The Forgotten Lead Generation Method

If you manage a small or medium-sized business website, you’ve likely faced the challenge of increasing lead generation through your site. And it’s no wonder—given the massive amount of online competition, acquiring traffic to provide the visibility your business needs is no easy task.

At this point, you might have considered measures such as increasing your Google Ads keyword spend or even creating a brand-new website.

However, redesigning your entire site is a process that requires a significant investment of time and money, and it’s a gamble that may not solve your conversion problem.

There are several valid alternatives, but one, in particular, has been the secret weapon of the world’s top-performing lead generation sites for years. Below, we’ll introduce you to this methodology, which will help you increase your lead volume without altering your acquisition budget by a single cent.

Because Spending more Money isn’t the Solution

You’ve probably considered increasing your Google Ads keyword budget to boost results, haven’t you? This option, as well as social media ads, is highly effective in driving qualified traffic to your site and generating leads. However, if you rely solely on this solution, you might end up overspending and achieving a negative ROI (return on investment).

Year after year, Google’s cost-per-click (CPC) increases by about 10%, a result of more confident consumers and growing competition. This makes a strategy based solely on increasing CPC unsustainable.

So, what’s the solution when your budget is limited?

You need to increase your site’s conversion rate. By doing this, your CPC decreases, while the number of qualified leads grows.

I understand that this may sound impossible, and your first thought might be to overhaul your site. But this approach is costly—not just in terms of paying someone to handle the redesign but also the time your company will spend on the project. Additionally, any site redesign without testing can lead to a significant drop in organic traffic afterward.

A much cheaper and faster solution to this challenge is CRO (Conversion Rate Optimization), the right-hand tool of digital marketing!

CRO is a set of techniques and analyses used in digital marketing to optimize site conversions. In other words, it’s about attracting more leads without increasing the number of visitors to your site. It focuses on extracting greater results from your existing traffic.

There’s no magic formula for achieving a high conversion rate on your page. It requires analysis and experimentation to align your site’s value proposition with your customer’s needs.

Although this process may sound complex, CRO can be implemented without technical expertise using free tools.

We have some methodologies to support this process, such as User Experience, Copywriting, and Digital Analytics. In the following articles, we’ll cover each of these to help you build your CRO plan, requiring less than an hour a week.

Today, I’d like to show you how powerful this can be for your results.

Success Stories in Conversion Optimization

Many companies already applying Conversion Rate Optimization to various areas of their websites are seeing positive results in increased conversion rates.

CRO strategies can be applied to different parts of a website, which is why it’s necessary to analyze and test to identify areas where traffic can be improved and the best ways to do so.

Here are some interesting CASES to illustrate this point. Keep in mind that simply copying other sites’ actions doesn’t guarantee your results—it requires analyzing your website’s improvement potential, which we’ll detail in future articles.

1. Adjusting form Variations Increased Sales by 22%

Kaya Skin Clinic, a beauty clinic, sought to increase scheduled consultations and site sales. After analyzing its conversion page, the company tested a new call-to-action on its form, replacing a generic phrase with something more personalized.

Original page:

New variation:

A simple change in the form title from “Register here for a consultation” to “I want expert advice” increased the clinic’s conversion rate by 137.5% and its sales by 22%.

Lessons learned:

• Use empathetic language that resonates with your audience.
• Focus less on what you’re offering and more on what your audience truly wants.

2. Changing the CTA Button color Boosted Conversions by 21%

Different colors evoke different emotions, and while it may seem simple, the color of your CTA buttons is crucial. Performable (now HubSpot) tested green and red CTA buttons on its homepage without altering anything else on the page.

The result? A 21% increase in conversions.

Lessons learned:

• Small details can have a big impact.
• Red is an action-oriented color that often performs better on buttons and links.

3. Adding a Human Image Increased Sign-ups by 102%

People relate better to other people than to products or services. When 37Signals (now Basecamp) added an image of a smiling woman to make its landing page more inviting, conversions jumped by 102.5%!

Lessons learned:

• Don’t be afraid to start fresh and test completely new ideas.
• Use human elements whenever appropriate.

4. Aligning CTA with Page Content

Conversion forms are more effective when their messaging aligns. Matching the CTA with the body text and title creates a persuasive, linear path that’s hard to resist.

According to Unbounce, over 90% of visitors who read a headline also read the CTA.

There is an abundance of information online, which can distract people. However, users will keep reading if the right words are in the title. Reinforcing your offer reaffirms its relevance and increases conversion rates.

In this image, we see Unbounce repeating the target keywords in the offer title, subtitle, and CTA button.

Lessons learned:

• Align key terms across your title, body, and CTA to meet user needs and boost SEO.

5. Provide Social Proof

Show visitors that your solution is trusted by others. Testimonials, recommendations, and partner certifications help overcome hesitation and highlight the benefits of your product or service.

For example, Basecamp emphasizes its user base to drive sign-ups and reinforce its value proposition.

Lessons learned:

• Demonstrate credibility through testimonials, partner certifications, or client success stories.

These cases demonstrate how you can increase lead generation without necessarily increasing your marketing investment. In upcoming articles, we’ll explore each pillar of CRO and explain how to implement it to improve your conversion rate in just a few weeks.

Facing conversion challenges?

Leadster is a pioneer in conversational marketing in Brazil, offering a lead-generation tool that could be the perfect choice to optimize your conversions with just one click!

By delivering a new experience in lead conversion and qualification, Leadster has helped its clients achieve conversion rates three times higher than the market average!

Click here to learn more about the tool and see how we can help you increase lead generation.