Top E-Commerce Lead Generation Strategies
Before they're ready to purchase, your prospective customers take a long journey that includes topic research, social proof review, and product comparison.
You need to find a way to connect with those consumers during this journey and stay on top of their minds. You need a strong lead generation strategy – and it's not built overnight.
Luckily, we've gathered top lead generation strategies for you to follow.
The Essence Of Lead Generation For E-Commerce
Lead generation is the process of capturing potential customers' contact information with the purpose of reaching them with personalized marketing messages.
When you have your prospects' emails on your mailing list, you can gently guide their purchase decisions with the help of targeted email campaigns.
It's crucial to outline your lead nurturing strategy before you start generating leads, and for good reason. Capturing a thousand email addresses is by no means your final goal, is it? To avoid wasting a budget on attracting irrelevant audiences, you need to revisit your buyer personas and map out campaigns you'll be sending their way.
When you have a plan, you have a better understanding of what kind of people you need in your email list. This knowledge will help you define topics your leads-to-be might be interested in and channels they browse most often.
E-Commerce Lead Generation Challenges
You need a lead magnet – a valuable asset that you can give away in exchange for visitor's contact details.
In business, the key to successful relationships between sides is a win-win approach. Both sides, i.e. your brand and your customers, should be able to benefit from every interaction. And when we talk about encouraging consumers to leave their email addresses on your site, a win-win situation is only possible when there's a real value behind the lead magnet.
Furthermore, up to 57% of users submit fake or disposable email addresses, imposing another challenge for your future campaigns. It means that 57% of your future emails will bounce back and never reach your leads' inboxes.
Say, you've managed to identify an incentive for people to give away their private information. How do you make sure they won't use fake data?
The problem is partially solved by delivering a lead magnet by email instead of granting access to it immediately after a lead capture form is filled out.
All things considered, lead generation for e-commerce isn't an easy task. The good news is that with the ideas below, you'll save your time and build a successful lead generation process without costly trial and error.
9 Ideas To Boost Your E-Commerce Lead Generation Strategy
Set up a lead capturing process
Are you planning to go for a free setup, e.g. using a simple form builder that will send the data to Google Sheets? Or do you want to use an all-in-one platform that facilitates the whole lead generation process?
Mind that even though you might think you don't need a complex (and more expensive) solution for collecting and nurturing leads, it's likely that you'll face certain limitations as you scale lead generation. For instance, in a few months, you'll realize you need more advanced data on the performance of your nurturing emails than your improvized (but free) setup allows for – it'll be painful and time-consuming doing research again and transferring all the data across platforms.
With that in mind, you'd better outline where you want to be in 6-12 months. Are you going to run paid campaigns to scale the process? Choose quality all-in-one lead generation tool from the first day. Do you want to build a close-knit community of loyal customers? Then you might be able to automate lead management with the help of free solutions.
Fine-tune your lead capture forms
The longer it takes to complete your lead capture form, the fewer people will be interested in filling it out.
If you want to send out personalized lead nurturing campaigns, progressive profiling will allow you to collect the necessary information without putting your first-time visitors in front of a long list of questions.
For those who only start with lead generation, requesting an email address within a lead capture form should be enough.
Whether you decide to go for progressive profiling or not, the following tips will help you increase conversion rates of your online forms:
- Embed your forms into landing pages. You don’t want to lose potential leads by making them take extra actions, like clicking on a CTA and waiting for a new page to download, do you?
- Shorter forms = more effective forms. Do you really need your lead’s surname and phone number? Remove any fields that create unnecessary friction.
Encourage customers to create personal accounts
Use presell landing pages
A presell landing page enables you to make your content more engaging for cold audiences and increase conversion rates of your lead generation campaigns. Presell pages come in the form of:
- Video tutorials
- How-to articles
- Gamified content
Collect emails with live chat
To collect emails with live chat, you don't even need to enable the chatbot function. Simply add a welcome message that asks visitors for their email before they start a chat.
Alternatively, you can include promo offers in your welcome messages for visitors who reach the cart page.
Offer discounts within popup banners
The only difference between an ineffective, intrusive popup and a popup that works is that the latter always communicates the value proposition. Most often, e-commerce brands offer discounts to encourage site visitors to sign up for their newsletters.
Create quizzes with personalized recommendations
- Lead qualification is easier when you use an engaging multi-step quiz.
- Quizzes allow you to provide better personalization. Your leads won’t have issues with choosing the right product when they receive personalized recommendations.
Run a giveaway or contest
How do you attract the right leads with a giveaway?
First of all – as obvious as it seems – choose a prize from your product line. No Starbucks gift cards, iPhones (unless you sell them), or Amazon vouchers. The idea is that giveaway participants should be willing to buy your products even if they don’t win.
Next, consider seasonality. Instead of giving away a specific product sometime around Christmas, you allow winners to choose the prize they want themselves. Such a twist will boost engagement and conversions.
Pick cost-effective promotion channels
If you decide to use Google Ads, start with keyword research. Find keywords that you can afford to bid on, but make sure they attract searchers that fit your buyer personas. It's a good idea to get more creative and bid on less competitive long-tail keywords. These keywords will cost less but catch people who know what they want. One of the great tools for collecting keywords based on useful metrics is Serpstat's Keyword Research tool.
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