How the Founder of Leadpages Converts More of His Website’s “Found Traffic”

“What is found traffic?”

*crickets*

If you had a similar response to that question, you’re not alone – but your site is actually generating it every single day.

During a recent interview on the Seeking Wisdom podcast, Clay Collins dissects the concept of “found traffic.”

As the founder and former CEO of Leadpages, Clay prefers the path less traveled when it comes to continued engagement with those consumers who have already visited your site.

“People are paying thousands of dollars to retarget these people, to bring them back to the site, when they should just never let go of them in the first place,” said Clay. “It’s absolutely ridiculous.”

If you haven’t already, listen to the full episode to learn more about found traffic and what’s in Clay’s “swipe file” (plus why you should start your own).

But if you’ve reviewed the Cliffs Notes on found traffic, below are a few ways you can increase and generate conversions from it.

Improve your design so that content is bite-sized and more digestible

For those of us who rode dinosaurs to school (i.e. pre internet), think about the textbooks you used. Which pages were easier to comprehend: Those overflowing with text or those that used bullets and images to break up text? My guess is the latter, and the same can be said about your site’s design.

The primary purpose of your site’s layout should be to present your content in a way that allows visitors to easily pick and choose what they want to read. And when you consider that nearly 40% of people stop engaging with a site if it’s content or layout is unattractive, a design that permits readers to easily jump back and forth between different areas will keep found traffic on your site – ultimately providing you with more opportunities for conversions.

But you don’t need a fine arts degree to create a visually appealing site that your audience can quickly skim. Below are a few easy design rules to improve the scannability of your site:

  • Use white space to your advantage: Sometimes called “negative” or “blank space,” white space refers to the space that appears between elements in any composition – an area that is intentionally left untouched. This helps break up text, making your content more reader-friendly.
  • Create engaging headings and subheads: Arguably one of the most important elements within your content, headlines and subheads help direct readers to the content that will answer their specific questions.
  • Break up content with images: Posts that include images produce 650% higher engagement than those with just text, so boost retention of key messages by adding visual assets.

Drift’s ‘Features’ page is a great example of content that hits all three marks. It uses white space to break up different sections, actionable subheads to keep readers scrolling, and a mix of static and dynamic images to mix everything up a bit.

Create quality content (and leave it ungated)

Have you ever seen “content is king” and then immediately rolled your eyes? Everyone knows that great content is essential in keeping visitors on your site, but understanding how to offer and present this content is the key differentiator when it comes to making the most out of found traffic.

So what’s worked for Drift? Ditching the forms and opting for ungated content.

In a year without forms, their team realized chatbots’ full potential in taking complete advantage of found traffic. The first LeadBot campaign they ever created, for example, is still running on the pricing page. It asks visitors, “What brought you here to check out Drift?” before continuing with a couple more qualifying questions.

More than 60% of people that click on this message end up starting a conversation with one of Drift’s sales reps.

People that are already on your site are likely there because they have a few questions about your product or service. Chatbots are a great way to start this discussion regardless of the time or day.

Be purposeful about linking

Internal and external linking are signals to both Google and your visitors that your content is valuable. However, you need to think critically about how you execute both strategies if you want to make the most out of found traffic.

For internal linking, it’s essentially a no-brainer in understanding how this strategy discourages current visitors from bouncing: You’re linking to other content that is valuable within your site, so it keeps people digging deeper within your own content instead of looking elsewhere.

Take Drift’s case study with Workable. While the case study’s main focus is to illustrate how Workable found success through Drift, there are also internal links throughout that offer readers additional content they’d find equally as valuable – in this case, it’s the lead response survey and additional platform features like the integration with Salesforce.

External linking and found traffic is a bit trickier, though, in large part because of the obvious conundrum: How can something off-site keep people on your site?

However, there’s a simple solution: When adding an external link within your content, make sure that it opens in a new window. Drift’s blog post recapping this year’s HYPERGROWTH, for example, includes a ton of tweets from the event embedded within the post. When you click on the links, they open the tweet within an entirely new window – keeping Drift’s site readily available.

Check out an example below.

Reduce page loading time

Patience isn’t a virtue for anyone on the web. Exactly 40 percent of visitors will abandon a site that takes more than three seconds to load while a one second delay in page response can reduce potential conversions by 7 percent.

For every second you shave off of your load time, you’re that much closer to starting a discussion with someone who is already interested in what you have to say.

Prompt readers to take action

Another thing that will keep visitors on your site? Ask them to do something.

For example, our chatbots are an easy addition to any site that offer the opportunity to start a personalized Q & A with visitors – and this type of smart personalization has the potential to help digital businesses increase their profits by up to 15 percent.

Your can also encourage continued engagement from those already on your site is through more traditional CTAs. Take a look at the bottom of Drift’s login page:

There’s a prompt asking users who are already familiar with the platform to check out an additional feature – Drift Email – they might not be using yet.

Final Thought

My guess is you want to pick Clay’s brain even more on marketing strategies like found traffic that are already at work on your own site.

There’s a lot more in the interview, so if you haven’t already, be sure to check it out – even if it’s only to add your ten cents on how to pronounce “drawer.”

This is a guest post from Andrea Lehr. You can follow her on Twitter (and tell her how much you liked her article) at @AndreaMLehr.

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