Anouk van Deurse
Conversion is essential to any growing business. You invest time and money in growing your customer base and try to do so in a variety of ways. But do you convert the leads you create to paying customers?
To be able to say that you have run a successful sales campaign, analyze the conversion rate. After all, you want to be able to demonstrate that you have a positive Return On Investment (ROI). But what if this ROI is not as positive as you had hoped? You create leads through various means, but they do not convert (enough). In this blog, we give four tips for higher conversion.
Stricter qualification of paid website visitors
Has lead generation been chosen through paid website traffic, such as through an SEA campaign? Make sure that paid website visitors who are not relevant to you do not find the website through your ad. Be stricter in setting requirements for paid website visitors in terms of region, company size and other things that are relevant to you. That way you can reach more relevant prospects with less investment. Try to make sure that in your SEA campaign you don't shoot with hail but rather target your desired prospects in a targeted manner. This can have a positive impact on your conversion rate.
Take advantage of Website Traffic Monitoring
Website Traffic Monitoring (WTM) is a useful tool for mapping who is visiting your website and on which pages these visitors spend time. After proper analysis, this information can then be used to increase conversion. It could just be that ‘cold’ prospects who spend a longer time on multiple web pages have an internal issue for which your proposition could be a solution. The likelihood of conversion is higher when a prospect already has a demand for a certain solution and is already exploring it. If it is possible at that moment to come to the table for an introduction, this can increase the chance of conversion.
Website Traffic Monitoring can also play a big role in converting prospects that have already been contacted. Was a quote issued last week and the prospect looks at the website again? That could mean that the offer is under serious internal consideration, or that the prospect still has questions. Either way, it is reason to pick up the phone and call the prospect.
NOTE: You can only see from which company someone visited your website. In doing so, you cannot see who the visitor was.
Quality leads in cold acquisition
For leads arising from cold calling it is important to look at the quality of the appointments made. Often you can tell beforehand where there is genuine interest, or where you have merely been invited to ‘have a cup of coffee. As Specialist in qualitative lead generation we find that good quality leads contribute much more to higher conversion than a high quantity of leads. What characteristics do opportunities who went quickly from lead to customer? You want more of those kinds of leads. Therefore, it is essential to look closely at the quality of leads and focus on that more than the number of leads per hour.
Telephone follow-up
To increase conversion, it is of tremendous importance to properly follow up on the contacts that are made. Calling 200 organizations once, looking only for quick wins. You want to build and maintain contacts over time. That way you guarantee that you can engage in conversation at the right time. The possibility that there is concrete reason to engage in conversation, because the prospect has indicated in January, for example, that the subject will be back on the schedule in the fall, becomes more plausible. This can increase the likelihood of a signed offer.