In today's ultra-competitive business environment, driving more leads is only half the battle. Although having a consistent flow of leads is important, the ultimate goal is to convert those leads into paying customers. Unfortunately, many businesses face challenges in achieving this conversion. And when leads aren't converting, it's critical to diagnose where the problem lies.
In this post, we'll explore 6 ways to discover where your leads are getting lost and ways to prevent that from happening.
Key Ways to Find Out Where Your Leads Are Getting Lost
Assess Your Landing Pages
Before you do anything else in the conversion rate optimization process, take a hard look at your landing pages. Even if you're able to drive high-quality leads to your site, the reality is that if your landing page doesn't convert the lead, then that lead is lost. Analyze the structure, copy, and design of your landing pages. Make changes based on what you learn from your analysis.
Depending on your industry, make sure to personalize and structure your foundational business image to not only drive the most amount of traffic but also stand out from the competition. For your IT business, you could demonstrate exemplary unparalleled customer service. For medical or senior living businesses, the utmost care and devotion shown to your clients should be at the forefront of your page.
Bring Analytics into the Conversation
Getting access to your website's analytics is critical to fully understanding where your leads are getting lost. Take a close look at the behavioral analytics and user flow analysis of your website. Some questions you might consider asking yourself include:
- Are users dropping off on checkout pages?
- How are users engaging with specific landing pages?
- Are there funnel leaks in your sales process?
Analytics will provide a wealth of insight into what users are doing on your website, giving you the right information to make necessary changes to your site's pages.
Test Your Sales Funnel
Analyzing your sales funnel is essential if you're not seeing a lot of traction in the conversion process. You should ask questions like:
- Are users in different stages taking different actions?
- Are users dropping off at a specific stage?
- Is it clear to users what they should do to make a purchase?
Testing is among the most powerful ways to find where leads are getting lost. Testing changes like new CTAs, changes in language, or other small tweaks can lead to big gains in conversions.
Identify and Fix Conversion Roadblocks
Identifying conversion roadblocks is another way to help diagnose where your leads are getting lost. There could be numerous roadblocks in your sales process that lead to a lead dropping. For instance, it could be:
- Insufficient personalization for your individual leads.
- A need for additional information about a product.
- A lack of a clear Call to Action (CTA).
The key is to identify the issue and put a plan in place to fix it. Your IT services may have information that was left out to your customers, or your medical and senior living clients may feel neglected throughout the process. The strategy you have in place will depend on the issue, but it could be as simple as adding additional information to your website.
Leverage Sales Data to Your Advantage
We all have sales data, and some businesses are better at leveraging that data than others. Sales data can provide the critical insights you need to identify where your leads are getting lost. A few ways to look at the data include:
- Reviews - Customer reviews can provide insight into where people are struggling with the sales process.
- Conversion Metrics - Take a look at your sales data from different sources, such as email marketing, paid search, SEO, etc. to understand which marketing channels or campaigns are underperforming, and then look at the metrics for those campaigns such as CTR, bounce rate, conversion rate, and more.
- Heat Mapping - Use heat mapping tools to visualize how people are interacting with your website, where they're clicking, and where they're disengaging.
One of the best ways to learn what your leads are thinking is to ask them directly. Send out surveys or ask users to provide feedback. Customers of your IT business or clients of your medical or senior living businesses will have a wide range of feedback across the board. It might be painful to hear feedback about your sales process, but if a lot of people are asking the same questions, it's a good indicator that there's an issue that needs to be addressed.
In summary, finding out where your leads are getting lost and fixing the issue can be the difference between a successful and thriving business, and one that struggles to stay afloat. To recap:
- Review and optimize your landing pages.
- Dig into the analytics to understand where users are dropping off.
- Test your sales funnel.
- Identify roadblocks and fix them.
- Leverage sales data to your advantage.
- Solicit feedback from your leads.
By following these steps, you'll have the power to transform underperforming sales processes and lost leads into a powerhouse of conversions. Remember, conversion rate optimization (CRO) is an ongoing process. Continue to test, analyze, and refine your landing pages and sales process to achieve even better conversions.