Lead magnets are an integral part of your lead generation strategy, allowing you to attract more prospects and keep them engaged.
But it is important to select the right lead magnets that offer real value to your prospects and get them to engage with your brand. That’s why it is also essential to analyze them at regular intervals and measure their effectiveness.
Here are a few ways to measure your lead magnets’ performance once they are up and running:
Watch Traffic Numbers
One of the biggest goals of setting up a lead magnet is to drive traffic to your website and convert them into customers. This is why you need to leverage analytics to assess how your lead magnet is generating traffic.
Is the traffic increasing steadily with time? Or has it remained stagnant? Observing these trends in your website traffic helps you determine if the lead magnets are working or not.
Moreover, monitoring the traffic also helps you zero in on all the sources generating the most leads.
Watch Behavior Numbers
An emotional reaction to your lead magnets is a crucial indicator of their effectiveness. You want your leads to interact and subscribe with the lead magnets because of the value they offer.
Check your landing page to assess the behavior of prospective leads. For example, if your landing page is not mobile-friendly or doesn’t function properly, it will lower the conversion rate.
Tweak the landing page and ensure that the images and form fields are correctly displayed. Moreover, you need to see that the landing page offers a seamless transition from the visitor’s entry source or it could lead to confusion and reluctance to proceed with the download.
Perform Conversion Rate Optimization And A/B Testing
A/B testing is crucial to determine the effectiveness of a particular lead magnet for your business. Even if it’s generating a high amount of leads for you, you need to make sure that this is the best that you can get.
In A/B testing, your visitors are presented with two similar pages on the site containing different lead magnets. This makes it easier for you to see which one gets the most responses, clicks, and downloads. Now you know which one’s more effective as a lead magnet, so you can replicate its success elsewhere as well.
Use analytics and understand your leads’ journey to optimize your conversion rates and increase the conversions without driving more traffic to your website.
Implement these strategies to ensure that your lead magnets run smoothly after you set them up. A/B test them and optimize the conversion rates to leave a good impression and get more leads.
Take a minute to apply what you’ve learned here to your current marketing efforts. Use an analytics tool like Google Analytics to look at traffic and behavior numbers for one of your lead magnets.
- How many visitors has the lead magnet had in the past 7 days? 30 days?
- How does these numbers compare to the 7 days before that? 30 days? Are numbers improving?
- Click “Behavior” then “Behavior Flow” in Google Analytics, then find your lead magnet.
- Where are people going after landing on your lead magnet?
- What percentage of people are dropping off? Identify 1-2 ways you could try to decrease your landing page drop-off. Ask yourself: Is your offer clear? Is the next step clear?