My favorite approach to this is 2 pronged: (1) Exit lead capture, and (2) Retargeting.
Exit Lead Capture: Some people hate these, but you know what? That user is already leaving. Maybe they're interested but the timing isn't right. The offer could just be wrong compared to their timing. Exit pop-ups are an excellent time to present a softer-conversion point without weakening your lead-gen page offer.
Retargeting: It might seem obvious, but it still surprises me how many companies don't do this, or don't do this well. Retargeting ads to users who didn't convert can be a great opportunity to test out different offers and get the lead in your funnel another way.
Jordan Choo, Managing Partner, Kogneta
We do a couple of things to really squeeze out the full potential of our lead gen forms, two big tactics that we use are:
Pre-populated form fields based on previous data
Use digestible forms
I can't tell you how many times I've seen companies have way too many form fields asking for people too much right off the bat. This completely tanks your conversion rate since it can seem extremely daunting and can come off. What we do instead is create multi-step forms using something like Involve.me to help reduce visitor anxiety and break up the form into bite-sized chunks. We'll ask non-personal questions first to ease them into getting started and then backload the personal information questions (i.e. name, address, phone, email).
Make sure your leads are being sent to a CRM as well as your email. With CPC’s increasing on most PPC platforms it is more important than ever to optimise towards lead quality not just lead volume.
Not every lead you receive will be worthwhile pursuing and overtime there will be clear definitive data patterns in what is driving your best leads that produce revenue and those that do not. This could be patterns in keyword data on Google, or trends in demographic data on Facebook/Instagram.
If you use a CRM to manage your leads it means you can get your sales team to rate the leads or assign revenue to them. This allows you to optimise towards quality leads in future, rather than focusing on volume.
Both Google and Facebook offer the option to import “offline conversions” which makes the above possible, there are manual options for completing the uploads through each respective interface, however our recommended way to approach this is to automate the process by connecting your CRM to the appropriate API.
Over time, things like Google Ads are generally getting more and more expensive and competitive to run, SEO is getting harder and taking longer to get results, so making the hard-earned traffic you have work for you is a primary area of focus for our business.
On lead generation pages and forms we like to put ourselves in the minds of the users and think about common objections, things that add confidence and items that add friction to the process and then optimise the user experience from there. One example might be to add industry accreditations and awards close to your lead form to instil confidence, another might be reducing or combining form fields.
Also, getting rid of pop-ups on pages that already have forms or primary conversion points, it's surprising how many sites use pop-ups carte blanche across their sites without thinking about how they can be damaging to existing lead generation efficiency.
Yuri Burchenya, Cofounder, Getfound XL
Use bold, contrasting colors and make sure buttons look like buttons. Pay special attention to on-hover element behaviour, often this aspect is untested. Call to action really should stand out, so use arrows, or people looking at, maybe even people pointing at CTA.
One advice that is often ignored is that of removing navigation menu. Great landing page works best on its own. If you’re concerned the page does not explain your product or company well enough, it’s a problem that needs to be solved on the landing page, and not by including links to homepage or other pages.