Web To Lead Salesforce

What is a Web To Lead?

Web to lead (W2L) is the conversion of a webpage visitor to a lead. Web To Lead Salesforce allows to embed contact forms in a WordPress landing pages. Filling out the form automatically creates a Lead in Salesforce CRM. In this way, the lead immediately goes to salespeople where it can be quickly verified. 

web to lead

Web to Lead Conversion

The goal of the use of the Web to Lead is the highest possible percentage of webpage visitors who decide to fill out a form and then decide to make a purchase. The main marketing factors that determine Web To Lead Salesforce conversion are the right content on the landing page and the timing of contact with the lead. If a purchase is not made directly on the page, then marketing’s role ends when the lead is qualified and passed on to sales. 

web to lead conversion factors

Response Time

A Harvard Business Review study, published in the article The Short Life of Online Sales Leads, shows that companies that contact potential customers within 1 hour of filling out a Web To Lead Salesforce form are 7 times more likely to convert a lead than those that tried to contact a customer even an hour later. The chances of converting leads of companies that contact within 1 hour are more than 60 times higher than companies that wait 24 hours or longer to contact a lead. 

12 factors that increase Web To Lead Salesforce conversions

12 factors that are critical to the effectiveness of web to lead conversions:

  1. Relevant content, i.e. content that answers a question or satisfies a need for the site user. Content includes images, videos, as well as text. The content must be of value to the user, i.e. the benefits of reading must outweigh the effort expended.
  2. Balance between graphics and text. The content of the landing page should be as long as the topic requires. If the content is long, you should help the user find answers by using tables of contents, both in text and video. 
  3. Simple message – this is an iron rule of marketing. The content of the website should be easy to understand, and free of unnecessary decoration and incomprehensible iconography. 
  4. Friendly user interface – make it easier to reach the goal of visiting the site. For example, keep in mind that the menu on mobile devices will be hidden in the so-called “hamburger” against which links to subcategories should be placed in the body of the article. 
  5. Easy contact – drySEO tests show that an effective contact form is one that is embedded directly on the landing page. Directing to another subpage to get to the contact form lowers conversions. 
  6. Smart on-page search – using tags, and answers, helps users find what they need.
  7. User interface optimization – tracking user behavior with tools like Hotjar, allows you to understand user behavior on the site and optimize the user interface. 
  8. Content optimization – qualitative and quantitative analysis of Google Analytics data allows us to draw conclusions and optimize content. For example, when most of the traffic is Warsaw residents, consider localizing the content.   
  9. Targeting – tailoring content to the user’s preferences so they can easily find the content they are interested in, saving them time and benefiting them more. Targeting uses purchase data and the user’s browsing history the relationship between products and site content (known as cross-selling and up-selling).  
  10. Marketing automation – this is planning the user’s journey, for example, a browsing history so users can save time.  
  11. Server architecture – server response time is an important factor in user satisfaction, with therefore an impact on website SEO. Choosing a good hosting (e.g., MS Azure), secures the continuous availability of the site’s service and the security of data from hackers. 
  12. Connection to CRM – integration of the website with W2L CRM (e.g. Salesforce) allows building customer profiles based on both behavioral and purchase data. Building customer profiles allow you to increase the conversion of the Web To Lead Salesforce by better meeting their needs.