Web leads are people who see your ads and visit your web site. When managed, they often become customers. If your web site is doing its job (and not sidetracked by bad copy or bad site design) leads will be moved from a specific landing page to information they want or answers to their questions.
A study by the American Marketing Association recently revealed that only 65% of those who visit a web site will reach the product detail page and only 2% will buy. This reveals two important findings: (1) many web sites are moving leads through the site to a purchase, and (2) web sites are not helping people get beyond barriers to purchase.
This study identified five top reasons people leave a web site before making a purchase. They are:
1. Unprepared to buy. They are still gathering information, or they are not the right leads. Web leads must be managed (if they are the right leads) in ways that help them find the information they need quickly and given a reason to buy now.
2. They are confused. These web leads are shut down because they cannot find the information they need to make a buying decision. Your job is to make that information easy to find.
3. On-site distraction. Often there is peripheral information on the page. This distracts people from the intention to buy. The landing page should resemble the ad that brought you the web leads. There should be nothing on the landing page that is not designed to move the lead to a buying decision.
4. Fear, uncertainty or doubt. Many things can produce these feelings. Among them are too many product choices or options, the risk associated with buying complex or high-priced items or services. Your job in managing these web leads is to remove the risk (or mitigate it), limit the number of options and help them move to more and more focused information and decisions.
5. Exhaustion. These are the web leads who are so tired and frustrated by an inability to find what your ad told them to expect or because there are too many steps in the purchase, or you are asking for more and more information, or links do not work properly, etc.
These are people who might have every intention of buying, but gave up because they ran into a barrier. Managing web leads means removing barriers. When you can find ways to manage web leads around these barriers, you will reduce the number of people who leave your site without making a purchase.
More Information:
If you are a small business owner and want to learn more about
web leads, access five short videosat
http://videos.internetleadgenerationacademy.com. Learn tactics such as how to get on Google's first page and making a video without a camera.
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