Mistakes happen. You’ve made mistakes; I’ve made mistakes; your boss has made mistakes; your friends have made mistakes; your parents have made mistakes (don’t take that last one literally). Mistakes are one thing that just about everyone has in common.
For marketers, one of the most frequent places mistakes are made is in their lead generation strategy. Lead generation requires provoking interest from consumers by triggering some sort of emotional response. Being that marketers are also human, it’s only natural that we fall back on our own emotions and biases to infer what those around us are like. And that right there is the biggest mistake a marketer can make.
To help identify where you may be letting your personal opinion hinder your lead generation performance, I’m going to cover three mistakes marketers make that are a detriment to their lead generation potential.
1.) Making Assumptions About Your Audience
Assumptions are a high risk, high reward decision, but one that I would not suggest making. Let’s say you are a Facebook advertising expert with an educational blog. For your first piece, you want to jump right in and cover Facebook Ad reporting. You realize you are skipping over a lesson on how to setup a Facebook Ad campaign in the first place, but you think your audience already knows that by now.
Best case scenario, you were right about your audience––most of them do in fact already know how to set up a Facebook ad campaign and are ready for your video on how to create reports based off their results You didn’t even have to take the time to create an introductory tutorial on how to set up a Facebook ad and your audience didn’t seem to mind. Nice!
But, worst case–– when you say “You guys are already familiar with how to set up a Facebook ad campaign” in your ad or video, you could be making a false assumption that leaves your audience thinking three things:
- I must be stupid for not knowing this
- This website is intended for more experienced marketers
- I should leave
A lead should never be lost that way. You can always avoid making assumptions––whether that means additional research or content creation, it’s extra work that marketers sometimes try to skimp over.
Let’s real talk for a minute. If your business wants to stop making assumptions, keep this in mind:
- Your audience may not like you
- Your audience may not like the same things as you
- Your audience might not really care about your brand
- Your audience might not always understand you
- Your audience might not understand industry jargon
Now, to clarify––assumptions are not always bad. Most great ideas start with an assumption. What’s going to make-or-break your lead generation strategy’s success though is your ability to test those assumptions.
Today, we have more advanced marketing analytics software available than ever before for testing assumptions. Inspectlet’s session recording feature is one new-age analytics software that is helpful for testing assumptions by showing you exactly what visitors are doing on your site by tracking their mouse’s movements, clicks, scrolls and keypresses. Its screen capture feature allows you to record individual visitor sessions and then play back that session later to see how visitors are navigating your site.
Let’s say you are given the task of increasing the average amount of time visitors spend on your site. Continuing from the previous example, you make the assumption that having more videos on your site catered towards Facebook ad beginners will improve the average amount of time spent on your site. The session recording feature shows you that a high number of visitors are pausing your “Facebook Ads Report” video after a few seconds and then scrolling up and down your page for a bit before exiting.
This could be a sign that visitors are looking for a more introductory video; therefore supporting (but not quite yet confirming) your assumption. Just like that, you’ve avoided confusing or scaring a visitor away, while identifying a potential solution for generating more educated and profitable leads that you can continue testing.
Another example of where this screen capture software is helpful is illustrated below. The user is on a mobile phone and gets to a page with a call-to-action on it, but is unable to scroll down. Most people’s first move after seeing this page was not converting well would be to split-test different CTA’s and copy, when all along it was just an easily fixable, technical error.
2.) Underestimating Landing Page Elements
While it’s important to stay on top of industry best practices, these should not be the only thing dictating the elements your business split tests. Basing which elements to test off of recommended best practices or your own personal opinion will lead to you underestimating the impact of [what you consider to be] minor elements of your landing page and ultimately limit your lead generation potential.
Let’s take a look at an example. The split-test below shows two variations of a landing page opt-in form. The only difference is that Version A includes a security badge and Version B does not. Can you guess which one yielded a higher conversion rate?
You would assume that having a security badge, which is intended to reassure customers of your business’s legitimacy, couldn’t possibly hurt your conversion rate, right? Wrong. Version B actually outperformed Version A by 12.6%. To reiterate what was said in the previous section, this is just one example of why you need to be testing your assumptions.
The problem with the security badge in Version A is that images like that are commonly associated with payments. Visitors filling out your opt-in form are at the very early stages of their customer journey and it is likely that this is the first time they are interacting with your brand. Putting the image there causes potential leads to subconsciously associate it with you asking for their money and are scared away. This might seem silly to the more technologically inclined, but––here’s that keyword again–– don’t assume your audience thinks the way you do.
Without running split-tests, it’s unlikely that anyone would have identified the security badge as the element hurting conversion rates. That is not a commonly tested landing page element and it’s impact would have otherwise remained underestimated. It’s for this reason that your business should be split-testing every element of your page, whether you think it will impact performance or not, and pay close attention to the results. I promise you will be surprised with your findings.
3.) Neglecting To Learn From Mistakes
Not every lead generation tactic your business tries out is going to work the way you had hoped. The sooner you accept that, the sooner you can learn from your mistakes and avoid doing the same thing in the future.
It’s for this reason that it has become common practice for businesses to run A/B tests. This is as opposed to just sweeping an entire page and starting from scratch again because something about that page wasn’t working. A/B tests allow marketers to incrementally test each element on their landing page to see which could be negatively impacting performance. Although these tests provide data that show what is and is not working, what they don’t tell you is the bigger picture on why that particular element is impacting performance the way it is.
As a basic example, let’s say you run an A/B test and find that your red call-to-action button is outperforming your green one. Aside from ensuring you change the standard CTA on that page to be red, it’s important that you examine what it is about a red button that is making it perform better. Some research on the psychology of color would reveal that red is commonly associated with urgency and triggers customers to act faster on an offer. By knowing this, you are able to then start implementing the color red into other facets of your landing page and further enhancing lead generation rates.
Just as important as understanding why red is positively impacting your page’s performance, is understanding why green is not. Rather than adapting a one-and-done mindset when testing different lead generation tactics, your business should be taking a more holistic and objective look at the successes and failures of your lead generation strategy to optimize the customer insights you are able to take away from each element.
(Guest Post by Ryan Lynch of Yazamo)
Interested in learning more about effective methods for turning visitors into leads? Check out Ryan’s free eBook, “Turning Visitors Into Leads”