I get using CRO, Experimentation and AB Testing for eCommerce. But is it useful for websites with shallow funnel paths? (eg. sales lead generation sites)

We get this question a lot.

Every day, people who should become your customers end up using someone else, or simply don’t buy, don’t fill in a form or don’t engage. 

This is tragic. After all, they need a product or service like yours & they want to buy.

According to Bryan Eisenberg, a World-renowned CRO expert, “conversion rates suffer when sites fail to drive customer micro-actions and maintain momentum through the sales path”

In real life, there are lots of small things that influence whether someone clicks or fill in a lead generation form. These are called micro-conversions and if done consistently & correctly through the sales channel, will lead to a sale.

And that’s just it: Online ads + lead generation website/landing pages constitutes the first few micro-step at the top of the sales funnel – crucial for converting a visitor into a buyer.

The following can be optimised in short funnel websites using A/B testing:

The right kind of customers

The first micro-conversion at the top of the funnel can be used to “filter” out most customers that do not fit your business model or offer. This has big savings potential downstream for the business.

Complexity of the service or product

Most lead generation services are, from a customer point of view, complex to understand, time-consuming in completion and may involve many trust issues. 

Take car insurance as an example. How many loops does a customer have to go through to obtain car insurance? How many call center calls must a customer endure before they feel they have made the right decision in their purchase choice? 

The more complex the sale (banking, insurance, medical, life-cover products) the more important each micro-conversion will be. 

Various Landing Pages and Homepages can be tested to gauge what simplified service offerings work best, which trust issues to combat and how to decrease friction.

Human behavioral psychology

Another massive factor in lead generation is human behavioral psychology. What makes one customer fill in a form, & another pick up the phone? Still, what makes another not react at all? Customer needs, expectations, tone of voice, mood – all play a significant role in getting a customer to take the desired action. What goes on in the mind of your ideal customer? Do you know? Really? – or are you guessing? 

Mirroring & delivering on “what’s inside your customer’s mind” can exponentially increase sales leads.

Multiple entry points

Customer arrives at a lead-generation site from multiply entry-sites with a different frame of mind. A customer coming from a Facebook ad might be in a different mindset than a customer from an Email shot. 

A/B testing not only media and ads but landing pages will allow for optimizing various entry points. 

Is the value proposition compelling enough?

A value proposition is the entire value promise a company makes. The value derived has to be perceived to be higher in the mind of the customer than what the customer is willing to exchange for it. (this includes the value in terms of time, money and effort) Is your value proposition offer compelling enough for customers to take their time to fill in a form AND to anticipate a sales call from the call center? 

Disconnect between sales channels

How can the website be used to test the effectiveness of different follow-up sales channels such as your call center? Various value propositions, tone of voice or service offerings can be tested ideas for effectiveness, and then those that are most successful can be emulated by the call center staff.

Other things that can be tested in a shallow funnel:

  • Headlines 
  • Call to actions
  • Sign Up Forms
  • Friction
  • New business features
  • Expectations gaps
  • Cross-Selling and Up-Selling combinations
  • Mobile vs Desktop vs Tablet experiences