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Calm Business Encyclopedia

4 Tips For Creating Effective Lead Magnets That Increase Website Conversions

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There are four crucial criteria for creating lead magnets that not only capture your website visitors’ attention but also convert them into valuable email subscribers.

You already understand the significance of lead magnets in your marketing strategy, but how do you ensure they truly resonate with your audience?

Before diving into the criteria, let’s do a super-quick recap on what lead magnets are and why they matter: A lead magnet is a valuable resource you offer on your website, such as a downloadable guide, a quiz, a free trial, or templates. A lead magnet’s primary purpose is to filter your website traffic, build brand trust, and, most importantly, capture email addresses—a vital step in your marketing funnel.

Getting someone’s email address isn’t what it used to be

Email addresses were once handed out like candy on Halloween, but times have changed! People are now more discerning about sharing their email addresses.

To convince (in a non-sleazy way) someone to give you their email address, you MUST ensure that you A) have a lead magnet 🧲 and B) your lead magnet delivers significant value in return.

Lead Magnets


When in doubt, experiment it out!

Lead magnets come in various forms and shapes, from checklists to quizzes, free trials to templates, and more. The possibilities are virtually endless, which can be overwhelming. So, what makes a lead magnet effective? The answer isn’t one-size-fits-all, but the key is experimentation.

Experimentation is your ally when it comes to finding a high-converting lead magnet.

Start with a lead magnet concept, create it, measure its conversion rate from website traffic to email subscribers, and then test another lead magnet. We like to run 30-day tests on lead magnets to gather enough data to keep the ones that perform best.

The lead magnets that have worked the best for our Wandering Aimfully website:

  1. A quiz
  2. A video and workbook
  3. A checklist

There are TONS of lead magnets to try and if you’re trying to figure out how to find the RIGHT lead magnet we have just the info to help…


The U.S.E.R. Criteria for Creating Effective Lead Magnets

While the perfect lead magnet varies for every audience and business, some fundamental principles can improve your conversion rates. We’ve distilled these principles into the acronym U.S.E.R.

U: Useful

Your lead magnet should offer a solution that addresses a problem comprehensively. Avoid vague, unhelpful content that leaves your audience questioning its value.

One of the biggest MISTAKES we see with lead magnets is their lack of value for the subscriber.

Over-deliver on value, and consider giving away around 90 percent of what you usually offer behind a paywall in your lead magnet.

When it comes to making your lead magnet more useful, think more about the problem your lead magnet will solve instead of just a random concept or idea.

Create useful lead magnets


S: Specific

You must ensure that your lead magnet tackles a narrow, specific problem that aligns with a particular point in your customer’s journey.

Specificity makes your offer more appealing and relevant. Experiment with both broad and specific lead magnets based on your audience and goals.

Lead magnets should be specific


E: Efficient

Your lead magnet should provide a solution without requiring a significant time investment from your website visitors.

Offer consolidated information that allows people to gain value quickly and conveniently. The more your lead magnet can immediately deliver on the value and promise it offers, the more excited someone will be to sign up for it.

We DO recommend over-delivering with your lead magnet, but it’s also wise to keep things concise and offer quick wins for optimal conversion!

Don't make lead magnets too overwhelming


R: Related

This one should be obvious, but it’s shocking to us how often we see lead magnets that have nothing to do with the paid offer a business is selling.

Your lead magnet should VERY CLOSELY relate to your paid offer.

Consider the “Income Iceberg” concept we talk about often: Your paid offer solves a significant (big) problem, while your lead magnet addresses a related (smaller) problem that directly precedes the larger problem.

Lead magnets should be related to paid offers



Lead Magnet Wrap-Up!

Crafting effective lead magnets is a user-centered endeavor. A great lead magnet involves delivering solutions that are Useful, Specific, Efficient, and Related to your paid offer.

While there’s no one-size-fits-all silver bullet to lead magnets, experimentation will help you find the perfect fit for your audience.

Remember, your lead magnet is your first impression—make it a remarkable one!

USER framework for lead magnets
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