Web leads are the people who visit your web site. When managed, these leads often become customers. If your web site and the text on the pages (as well as other information and helpful content) are well written and designed, visitors will be moved from a unique landing page to pages with information they want or answers to their questions.
A study by the American Marketing Association recently revealed that only 80% of those who visit a web site will make it beyond the landing page, only 20% will reach the shopping cart, and only 2% will make a purchase. This reveals two important truths: (1) many web sites are not making navigation easy enough to move visitors through the site to a purchase, and (2) web sites are not helping people overcome the typical barriers to buying.
According to the study, the five leading reasons people leave a web site before making a purchase are:
1. Unprepared to buy. They are still gathering information or they are not the right leads. Web leads must be managed (if they are the right leads) in ways that help them find the information they need quickly and given a reason to buy now.
2. Confusion. These web leads shut down because they cannot find the information they need to make a buying decision. Your job is to make that information easy to find.
3. On-site distraction. Often there is peripheral information on the page. This distracts people from the intention to buy. The landing page should resemble the ad that brought you the web leads. There should be nothing on the landing page that is not designed to move the lead to a buying decision.
4. Discomfort. Many things can produce these feelings. Among them are too many products, the risk of buying something expensive or something you do not completely understand. Your job in managing these web leads is to reduce the risk, limit the options and help them move to information tied to their stage in the decision-making process.
5. Frustration and fatigue. These are the web leads that get tired and frustrated because they cannot find what your ad told them to expect or because there are too many steps in the purchase or links do not work properly, etc. Your site design and the text on your landing pages must remove these possibilities.
The people who fall within these five categories are people who might have every intention of buying, but gave up because they ran into a barrier. Managing web leads means removing barriers and making it easy for visitors to get the information they need quickly. When you can find ways to manage web leads around these barriers, you will significantly reduce the number of people who leave your site in the middle of your sales process.
A study by the American Marketing Association recently revealed that only 80% of those who visit a web site will make it beyond the landing page, only 20% will reach the shopping cart, and only 2% will make a purchase. This reveals two important truths: (1) many web sites are not making navigation easy enough to move visitors through the site to a purchase, and (2) web sites are not helping people overcome the typical barriers to buying.
According to the study, the five leading reasons people leave a web site before making a purchase are:
1. Unprepared to buy. They are still gathering information or they are not the right leads. Web leads must be managed (if they are the right leads) in ways that help them find the information they need quickly and given a reason to buy now.
2. Confusion. These web leads shut down because they cannot find the information they need to make a buying decision. Your job is to make that information easy to find.
3. On-site distraction. Often there is peripheral information on the page. This distracts people from the intention to buy. The landing page should resemble the ad that brought you the web leads. There should be nothing on the landing page that is not designed to move the lead to a buying decision.
4. Discomfort. Many things can produce these feelings. Among them are too many products, the risk of buying something expensive or something you do not completely understand. Your job in managing these web leads is to reduce the risk, limit the options and help them move to information tied to their stage in the decision-making process.
5. Frustration and fatigue. These are the web leads that get tired and frustrated because they cannot find what your ad told them to expect or because there are too many steps in the purchase or links do not work properly, etc. Your site design and the text on your landing pages must remove these possibilities.
The people who fall within these five categories are people who might have every intention of buying, but gave up because they ran into a barrier. Managing web leads means removing barriers and making it easy for visitors to get the information they need quickly. When you can find ways to manage web leads around these barriers, you will significantly reduce the number of people who leave your site in the middle of your sales process.
About the Author:
If you own a small business and want to learn more about web leads, view five short videosat http://videos.internetleadgenerationacademy.com. Learn tactics like how to get on Google's first page and making a video without a camera.
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