1- Your Content Offer is Not Irresistible
A visitor needs to feel compelled to fill out your form. The offer needs to provide something that your buyer persona finds valuable, or she will not fill out your form. The offer must motivate her to give you her name and email, and if your opt-in rate is low, it could be because your offer is just not that interesting. The best offers are informative and original, and the landing page highlights the benefits of downloading the offer. Strong headlines are important, and a relevant image can help as well.
A common mistake business owners make is that they rely too much on forms such as "Contact Us" or "Request a Consultation". These are offers that a visitor won't fill out unless they are ready to buy. You should make sure your website offers informative content for those visitors who are not quite ready to buy, such as destination guides, sample itineraries, and trip planning checklists.
2 - You're Asking For Too Much Information
The number of questions on your opt-in form should be commensurate with the value of the content. People are protective of their personal information. If you want more opt-ins, reduce the questions you ask on your forms. Name and email are usually sufficient for an awareness stage offer, although for decision stage content you may be able to get away with asking for more information.
Some marketing software allows you to create smart fields. This allows you to automatically ask new questions when prospects download additional content from your site, allowing you to continue to collect more information without dissuading the prospect with a long form.
3- Your Visitors Don't Trust You
- Calculate your website's conversion rate. Divide the number of leads you have received from your website in the last 30 days by the number of visitors your website received. This is your conversion rate.
- Review your website forms and use the tips in this article to make them more compelling.
- After 30 days, check to see if your conversion rate has improved.
For more information, check out our Travel Industry Guide to Lead Generation.