If you’re running an ecommerce business, you probably already realise that lead generation (or lead gen) is a critical part of your sales process. Simply put, the way to get more sales, revenue and ROI is to generate more potential customers. So, how can you make your sales and marketing strategy more effective at generating leads?
Let’s take a look at some of the best lead gen tips for supercharging your ecommerce sales.
1. Build an email list
For all that some like to proclaim ‘email marketing is dead’, it still remains one of the most effective ways to nurture leads. In fact, 78% of businesses report that email marketing is their most effective online channel for lead nurturing.
So, when it comes to generating leads for your sales cycle, one of the best places to start is by building an email list. Emailing potential prospects regularly keeps your business top of mind for this audience, and helps you make the long sell.
There’s a few ways to effectively nurture these leads. For example, to help you create the perfect email lead generation strategy, you should try:
- Targeted content
- Personalizing emails
- Qualifying leads
- Segmenting contacts
- Using lead scoring tactics
2. Search ads with extensions
Search ads tend to be a critical part of any ecommerce lead generation strategy. That’s why they’re one of the most popular forms of advertising today. But they’re made even more effective when you use of ad extensions.
Ad extensions allow you to include extra information on your ads. According to Google, they ‘typically increase an ad’s click-through rate by several percentage points’.
Extensions you can add to your search ads include call buttons, location information and links to specific parts of your website.
These two examples show how ad extensions can be used to help users navigate towards more specific sections of your website. You can use this feature to tell your audience more about the products or services you offer and help them contact you or sign up more easily.
Learn how to set up ad extensions and see more advice on using them effectively on Google Ads’ guide to ad extensions.
3. Offer a discount
Attracting new customers is expensive. In fact, it can cost up to 5x more than retaining your existing customers. Which is why (perhaps counterintuitively) offering a discount for first-time buyers is one great way to save money when you’re trying to generate new leads.
Around 92% of first-time visitors to your site aren’t going to buy and, on average, 95% won’t return. So, giving visitors a reason to convert the first time they visit is critical. And nothing is a more compelling reason to buy than an unmissable discount.
This could be free shipping for new users. Or it could be a 20% discount when they share their email address. It doesn’t even need to be money off, you could just point users directly towards sale items, an approach which has also proven to be very effective. Either way, let them know that they are going to save money if they shop with you.
4. Utilise time-sensitive offers
We are all afflicted by psychological phenomenon known as loss aversion, which means we prefer to avoid losses than to acquire gains. As a result, when a lead gen offer or discount is only running for a limited time, it’s suddenly that much more appealing to us.
This is why banking on urgency and FOMO (fear of missing out) as part of your lead generation strategy is guaranteed to pay off and supercharge your sales cycle.
There’s a few ways you can implement this approach. Like the example of Barkbox above, you could have a pop up alerting visitors to this limited-time deal. You could also run an email marketing campaign letting your subscribers know time is running out. Or you could include countdown timer on your homepage that lets visitors know just how many days, hours and minutes are left of this offer.
5. Ensure your site (and particularly checkout process) is fully optimised
Making sure your site is in tip-top shape is critical to converting leads in such a competitive market as ecommerce.
An expertly-crafted website will keep visitors on pages for longer, increasing the chances of conversion. This means making sure every component of the website is optimised, pages are loading correctly and speedily, and pages are mobile-optimised.
Making sure everything is running smoothly is particularly important for the checkout process. The average cart abandonment rate is an eye-watering 69.57%, with users quick to abandon their carts if pages load too slowly or the process takes too long.
READ MORE: 5 simple ways to increase website engagement
But optimising your site is easier said than done. It’s incredibly difficult to stay on top of all the metrics that track how well your site is performing at all times. In order to do so, you have to check through Google Analytics day-in, day-out and scroll through thousands of metrics.
However, with Millimetric’s automated KPI analysis and anomaly detection platform, you can be alerted to unusual behaviour on your site as soon as it occurs. This lets you address any issues preventing you from generating leads, without losing precious time and money on downtime.
6. Optimise your CTAs
Optimising your calls to action (CTAs) is critical to ensuring you’re capturing as many potential leads visiting your website as possible.
Great CTAs that convert costumers tend to:
- Use action words such as ‘Get started’, ‘Sign up’ and ‘Learn more’
- Make the benefits of taking action clear to the visitor
- Utilise urgency or scarcity to compel action
In order to ensure you are using the most effective CTAs, you should experiment as much as possible. Trying testing their locations on the page, colour, wording and shape to see what works best for your audience.
7. Analyse the customer data
The most significant factor in generating leads today, however, is how well you know the customer. And to do this, you must analyse customer data to understand who they are, what their online behaviour is like, and how they interact with your online store. This is critical for creating a sales cycle that works.
Whether this customer data comes from analysing their journeys on your digital channels, or from a third-party source, analysis of customer data is critical to the following powerful techniques of lead gen:
- Building detailed buyer personas to support the sales process
- Segmenting leads
- Understanding where your audience is (e.g. The social sites they spend time on, the publications they read)
- Building the relationship through targeted content and personalization
And much more.
So, before you implement any lead generation strategies, make sure your sales and marketing strategy is supported by the data.