How many people enter your shop daily? 100? 1,000? 10,000?
Out of all those people, how many end up buying?
We often obsess over the number of visitors we get and we don’t focus on the fact that they leave without buying anything, which means all the money invested in capturing them goes to waste.
That’s why you need them to at least give you their email address so you can keep in touch (and sell them things, of course). ;)
But… how can we get them to do that?
With a lead magnet, that’s how.
This post explains what exactly a lead magnet is and what types exist.
Get ready – your list is about to explode with potential customers. ;)
👉 What is a lead magnet and why do you need to have one for your e-commerce?
According to the definition:
In digital marketing, a lead magnet is a service or product that is valuable and useful to users and that is offered for free in exchange for their contact details in order to create a sales opportunity.
As you can see, it’s not just about getting the email address.
It’s actually the beginning of a marketing strategy that will help you sell more and better since it will convert visitors into subscribers or, in other words, potential clients.
A sales funnel is the path that users go through from the time they first visit your shop until they make a purchase.
A lead magnet is how you hook visitors and get them into your sales funnel.
Keep in mind you aren’t giving content away “just because”.
The lead magnet content must be related to your e-commerce products or services and must be useful to your target audience.
Here you have an example.
If you sell sports clothes and your lead magnet is a discount for a restaurant, you will probably get subscribers – but not buyers.
They’ll subscribe for the free lunch, not because of your products (sports clothes).
✅ Advantages of having an attractive lead magnet in your e-commerce
As we said in the previous section, the main advantage is that a lead magnet helps you to increase your list of potential clients.
Your subscribers are human beings with whom you have the chance of starting up a “conversation” and selling to them through email.
But, on top of that, a lead magnet:
- Is easy and cheap to implement.
- Increases users’ trust because you offer valuable content.
- Helps you establish yourself as an expert in the sector.
As you can see, creating a lead magnet is quite practical, but the question is: what type of lead magnet should you offer?
Glad you asked – let’s have a look.
👉 Types of lead magnets that work for e-commerce (because it doesn’t always have to be a discount)
Offering a discount in exchange for a subscription is the most commonly used lead magnet in e-commerce – and it works just fine.
Plenty of brands do it with great results, offering either a percentage or fixed amount off the standard price, such as Shein.
But the aim of this post is to give you some ideas about other types of lead magnets:
- Original ideas
- Unique ideas
- Ideas that drive visitors into your sales funnel so you can boost your conversion rate.
Let’s see them.
✅ 1. Offer a free trial
One of the biggest sales objections from buyers online is that they don’t know the product and can’t try it before they buy it. The solution is easy: let them try it.
That’s what we do here at Doofinder. ;)
In addition to other leads magnet (such as our guide to boost your online shop’s sales), you can try our search engine free for 30 days.
Can you think of a better idea to get to know a product?
If you have even the slightest doubt about how effective “giving something away” can be, just ask yourself how many clients you think Netflix kept after the one-month trial… plenty. ;)
✅ 2. Create an attractive quiz
There are thousands of online quizzes that tell you which cinema character you are or who you were in a previous life, for example.
And people do them without thinking just for a laugh and a bit of fun!
They also share them on their social networks, which increases their organic reach.
The conclusion is clear: Internet users like doing fun surveys online.
So, look for a topic that’s related to both your product and your audience and then create a survey whose result is sent by email. If the questions are in line with your buyer persona, your subscriber list will start growing.
That’s exactly what El Corte Inglés does for Mother’s Day:
A quiz to find out what type of mother your mother is that comes with a gift for her right before Mother’s Day in Spain.
Who could resist?
If you think about it strategically, you can create a fun test that also helps to segment your list. ;)
✅ 3. Create an exclusive group or propose a challenge
Access to an exclusive group on your social networks works really well as lead magnet because it creates a feeling of:
Nowadays, Internet fads like “The 21-Day Challenge” are quite the craze (that’s supposedly the time it takes to form a habit). You can organize an event in a Facebook group and suggest an idea or activity each day.
Obviously, the challenge (and activity) must be related to your shop’s products.
- Do you sell closet organizers? Start a challenge to organize your closet Marie Kondo style.
- Do you sell printed books? Start a group to comment on a book you sell.
It’s not about creating a super complex or expensive event. Quite the opposite – users will appreciate naturalness and intimacy regarding how your brand interacts with them.
With these challenges, not only do you get their email addresses, but you also generate engagement and foster loyalty to your company and brand, creating a community with your users.
For example, the website How I Learned Code offers extra training courses, both online and face-to-face, about programming and new technologies for kids.
They are currently developing an educational project based on an online course about digital electronics that explains basic concepts and relates them to the Minecraft universe.
In order to participate in the #CraftByMe challenge, users need to register and fill out a form that gives them access to all contents of the challenge.
It’s perfectly in line with their audience and they offer daily challenges to increase participation.
Related posts that might interest you
✅ 4. Organize face-to-face or email courses
If you know exactly what your clients’ pain points are, you can offer them a course by email to solve their problems.
Once again, the course should be aligned with your shop’s catalog.
For example, if you sell cookware, you can create a cooking course with recipes that make use of the cooking items you sell.
Another option is to organize in-person classes, like the AMC pot makers do – they organize cooking classes with their own products.
These courses could also boost your social proof, another useful tool to increase sales.
✅ 5. Play with your client – seriously
Have you heard about gamification?
Gamification is an online marketing strategy that uses game-related skills to encourage users to behave in a specific way.
For example comments, interactions, posts… The idea is that users have fun and show a willingness to interact with the brand,
Royal Canin, an animal food maker, started a gamification program called Club Royal Game where members win points when they play and share content on their social networks while learning how to take care of their pets.
The people in charge of this campaign explain it in the following video.
There’s no denying the results: 8,000 new subscribers in 2 months.
✅ 6. Use your catalog as a hook
Book on a tree is an Italian editorial that creates, edits, and sells picture books for children and teens.
Each season they introduce their new catalog, which can only be accessed in exchange for subscribing.
If you use this idea, don’t forget to leave a “shop now” CTA that links to the catalog so that you ease the purchasing process as much as possible.
✅ 7. Create a calendar with important dates and activities in your sector
This resource is easy, attractive, and much appreciated by your target audience.
For example, if your shop is related to fitness, you can do what Blogilates does and create a link to download a calendar with monthly activities so that subscribers don’t even have to stop and think.
In addition, this type of lead magnet means you’re entering the offline world since users will print it to use at home. That means you’ll be on your users’ minds all the time.
👉 Have you already chosen a Lead Magnet for your e-commerce?
The time is now to start working on growing your subscriber list with the help of a lead magnet.
But we don’t want to go without giving you one last trick:
Link your lead magnet to your posts that get the most traffic.
That way, you’ll get subscribers via those posts without them ever even having to go to your homepage. ;)