Lead Generation Step 3: Register them quickly and easily.
Imagine your prospect on your website. They like the content “bait” you are offering and are willing to “trade” it for some of their own contact details. They come with a few seconds of attention - make a mess of it here and all your previous work is wasted.
Registrations pages or landing pages have to be designed with four points in mind to make them really work well.
Firstly, they need to be set up with the sole purpose of making this lead transformation process work, nothing else. No extra navigation or superfelous navigation. Anything that may cause any distraction needs to be removed.
Secondly it helps if the content on the form tries to carry on from the conversation previously started with the advertisement that brought them to the page. So if you talk about a FREE CD Rom in the animated image file on your home page you will need the landing page to kick off some dialog about what the CD Rom includes and why it should be registered for.
Thirdly landing pages need to be short and to the point. Now is not the time to be requesting too much detail. Just capture what you need to provide them the information they are requesting and the smallest amount of extra details you need for future qualification.
And finally registration pages need fine-tuning. Rarely do you get it right first time. By tracking their conversion rate (that is the amount of times they are successfully completed compared to the times they are visited in total) you will find out what tweaks improve rather than hinder results.
Here’s some Audio that works with this post. Other tricks of the trade to make your registration pages work.