The Role of UX in Lead Generation

Author Claudia Heimes

Some may argue that if you make the sales process easy and compelling, even average products and services can sell well. Good UX can show a customer why they need your product/service, how to get more information on it, and ultimately how to get hold of it for themself.

It’s no surprise to hear that UX affects lead generation in a big way! Making people jump through hoops to express interest in your product or service will ultimately mean fewer leads. A great user experience can transform lead generation by building credibility, fostering engagement, and creating a smooth conversion process.

Builds Credibility 

Credibility is all about trust and consumers need to trust your brand or company to enquire about your products and services. They need to know whether others have had good experiences with you, they need to see that you are competent when it comes to playing in the digital world - this means a website that works and shows evidence of good digital practice and understanding of customer needs. Visual appeal is equally as important when it comes to appearing professional. All these elements make your business seem reputable and reliable, meaning more people will be confident to express interest by sharing their information with you.

Fosters Engagement

A website that is easy to navigate, appealing to look at and interesting in terms of content will ultimately encourage visitors to look around more and engage with your products and services, piquing interest and leading to them sharing their details with you. This serves to generate demand and if the journey is clear and the user is supported, will also aid in lead generation and conversion. This may also extend after the point of conversion where customers are provided easy ways to come back to your website to rate and review their experience - making this easy will foster further engagement and become great content for building credibility.

Smooth Conversion Process

There are devices in the UX realm that are key to aiding conversion - to lead or even sale in an eCommerce-type environment. These include clear and regular calls-to-action, short forms, and easy checkout processes. The fewer steps, the better, and helping the user along the way with tips, tutorials, and any information they may require to make their purchasing decision will need to be provided at the relevant places in the journey. To aid repeat conversion, processes like returns also need hefty consideration and focus. 

These are three top ways UX can move the needle on lead generation, resulting in more conversions and revenue for your business. Here are some specific tips and tool recommendations to enhance UX in lead generation:

1. User-Friendly Forms: Make sure your lead capture forms are concise and easy to fill out. Try tools like Typeform or Google Forms allow for customizable, user-friendly form creation. Additionally, consider implementing autofill features to streamline the process for users.

2. Live Chat Support: Integrate live chat support into your website to provide real-time assistance to visitors. Try using Intercom or Drift to enable you to engage with potential leads instantly, answering their questions and guiding them through the conversion process.

3. Visual Testimonials: Enhance credibility by incorporating visual testimonials from satisfied customers. Trustpilot allows you to collect and display customer reviews in a visually appealing format, reinforcing trust in your brand.

4. A/B Testing: Continuously optimize your website for better lead generation through A/B testing. Tools like Optimizely or Google Optimize let you experiment with different UX elements, such as call-to-action buttons or form layouts, to identify what resonates best with your audience.

5. Responsive Design: Ensure your website is optimised for all devices, including smartphones and tablets, to provide a seamless user experience regardless of the platform. Bootstrap offers frameworks for creating responsive web designs efficiently.

6. Heatmap Analysis: Gain insights into user behaviour on your website through heatmap analysis. Try Hotjar or Crazy Egg to track where users click, scroll, and engage the most, allowing you to identify areas for improvement in your lead generation process.

 7. Exit-Intent Popups: Capture leads who are about to leave your website with exit-intent popups. Poptin is a great tool to enable you to display targeted offers or opt-in forms when a user shows intent to exit, giving you one last chance to convert them into leads.

By incorporating these tips and utilizing the recommended tools, you can optimize your website's UX to drive higher lead generation and conversion rates. Investing in professional UX skills is key to companies that rely on digital lead generation in their sales funnel. Contact us at Usably to help you along the journey to better conversion!