A lead flow is a marketing term for leading visitors into business conversions. Effective lead flows start with call-to-actions and end with capturing data.
Effective lead flow strategies
1. Clear on their why
An effective lead flow should always be clear on their why; “Why should I click this button“, “fill out this form“, or “send you my data“? Clarifying this in your message or call to action (CTA) button will help the prospect understand and prepare for what to expect.
Is the prospect going to expect a call-back, a download link, eBooks or white papers? If you haven’t clarified this, they’ll generally expect spam and therefore won’t convert.
2. Quick & easy to complete
Depending on the why, generally effective lead flows should be simple and easy to complete. The fewer details you capture, the more inclined prospects are to convert. On the contrary, the greater the why (i.e a big reward for converting), the more data you should be capturing.
3. Should lead a prospect on
Your initial CTA should be appealing enough to lead prospects on. Don’t just throw everything on one page, utilise sliders or step-by-step processes, making it feel like less information is being provided by prospects.
Lead flows also generally work best in separate parts; click the CTA, then reveal the data-capturing element. This way you’re able to see where you might be going wrong; if they’ve already clicked part A, then you might only have to improve your lead flow’s part B.
4. Placed in the right locations
Targeting lead flows to specific website pages can be extremely effective for conversions, as emphasising the why could be done through the page’s content itself. If your page’s content promotes your product, your visitor’s already interested in that product — hopefully enough to even convert.