Lead magnets work on the basis of quid pro quo: Your prospect gets an instant solution to their pain point; You get their email or phone number for future marketing communications; And both parties live happily ever after.
Or so we hope.
But only the best lead magnets work that way. Others end up ignored, leaving you with nothing but wasted time and effort and an empty email list.
In this article, we’ll shed light on the possible reasons why people aren’t opting in for your lead magnet. We’ll also give you tips on how to fix those issues. So read on if you don’t have a clue as to why no one is signing up to your email list.
Check your website’s traffic using a tool like Google Analytics. If the numbers are in the tens, you can’t blame your lead magnet for not getting email subscribers. Instead, low traffic volume is the reason why no one is signing up to your email list.
Want to increase your website traffic? You have three main options:
Paid Traffic: Paying for traffic by using ads is the quickest way to get it, but it’s easy to waste a lot of money if you don’t know what you’re doing.
Organic Traffic: This traffic comes from people naturally finding your site via search engines. A good search engine optimization strategy can be low cost, but take months to see results.
Social Media: If your content is a good fit for a certain social media site, traffic can be immediate, otherwise you’ll need to build up an audience of followers over time.
Here’s the universal truth about lead magnets: the higher the perceived value, the higher the lead magnet’s conversion rate.
Your lead magnet might contain the best information on the topic, but if it isn’t perceived as valuable by your prospects, it won’t lead to many email signups.
Here’s how you can create a lead magnet with a high perceived value:
1. Find your audience’s pain points. Start by looking into the comment sections of websites, forums, and groups your prospects mostly visit. Use Quora and Reddit to identify the questions they are asking.
2. Come up with a convincing lead magnet title. One that tells your prospects you know what their pain points are. The title should also reassure them that the lead magnet contains a solution to their troubles.
3. Invest into the lead magnet’s design. You can DIY or hire lead magnet design experts like us to make sure your lead magnet looks and feels valuable to a prospect.
If your website gets decent traffic and your lead magnet is valuable to your target audience, then you may have too much friction in your signup process.
“Friction” refers to anything that stands between your prospect and your lead magnet. The more friction, the less you convert.
For example, each additional form field on a sign-up form decreases signups by 50%. So, to maximize conversions, you should minimize how much information you ask for. In fact, asking for just an email address is common. However, there are a couple of key considerations:
1. Asking for at least a first name allows you to add personalization to your email, which is shown to improve open rates.
2. While asking for more information lowers conversion rates, it also boosts lead quality. The more qualifying questions you ask, the more sure you can be that a lead is a good fit for specific services. And, the extra effort required to fill out a long form makes these leads “warmer” than short-form leads.
So, you should carefully consider the friction in your signup process and how it affects your lead velocity vs lead quality.
This is the biggest lead magnet mistake we see.
Imagine for a moment that you’re visiting a food blog. The writer is an acclaimed chef who mainly posts recipes and pictures. That is the main reason why you keep coming back to their site.
Now what if you see a lead magnet on the site that tells you the efficiency of 10 different types of kitchen knives?
Will you opt-in for that lead magnet?
Probably not. That lead magnet would get few conversions. After all, the website’s general audience is hoping to get recipes and food pics, not data on knives!
Now what if, instead of different types of kitchen knives, the lead magnet promised to contain pictures and details of the chef’s favorite recipes from around the world?
Surely that would pique the interest of the blog’s audience, leading to more opt-ins.
The point is: align your lead magnet with your audience (their interests, needs, and expectations).
Your website might be getting enough traffic. Your lead magnet may have an excellent design. And it may be aligned with your audience and address a pain point. But if your website visitors aren’t aware the lead magnet exists, none of that matters.
Make sure your lead magnets are highly visible on your site. Here’s how:
Create relevant blog posts. They should be relevant to the lead magnet’s topic, so you can offer the lead magnet as a bonus containing additional info.
Embed call to actions in the middle of relevant blog posts to let your website visitors download the lead magnet.
Experiment with pop-ups and welcome mats that give users the option to download the lead magnet.
Advertise the lead magnet in the sidebar of your site’s relevant pages.
We have discussed five possible reasons as to why people aren’t opting in to your lead magnet.
Some of the potential issues, such as low traffic or high friction, might require you to overhaul your website’s content, design, or marketing strategies.
Other issues, like low perceived value or poor audience alignment, might require you to adopt a different approach altogether, such as editing the existing lead magnet or choosing a new lead magnet.
It can be a lot of work to get it right, but we hope you’ll never again be left wondering why no one is opting in to your lead magnet.