So, you have Google Analytics installed on your website. You watch the statistics to see where your visitors come from, you sort them by gender and age, and you determine the type of device used. These statistics are great for gathering data on website visitors. But are you tracking the visitors that turn into leads? Are you discovering which website changes worked and which ones didn’t work? Read on to learn how to test your website for lead conversions.
The remarkable thing about lead conversions is that the website visitor is one step closer to becoming a paying customer. They liked something on your website, and they decided to respond to your call to action. When you know what made the visitor act, you can create more of the same items to convert even more visitors into leads.
Add code to contact forms
When you add or make changes to your contact form (or any signup form), ensure that you add a little identifier code in the email notification that the software sends. Just adding a little different code each time you make a change or run a marketing campaign helps identify which marketing effort worked the best. You then run similar campaigns to attract even more leads. Don’t waste time and money running campaigns that do not produce positive results.
Remove spam leads
Ensure that you confirm all the active leads. Some estimates suggest that over one half of all lead counts include fake leads that came from spammers. Do not count spammer filled forms as real leads. Separating the real leads from the spam leads gives you a real statistic you can use. Again, don’t waste time and money trying to attract more spammy leads. Question marketing reports to ensure that the results do not include spam numbers.
Test one change at a time
When making changes to your website, ensure that you test one change at a time. If you make several changes and gain several new leads, how do you know which change produced the lead. Likewise, if you make several changes and you notice a drop in lead conversions, how do you know which change caused the drop? Plan your changes carefully and test each change before moving on. It may take some time to find what works, but when you do, your business will rocket.
Don’t forget the little things
While most companies focus on making big changes, don’t forget to look at the little changes as well. Sometimes a change in a font size, button colour, or hover effect will cause a visitor to act. Test these slight changes on different screen sizes. What works on a desktop screen may not work on a smartphone. Ensure that your call to action and form submit buttons stand out on all screen sizes.
Ensure everything works
Finally, test the functionality of all links. It is surprising how many websites have clickable telephone numbers that have errors in them. Test the links to ensure that the link opens the right software (email, phone, etc.) and makes the call or sends the email. Don’t forget to count responses from these actions as well. Each time someone reaches out to you, you should add the contact as a lead.
In addition to having Google Analytics on your website, there are several other ways to track lead conversions. Add code to your contact form each time you make a change. Separate real leads from spam leads. Test one change at a time. Look at making small changes. And test the functionality of all links. Follow these suggestions to test your website for lead conversions and reap the rewards of gaining new customers.