The most common offers I see on most websites are “Contact Us” or “Request Info”. These typically convert 5% or less of website visitors into leads. Sure, you want all your prospects to talk to sales, but not everyone is ready.
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These days, buyers are more likely to do their own research before engaging with a sales rep. And, every prospect is at a different stage of exploration. Some may need more education than others. That’s why it’s important to develop different offers for different buying cycles.
Someone at the top of the buying cycle may be more interested in an informational piece like a guide or ebook, whereas someone more committed at the bottom of the cycle might be more interested in a free trial or demo. Create offers for each phase of the buying cycle, and include calls-to-action (CTA) to these offers on various pages throughout your site. By customizing offers in this way, you can increase your conversion rates to 20% and higher.
Below are the type of content offers that I have seen generate the most amount of leads:
• Ebooks / Guides
• Research & Reports
• Whitepapers
• Live Webinars
• On-Demand Videos
It’s important to test different types of offers with your audience to determine what works for you and your marketing strategy. While guides scored the highest on my list, you may find that reports, videos or other formats do better for you.
