If you’re driving quality traffic to high-intent pages, your lead form may be the problem. Picture Deebo from the movie Friday uppercutting your prospect, preventing them from advancing. Then, Chris Tucker stands over your prospect and declares, “You got—a bad user experience!”
But there’s good news.
Simple fixes can have a big impact.
User experience is the name of the game.
If a potential customer wants to take action, make it easy. HubSpot found that removing one form field can increase conversions by 27%, including dropdowns.
You might think the more a prospect works to reach you, the more “qualified” they are. (I’m picturing Dr. Evil from Austin Powers doing his finger air-quote gesture here.) But is this really how we want to operate? Do we want to make our best potential customers jump through hoops? Let’s not be the automated phone system of lead forms.
Prospects are busy. They don’t have time for lengthy, cumbersome forms. Each second they spend on a complicated form is a second they’re reconsidering whether it’s worth their effort. Frustrated prospects abandon forms, a clear sign something needs to change.
When launching a new channel or campaign, you need to consider two key attributes:
Speed to Maturity
Lead to Conversion Performance (and overall ROI impact)
An infographic showing the tradeoff between ROI and Speed for various lead generation channels, including Pay-Per-Lead, Paid Social, Paid Search, Lead Nurturing, and SEO.
Quick Definitions
Speed to Campaign Maturity: The time it takes to see the potential of a campaign.
Lead to Conversion Performance: The rate at which leads convert into specific stages of your pipeline (e.g., lead to an appointment, lead-to-sale).
This post focuses on channels that drive lead generation and conversion, highlighting the trade-offs between speed to maturity, ROI, and strategic value.
Note: The following conversion rates are shown for channel comparison and are not meant as benchmarks. I’ve previously written about the problems with industry benchmarks.
1. SEO (Search Engine Optimization): The Long-Term Champion
Speed: Slow (6 months to a year)
ROI: High (18% to 22% conversion rate)
SEO is a long-term investment that typically takes six months to a year to show significant results. However, it offers impressive ROI, with conversion rates ranging from 18% to 22%. A robust SEO strategy includes content development and technical improvements, making it a strategic option for sustained visibility and growth. For a great introduction to SEO, check out Moz’s Beginner’s Guide to SEO.
2. Paid Search: High Returns with Moderate Speed
Speed: Moderate (90 days)
ROI: High (13% conversion rate)
Paid Search, such as Google Ads, provides substantial returns within a moderate timeframe of about 90 days. The ROI is significant, with a conversion rate around 13%, especially when including branded keywords. While setup and optimization take time, the returns make Paid Search a valuable channel for lead generation.
3. Lead Nurturing: Quick Setup, Big Impact
Speed: Fast (A couple of weeks)
ROI: Significant (9% increase in lead-to-conversion rate)
Lead Nurturing involves engaging leads through personalized channels like email, text messages, and personalized videos. These campaigns can be set up quickly, typically within a couple of weeks, and offer substantial ROI, with a 9% increase in lead-to-conversion rates. The costs are relatively low, making it a cost-effective strategy.
4. Paid Social: Balanced Speed vs ROI
Speed: Moderate (30 to 60 days)
ROI: Moderate (4% conversion rate)
Paid Social channels, such as Facebook, LinkedIn, and Instagram, serve both lead generation and brand awareness. These campaigns mature within 30 to 60 days, offering a balance between speed and effectiveness, with an average ROI of around 4%. Paid Social also enhances brand visibility and engagement.
5. Pay-Per-Lead (PPL): Fast but Limited Returns
Speed: Fast (A few days to weeks)
ROI: Low (2% conversion rate)
Pay-Per-Lead is ideal for quickly generating leads but offers a lower ROI, with a 2% conversion rate. PPL campaigns can be set up in just a few days to a couple of weeks. However, the leads are often non-exclusive, potentially affecting overall ROI and effectiveness.
Quick Channel Comparison: Speed vs. ROI
SEO (Search Engine Optimization): Highest ROI, but takes the longest to mature.
Paid Search: Substantial returns with a moderate setup time.
Lead Nurturing: Quick to implement and highly effective in increasing conversion rates.
Paid Social: Moderate speed and ROI, also contributes to brand awareness.
Pay-Per-Lead (PPL): Fastest to launch but has the lowest ROI.
Strategic Decision-Making: Aligning Channels with Your Goals
Selecting the right lead generation channels requires aligning your choices with your overall marketing strategy. Consider your budget, available resources, and long-term goals. Each channel has its strengths and can play a specific role in your comprehensive marketing plan.
Let’s Connect
If you have any questions about how these channels can work for your business or need help prioritizing them based on your specific needs, feel free to reach out. I’m here to help you navigate the complexities of digital performance marketing and achieve your lead generation goals.
Thanks for reading, and I look forward to connecting with you soon.
