Part Three: Proven Steps for Sustainable Growth
Earlier in our series, we walked through the process of creating a successful conversion-optimized website using best practices for technical setup and user experience.
After reviewing examples of lead generation websites that improved their online presence and lead generation, you may think it only takes one batch of small changes to improve conversion efforts.
This couldn’t be further from the truth — optimizing a website isn’t a set-and-forget solution to bringing in more clients.
Focusing on continuous improvement can provide an edge over the competition, enhance a visitor’s experience, and improve aspects that search engines consider when ranking a webpage in its results. By testing new page formats, evaluating what portions of your site have stopped being effective, and using professional tools to develop an ongoing strategy for optimization, your website can flourish in an ever-changing online environment.
Utilize A/B Testing (or Split Testing) to Identify the Best Way to Capture Leads
A/B testing is a powerful process used to test different versions of a particular element to determine which one works best for achieving specific goals.
To identify the most effective way to capture leads, try A/B testing your website with two different lead generation forms — one short version and one long.
By doing so, you’ll be able to measure which form converts more viewers into paying customers and optimize other elements accordingly.
Beyond form length, A/B testing can enhance lead generation by applying it to various website components. A few to try out:
- Different headlines
- Call-to-action buttons
- Conversion points
- Images
- Color schemes
Each test provides valuable insights into user behavior and preferences, allowing you to fine-tune your approach and create a seamless, high-converting user journey. By continuously testing and refining your website elements, you can significantly improve your lead capture rates and overall business performance.
Using A/B Testing Tools to test and improve website elements
Until its sunset in the fall of 2023, Google Optimize was well known for being a powerful tool that can be used for both small-scale and large-scale tests to improve various elements of a website. But now that’s no longer available, organizations are looking at other alternatives such as AB Tasty or Optimizely to conduct a range of tests including:
- A/B testing: Compare two versions of a web page or specific elements within it, such as a button's color. By randomly dividing website visitors into two groups and showing each group a different version, you can measure the impact of each variant on user behavior and make data-driven decisions based on your findings.
- Multivariate testing: With this feature, you can assess the performance of multiple variations of different elements simultaneously. For example, you can test combinations of different button colors, page layouts, or font sizes to determine which combination yields the highest conversion rates.
- Redirect testing: Test different landing pages or variations of a page to determine which one leads to higher engagement or conversion rates. By redirecting users to different versions of a page, you can gather insights into user preferences and optimize your website accordingly.
- Personalization testing: Customize website experiences based on individual user characteristics, such as their location or past behavior. With this feature, you can create personalized content or offers to enhance user engagement and increase conversions.
These tests enable businesses to experiment with different website elements and identify the most effective strategies for attracting and converting leads. Some of this testing can also be done via the HubSpot Content Hub without additions depending on how you’ve set up your page modules.
Leveraging prospecting and outreach tools
When it comes to creating lead generation websites, you need to know which tools to use to increase your chances of landing qualified leads. Reaching out to customers who are businesses is vastly different from connecting directly with individual customers, and it requires a reframing of your approach.
Many B2B prospecting tools are built specifically to source and organize this data automatically so you can take the guesswork out of how to approach these different tactics.
Now let’s take a look at tools. The ideal sales prospecting software will help your sales team automate and simplify tasks associated with lead qualification. Your sales reps could manually find and organize emails to schedule meetings, but instead, consider productivity gains rather than wasted inefficiencies.
With an organized CRM tool like HubSpot, you can organize your contacts and create conversion-ready emails, then report on that data to gain valuable insights into how you’re doing. Key features of the platform include:
- A sleek, easy-to-use platform
- Separate hubs that allow you to focus on different areas based on business needs, yet live inside one convenient tool
- Live chat functionality for any ticketing services
- Pre-made templates, scheduling, tracking, and engagement reporting tools
While there are hundreds of lead prospecting tools out there, it’s important to remember that a good one empowers you to increase the volume of leads you convert into prospects. This saves your sales reps precious time (and their sanity!).
Building on Solid Foundations
In the world of lead generation websites, success hinges not on one-time optimizations but on continuous refinement and adaptation. As we've explored, implementing A/B testing, leveraging tools like AB Tasty, Optimizely, and VWO for data-driven decisions, and utilizing effective prospecting tools are necessary to maintain a site’s positive performance.
By embracing a mindset of perpetual improvement, businesses can stay ahead in the competitive digital landscape, enhance user experiences, and maximize their conversion potential.
Remember, the journey to a high-performing lead generation website is ongoing, requiring diligence, strategic testing, and a commitment to evolving with your audience's needs.
Let's build a high-performing lead generation website. Together.
If you've followed along on our series, you know that creating a high-performing lead generation website is no easy task. But my team and I have decades of experience creating incredible websites that help our clients reach (and exceed) their revenue goals. The first step is to understand the goals and needs of your own website. Get started today with a website assessment.
