Lead Gen

The business goal of the awareness step is to make potential customers (aka prospects) aware of your solution. Once they are aware of your solution, the goal is to get them to move to the consideration step. The most common and effective strategy for moving traffic from awareness to consideration is getting the visitor to complete a form, which provides their contact information. Getting their contact information is critical to move them through the consideration step and into decision. The process of finding potential customers, making them aware of your solution, and collecting contact information is often referred to as “lead generation”. Once we have contact information for a business lead then we can nurture them through the consideration and decision steps with a repeatable process which includes automation and human touchpoints.

The conversion rate for capturing the visitor contact information on your lead form or page, is the most common benchmark for lead generation. A lead page conversion rate can vary greatly, from 2% to 20%+ depending on what information is being collected. A visitor which only needs to provide an email address to download a tutorial will have a much higher conversion rate than a page which requires multiple contact information, personal information such as social security info, or too many fields. Let’s take a look at what type of conversion rates to expect for lead generation landing pages and forms.