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Improving the Cost Per Lead (CPL) For Your Website

If you operate a website, you only have two things you can do to improve your cost per lead (how much you pay for every good business lead). Improving the quality of your lead development is critical to online success. You can increase the amount of traffic coming to your website to increase conversion volume or you can improve the conversion actions on your site. I’ll let the SEO/SEM crowd answer the traffic issue and specifically focus on improving your cost per lead with your existing traffic.

Create Interest and Remove Traps to Improve CPL

Don't Trap Your VisitorsLets face it, visitors will not convert unless you have something valuable to them. You might think it is valuable, but have you actually asked your visitors if it is valuable?  If they aren’t taking the action, it may not be as valuable as you hoped. Or maybe your conversion language isn’t worded correctly to explain the value. Try A/B testing the wording around your conversion points to see if is simply a communication issue.

Once you have your visitors getting to the form or to your checkout, any unnecessary barriers or traps need to be removed. Do you really need to collect their physical address and job title to make the conversion? Sure it helps you understand your customer better, but only ask the minimum of what you need to turn them into a business customer to improve your cost per lead.

Is Something Broken That Can Be Fixed?

Assuming you have good traffic coming to your website, do your landing pages and forms actually convert? If not, take a look at the paths your visitors take through your website. Are they going where you expect them to?  If they aren’t making it to your conversion action or form, then there is something in the way of them getting there.  It could be the path isn’t clear to them or they are being turned off before they ever get there.

There are two great ways you can find out what the problem might be. You can see where people are going by using heatmaps to track mouse-movements and clicks on your site.  This will give you an indication of whether or not they can see your conversion action.

Second, simply ask your visitors. There are a number of wonderful tools that will pop up survey questions if people hesitate too long or start navigating away. Visitors are not nearly as annoyed by this tactic any more and you can gain some great insight to why they may not be converting.

 Start Improving Your Cost Per Lead

There are many books written on this one topic and much can be discussed here, but for each website, making changes will depend on your visiting audience and goals for the website. Contact us to continue getting a regular feed of ideas to improve your conversion rate and cost per lead.


John Paul Mains

John Paul Mains is the Chief Marketing Scientist at Click Laboratory. He loves all things digital, but especially SEO and analytics. If you're interested in learning more, his LinkedIn profile is

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