7 effective tips for creating offers that convert visitors into leads

How do you convert a visitor into a lead? By simply obtaining a yes. It’s that easy. You want the visitor to say “yes” to the offers you are proposing.

Your offers must therefore be attractive, unique and useful. They can take the form of whitepapers, free trials, promotions or downloads. The important thing is to integrate the right elements in your offers in order to dispel apprehensions, doubts or concerns.

Want to create offers that convert visitors? See seven great tricks below.

Trick 1: Use scarcity

That which is rare becomes precious. It is the law of supply and demand. The rarity of an offer can easily lead to an apprehension of shortage and even cause a sense of urgency. That’s why the concepts of duration and quantity are very important.

Promotions involving limited-quantity or limited-time offers never fail to create a reaction. People do not want to miss the boat. Groupon, for example, uses both duration and quantity to create offers that generate impressive results!

Trick 2: Capitalize on the “trending”

Humans are social beings and, as such, we need to belong. This explains our natural tendency to follow shifts in trends, for instance. Statistics show that the more a brand demonstrates its power of attraction, the more new followers will flock to it. It is a way to confirm a trend.

To create offers that will convert visitors, make sure you indicate that they are already enjoyed by many people. It makes it easier to continue recruiting more of the same!

That’s why testimonials, comments, opinions and notes (ratings) are so popular online: they work!

Trick 3: Leverage the newsjacking effect

Riding the wave of a current media buzz is a great way to increase demand. Take for example the royal wedding of Prince William and Kate Middleton. A few hours after the wedding, throngs of women began clamoring for a dress like “the one Kate was wearing”. A golden business opportunity for designers and merchants!

The effectiveness of newsjacking rests on choosing the right trends and creating effective offers relating to them.

Trick 4: Catch the eye with a compelling title

Thousands and thousands of excellent offers fly under the radar because they do not have the proper title. The title is the first thing that people notice. If it is compelling, it will capture their attention—in which case your chances of converting visitors escalate dramatically!

A simple A/B test will demonstrate how significant the impact can be.

Trick 5: Create offers for each stage of the buying process

The buying process involves a number of stages. Visitors to your website are not always ready to buy. Sometimes, they simply want to inquire. To convert them, you must accompany them at each of the stages of the process. The best way to do this is to create offers for each stage.

An offer for free information is the ideal starting point for a visitor who is at the inquiry stage. Later, when this person is closer to a possible purchase, an offer relating to a diagnosis of needs will be more relevant.

Trick 6: Avoid corporate gobbledygook

When creating your offers you will want to avoid using “overused buzzwords”. Completely devoid of meaning, these words add no value whatsoever to your offer. On the contrary, they tend to distract visitors and lead them away from the desired conversion.

The use of general or overused terms is not effective. Opt instead for precise and accurate terms. And stay away from overly technical terms reserved for experts in your field.

Trick 7: Choose high-value offer formats

Some offers are more attractive than others. This is true for all media including the Web. That’s why you must choose the best formats. For example, a whitepaper will generate more reactions that a blog article. Also, videos normally have a greater perceived value than PDF documents.

To maximize results, make sure you carry out tests to determine what format is best suited. When it comes to converting visitors, nothing works better than a customized strategy. Put yourself in the shoes of your potential customers and take it from there…