Question

Topic: Strategy

Increasing Lead Conversion

Posted by Anonymous on 10/20/2016 at 7:11 AM ET 450 Points
Hello everyone,

Been thinking about the best way of getting the most out of the leads we generate. First the background.
I work for a company who specialise in hiring out boats for parties. We currently run a PPC campaign which generates 250 leads per month, but we are only converting 75 of them.

The communication journey consists of sales team contacting all leads and then calling them again after 2 weeks have passed. I am working on ways to take away some of the unnecessary processes. So I was thinking the first stage would be to receive a call by the sales team to work out a status for each lead. If the lead is a cold lead then they would be placed in a communication cycle consisting of, couple of automated emails with different messaging and then a retargeting campaign via CRM retargeting.

Did anyone have any similar thoughts or found a way of charting a sales journey to increase conversion from leads. Really want to maximize each lead that comes in so any tips would be great.

Thanks
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RESPONSES

  • Posted on 10/20/2016 at 9:56 AM Accepted
    A couple of things come to mind ... which may already be in your thinking. They both deal with the quality of the leads you get. If you could screen out the low-quality leads up-front, then your conversion rate would be higher. So ...

    1. Make sure the ads you are running disqualify respondents who are not likely to convert. This requires some creative thinking on the part of your copywriter, but it's well worth the effort. You don't want "tire-kickers" or window-shoppers responding to your ads. You may be getting too many of them now.

    2. Make sure your landing page is tweaked, tested and fine-tuned to appeal specifically to your best prospects. A great landing page is crucial to high conversion. Again, your copywriter and the landing page software you use are keys to success. And be sure A/B testing is part of your standard protocol. Don't automatically assume you have the best landing page.


    And FWIW, a conversion rate of 30% may not be so bad. In fact many marketers are happy with a fraction of that rate.
  • Posted by Peter (henna gaijin) on 10/20/2016 at 6:10 PM Accepted
    Converting 30% of lads would generally be considered spectacular. Always room to improve, but I don't think you will find ways to get it to 50% or better.

    To improve the follow up, you may want to start trying to track more data about everyone, and see if you can find a pattern of those more likely to convert versus those not likely. if so, you can then start treating the less likely different (use a less expensive follow up process).
  • Posted by Shelley Ryan on 11/15/2016 at 3:45 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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