The quality of your leads is only as good as the website that produces them. Which is why your online business needs a high-quality lead generating eCommerce website.
Having said that, your lead generating eCommerce website or landing page need not have to be overly complicated or design heavy. It needs to be simple and functional and peppered with all the necessary components that will convert idle visitors into potential customers.
But before we dive into the ‘how’s’ and ‘what’s’ of creating a lead generating eCommerce website, let’s understand a few basics first.
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What Is A Lead?
A lead is a person who has shown interest in your company’s product or service.
What is Lead Generation?
Lead generation is the process of enticing and converting strangers into prospects who are interested in your company’s product or service.
Lead generation is a significant part of the growth process for eCommerce businesses and it is heavily dependent on several inbound marketing activities such social media marketing, content marketing, referral marketing, and overall eCommerce SEO strategies.
While there are several lead generation tactics that eCommerce businesses can choose to adopt, it is imperative to first understand the various components that make for a lead generating eCommerce website.
7 Components of A Lead Generating eCommerce Website
1. Chart Out the End-Goal First
The first step of creating a lead generating eCommerce website begins with charting out the end-goal first. What exactly does a “lead” mean to you?
Defining this will enable you to set clearer goals and plot your visitors’ journey as they progress through each stage of your sales funnel. On a granular level, you should ask the following questions:
Is a lead considered someone who fills out a form? Is it Someone who signs up for a newsletter? Is it someone who requests a callback?
Clearly chart out who or what your lead is and then spend time planning their conversion process.
2. Include a Contact Details
As an eCommerce business, including contact details on your website, may come across as counterintuitive.
However, if you are a new eCommerce business looking to build confidence among your target buyers, then displaying your phone number will go a great deal in offering comfort to them.
You can even include your office address and email ID to enable customers to reach out to you.
This will give them a positive indication about your customer service standards and will further assure them of the fact that they can reach out to you personally in case of any issues.
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3. Mobile Responsiveness
Currently, 51.12% of global web traffic originates from mobile devices. This number was at 48% in 2018.
And according to Statista, 2.15 billion people worldwide are expected to make online purchases on a mobile device by the year 2021.
These statistics indicate the sheer importance of having a mobile responsive website design for your online store.
Since a major portion of your target online shoppers use handheld devices to shop online, your lead generating eCommerce website should be optimized to be device agnostic.
A fluid and seamless shopping experience will translate into a superior brand experience which will help you capture high-quality leads and convert them into loyal customers.
4. Include Forms on Every Page
Give your visitors a chance to connect with you on every single page of your website. Include a simple pop-up or permanent form on all the pages of your eCommerce website.
Offering easy access to your lead generation form is paramount to increasing the number of leads. Furthermore, ask for limited information on the first step. Don’t ask too much information from visitors in the very first step.
Stick to asking details such as name and email ID, to begin with. This will prompt visitors to sign up with you or fill the form proactively. A lead generating eCommerce website should not deter people from sharing basic information. Instead, it should make it easy.
5. Include Testimonials and Social Proof
A powerful way to get visitors to take an interest in your products is to showcase customer testimonials. This can be a powerful marketing tool to get people to trust your eCommerce brand.
Furthermore, adding photos or even high-quality content and media such as podcasts or videos can help hugely to get people to notice you and consider buying your products.
While investing in high-quality and rich media is tedious and gruesome for new eCommerce businesses that are low on resources, solid testimonials can have a powerful impact on the minds of new visitors and prompt them to convert into promising leads.
In addition, you can also choose to showcase social proof parameters such as the number of Facebook likes, Instagram Followers, number of products sold, the number of happy customers, etc. This will lend support to your brand.
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6. Strong Product Copy
Your product pages must include crisp, clear, and concise product descriptions that are not only informative but also address important questions and queries. Your product copy should sell the products it endorses.
Use powerful action verbs such as “get”, “feel” and “have” instead of a passive tone such as “imagine having”, “imagine feeling” and so on.
Action-oriented words will stir visitors to seriously consider your offer and understand the utility of your products rather than just imagining them.
Your eCommerce website should be devoid of passive tone phrases and words.
In addition, include high-quality images from all angles and even try and include a video that showcases the utility of your product in a variety of scenarios.
You never know, maybe your casual visitor is a victim of a problem that your product solves with great efficiency!
7. Test, Test, and Test Some More
Every eCommerce business is different, every eCommerce website is unique to that business, and every eCommerce business’s target audience is different.
So, none of the tips mentioned above will do your eCommerce business justice unless you test them for yourself.
Doing this will help you determine what works for your business, your target audience, and your niche.
Having said that, lead generation takes time to increase and improve. The quality of leads and conversion rates also take time.
Building a lead generating eCommerce website requires time, effort, tact, and a deep understanding of your business and target customers. However, once optimized, your eCommerce website will receive a flood of new leads that you can then target to boost conversions.