How to Create a Lead Magnet that Converts

Creating a lead magnet that converts……..what you need to know



Do you have trouble getting conversions?


Do you often wonder “Why don’t people opt into my lead magnet?  What am I missing?


I can totally relate which is why in today’s post I am sharing with you, how you can start creating lead magnets that convert from Victoria Drought, Optinmonster  now…..are you ready?



“A successful sales funnel begins with a lead magnet.  But not just any lead magnet.  You need an opt-in that attracts quality leads and build trust by helping your prospects navigate a problem, implement a strategy, or by giving them a useful tool or resource.“………says Victoria Drought, Optinmonster




So, what exactly is a lead magnet?

  • A lead magnet (also known as opt-in bribe) is an incentive you offer to potential buyers in exchange for their contact information such as name, email, phone number, etc.
  • There are different types of lead magnets, but often they are downloadable content such as eBook, white-paper, checklist, video series, or another type of strategy guide that is helpful to the user.
  • In order for your lead magnet to be effective and high-converting, it needs to meet the following criteria:
  • It’s easily consumed
  • It’s action-driven–lead magnets need to provide a tool/skillset, or useful information that your audience can apply.
  • It creates noticeable improvement
  • It’s free.
  • It’s relevant.
  • It’s instant.



Whether you offer a lead magnet on your website, a landing page, or via social media, it should be of value to your prospects.



Here are 2 strategies you can apply to create and test a lead magnet that attracts your ideal customer, increases your opt-in rate, builds your reputation as a problem solver, and ramps up sales.



Use data to build a successful lead magnet

  • Data is the driving force in creating a lead magnet that gives value to your ideal prospects.
  • But what exactly should you be looking for?
  • The short answer: you’re looking for data that reflects the needs, wants, struggles, and disposition of your target market.
  • Here’s how you can retrieve that info:
  • Look for information that separates your customers from the herd. 
  • To attain it, think about why your customers would seek out your business in the first place.
  • Consider the solutions they’re looking for, and how your specific solutions create a greater impact.
  • Use this information as a compass to build a value-driven lead magnet.
  • Factor in real-time behavior. Uncover where existing web traffic comes from.
  • What ad did they click on Facebook?
  • What search terms did they use to find your website?
  • How long do they stay on your site?
  • What blogs do they read most?
  • You’ll find answers in real-time behavior that predicts the needs and wants of your future leads.
  • Use Google Analytics for a snapshot rundown of your target customer.
  • With this tool, you can see spending habits and user preferences at a glance. (Access Google Analytics here.)
  • The last and most obvious way to get data?
  • Your customers
  • Send out a survey or work with the feedback already given to you, and you’ve got the framework for a successful lead magnet.

Split test your Lead Magnet format

  • When you’re creating lead magnets, it’s very important that you A/B test them to see which type of lead magnets convert well with your audience.
  • A/B split testing allow you to see what your audience prefers and which offer converts best.
  • Here are a few split testing variable ideas:
  • Test in-depth how-to guides versus short checklists.
  • Try different subjects — an industry trend versus an actionable tool.
  • See the difference between varying calls to action, from filling out a form to calling a phone number.
  • Split test visual lead magnets (videos and infographics) versus written lead magnets (guides and checklists).



Now that you know what is a lead magnet, what makes a good lead magnet, and how to make one, start by creating your lead magnet today and boost your email signups.


(If you enjoyed this post, then checkout Optinmonster’s 27 clever lead generation ideas to boost conversions.)


If you found TONS OF VALUE in this post, please take a moment and share….thank you 🙂


Sharing Is Caring!


To Your Success,
Joan Harrington


Facebook Comments

50 Replies to “How to Create a Lead Magnet that Converts”

  1. This post was very informative, I never knew that there was a formal name for it! I will definitely be pinning for later! You also gave me an idea for my newsletter. :p

  2. Great information again, Joan. I haven’t figured out what to give my readers yet when they sign up to receive my emails, but I am working on it. Thank you for the testing information.

  3. Having an opt in that your target market wants makes all the difference. I know personally once I changed my opt in offer my lead conversion more than doubled and it was all because of the points you made in this post. Good stuff Joan thank you for sharing.

  4. You know something Joan? Every time you have a new post, I check to see if I am already using your suggestions of activity and tools and if yes, how can I improve my actions for effectiveness and efficiency. 🙂

    I so agree with the Optin Monster tips but I feel as Lead Magnet creators, we can take it a step further, especially in terms of usefulness by cutting out waffle and self-promotion and getting down to the real content. That would help us to keep the report shorter and more digestible than the 50+ page ebooks or 2 hour long videos that i often see and lose interest in after 5 minutes because they are not getting to the point.

    I also feel that when we A/B test, the different headlines should be sent to separate audiences. Just yesterday I received emails from 2 different sources where they sent me the same email but with a play around of the title and I thought, why would you send me 2 emails in one go? One of them actually teaches email marketing and is an authority in their field and such a slip is not what I would have expected.

    1. Very cool Vatsala! Thank you for always checking against my tips, really appreciate that 🙂 I try to always provide as much value as possible that is easily implemented, and so good to know that it has helped you 🙂 Thanks for your awesome feedback and comment, my friend 🙂

  5. I had to turn down an opportunity to participate in a group give-away because I didn’t have an ebook or lead magnet. The opt-in we use was inappropriate for this group or not what the leader wanted. She suggested I bundle a few blogs into a pdf but after some consideration, it did not seem cohesive. I knew that when I struggled to create a title that would have readers give me their email to receive my free gift of blogs. So, I’m putting this on my list for 2016 to explore.

  6. Good summary, Joan – underscores importance of taking time to understand our target audience and why they value our services / products. Always valuable info from you – thanks!

  7. As always, Joan, great tips that are easy to understand. I have one lead magnet and use it for joint ventures and just contributed it also to a free giveaway in a group I am in. It took lots of design time and money to create and I imagine for my next one, it can be a much simpler and easier to create piece. The key is also having someone to add it into, in my case MailChimp, program so that the opt-in process is smooth and easy. The importance of knowing your target audience is key and sometimes when you are a lifestyle writer, that might not be as straight forward as others who have a specific business niche. It’s always good to keep exploring new options and to have a variety of lead magnets to choose from too!

  8. Great advice. Of course, this sounds suspiciously like my Research Methods and Comp Research classes. 🙂 Qualitative numbers seem to matter, not doubt, as they give credibility to our claim. Way to make this post easy to understand.

  9. Thank you for sharing the great tips Joan! I need to improve my lead magnet, so I wanna take some tips from here. “Use date” is very interesting! Thanks for sharing 🙂

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