30 Sep The Ultimate guide on B2B Leads – how to generate and optimise

This is a very detailed post with lots of ideas (you might not remember them all by the time you’ve finished reading)
Download a one page summary of all the strategies by

Leads, everyone wants more of them….If you run a website, you need more leads.

I help companies increase sales and leads –  and below is a summary of how you can do the same.

It’s a long post and I’ve split it into a few sections:

About leads

Housekeeping for 4% of visitors

How to help your buyers before they buy from you

How to collect leads

How to maximise leads

And my summary download.

I’m sure you’ll look at this post and work out I’ve left out a few channels or tools to generate leads – I’ve kept this balanced and highlighted a number of ways that are either simple, or overlooked.

Let’s get you some leads


Leads make a business thrive – and if you can setup a strong lead generation system on your website – you’ll outdo your competition.

You’ll have more sales and you’ll have an easier time making sales that those without a system. The problem with overwhelming majority of website visitors is a huge amount will never buy from you the first time around: most people who come to your webisite are not ready to buy  Which naturally means that only 4% are.

So in order to maximise your revenue, you need at least 2 channels of lead capture:

One for those who are in the 4% – or ready to buy now. And something for the vast majority – the 96% who aren’t ready to buy now.

Most businesses ignore the 96% – thinking they are time-wasters, but focusing on the 96% WILL generate you more leads – and focusing on the 96% will bring you clients your competitors only dream of.

Before we work on the 96%, some general good housekeeping – of some of the simpler, most overlooked points when optimising for leads for those who are ready to buy now.

Good housekeeping for those hungry to buy now:

1. Make sure your contact details and a call to action are obvious on EVERY PAGE.

I’ve lost count of the number of sites I’ve been to where you have to click on the contact-us page and are then given a complicated list of different contact names and numbers – all in very small font.

 In order to generate any leads – you have to make things EASY for your customer – feed them everything they need, ask them to take a next step – and minimise the number of pages they need to visit in order to get in touch with you. If you want someone to take action – you need to minimise the steps they take in order to buy a product or pick up the phone from you.

2. Always have a phone number

No matter what you sell, you should add a phone number to your site. I’m sure if you run a SAAS business or online business you don’t want to be deluged wtih phone calls, but aside from the incidentally benefits of actually getting to know your customers – it will have an impact on your conversion rates LessAccounting added a phone number to their lead pages,and found that: leads from phone numbers quote A phone number increases trust.

People feel more comfortable with brands that they can put a face behind. Even though you might purchase a product exclusively online, having a phone number on your site and the ability to talk to a real person (who cares) in turn makes you feel more comfortable taking out your wallet (or recommending someone else to) for this brand.” Grasshopper Virtual Sytems: http://grasshopper.com/

3. Do some persuading and make it obvious

This is sales 101, but its’ worth repeating:

If you are talking to the 4% who are ready to buy, they may be thinking about you and one other competitor – so make sure you point out exactly why you are the best firm to use for each product or service.  

Put some heart and soul into it. Don’t assume that because you have an ‘about us’ page with a sentence on how old your company is – that it will be enough to generate some enquiries.  Point out benefits, rather than just simple statements. Pointing out benefits has worked well for Crazy Egg: crazy egg benefits conversions from quicksprout.com Who managed a 30% increase in conversion by restructuring their home page to include benefit based selling. Also make sure your benefits are easy to read: Unionen Use bullet points to outline benefits.  Unionen found mentioning benefits in a bullet point list vs paragraph ofresulted in a 15.9% improvement. From Conversionxl

4. Talk emotionally and use action words

People don’t want to necessarily be bombarded with facts before they buy.  Do you think that  Apple would have such a huge amount of marketing hype, if they just listed off the RAM and memory of their product like most PC manufacturing firms do? This is how Apple do it: iPhone 6 emotional text See how emotional they are?   Sure, you can’t do that for every product – but at least trying to do this, will give a slight edge over a company that doesn’t. As well as emotion, use words that imply action: hubspot increase subscribers Hubspot use the above an example –  the words aren’t passive words, but they are action orientated – much more powerful than ‘increase your website traffic’ or ‘get new leads’.

Now onto the good stuff… How do you turn those not ready to buy into a lead?

Lead Magnet I like to think of lead geneation as a set of tools.  If you only have one tool – then you will only get one type of lead..but if you have multiple tools, then you increase your chances of getting leads.

The simplest way to get leads is to help your users BEFORE they buy from you.

  • Doing so enables you to build trust with your potential customers,
  • It gives you a chance to educate your website visitor on the market and educate them on why they should use your company
  • It allows you weed out those who are not serious buyers through a pre-qualification process
  • Positions you or your company as an expert.


    A tool which does this, is called a Lead Magnet And a lead magnet will also work at a deeper level: one of those being the principle of  Reciprocity:

How giving a gift persuades others to give more to you

Dennis Regan of Cornell University tried a sneaky trick to work out if helping people or giving them gifts  would lead to reciprocal behaviour.

Regan setup a an ‘art appreciation’ study.  Participants were taken to a fake art gallery and asked to rate the paintings (not knowing that cunning old Mr Regan didn’t care about their thoughts about art).

During the time the participants were in the room, they were be accompanied by an assistant (we’ll call him ‘Doug’ to make things easy), and during the experiment, one of two things would happen:

1. Doug would walk out of the room and come back with a bottle of Coca-cola, giving one to the subject – saying ‘ I asked the experimenter if this was OK, and I bought you one too’, or:

2. He would out of the room and come back with nothing. Just before the participant left, Doug would ask them if they would buy some raffle tickets from him, to help him try to win a new car….

The result: Those who were given the bottle of coke, bought twice as many tickets from Doug as those who weren’t,  and the value of the raffle tickets was in excess of the value of the bottle they were given.

Summary: Being nice and offering something of value will make your website visitors more likely to buy from you. For more reading on this – including how the Hare Krishna movement managed to generate millions in donations from giving away flowers, I highly recommend Influence by Cialdini

How should you help your customers?


Help them without directly helping you

The easiest way to do this is to work out exactly what your ideal buyer’s biggest problem is – and then go some way in helping them solve it.

So for example, if you’re trying to generate leads for a piece of software that increases sales – then helping your customers increase sales WITHOUT using your software – is a good starting point

So for the software firm, it’s going to be helpful to provide guidance on something like:  ’10 ways to increase sales in just 20 minutes a day.’  – or ‘My 30 page guide on how to add 40% to your sales in 30 days’ which all would appeal to your end user.

You can do this with any industry, any business, and it’s how some of the most successful online brands engage users. Makes sure it’s short, gives value and is aligned with the benefits your business provides.  

The package

So now you’ve got your hook, decide on your format. You can choose a number of formats for your magnet, or just one. Some examples:

  • A series of emails
  • A whitepaper
  • A checklist
  • A video or video series
  • An audio file
  • An ebook
  • A Webinar
  • A PDF Summary
  • An interview
  • or if you’re in e-commerce, a user guide or coupon code.

Each of these have their own costs and benefits associated with them – but choose one which you can easily produce and you think your market will easily consume (for bonus points, you can repurpose your lead magnet into different formats).

The information must be GOOD Remember, the idea is to position yourself as providing value to the user – so: whilst it doesn’t have to be War and Peace, you should make sure it’s good value and provides a benefit – otherwise you’ll have wasted a lead.

Don’t just paste a free report from a PLR which provides no value – put as much work into it as you can – it will pay-off.  You should aim to make your user think ‘this company is one I could work with’. Once you’ve got this packaged-up, you’ll need to start using this to generate leads. Let’s look at ways to maximise this, below:

How to get your information in the hands of your website visitor


1. Try a popup

I used to hate popups. They were always annoying, intrusive and looked very scammy – you probably feel the same if you go to a site and you see a popup with flashing lights and an offer to ‘Make money at home’.

The wrong type of popup is BAD But there are ways to add popups to your site that aren’t as scammy, aren’t intrusive and do add value. If you are providing high quality material – then you should have no concerns about using a popup for your site – as long as it’s done right and timed well. In fact, Dan Zarrella shows some interesting research on his blog: pops work- don't increase bounce rate Indicating that when there wasn’t a popup on his site – subscriptions FELL – with no material impact on the bounce rate on his site. And in the poup world, there are a few different options:

2. A header bar

Header bars are quick way to start to capture leads.   Hellobar provide a free header bar which is very easy to install. Hello bar get leads Headerbars aren’t obtrusive, have a nice clean look and are quick and easy to install – your reader will ALWAYS see your offer, no matter what part of your page they are on.

3. A Smartpopup

The guys at Sumome have created a wealth of tools to help web users generate leads. The list builder allows you to setup popups quickly that can appear after a certain amount of time – OR are activated when a user is about to leave your webpage. Easy to setup…and free sumo me popup

4. Exit popups

Exit popups are triggered only when a website visitor is about to leave the site – assuming that you may as well ‘go for broke’ if the user is going to leave anyway.  Importantly, unlike old school popups, they don’t limit your browsers functionality. Sumome has this feature, but there are solutions which specialise in just this functionality.

Neil Patel uses  Bounce Exchange on his blog. bounce exchange popup There are a number of other companies that provide these – and a great comparison on the products and their sales methods is outlined in this CopyHackers article: If you are only showing a popup to those who are leaving your site – you have NOTHING to lose by trying to entice them to subscribe.

5. Scroll box

Sumome (again) have created the free ‘Scroll Box’ – a popop box that only appears afar a user scrolls past a certain percentage of the page – hopefully enticing the user with some clever timing. This works well, because it only appears when someone has indicated sufficient interest in your website by scrolling below the fold. sumo me scroll bar http://load.sumome.com/images/screenshots/13359558-e447-43f3-a3cd-aa61c0b91c02/screenshot-3.gif

6. Inline options

Brian Dean of Backlinko uses the term ‘Content Upgrade’.   He uses custom opt-ins at the end of every blog post, which is speciically related to that post – the ‘lead magnet’ is an updgrade to the blog post. This works well for him – and he’ll use an inline image like: backlinko download to get leads To make it look like the asset is just a click away (you actually have to give Brian your email address, but by the time the popup appears…you’re halfway through the process). And the impact of having a SPECIFIC opt-in, related to your post: backlinko increase subscribers is a 785% increase in leads The reason this works: Sticking with our ‘increasing sales’ example – if you have a page on ‘increasing sales for the medical profession’ – then a ‘content upgrade’ that is explicty relevant to those trying to get leads from the medical profession is more likely to convert leads for YOU – than  a general page on ‘increasing sales’.

3 unusual ways to drive leads to your site:


1. Retargeting – Lead Magnets on Steroids

This is my favourite form of marketing on the planet. For those uninitiated, retargeting is advertising only to a select group of customers – usually, only those who have visited your website.   And if the visitor came to your webpage before – then more than likely you have something of interest to say to them.  You can choose when and where your website visitors will see your advert, from websites, to social, to mobile – and maximise your message.

Does it work?

App Sumo spent $4,168.19 on retargeting, and generated $9,635.00 – a 224% uplift. app sumo leads from retargeting There are two basic ways to do re-marketing for lead generation:

1. The direct way

Setup a straightforward advert for your site This will work well if you have a specific offer like: care show Whilst this can be effective, this only really gives you one-chance to convert the user.  Either they want your product now, or they don’t. If you want to be more strategic about your re-marketing, I recommend a technique I call ReRe-marketing.

It works like this: Lets say you agree with the Kissmetrics statistic above  (96% of people are not ready to buy the first time they come to your site) – then you’d probably agree that hitting someone on the head with a direct advert for your product or service, just seconds after they left your site – won’t be the best way for you to generate leads? So how do you generate leads from those who didn’t even give you their contact details on your site: Quite simply – advertise your lead magnet.

There may be a number of reasons why a visitor didn’t leave you their contact details:

  • They may have been too busy
  • They may have not seen the lead magnet.
  • Or maybe they thought ‘oh, I’ll definitely go back and download that guide later’ – but didn’t.
  • OR maybe they weren’t interested in your offer, but now they have done a bit more digging into your competition – your lead magnet could be more attractive to them.

    ReRe-marketing gives you an additional way to generate leads from those who only spent a few seconds on your site.   You can even split test your adverts for your lead magnet (if you’re extra canny, you can setup several different landing pages and several different lead magnets). EHR retargeting Software Advice  used buyers guides as a way to retarget potential customers – with impressive results on their tests. If you continue to add new lead magnets to your website, you can start to advertise those to those who came to your site several months ago (and who weren’t interested  in either your product, or your original lead magnet at the time)

How to setup this up:

Use a service like Perfect Audience or Adroll (or Google Adwords, if  you don’t mind complex setup) – then create 2 types of advert”

1. That advertises your product or service, and

2. That advertises only your lead magnet Then test and track the results

2. Press coverage with zero hassle – Appear on USA Today or The Daily Telegraph (It’s much easier than you think)

There are plenty of great articles out there on getting press, but I wanted to show you a shortcut I’ve used before, if you don’t happen to want to spend a lot of time on outreach. I’ve used a service like Outbrain to drive traffic to a blog.

Outbrain and Taboola place adverts on news sites – such as the Huffington Post, TimeInc, Yahoo, the guardian, Inc. magazine, TMZ, Cracked, USA Today.

And the beautiful thing about this advertising:

1. You can setup so you only pay for clicks

2. You blend in with the rest of the site

3. You will appear to be ‘larger’ and perhaps more authoritative, then you actually are. Here’s what Outbrain looks like, on the Daily Telegraph. Outbrain ads for targeting And here’s what Taboola looks like on the Huffington Post: taboola ad 2 ‘articles’ / adverts  to take note of:

1. ‘The Gmail-Based app that everyone is talking about’ – is a blog post which reviews and promotes Yesware.

2. The The 3 worst things that age you fast (Avoid) is a post which educates you on Fat loss….and also why you should buy a product from Max Workouts. It’s a very effective way to generate leads for your website – but you must setup a useful ‘newsworthy’ style piece.  

You’ll note all of the adverts above have headlines like a newspaper article would. If you manage to do this right (follow the principles of creating your lead magnet) – then you’ll  be able to drive large number of leads through this form of advertising- and the price of clicks is very low – I’ve achieved clicks as low as 3p (5c) per click before.

3. A quick look on social media leads

Social Media marketing is outside the scope of this post – but If you’re rocking twitter and Facebook like a 15 year old, then try lead capture tools through social media:


Facebook lets you generate leads directly through the site – Brian Dean uses Facebook to generate leads for a webinar. social media opt in Guidance on social media advertising is outside the scope of this post – but if they are used correctly, you can generate significant leads. With Twitter – you can even do this for free – find out how to set these up on Moz: monkey cooking leads Monty’s Monkey Cooking uses Twitter to generate leads – without the user ever having to leave Twitter.

How to maximise the number of lead sign-ups by testing

If you’re not split testing, then you should do – there are too many low-cost, easy to use split testing tools that allow you to test your offers, headlines and calls to action. For the uninitiated – split testing allows you to try out a number of different elements on a webpage, to see which one converts best – showing different elements to different website viewers.  The simplest diagram I could find to show how split testing works is from Optimizely : optimizely split testing Split testing continually proves that small changes can lead to big results: Visual Website Optimiser show how a Dutch brokerage firm increased leads by 89% using images. dutch vwo The simple change was to replace the image of the lady in the right of the pictue, with a man putting up a For Sale sign. When it pays off The times when split testing really pays off – is when you end up with a result you didn’t anticipate –  in the example below, DIY Themes performed a split test on their newsletter subscription form. DIY Themes split test Conventional wisdom says that Social Proof (i.e. showing people that everyone else is ‘in the club’ or uses your product) should increase conversion rates…

..So you would assume that either the variation on the left or right would convert the most….but in this case – it was the middle variation which doubled the standard conversion rate. Notes on this case study.  

Firstly, it’s not the most compelling of forms for anyone to fill in..email updates.  Secondly, the most important thing you can do with a split test is to continually test – maybe the opt ins were low because there was too much text on the form on the right, or 14,752 is not enough people to make an impact on the reader.

The main takeaway here  – it doesn’t matter what you or I think – its about what your website visitor thinks, and how they act. Continually testing can constantly improve your leads.

Tips and ideas for improvement – and what to test


1. Two steps are better than one

Making your visitors take an additional step, can actually increase leads. two step lead opt in What is a two step process? The images below show a one-step versus a two-step opt-in. You can see that the one-step opt-in requests the email up-front, whilst the two step process indicates that the lead magnet is just a click away….then the user is asked to subumit their email address. one step capture leads two step lead capture Examples from Leadpages


2. Make it easy

If your business isn’t turning away leads left, right and centre – then keep your lead collection form as simple as possible, capture just the email – or name and email. When you get to a position where you have too many leads to handle, or aren’t getting enough high quality leads – then increase the required fields and add some qualification so you can manage your pipeline efficiently.

And with the example below from Visual Lizard complex form Does the form on the left fill you with dread? could you really be bothered with filling that form in? and does the form on the right look more appealing? You should make life for your visitors as easy as possible – so they have a seamless transition from being just interested – to actually giving you their details. Keep it simple, until you have an understanding of your audience and some clear data on your leads to analyse.

3. Make your offer compelling

I mentioned about about making your text exciting – but it doesn’t mater whether you are selling a Tesla Model S, or an ebook that cost nothing to make (apart from your blood, sweat and tears), you have to make sure you sell it. Y

our visitors have too many alteneratives to NOT giving you their email address, that you HAVE make  sure you ‘sell’ your information – even though it’s free! This isn’t compelling: subscribe to newsletter   This is, from Neil Patel : good CTA   You should EVEN make your Call to action button compelling: cta Roader Studios found that changing their call to action text from something general, like ‘click here to continue reading’, to something specific: ‘Make Me Famous!’ provided an 8.39% increase in conversions. It might sound small, but 8.39% more customers falling into a well organised lead optimisation campaign, can provide significatant results

4. Make sure your site works on a mobile phone

In August 2014, Shopify released a stat that shows just how fast the mobile web is moving: shopify mobile stats 50.4% of visits to Shopify commerce stores were from mobile devices – and 40.3% of the total were on mobile phones / cellphones.

This is a pretty significant statistic – meaning that even though mobile has always been important- now it’s time to take mobile more seriously than ever. Google have produced a pretty useful guide called ‘The Mobile Playbook’ – which outlines good strategies for mobile. So even if you have 2 visitors a day to your website, you MUST make sure your site rocks on mobile, otherwise you’ll just be wasting leads. mobile playbook And even if you don’t pick up a lead yourself because your site doesn’t look good on a mobile, then you crush your chance of getting a referral from someone – 57% of people won’t recommend a brand with a poor mobile website. If your opt in form doesn’t work on a mobile, it will look something like this: bad landing page mobile Which is pretty off-putting for anyone. Rather than something a easier to use, like: nice looking mobile landing page

5. Other Changes for your Call to Action button


Change the CTA text

Changing the text: ‘Get Instant Access’ to Watch the Video – increased conversions from 11.9% to 15.3%   button increases leads Try different colours Changing the colour of the ‘Add to Cart’ icon – increased conversion by 35.81% (note, in most cases, this is the last thing you should change  work on the rest of the page, the headline, the lead manget and the subheading, before you change the CTA button) change button colour for increasing leads

Change the narrative

Changing the small text on the CTA icon can impact inversions. Unbounce found a 90% increase in conversions, by keeping everything consistent, except the sign-up bottom. small change big CTA change small change big CTA change Changing the sign-up button from ‘Start your free 30 day trial, to ‘Start my free 30 day trial – let to an increase in the Click through rate of 90%

6. Use images on your page, but be wise

If you’re suffering from a high bounce rate on your page where you are trying to get more leads, which is impacting your conversions, then think about images: Website users will ‘follow’ the eyes’ when looking at a website – on this image below, your eyes will be drawn to the opt-in form. eyes increase conversion rate Which is a smart use of images. But please don’t ever use images like this: bad stock photos Nobody will ever believe that it’s your company, or think you are credible if you use generic stock images.

7. Steal other ideas


“Picasso had a saying — ‘good artists copy; great artists steal’ — and we have always been shameless about stealing great ideas.”

  Steve Jobs If you’re not sure what to use for your lead magnet, or how to setup your opt-in box, then steal from the best. The below are some great examples of companies that are top of their game in terms of lead generation. Look at the page and see what elements of their opt in form you could use. Then opt-in and see how they deliver value to you. Social Triggers social triggers lead magnet It’s a very punchy headline with some a cheeky ‘no’ option.  Note the difference in colour between ‘reveal the secret’ and the ‘no thanks’ option   Conversion xl conversion xl lead magnet Conversionxl show great use of typography to define the ‘FREE’ element, good visuals to indicate the report   and point out its’ the FINAL STEP in the process – all you have to do is enter your email. Ramit Sethi: ramit sethi leads Simple, clean form – with a clear benefit of ‘free information that’s never been put online before’ – note also the scarcity implied with ‘get it now before I come to my senses and take this down.’ Okdork

okdork lead magnet

A very compelling offer – with one form to fill in.  If you visit the site, you’ll see how Noah uses all of Sumome’s tools to generate leads.

8. Give away a free trial:

Not everybody can do this, but if you run a business where you can give away a free trial, it’s highly recommended you do so. If you need some numbers to prove this: Leads from a free trial The above is from Marketing experiments, who proved a significantly decreased cost of customer acquisition using a free trial.  Note, the table above is slightly confusing – the ’60 day period’ heading shows the cost per acquisition fro the project for 60 days prior to the trial starting. Now, not every business can offer a free trial – but it is a proven way to increase leads. And free trials are used by some of the most successful companies in the world: salesforce opt in Salesforce.com – (market cap $36.05 billion in August 2014) spottily free trial leads Spotify (10 million paying subscribers by May 2014) ancestry free trial form And Ancestry  (market cap of $.16 billion in May 2012) It won’t convert everyone into a paid buyer – you will get some timewasters, and some people who will NEVER buy from you – but it is a fantastic way to prove your value to potential customers.

9. Giveaway use of a tool

Maybe you can’t giveaway your full product for a free trial? If that’s the case, then perhaps you can create a mini-product, and use it just to generate leads: Hubspot launched the marketing grader in December 2011.  When a user adds their data , they are sent a free report which analyses their website and sends out a free report on how good their current marking is, and how to improve it. leads from marketing grader The marketing grader has been used by over 3 million sites, and a large proportion of the leads that Hubspot generates each month (50,000!!!!) is from the tool (source: Traction Book) Moz also  provide a number of free tools to help their end user on their journey to become paid clients: moz site explorer leads The open site explorer allows a user to find out more about the link structure of any site on the internet.  The tool is limited from the full set of tools – which are only available if the user signs up for a free trial. Buzzsumo buzz sumo free tool I love Buzzsumo – it’s an amazing way to find out which sites and articles are performing the best.

The free Buzzsumo tool allows you to find out detailed information about articles, shares and what’s trending – however, you can’t export data, create reports or setup alerts – all of which, come with the paid plans (and free trials). Mini tools are fantastic ways to generate leads – showing off your product and giving your users a chance to find out more about the value you can bring them.

10. Try different headlines

Headlines are often the most important part of a page.  Don’t believe me – then take the view of the Grandfather of advertising David Ogiliy: David Ogilvy Upworthy generated around 7m page views in August 2014, so they know a thing or two about what drives traffic. upworthy To generate this sort of traffic, you have to be doing something interesting…which is where their 25 headline rule comes in.

To quote: ‘The reason we write 25 headlines is that it’s an old strategy from my boss’s old gig, The Onion. At the Onion, they would “crap out 25 headlines” as fast as possible. Then in the pitch room, they’d assume that 20 were crap, and the remaining 5 had an opportunity to be an article. Then once they had their headline, they’d finish their piece. The reason it’s always 25, no less, is that it forces you to think waaaay outside the box when writing. You get desperate around headline 21, and do something so out of left field that it’s not the typical headline. The key is to not overthink your headlines and make every sentence perfect. Remember 20 will be crap. So just get them all out. ‘

I’m not saying you have to create 25 headlines, but you can see how a new headline and image can make a huge impact on your sales. And to show just how much the headline alone can impact opt-ins and sales: Betting Expert Unbounce tested only the headline on a betting site – the test showed that changing the test from: ‘Passionate about betting? We are Too’, to ‘Make More Money on Your Bets – Get Free Betting Tips’ – had a 41.14% increase in conversions. Always test your site.

11. Make sure your lead magnet LOOKS good

This is hopefully stating the obvious, but just to be super clear: Don’t do this: ugly form Instead, use something that is cleaner and looks less scammy: opt in monster form leads The Optin Monster page looks a lot cleaner and more professional, don’t you think You don’t need Jonny Ive quality design on your opt-in form, but you do need something that builds trust and helps your credibility.

12. Try a quiz

A simple, well structured quiz can be a fun way to generate leads from your website. T1Q transformed the number of leads from 1% to 20%, by migrating from a simple opt-in form to a quiz. From: pre quiz To: quiz conversion   To make sure you do get a lead from your quiz – give the user a specific reason to give you their email – either: access to the quiz / the results / to a full report, after the quiz has been taken. Quizzes can generate interest, provide value to users and generate leads for you – just make sure it’s relevant to your product or service.


13. Be patient

Imagine going on you first date, sitting across from your partner for the night – you’ve sized them up and thought..yeah, this could work, I’d like to get to know them a bit more.  You’re about to order a drink, when they turn round to you and immediately say ‘WILL YOU MARRY ME’?

The answer – ‘hell no!’ – you don’t even know them!

Of course you won’t, you’re not ready for THAT yet.

And it’s the same in business.  If  you are trying to sell something to those who have opted in…maybe it’s worth being patient. Perry Marshall showed this image a few years ago, which outlines the value of asking someone to opt-in for information, BEFORE asking them to buy – vs. Asking them to buy immediately. perry marshall lead generation As you can see – the total value for an ‘auto responder’ and slower sales process is 16%  higher than for a ‘straight sales page’ – meaning there is value in waiting to promote your product to a lead.

14. Try video

A good video can impact your leads…but a low quality corporate video is often worse than no video at all. There is a lot of research that supports the use of video:

  • Video promotion is over 6 times more effective than print and online (b2bmarketing.net)
  • Professionally produced video optimised for eCommerce outperforms user-generated video (UGC video) by 30%, delivering a 24.7% lift as compared with an 18.7% lift for the UGC video (Comscore)
  • Retail site visitors who view videos stay two minutes longer on average (Comscore)
  • 73% of consumers are more likely to make a purchase after watching a video (ReelSEO)
  • 96% of consumers find videos helpful for making online purchase decisions (ReelSEO)


    ‘Buy Twitter followers’ found they had a 216% increase in conversions after adding a video to their landing page. video increase followers    

15. Hold a webinar:

Webinars are great ways to educate highly qualified customers and receive real-time feedback on your product or service. webinar leads Widerfunnel.com helped Enironics Analytics increase webinar pre registration with some split testing and pre-markteting.

16. Lastly – try different offers more than once

Bryan Harris of Videofruit outlined in a blog post how he tried several different lead magnet attraction methods – and found success with all of them. The blog post goes through each position of lead capture he tried, which gave him the below results:

  • Sidebar: 2.7%
  • In the byline – 0.6%
  • Sticky Widget – 0.8%
  • Sumo Me List Builder – 5.2%
  • Header Course  – 28% (slightly skewed as it only includes those who clicked on the actual page)
  • Exit popup – 3.3%
  • Specific Bonuses related to the post- 21%
  • Welcome Gate – 14.89%
  • Landing Pages from Blog posts – 1.9%
  • A contest – 39%



Next steps

So there you have it – a summary of how to generate more leads. I’ll be posting a lot more in the next few weeks, but for now, make sure you sign up for my free 7 step guide (you wouldn’t blame me for trying to generate leads from this, would you?

To maximise your chance of using these ideas successfully, download a one page summary of all the strategies by