A/B testing is done to test two or more versions of the same webpage to determine which version performs better. As a matter of fact, it helps to understand the effectiveness of changes in design or content of web pages by comparing the performance of multiple versions.
AIDA is an acronym for Awareness, Interest, Desire, and Action. The AIDA model represents the cognitive stages an individual goes through in the buying process. Awareness: It is to do with creating brand awareness and drawing the attention of people. Interest: The next stage requires you to keep them interested in your products and services. Desire: Herein you influence them from just liking you to wanting to buy from you. Action: This phase is when the interested prospect after evaluating their affinity to your brand decides to buy a product.
API stands for a software-to-software interface that allows information to be passed from one system to another. By and large, in the context of lead generation, APIs can help you a lot if you want to transfer lead info between two tools or platforms.
It is a type of interactive content that uses the Q&A format to gather relevant information about a prospect. On the basis of user’s inputs, a tailored result is created. Furthermore, the data collected can help marketers profile their leads and send content that matches their buyer’s persona.
It includes any kind of material aligned to a buyer’s journey and used to educate and engage the user. For instance, brochures, interactive content, webinars, videos, tutorials, guides, e-books, reports, infographics etc.
Authority means how much influence you have on other people that they buy from you. For that matter, this authority can stem from how trustworthy and credible your brand is. Some ways you can make your authority visible is by publishing original research, testimonials, certifications, badges on your website.
In a buying cycle, this stage is where people identify their challenge or an opportunity they want to pursue. Furthermore, they also decide whether or not the goal or challenge should be a priority. In this regard, marketers aim to generate leads through lead magnets that are educational and create awareness.
It means maintaining a blog where one can post about a wide range of topics related to the industry they are a part of. It is a core component of inbound marketing strategy as it bumps up SEO, website traffic and also aids in lead generation.
Bottom of the funnel is the final stage in a buyer’s journey where they are evaluating who to buy the solution from. Usually, they need a gentle nudge through offers like free trials, free consultation, demo, discount to finally close the deal.
The percentage of visitors who land on a page of your website or a landing page without navigating further or clicking on anything. A high bounce rate generally results in poor conversion and is a reminder that you must rework your web pages. Conversely, a high bounce rate for your emails means that your list quality is getting low and it’s time to look into your list management practices.
A buyer persona is a representation of the type of person who buys your products and services. When defining a buyer persona, you’ll identify job titles, demographic factors and lifestyle attributes of your typical buyer. By creating good content targeted to your buyer persona, you’ll attract website traffic that has a higher probability to buy your products and services.
A calculator presents complex data in a simple, basic format and is user-driven. Owing to its simplicity it is highly engaging and can be used to generate leads by asking users to exchange their contact information in order to see the results. Some examples are: EMI calculator, ROI calculator, risk calculator and cost calculator.
Case study is a customer’s story that explains the details of a problem they were facing, how they tackled this problem and finally, the results they got. It is a popular content format as it allows marketers to showcase their products and services through a real-life problem.
A live chat feature provides a real-time, faster resolution of queries which results in better user experience and also helps in lead generation. Besides, it helps understand the behavior of a visitor and pain points, if any, instantaneously.
A cheat sheet is similar to a checklist except it gives guidelines to users to perform a task. These are usually very actionable and high-value and so make for an excellent lead generation and engagement tool.
A checklist is an extremely easy-to-make lead magnet wherein the steps required to perform a complex task is presented in a condensed format. Companies like HubSpot use lots of checklists to engage and convert their traffic into leads.
According to this principle of persuasion, once people commit to something they will honor it. Marketers use this principle to create content and copy that creates a commitment in the user’s mind and moves them towards conversion.
A consultation is whereby you give a session to prospects to understand their pain points and then propose how your product/service can fix them. It also serves as a great way to push your prospects into the final buying stage.
It is a tool that can be used to design, manage and publish a website. It allows multiples users to collaborate and create digital content which can be optimised for search engine too. Popular example of CMS are WordPress, Magento, Drupal and Joomla.
A conversion path a description of the steps taken by a user of a website towards a conversion. It starts from when the user arrives on the website and ends at conversion.
It is the percentage of people who complete a desired action. For example, if 100 people arrive on a landing page and 10 people fill out the form, the landing page has a 10% conversion rate.
CRO is a process of improving conversions on site or landing pages by conducting A/B tests or deploying optimizing techniques.
It is the total amount of money spent on sales and marketing in order to convince a potential customer into buying a company’s products and services. It can be calculated by dividing all the sales and marketing expenses by the number of customers acquired.
CPL is the amount it costs to acquire a lead.
It’s the ability of emails to display properly across multiple platforms like mobile devices, tablets and desktops.
Call-to-action or CTA refers to a button or a link that literally ‘calls out’ or prompts the user to take an ‘action’. In fact, a good CTA is one that clearly states the value proposition so that users know what’s in it for them. For example, “Download this ebook to know the secret formula!”
Click-through rate is that percentage of people that have clicked on your ad or your post. The formula is total number of clicks divided by total number of times the link was viewed. For example: 1click/100 views = .01% CTR
A prospect who buys your product is the customer.
Design – which includes color, font, visual impact – is critical to generating leads. In fact, it is what makes web pages, emails and ads visually exciting. Besides, it also gives a page a logical flow otherwise the users may not understand what exactly is going on it.
They are an automated set of emails that are sent out over a specific period of time. The purpose is to engage with leads and push them onto the next stages of the purchase funnel. For example, if someone has registered for a product webinar, but haven’t yet pulled the purchase trigger, you may want to send them a case study which will act as a social proof and perhaps elicit a purchase or a sales query.
An ebook is a lead magnet which provides comprehensive information on a specific topic or list of topics. It is a useful method to build thought leadership as well as generate and nurture leads.
It is a small percentage of sent messages or emails. These messages were not delivered to a recipient’s inbox ergo bounced. A high bounce rate indicates an out-of-date list with invalid or not-in-use email addresses.
It is component of digital marketing. Here emails are sent to subscribers, leads and customers to engage with, promote or upsell a company’s products and services.
There exist a range of tools that can be embedded on a landing page to verify if an email address as valid or not. They measure the legitimacy of an email address with the help of a combination of algorithms because it is critical in order to collect valid data and create a clean email list to which emails are sent.
The stage of buying cycle wherein leads are aware that your products and services fulfill their criteria, and that they are trying to evaluate why they should choose you over others.
It is a social networking site where marketers can do targeted advertising to create brand awareness, attract new leads by bringing them to a landing page.