Using Website Data to Maximize Lead Conversion

5 Tips to Improve Lead Quality and Conversion Rates

On the surface your website draws a pretty picture of your business. Beauty shots, elaborate benefit descriptions, a corporate profile, time-sensitive offers and a shopping cart. But your website can be so much more than a digital storefront. In fact, it’s a wealth of customer information – if you know where to dig for the data. Analytics can tell you which pages generated the most interest and the product or service that gets the most hits. You can collect demographic information and contact data to initiate two-way communications to nudge the sales process along. Or not.

In today’s hyper-competitive digital landscape, to attract more business it is critical to extract data from existing customers (and prospects) to fine-tune your marketing message and/or product mix. With that information you can then optimize your site to enable things like lead scoring and nurturing. You can then tailor your message to prospects based on where they are in the purchase cycle.

Here are some tips to increase the quality of the leads your site can generate and the associated bump in lead conversions to a successful sale:

  1. Optimize Top Website Pages

Software applications like Google Analytics allow you to see which areas on your website get the most traffic. You’ll often find it’s a few select pages. Carefully review those pages and make sure they have clear calls-to-action to generate leads, such as limited time offers to create urgency, free downloads and forms to enter contact information. These tactics can significantly increase leads over time.

Conversely, Google Analytics also informs you about pages that are not garnering attention. This input may provide insights you can use to make improvements to generate more visits to these pages.

  1. A/B Testing

Create two versions of a landing page with different offers, messaging and images. Do the same with emails, using various subject lines and offers. See which versions get the best results and then pause the least effective iterations and migrate those recipients to the more attractive versions. Just a small percentage in incremental conversions could make a huge difference over the length of a campaign.

  1. Website Engagement

Sales or marketing software applications like HubSpot or Pardot can provide valuable insight into your website visitors, such as the specific pages they are visiting or which content offers they are downloading. This intelligence can be handed off to sales so they know how to tailor a conversation when they reach out to a prospect.

  1. Lead Scoring

Using marketing software, you can rank leads based on the actions the visitor takes on the website, so the most valuable leads can be prioritized. Each action is assigned a numerical value. When the lead reaches a designated threshold, it is escalated to the proper personnel for follow-up. For example, a prospect who visits a product detail or free demo page is much closer to making a decision and would get a higher score than one who is reading an educational blog. Scoring can be customized on a scale that works for your organization and website.

  1. Lead Nurturing

If your site offers content downloads such as free white papers, infographics or guides and a site visitor downloads one, that’s a highly qualified lead. Continue to nurture that prospect periodically with more content on that topic.

Start with these, and see if you notice an increase in lead conversion. You may initially see a drop in lead volume, but those leads should be better qualified, leading to more successful outcomes for your business.


This article is part of a series intended to help small businesses operate more productively and securely. Contact us today to learn how we can help transform your digital communications with a host of smart choices in products, solutions and contracts.