The conversion stage complements the previous one. Here, the visitor needs to become a lead in order to advance in the purchasing process. When we talk about conversion, we are referring to the user's action of providing their information in exchange for a reward or benefit, such as an offer of rich material, which we will discuss shortly.
Having a website with lots of visits and no conversions is not very advantageous in the context of Inbound Marketing. There are several ways and elements that can help you convert your visitors into leads. Some of them are:
1. Offer creation
One way to turn a visitor into a lead is by creating offers. These can be categorized into direct offers (those that are more directly aimed at making a purchase, such as a quote request, software demonstration, direct moving leads email list or free trial) and indirect offers (those that are aimed at educating and solving specific problems for leads).
Some common offer formats are eBooks, webinars, tools, etc. In terms of Inbound Marketing, indirect offers, especially educational materials, play a fundamental role in the entire process.
2. Landing Pages
A landing page is a landing page specifically designed to encourage conversions in the form of contact forms. It is common to find LPs that will ask for your data as a consumer in order to provide valuable material or a free demonstration of the product.
3. Call-to-actions or CTAs
CTAs are elements that encourage users to take an action. They are usually used as buttons, but can also be used as links. They are often used to trigger downloads, fill out registration forms or request a trial. It is important that they are always eye-catching.
4. Form
We use forms to get to know as much as possible about our leads. This is often very important, since the more information you can obtain from your potential buyer, the more contextualized and timely your sales approach will be in the future.
5. Headline
The headline is about capturing the user's attention and sparking interest in just one sentence through copywriting techniques. The mission may seem quite complicated, but what we can say is that it is worth spending a lot of time and effort to choose the ideal headline for your landing page.
6. Fold
A fold is the size of the visible part of a page on a desktop screen . Any page can be divided into folds, but it is much more common to use these terms when we talk about landing pages. This is because, in a LP, the entire structure of your argument is thought out and divided into folds.