Landing Pages Prologue: Lead Nurturing For Comparison Shoppers

Our series on landing pages has covered a range of best practices that will help you build the most effective landing page possible. But landing pages are irrelevant to many non-sales-ready prospects–those leads who simply aren’t yet ready to take the plunge. So what should you do with these leads?

The introductory post in this series used a department store metaphor to compare the store’s entrance displays and signage to the landing pages of a website. Calls to action should normally be aimed at qualified leads who are ready to buy (“persuadable browsers”). Of course, you don’t want to write off those browsers who are actively comparison shopping but aren’t yet ready to buy. This is where lead nurturing comes in. Imagine again that you’re browsing at your favorite store but don’t find exactly what you’re looking for. Would you be willing to sign up for their email newsletter if it meant that you got sneak peeks at new merchandise and advance notification of special sales and promotions? Chances are, you would. But would you fill out the same form if it also asked for your home address, telephone number, and age? Probably not.

This is precisely the strategy you should take with non-sales-ready prospects who are otherwise qualified leads. Build a “friendly advisor” sort of relationship with them while still maintaining a respectful distance. Gathering prospect data bit by bit, or progressive profiling, is so effective precisely because it is a respectful and non-intrusive way to collect information. Progressive profiling decreases form abandonment and minimizes invalid responses, and it is the first step toward effective lead nurturing. Lead nurturing is essential to converting non-sales-ready leads into prospects who are ready to buy. Offer to keep in touch with periodic updates and relevant information if they provide their email address. Capture additional contact information in exchange for a free demo. Collect even more data on their browsing habits to figure out what it is they’re looking for so that you can present the solution. Pardot helps you build and customize forms for your landing pages so that you can collect information in this way. Not only does progressive profiling help you get the data you need, but it’s also one of the most effective ways to stay top of mind with these prospects so that when they are ready to buy, you’re at the top of their list.

Read more about how to set up a drip program that will effectively nurture “comparison shopper” leads.