Lead Generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service. In e-commerce, leads are typically captured through email opt-ins, quiz completions, or account signups.
Why Lead Generation Matters in E-commerce
Not every visitor is ready to buy immediately. Lead generation allows you to:
- Capture future buyers: 96% of visitors aren't ready to purchase on their first visit
- Build owned audiences: Email lists you control, unlike rented social media followers
- Reduce ad dependency: Market to leads for free instead of paying to reach them again
- Increase lifetime value: Nurtured leads become repeat customers
Common Lead Generation Tactics
E-commerce brands typically use these methods to capture leads:
- Email popups: "Get 10% off" — converts 1-3% (low quality)
- Exit intent popups: Slightly better, but still generic
- Content downloads: Guides, lookbooks — requires content creation
- Quiz funnels: 15-40% opt-in rates with zero-party data
- Giveaways: High volume, low purchase intent
Lead Generation Benchmarks
How does your lead capture compare?
- Generic popup: 1-3% opt-in rate
- Spin-to-win: 5-8% opt-in rate (gamified)
- Exit intent: 2-5% opt-in rate
- Quiz funnel: 15-40% opt-in rate
Quiz Funnels: The Best Lead Gen for E-commerce
Quiz funnels outperform traditional lead gen because they:
- Provide value first: Visitors get personalized recommendations
- Feel like an exchange: "Give me your email, I'll give you your results"
- Capture rich data: Not just an email — preferences, goals, concerns
- Pre-qualify buyers: Quiz answers reveal purchase intent
Lead Quality vs Quantity
Not all leads are equal. Here's how different tactics compare:
- Giveaway leads: High volume, low intent — 0.5-1% purchase rate
- Discount popup leads: Medium volume, discount-motivated — 2-3% purchase rate
- Quiz leads: Medium-high volume, high intent — 4-10% purchase rate