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5 Lead Conversion Killers (And How To Fix Them)

Posted by
Emma Brouwer
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Lead generation is a critical part of an organisation. But converting those leads is not always an easy task. Even when people show interest in your ads and product, they can seem to ‘vanish’ into thin air, and you are left without a conversion - and without a sale.


Lead generation is like a pipeline - and if the pipe gets blocked, the leads don’t make it through. It’s important to make sure leads have a smooth path through to you. Watch out for these five common ‘pipe blockages’ that can kill your lead conversion.


Pipe Blockage #1 - Poor Targeting

The first blockage happens near the beginning of the pipeline - in your ad targeting. Targeting too wide an audience will bring traffic to your landing page, but they will be unqualified and uninterested, wasting your time and money.


On the other hand, targeting too narrow an audience will leave you with insufficient traffic to convert. It is important to balance your targeting to ensure you have a relevant, targeted audience.


As you convert leads, you can use the leads who have converted as examples for your targeting, so that you have a better understanding of who to target.


Clear the Blockage: Make sure your target audience is highly relevant, and make use of Google & Facebook’s targeting tools.


Pipe Blockage #2 - Poor User Experience


Poor user experience can kill even the best lead campaign. Slow website load times, glitchy forms, pop up ads, confusing call to action, and poor design lead to frustration, and cause leads to exit your landing page - or worse, develop a negative impression about your brand.


Clear the Blockage: Test your website across different browsers and devices to ensure it works properly. Check that links work, test your form,  avoid annoying pop-ups and make sure that your call to action is clear and easy to follow.

Pipe Blockage #3 - Landing Page Dissonance


Have you ever clicked on an ad, only to land on a page that seems to have no relevance to the ad you clicked on? This is a frustrating experience for the user and they are likely to exit the page immediately. 


Many marketers send leads from highly targeted, relevant ads, to their homepage. Users then have to look through the website to find the information they were looking for.


Instead, ads should be directed to a clear landing page - a page that matches the content of the ad. If the ad is for women’s shoes, send them to your page about women’s shoes, not the homepage of your website.


Clear the Blockage: Make sure your ads and your landing page are aligned and have a clear, consistent message, and send leads to a landing page that matches the ad.


Pipe Blockage #4 - Lack of Clarity


In order to convert, people need to understand what they are signing up for, and how it meets their needs. A landing page needs to clearly communicate how you bring value to the customer - not just the features of your product. How does it solve their problem?


Communicate in the customer’s terms, and avoid industry jargon or confusing language. 

At SWARM Strategy we say, “the clearer you are, the faster you grow.”


Clear the Blockage: Make sure your message clearly communicates who you are, what you do, and how you solve the customer’s problem.


Pipe Blockage #5 - Delayed Response

The last stage of the pipe can be the most confusing - and frustrating. Leads have filled out the form, asked to connect with you, but when you go to respond, they don’t answer, or tell you they aren’t interested.


What happened? At this point, many marketers blame the leads being unqualified or unsuitable, and go back to trying to adjust their targeting. Often, the problem is the lead response.


According to a study by MIT;


The odds of making contact with a new lead are extremely high if you call within the first 5 minutes of submission,” said Elkington. “The odds drop off dramatically by the first 30 minutes. Specifically, a rep is 100x less likely to make contact if the first call is made 30 minutes after submission. The odds of making contact drop by 3000x if the first call is made 5 hours after lead submission.”


Even a 30 minute delay in response can have a significant impact on how likely leads are to convert. Getting on the phone within the first 5 minutes gives you the highest chance of success - striking while the lead is hot. 


Unfortunately, many companies have lead response times of over 24-48 hours! 


Without contact, leads move on quickly to find another solution. A delayed response can be deadly. 


Clear the Blockage: Respond to leads as quickly as possible. If responding immediately is not possible, set up an automated email that gives leads next steps and shows that you are committed to them.


Summary:

  1. Create targeted, relevant audiences, and avoid targeting too widely or too tightly.
  2. Test your website and ads and ensure that everything runs smoothly. 
  3. Create consistency between your ads and your landing page, and send leads to a personalised landing page, not your homepage.
  4. Make sure your messaging is clear and accurately communicates what you do and how you bring value.
  5. Contact leads as quickly as possible.

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