Shane Cassells, Online Conversion Specialist for Google tells legal marketers how to make the most of the traffic they get.

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Conversion Optimisation
for Lead Generation Sites
Shane Cassells
Online Conversion Team

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Questions to ask yourself
1. What is a lead?
2. Are you really selling yourself?
3. Do you tell people where to go next?
4. Are your design and layout helpful?
5. Are your forms too long?
6. Can you make it easier?
7. Can you provide more support?
8. Do you explain any error messages?
9. Do you communicate progress?
10. Do you understand the value of mobile?

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What is a lead?
The Definitive Blueprint for Lead Generation
http://www.hubspot.com/lead-generation-marketing-hub/

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Are your USPs communicated on the landing
page?
• Value proposition/USPs help to distinguish
you from competitors
• Keep USPs short and simple
• Test reminding users of USPs throughout
the conversion path

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Call-to-action buttons provide guidance to visitors
coming to your page
• Is a (limited amount of) call-to-action button
(s) provided above the fold, and is it
immediately clear where to click to continue
to the next step in the process?
• Are strong verbs used e.g. request my free
brochure, order yours today vs. order,
request etc.?
• Are call-to-actions sized based on their
priority?
• Is a different colour button used that lets the
call-to-action button stand out?
http://www.hubspot.com/Portals/53/docs/Introduction%20to%20Lead%20Generation%20HubSpot.pdf
http://conversionroom.blogspot.co.uk/2010/05/7-ways-to-improve-your-call-to-action.html

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Are design and layout visually friendly?
• Ensure the beginning of the
form is above the fold
• If your form is quite long, break
up the information you are
asking for into logical groups,
and give each group and field a
heading
• Single column vertical forms are
typically best
http://conversionroom.blogspot.co.uk/2010/02/improve-your-web-forms-and-increase.html
http://www.thesearchagents.com/2012/04/8-lead-gen-form-best-practices/

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Fields
• A good rule of thumb is to only ask for
the essential information to qualify the
lead
• Provide users with an explanation
about why you are asking for sensitive
information. Use a tool tip or a question
mark
• In-line with individual fields can be used
too:
– Shown automatically at the side or
underneath the actual field
– Shown once you click in the field
– Shown once the visitor hovers their
mouse over a small icon (desktop)
http://www.thesearchagents.com/2012/04/8-lead-gen-form-best-practices/

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Do you provide users with an option to enter
their postcode and find their address?
Use a ‘Find Address’
functionality minimising
the amount of fields the
user has to complete

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Is support provided throughout the application?
• Ensure online chat, customer care lines, FAQs or request call back
forms are visible throughout the application

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Are error messages clearly identified?
• Clearly highlight the field/s that
require attention, and you can
even provide links to the
appropriate fields in the error
messages at the top of the
enquiry form
• Consider using inline validation
for fields such as email
addresses to give immediate
feedback to visitors as they are
completing the form

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Is the application progress communicated?
• Breadcrumb navigation will help to communicate the users
application progress
• Make your progress indicator obvious (place it just above the
form)
• Add an estimated time frame it will take to complete the form
• Tell visitors what to expect next
• Don't hide a step in between indicators - visitors won't like it
• Use a combination of graphics and text, don't blend it into the
background or make it too small to see
http://conversionroom.blogspot.co.uk/2010/02/improve-your-web-forms-and-increase.html

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Do you provide social proof for users?
• Customer testimonials, social widgets, reviews etc. can help add
customer confidence and trust successfully helping conversion
rates
http://econsultancy.com/us/blog/8151-booking-com-improving-conversion-with-best-practice-persuasive-design
http://unbounce.com/docs/12-step-conversion-rehab.png

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Determine how mobile fits into your business strategy
Branding &
Awareness
Calls to
Business
Mobile
Commerce
Cross
Device
App
Downloads
Lead
Generation
Site
Traffic
User
Engagement

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Summary

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Summary
1. Unique selling points
2. Call-to-action
3. Design and Layout
4. Fields
5. Find address functionality
6. Customer care and support
7. Error messages
8. Application progress
9. Social proof
10. Optimise for all users