-level rather than forwarding all traffic to a subdomain? Thank you! 1JY7DWw
Search Behavior | | CucumberGroup0 -
My satellite website is ranking better than my actual site. Why and what to do?
This is our website: www.sauspiel.de and this is the satellite website. As the satellite site has a better ranking for the keyword "schafkopf" since two or three weeks we wonder how this could happen and what would be best to change it or improve the situation. Shall we take down the satellite site, redirect to the "real" site or try to downgrade? And what would you consider to be the (strongest) reason? Any suggestions? Thanks a lot for your help and assessment!
Search Behavior | | sauspiel0 -
Why does my website not rank better for the keyword i am going for?
My website is www.canadafloraldelivery.com. I just can't seem to get my webpage ranked well for the keyword " Flowers Edmonton " . Also I can't seem to get my Google local listing on the map for many keywords. Is there something obvious that I am missing? Any help would be very appreciated.
Search Behavior | | CKerr0 -
Hi guys.. post-penguin my website coming in and out of serps every other day... what reason for that? ie. #11 --> #300+
We had one of the pre-penguin "unnatural links " messages in WMT - then Penguin hit April 24th/25th.. wee then set to work on Link profile... since 19th May we have had numerous search phrases come 'back' into rank pre-penguin for a day ie.. #5 - #10 and then drop the next.. ie 300+ this has been happening across a wide range of key phrases.... in fact it may well be that the key phrases are added to the serps 'briefly' or for a set amount of time... but our ranking checker checks daily so while it appears to be every other day in and out there may be another pattern... but the question is What is Google doing here and Why? any suggestions?
Search Behavior | | Geminineil1