Conversion Rate Optimization

Convert Website Visitors into Leads

How do we turn potential customers into leads?

We address this question as part of our conversion rate optimization efforts. In doing so, we attract potential customers and drive traffic to your website. This is achieved through strategic and compelling content, combined with technical website optimization.

LeadEngine helps you develop and publish well-thought-out and engaging content. Interesting text and visual content encourage visitors to get in touch with you. A simply designed contact form can serve as the lead capture step. It encourages visitors to leave their contact information on the website. In return, the visitor receives training materials, a phone call from a professional, a newsletter subscription, interesting tutorials, or product details to download from your company. With search engine optimized content and a user-friendly website structure, you help potential customers find what they need and maximize the chance of generating new qualified leads.

What is Conversion Rate Optimization?

Conversion rate optimization is about guiding website visitors through a digital shopping experience, motivating them to feel connected to your brand, and encouraging them to take a desired action (the conversion). A conversion goal can be, for example, a completed web form, a newsletter sign-up, a download, a sent email, a click on a link in an email, a “like” on a social media channel, a submitted review, or even an expression of interest over the phone.

To enable comprehensive conversion rate optimization, targeted planning and well-thought-out strategies for building relationships are crucial. To achieve lead conversion, it’s important to lay the foundation for a relationship with your target customers—whether directly on your website, on social media platforms, or on referring websites. These touchpoints prior to conversion are referred to as micro-conversions. During the macro-conversion phase (target action), some users drop off. The goal of conversion optimization is to keep the funnel as wide open as possible. After all, the more visitors you direct to the website, the more likely you are to achieve conversions or regain the interest of those who previously left the site. Conversion rate optimizers focus on using continuous testing and evaluation to determine what motivates users and how to create and refine the best content to trigger a desired behavior or action. The influencing factors are very diverse and can vary depending on the market segment and buyer persona.

Factors that influence conversion rate optimization include:

The metric for actual success

High website traffic (visitors) indicates that search engine optimization and paid advertising have been implemented correctly and are effective. However, the most important factor for a company’s success is whether prospective customers actually take the next step toward making a purchase. We measure this success—which also includes sales figures—by the quantity and quality of contact requests (leads). These are our most important metrics, because digital marketing is not only an art but also a science that can be measured and managed.

Why is conversion rate optimization important?

Conversion rate optimization is important because it significantly impacts a website’s success and can increase revenue—given a certain number of active visitors to a website or a certain number of latent leads you want to proactively engage. Optimizing your conversion rate makes your investments in digital marketing more effective and efficient. If you want to get the most out of your digital marketing spend, it makes sense to define conversion goals for each marketing activity, track the conversion rate, and continuously review it for opportunities to improve. For example, it makes a big difference whether a marketing campaign achieves a conversion rate of 0.2% or 2%. It’s clear which campaign has a better ROI (return on investment) and which one you should invest more time, money, and energy in. Do you know the conversion rate of your website and your marketing campaigns?

Conversion Rates Policy

There is no universal benchmark or standardized target for the conversion rate. Results and average values vary depending on the industry, company, competitive position, market segments, marketing channel, buyer persona, and campaign timing. LeadEngine helps you develop a benchmark and roadmap tailored to your company and your goals. The figures here are provided for reference only.

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Online Marketing

A conversion rate of 2% is very good. Sometimes it even reaches 3%.

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Email Marketing

The benchmark for good click-through rates in email marketing is 5–7%.

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Telefonmarketing

In telemarketing, we achieve a success rate of 5–7% for leads and appointments secured.

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Conversion Rate Optimization Measures

Email Marketing: Increasing Click-Through Rates

The conversion goal for an email campaign is usually a click on a call-to-action button. This link typically directs the user to a landing page on a website. Factors that can influence the achievement of this goal include, for example:

In conversion rate optimization for newsletters and email marketing, A/B tests are conducted using precisely these factors to identify the best combination and optimize the conversion rate.

Website and Landing Page Optimization

The conversion goal on a website is usually a completed form (request for a quote, newsletter sign-up, download, demo, callback, event registration, contest entry), a phone call, a sent email, a chat, or—in the case of an online store—even a purchase. Factors that can influence the achievement of these goals include, for example:

Through ongoing optimization of these factors, regular reporting on changes in the conversion rate, and continuous A/B testing, conversion optimization also aims to constantly increase the conversion rate in this area.

Optimize Telemarketing Activities

In telephone lead generation, the conversion goal is usually an expression of interest or a sales appointment. Factors that influence these conversion goals include:

In telemarketing, the selection of the database and the development of a solid script with clear USPs and potential pain points for customers in the various target groups are absolutely critical factors. Here, too, it is essential to test different variations and continuously optimize them based on the results.

Now it's up to you.

Get in touch with one of our specialists to discuss lead generation!