“73% of leads who enquire about your business won’t convert for at least 3 months” – Marketing Donut
Don’t you wish there was a pretty handbook of steps to take on how to convert leads into paying customers? If only it was that simple! Think about this – so you’ve got leads interested in your product or service and you have enquiries coming through, but how do you convert these people into customers? Businesses can use various nurturing tactics that push a lead further down the marketing funnel to hopefully convert at the end.
Analyse the typical customer journey
Here are a few questions to consider when looking at your customer journey:
- What is the average duration of the journey?
- How many enquiries do you convert?
- By what channels do your customers usually enquire through?
- How do you organise and reply to incoming enquiries?
- What is the process that takes place between enquiry and sale/conversion?
At each stage of the customer journey, are you able to incorporate further nurturing? This can be as simple as a follow-up email or call. Any communication with a customer along the pipeline helps to keep your business at top of mind, urging them to take the next steps towards a purchase.
Tips to increase conversion rates
Get back to your leads quickly
One of the most important factors when it comes to increasing your conversions is getting back to an enquiry quickly. Did you know that if you follow up an online lead within 5 minutes, you are 9 times more likely to convert them? The large majority of businesses can’t fulfil this expectation, and this is why offering a web chat on your website and setting up autoresponders can be your saving grace.
Always include a call to action
When you do get back to an enquiry, you want to make sure that you are including a clear call-to-action and isn’t lost in the information you’ve provided. You want to make it as straightforward as possible for the lead to move further down the marketing funnel. Clickable links and buttons are highly recommended to encourage engagement.
Examples of effective call to actions include:
- Limited time offer. Get your free quote now!
- Start your journey towards better oral health today.
- Activate your 30-day free trial today!
- Yes! I want to begin my dream home build today!
Consider a lead management system
Manually sorting enquiries onto spreadsheets can quickly become unmanageable. Therefore, automating your lead management can improve your overall efficiencies and conversions.
Build a relationship from the start
Building a relationship with a customer is the key and this is best achieved by implementing nurturing messages at the right stages in the marketing funnel. By sending follow-ups and “did you forget” messages can be the difference between a customer revisiting their enquiry or purchase or completely forgetting about you!
Moreover, if you use a quality lead management solution, you’ll be in a good position to increase the quality of your leads, shorten your sales process, and form worthwhile long-term customer relationships.
Convert more leads into customers with LANA
Capturing and generating leads is only one part of the sales pipeline. If you want to turn those leads into customers, they need to be nurtured at every stage.
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