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Reasons Why Your Leads Do Not Convert

Generating tons of leads is excellent and good, but it does not mean much if they do not convert. If companies want to earn their coffee, they have to turn their leads into sales, and that requires a comprehensive perspective, a well-informed strategy, and adequate training, among other things. That's not little, so there are many ways that potential customers can stay on the road and never convert into the conversions that could have been.

When you gain entry leads, there are many chances that you go crazy. It also suggests that the potential customer has heard something about your offer. But getting an entry advantage is not the end of everything. You still need to work to make the 'SALE'. When it is not done correctly, a client that could have become a long-term partner will be lost. These are some of the reasons why a lead is not converting:

POOR CONTENT

This usually occurs when your lead is at the beginning or middle stage of the purchase cycle. When prospects are at that stage, you should make sure that your content is valuable enough. The content should be focused on reducing the doubts of the buyer. It is crucial because all prospects have a big question: "Will this product/service solve my problem?". This is where your content plays the vital role of giving them the confidence to buy your product/service.

NO IMMEDIATE RESPONSE

This is one of the main reasons why an incoming lead does not convert. If your answer is too late, then there is a good chance that the prospect will switch to your competitor. The answer is successful mainly for three reasons;

  • The perspective is more likely to be in front of the system. They will know that you are paying attention to them. With this, you could also answer your queries directly and also minimize the possibility of them switching to the competition's website.
  • The prospect would be overwhelmed with your immediate response. Simultaneously, they can build a reliable relationship with you.
  • A recent study produced conclusive evidence that with an immediate response increases the chances of establishing a meeting 21 times more. This is because your product is still fresh in the customer's mind.

THE PRODUCT IS LAUNCHED TOO FAST, TOO EARLY

It is not just about the immediate sale. Do not be too aggressive to get your visitor to convert with you or buy your product on their first visit. It may just be the reasons why leads do not convert.

Think of your funnels as a dating process. Start with small questions, such as reasons why they should see your page. Continue with the generation of prospects giving away free content, then feed your potential customers to get the sale eventually. It does not frighten away the spectators who have cost so much effort sending spam so that they become your clients immediately.

Use lead generation tactics by emails such as giving away free e-books (such as this example from a free Google AdWords e-book) and other content. Then, set up an email automation campaign (series) to develop relationships and nurture your potential customers. Once your business is known, go on sale to get new and recurring customers.

BADLY DESIGNED LANDING PAGES AND SITE ARCHITECTURE MAY BE THE REASON WHY LEADS DO NOT CONVERT

If a site and its accompanying landing pages seem to have been designed when The Real Slim Shady started waving released, the company will have a hard time converting leads into sales.

Not only websites and home pages have an old look and a sensation of no sensuality, but a message is sent to potential customers that their services and products are also outdated. Be sure to present your brand with a contemporary look and feel that resonates with your identity and the ideal people with whom you want to do business.

The architecture of the site is another common area where potential customers may be lost. What bad designed landing pages and site architecture mean is that the road is not clear, and visitors get lost on the road and do not reach that final step, or the road is too long and requires visitors to take too many steps before reaching the last step".

 Your homepage and navigation should be easy to use and simple. There should also be a strategically placed call-to-action button, and visitors should not have to travel more than three clicks to find their offer.

YOU ARE NOT BUILDING TRUST

Trust is a crucial component to drive conversion. There are many methods to increase consumer confidence in your business. Test them in your pages:

  • Include your phone number.
  • Show a map of your location.
  • Upload images of your clients or staff.
  • Show customer testimonials (and include your name and photo).
  • Promote the prizes you've won.
  • Show the associations you have developed

THERE IS NO PRE-CAMPAIGN INFORMATION FOR THE SALES TEAM BY MARKETING

This may be one of the most important and most overlooked factors affecting the conversion of lead. Sales teams receive an avalanche of new potential customers and then receive a quick five-minute email explaining what they are and what to do with them. This, obviously, is quite inefficient and ineffective. A better strategy is to plan periodic reports before the campaign with the sales team so that they understand the campaign, the target audience, the nature of the offer and why it is relevant, as well as a general description of the main messaging and response tools for follow up.

YOU DO NOT TAKE CONTROL OF THE SITUATION

Another mistake that most people make is that they do not control the situation properly. Once the potential customer has turned off the phone (or left the store in a retail context), if you have not defined or agreed on the "next steps", you have just lost control of the sales situation.

If you give them their quotation or send them their literature and leave them to plan their sales strategy with their own devices, they are likely to buy somewhere else, or not at all! If they have bothered to take the time to call you, send an inquiry online or get to your showroom, right now is the opportunity. Not tomorrow, or the day after, or next week, but right now.

YOU HAVE NOT TRIED IT

Test A / B, change, test A / B, change and then test A / B and change again ... You'd be surprised to know what changes can increase (or decrease) your conversion rates.

At EcomFromHome, we are constantly running A / B tests on our landing pages to optimize those potential customers by email. Thinking that we would increase trust, we made a change to one of our product pages to include "We will not sell/rent your personal information to any third party or send you spam in any way".

 We were completely wrong. By adding this phrase, it actually lowered the conversion rates by 20.4%. It's worth the A / B test and cumulatively optimizes your conversions.


A tool that we highly recommend is  AB Testing for WordPressThrive Optimise". We use it as well.

INCREDIBILITY

As a marketer, whether you establish trust or not. The confidence that you get traces of the credibility you conjure. One way or another, the newbie on your website needs to find signs that say you know their problems and can proffer solution. Be honest, sincere and demonstrate integrity in every word uttered or written. Your website must show that it is a credible problem solver. Publishing a brochure will not be enough.

IT DOES NOT HELP

As the center and home of your online marketing, your website should use a friendly face that says, "Come in and let us help you solve your business problems." However, too many companies confuse the idea with the more conventional voice. "You've come to the right place to get the best [product type here] Now click here and buy it." This is aggressive, which naturally drives people away. If you want visitors to visit your site and value your company, it will offer informative and useful content. Executing the strategy requires offering a blog, where the potential client easily gathers good advice on the business problems with which he struggles daily. You'll also want to further empower your potential customers by packaging useful content in multiple forms, such as e-books, videos, podcasts, and webinars, which are offered at no cost, without risk. 

HIGH PRICE POINTS

There are many chances that the price points you offer for your products are too high. That alone can push your prospects away. It is always suggested to take a good look and compare your prices with those of your competitors. Are your products too expensive? Are they worth it? If the answer is 'Yes', then the non-conversion should not surprise us. This may cause your leads not to convert.

CONCLUSION

As stated earlier, an incoming lead is only the first step to obtain a client. It does not guarantee success. It still takes a lot of effort to reap benefits. Many companies sell a lot in incoming leads. If they are successful, they have the option of keeping their concerns aside. But for that to happen, it is very important to think about most of the points written above; otherwise, the task will be cut.

  • Sophie says:

    I love how you described about launching your product too early as this is something I can really identify with. If someone contacts you and asks you on a date straight away without telling me a bit about themselves, showing me a side of them self which makes me want to meet then then of course you are going to feel they are too pushy. I really think this is my mistake when it comes to selling. I need to take a step back and rethink my strategy, making my leads convert. Thanks for the insight.

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