Lead Capture Innovations #1

The purpose of many web sites is to inform, convince, and sell. First, let the prospect know what's on offer, then persuade them that it's worthwhile, and finally get them to buy it.


However, conventional wisdom states that this is unlikely to happen on the first visit to a web site, for a number of reasons. If a site has millions of visitors, then there is every possibility that the small (i.e. <2%) conversion rate is worthwhile.


But that's not the case for most web sites.


Using a Quiz to Increase Engagement


A quiz, or competition, is the perfect way to engage visitors. It's an opportunity to do several distinct things:

• Educate the visitor;
• Offer them an incentive;
• Get their email address.

The quiz should consist of questions that can be answered only by reading through the site material, and the prize needs to reflect the time that needs to be invested to answer the questions.


It'll be a prize drawing - a chance to win something - and that needs to be made crystal clear from the outset, as well as the number and frequency of drawings.


In order to be able to tell the visitor that they have won, they will need to leave their email address, and that fulfills the lead capture part of the equation.


Again, however, they need to have the option to opt out of receiving emails not directly related to the competition result. And, they need to be asked, by email, to confirm that they wish to remain on the list - whether they win something, or not.


Enough of the visitors will jump through the hoops for this to be a worthwhile way to boost lead generation, and subsequently, sales.