It’s All About Conversion
(i.e. The difference between 8 leads in 60 days or 5 leads in 3 days)
PromoLeads Participants,
We wanted to share a little pearl of wisdom regarding PromoLeads form placement on your site, the easier users can find the form, the more leads you will drive. For one supplier, making his form, “one click down” was the difference between driving 8 leads in 2 months vs. 5 leads in 3 days.
A highly visible direct link to your PromoLeads form will categorically drive more leads
The Case Study:
Haas Jordan, umbrella supplier, signed up for a PromoLeads account on August 28, 2007. Over the course of 60 days drove only 8 leads. That level of volume is very low for such an industry leader, so we reviewed their website. A key finding was that the link to the PromoLeads form was buried three user clicks deep – meaning that an end user had to click three times to reach the form.
We reviewed this problem with Haas Jordan and suggested that they make it easier for end users to take the desired action by creating a “Request a Quote” link in the navigation panel. This navigation panel is visible from every page within the site so that when a user found the item they were looking for they could quickly request information. The results were quick and very clear. Haas Jordan generated 5 leads in the next 3 days.
Below are two screenshots that show 1) the Previous Home Page version with no direct link to the PromoLeads form and 2) The Current Home Page version that has rocketed conversion of visitors to actual leads. The only difference is that the current version has the “Request a Quote” added to the main navigation.
Previous Home Page – 8 Leads in 60 Days
Current Home Page – 5 Leads in 3 Days (and increasing)
With PromoLeads, suppliers now have the ability to refer buyers directly to distributors, but this will not happen if end users can’t find the request form. Whenever possible it is recommended that suppliers place a direct link to their PromoLeads form on every page. This is best accomplished by adding the Request A Quote link to your main navigation section.
Just remember, end users are actively searching the internet for promotional products and they represent a large portion of your internet traffic. The PromoLeads form is the way to capture that traffic, but only if the users can find it. When you make “Request a Quote” one of your main links you are directing interested customers to the form that will convert them into leads for your distributors!