One simple way to get 120% more sales leads in 2018…
In two of my recent blog posts, I’ve shown you B.J. Fogg’s model for persuasive design, and a real-life case study about how making things simpler overcomes the motivation hurdle and leads to a more successful website.
For a quick recap, see the header of this post for the model that B.J. Fogg (of Stanford University’s Persuasive Technology Lab) developed.
To summarise this model – in order to influence someone to complete a goal behaviour (sign up, enquire, buy, etc), the behaviour either needs to be sufficiently simple or be underpinned by sufficient motivation by the end user.
The more motivated the end user is – or the easier the task is – the more people will complete that goal.
Recently, I shared how just removing one simple web form field led to an 18.93% increase in the number of leads received through a free trial signup page.
TMI: Too Much Information
Have you ever met an “over-sharer”? Someone who wants to tell you every detail of their life – in excruciating detail?
Those people are probably more likely to complete a long enquiry web form. But the rest of us aren’t!
It’s the problem of TMI – too much information!
Asking for too much information from a potential customer is one BIG mistake I see businesspeople making on their websites consistently.
(Particularly among people selling high-end B2B solutions, investments, and insurance, in the construction industry, and collecting affiliate and reseller program enquiries.)
It’s easy to outsource the “hard work” of data collection to a website.
And it makes your job easier.
But easier doesn’t always mean more effective.
One Tweak That Led To A 120% Increase in Enquiries
Moving from a 13-field enquiry form to a 4-field enquiry form led to a 120% increase in leads for this respectable B2B provider.
The fields that were kept were:
Name;
Phone;
Email, and;
Comments
Providing sales staff with the basics of any enquiry that could be chased up.
All of the missing details (company, address, city, state, zip code, fax number, etc) were then collected on the initial call with a salesperson.
The Traffic Fallacy
A lot of people assume that the only way to grow their business is to focus on generating more VOLUME of traffic to their site.
So increasing the VALUE that you receive from existing website visitors is often overlooked.
A 120% increase in enquiries in this case study meant MORE THAN DOUBLE the leads generated for this business.
That’s DOUBLE the leads…
…Without paying an extra cent on advertising;
…Without doing any social media or SEO;
…Without paying extra bandwidth costs;
…Without doing any substantial redesigns of your website;