9 easy ways to optimise a website for customer acquisition (Part 1)

Optimize a website for maximizing customer acquisition, and conversion needs constant effort. If you think website optimization is all about putting call-to-action (CTA) buttons everywhere, try again.

Instead, marketers and designers need a more strategic approach. This post will introduce some simple and effective ways to increase customer acquisition rate quickly.

To understand website optimization, you need to understand some fundamental customer acquisition. What factors convert a website visitor into a paying customer? Below is an overview of the process we use at BraxtonDawn:

Customer Acquisition often starts with users visiting your website and click CTA somewhere on your page and blog. CTA redirect the visitors to a landing page, and then forms are used to collect the visitors' contact details. When they fill and submit the form, they might receive a thank you and some free content.

That’s an over-simplification of customer acquisition. Below are nine simple ways to optimize your website for customer acquisition.

1. Insert forms into most-visited channels

The first important thing to do is to measure your marketing channels. The ones with the most traffics are the best ones for customer acquisitions. Below are some popular channels where business can gain traffics:

  • Email Marketing: Traffics come from people who click on attached links, redirect them to your landing page.
  • Social Media: Traffics come from people interacting with your social media campaigns.
  • Messaging Platforms: You can get traffics from people messaging you on your platforms.
  • Blog Articles: Traffics from the articles on your blog/content sectors.

When you have determined where you get the most traffics, optimize these pages and channels and add more exciting content.

For example: If via analytic tools, you realize most of the traffics is from customers redirect to your website from your Facebook page, keep the Facebook page fresh and exciting while also add more valuable content to your website, especially the most visited pages. However, gate these content with a form for the visitor to leave information. These are called “gated content.”

2. Measure the efficiency of your customer acquisition tools

Check out how each of your existing leads contributes to your business. Using a tool like Website Grader, you can evaluate your lead generation sources (including the landing page and CTA). It also provides feedback on how you can improve existing content. You can also compare landing pages that perform well against landing pages that are not performing well. For example, let’s say you get 1,000 traffics on Landing Page A, and 10 of those people fill out the form and are converted into leads. For Landing Page A, you’ll have a 1% conversion rate. Let’s say you have another landing page, Landing Page B, that has 50 visitors to convert into leads for every 1,000 visits. Conversion rate is 5% - great! The next steps you can take is to see how Landing Page A differs from Landing Page B and optimize Landing Page A accordingly. Finally, you can try running internal reports. Evaluate your landing page visits, CTA clicks, and thank you page sharing to determine which offers are performing best and then generate more visits.

3. Optimize the 4 steps of the lead generation process

Make sure the offers and content you provide to your readers after filling out a form relevant to the content of the page they were on so you can capitalize on your visitors' interest in a topic or specific subject.

As soon as a visitor arrives on your website, you can start learning about their conversion process. This process begins when visitors come to your website, go through different pages by clicking on links, and end when they fill out the form and become leads.

However, the transition doesn’t end with the goal you want. In those cases, you must optimize the conversion process.

Try running the A / B test on the landing page, be sure to check out the three main parts of the lead generation process:

Call to action - CTA

Make your CTA stand out on your website using colours contrasting with your website while keeping it simple - and try a tool like Canva for easy, fast, and free image creation. There are many ideas for like CTAs you can try, for example, the CTAs you see here:

Landing page

According to a HubSpot survey, companies with more than 30 landing pages on their website generate 7 times more leads than companies with 1 to 5 landing pages.

Thank you pages

Usually, people focus on landing page optimization. However, we can’t ignore the thank you page - where the visitor is redirected to after they submit the form on the landing page and are converted into leads.

Along with saying thank you, make sure you include a link that allows your new prospect to download the content you recommend on your landing page and CTA. You can also have social share buttons and even suggest content, another related offer, like in the example below:

Follow up with a Kickback Email

When visitors convert into leads, and their information has entered your database, you have the opportunity to send them a response email, also known as a “thank you” email.

In a study HubSpot did on the engagement rate of thank you emails compared to regular emails, kickback emails had twice as many engagement rates (open and click) than traditional email marketing. Using email kickback, you get the opportunity to include a specific CTA while also encouraging sharing email with others and sharing it on social media.

4. Use a Simple CTA on your homepage

If your homepage design is what grabs the visitor’s attention, then the CTA is what holds them back for you. However, don’t confuse your customers with a lengthy and complicated content invitation.

Your homepage is at the top of your marketing funnel, giving customers a free trial or sign up for a recurring campaign, such as a blog. Consider including one of the following CTAs on your website:

‘Subscribe to receive the latest news.’ Often, customers won’t be ready to purchase when they first find your site.

To further inform them about your business and products, invite them to subscribe to emails informing them about industry trends and product updates. Approach these customers in a personalized way to gauge their interest and ultimately turn them into qualified marketing leads (MQLs).

‘Free trial.’ The free trial is an essential element of growing companies. They allow you to create demand for your business and create contact lists of potential customers currently testing your product.

On your home page, leave your product with a free trial available for a limited time using a CTA and a form where you can collect your customer’s names and email addresses. At the end of each live product demo, keep an eye on the user to see what they think about it.

5. Provide an ebook for specific blog articles

Another way to get customers interested in your business is to create blog content to promote your ebook or whitepaper. Your website visitors will download the ebook to learn more about the same topic they just read on your blog. This is where leads generate responsive search engine optimization (SEO) leads.

Blogging content is how you can develop a business website’s credibility, which is essential for ranking your website on Google. Organic visitors from Google are often intent on finding a solution to a problem you can solve - making this method of lead generation important.

To get started:

  1. Do keyword research on a topic relevant to your industry and create a group of blog posts around the subject.
  2. Outline an in-depth report on the topic.
  3. Combine this report into a PDF that your blog readers can download by their name, company, and email address.

Use the conversion process in section 2, email each person with their downloaded resources, and follow them through the kickback email to capture each potential customer’s interest in your content.

Read more: 9 easy ways to optimise a website for customer acquisition (Part 2)