Driving traffic to your website is only ⅓ of what you need for your website to be successful. The next part is to generate leads, and then, once you have those leads, you need to convert them. This is much easier said than done.
Low lead conversion rates aren’t usually down to one single issue. Usually, there are multiple factors that contribute to this. However, these can be easily fixed once you have identified the problems.
Also read: 4 Marketing Tactics That Keep Customers Coming Back
So in this article, we are going to look at why your leads are not converting and give you solutions for how to fix them.
Generating the Wrong Leads
More leads don’t always mean you get more sales. Yes, you’ll see a slight increase, but if you are not generating the right leads, they are not going to be worthwhile.
The job of your marketing methods isn’t just to drive more traffic to your website. The job is also to drive qualified traffic that will convert into leads. Once those leads come through, it is then the job of the sales team to convert them.
Attracting the wrong leads can happen because your targeting is too broad. The messaging is unclear in the adverts, or your targeting is reaching outside your customer profile.
Each month or week, depending on the number of leads you get, analyse where they are coming from. Locate which sources are most successful in terms of qualified leads that become customers.
Value Proposition is Unclear
Customers need to understand what you are offering, who it is for, and the benefits of it. If users visiting your website see what you offer but don’t understand the positives/benefits, they will likely leave your website.
The message that you must communicate is what you are offering/ trying to solve. Then explain the outcome that users can expect. There are hundreds of businesses that likely offer the same product/service as you, so you need to stand out, especially if you are in a highly competitive market.
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Too Much Friction in the Funnel
Every additional step is a step closer to turning the customer away. The more buttons they have to click, the more likely they are to abandon the inquiry. Over-complicated contact forms, slow websites, or a difficult navigation bar can all make it hard and therefore lead to lower conversion rates.
With your leads, ensure your website is less complicated so it makes it more likely for them to convert. Think from a user’s perspective. Does it take a lot of clicks to submit a form? Are you asking for relevant information? And is there a thank-you page that follows the inquiry submission? Make everything as easy as possible to increase your conversion rate.
You’re Not Responding to Inquiries Quickly Enough
Timing is also very important for your leads. Someone who has just submitted a form or emailed to inquire is going to be more interested in your product/service compared to someone you contact 2 weeks later. Yet businesses are still leaving the leads in their inbox for weeks.
It is important to have a clear follow-up process in place so you get back to your leads as soon as possible. An automatic email that goes straight into their inbox to tell them they can expect an email/message in the next couple of days is always beneficial. Then, when someone gets around to contacting the lead, make a note to ensure they are not contacted again. Contacting the lead whilst it’s still fresh is very important to getting it over the line.
Also read: Email Security: 10 Best Practices to Protect Your Inbox from Cyber Threats
Your Leads aren’t Being Nurtured
One thing that a business must understand is that the lead is not always ready to buy. Some prospects may be reviewing their options. Others might require approval from a colleague, be limited in their budgets, or they just require more information before making their final decision.
Lead nurturing is very important, especially if you want to get it over the line. Your lead nurturing would include case studies, guides, FAQs, product demonstrations, customer stories, and answers to common objections. This method is not about pressuring anyone into buying your products; it is about providing the information they need to make a decision.
Marketing and Sales aren’t Aligned
Leads from a marketing perspective can look great, but when it comes to the actual sale, they might not be.
Marketing teams can celebrate hundreds of leads, but if they are not qualified, it is important that this is resolved to improve conversion rates.
Marketing and sales teams should agree on what is a qualified lead, which marketing channels provide the most qualified leads, and when those leads should be given to the sales team.
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Your Reputation isn’t Enough
People are not going to buy from a business they don’t deem trustworthy, yet they still might enquire. This is vital when it comes to expensive products or services such as investing in off-plan property.
Both your website and sales materials need to prove that you are trustworthy or experienced in your field. To do this, consider including customer testimonials, case studies, reviews, industry experience, guarantees, and credentials; clear explanations of the process will help reduce uncertainty.
Think about the questions a potential customer might have before buying and answer those questions before they need to ask. Once you remove that uncertainty, you will build more trust with your customers.
Turning More Leads into Customers
There isn’t one solution that fits all when it comes to improving lead conversion. You must create a journey that makes sense from the moment a customer discovers you to the moment they go through with your product/service.
Start by examining your existing funnel. Identify where your prospects drop off, analyse the quality of the leads, and find where there is unnecessary friction. Improve your messaging, follow up with your leads, nurture them, and your leads will start to improve.
Even when your leads are starting to improve, it doesn’t mean you have finished improving your lead journey. Look for ways to constantly improve it and even ask for feedback from your customers to understand the experience even more. At the end of the day, a good customer journey is what can keep customers coming back.