Some people say, “The sale begins at ‘no.’”
But really, the sales process starts when a potential customer says “yes.”
And that “yes” is produced by you, the marketer, from your lead generation efforts. To help spark your next great lead gen campaign, read on for examples from a law firm, software company, gym, and pain management physician.
This article was originally published in the MarketingSherpa email newsletter.
The homepage is the great gateway to your business. As such, it may attract all kinds of customers. Customers with different needs and motivations. Does your homepage do a good job of getting each customer to the best place to serve those needs and, in so doing, decide they want to learn more about your company?
A pain management physicians group engaged MECLABS Institute to help increase leads from the organization’s website (MECLABS is the parent organization of MarketingSherpa).
The MECLABS team evaluated the homepage to determine areas for improvement. They hypothesized that the original site's value proposition did not address the various stages of the process visitors may be in – every visitor is not in the same stage of understanding or being ready to treat their condition.
Also, the single CTA – “Submit” – did not provide enough value exchange for visitors in various stages of the process.
Creative Sample #1: Original (control) homepage for pain management physician (has been anonymized)
The MECLABS team created a new homepage and ran it as a treatment against the original in an experiment to see if addressing these issues would better serve the customer and increase conversion.
The treatment design featured new content and multiple calls to action (CTAs) to guide visitors toward a next step appropriate for where they are in the thought sequence. The CTAs read “Find out if you suffer from chronic migraines,” “See what migraine treatments are available,” “Find out if you’re a candidate for our long-term solution,” and “Become migraine free.”
The team also optimized page layout to reduce process-based friction allowing the visitor to more easily get to the best next step in the process for their unique situation.
Creative Sample #2: New (treatment) homepage for pain management physician (has been anonymized)
The treatment produced a 331% increase in email capture by providing visitors with multiple CTAs to accommodate for various motivation levels and improving the page design to reduce process-based friction.
You can learn more about this experiment, and see other lead generation experiments, in The Lead Gen Fulcrum: 22 case studies to help you optimize for maximum perceived value from MarketingExperiments (MarketingSherpa’s sister publication).
Here’s one way that marketing for services can be different than marketing for products – your customer is essentially buying a person (or people), not a thing. They naturally want to know who they are buying. What expertise does this person have? But also, what will they be like to work with?
A law firm is a great example.
Tate Law originally had a pretty normal landing page with a header describing who founder Stanley Tate is. There was a call-to-action (CTA) that leads to a video about his process.
Creative Sample #3: Original landing page for student loan law firm
The student loan law firm created a new landing page with a clear CTA that leads people directly to schedule an appointment – “Get My Free Call.”
Creative Sample #4: New landing page for student loan law firm
An interactive video chatbox was also added. The chatbox has an intro video with text on the video that reads “How Can I Help?”
When clicked on, visitors are given options to watch pre-recorded videos to learn about key topics – “Negotiate a settlement,” “Stop a garnishment,” and “File student loan bankruptcy.” They are also given the option to “Schedule a free call.”
Creative Sample #5: Interactive video chatbox for student loan law firm
“Most in-person meetings have been replaced by Zoom calls. People are so used to talking this way now. A video chatbot with pre-recorded videos of me replicates the same feel and improves their trust. They can request answers to only doubts that are relevant to them. This saves them a lot of time that would've been otherwise spent on watching an entire video,” said Stanley Tate, Founder, Tate Law.
At the end of the short video, viewers can either “Schedule Phone Call” or “Read About Settlements.”
Creative Sample #6: Interactive video chatbox for student loan law firm CTA
The number of people who scheduled a call with the new landing page increased by 654%. The original page had a conversion rate of 1.03% and the new page had a conversion rate of 6.74% (measured as the percentage of people scheduling a call from the total traffic on the website).
“In the context of a lead generation fulcrum, these two factors [reducing the steps required for the customer to convert and adding video answers to common questions] increase the weight of the perceived value thus tilting the fulcrum the way we want,” Tate said.
Ubisense launched a Google Ads campaign to promote a Gartner report it was using as a lead-generation magnet on its website. The campaign’s impressions were in the range of 200 to 500 per month and clickthrough (CTR) was between 0.2% and 0.8%. These numbers were not enough to guarantee the number of downloads the real-time location software company expected – at least four downloads per day.
“A new strategy was needed. This is when I came up with the idea of bidding for keywords that did not describe the product, but issues that the report was solving. So rather than bidding for Gartner-related keywords, I started bidding for real-time location software,” said Stefania Borchia, Digital Marketing Manager, Ubisense.
The keywords Borchia originally bid for were: “Gartner magic quadrant,” “Gartner MQ,” and “Gartner location services 2020.”
When she changed her strategy, she bid for: “RTLS,” “UWB,” “real-time location,” and “indoor location services” (RTLS is an abbreviation for “real-time location software” and UWB is an abbreviation for “ultra wideband”).
The ads themselves did not change.
Creative Sample #7: Ad for real-time location software lead gen magnet
Discover the vendors that provide real-time location services and address real cases.
Creative Sample #8: Second ad for real-time location software lead gen magnet
Discover the vendors that provide real-time location services & address relevant issues.
“This new approach had an immediate positive effect,” Borchia said. Impressions went up ten-fold, CTR went up five-fold, and conversion rate increased twelve-fold.
“If your campaign is not generating enough impressions, bid for keywords that describe your ideal customer’s wants and needs. And show in your ad-copy why your product or service is the solution to their query,” Borchia advised.
Intent91 was able to generate 283 leads for only £51.07 on Facebook. Here’s what the team learned in the process.
Include subtitles with testimonials. “We find testimonials extremely important especially, within the personal training/fitness industry as it is very saturated and can be difficult to find the right fit for your own personal goals,” said Miles Branford, Marketing Executive, Intent91.
The “Learn More” button drives higher engagement for the personal training gym. Facebook provides several options for CTA buttons – “Sign Up,” “Message Now,” “Get Quote,” “Get Offer,” “Download,” “Book Now,” etc. “We’ve tried a range of different options and have found ‘learn more’ generates more leads and we are assuming because it's less demanding and harsh for the consumer and is more enticing,” Branford said.
A video with someone talking to the camera has a higher engagement. “It is more personable and preferred by our audience,” he said.
Creative Sample #9: Facebook ad for gym
Research-based Lead Gen Swipe File – 22 valid marketing experiments to give you ideas for your next A/B test
MarketingSherpa Quick Guide to Lead Generation – 8 content, social media and webinar tactics to boost lead volume
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