Super-charged lead generation: How to drive more ROI from your enquiries
Even when business confidence is at a low, marketers are still under pressure to maximise ROI from their spend and pursue every lead – no matter the cost. Here are some techniques to generate great results without breaking the bank.
It goes without saying that the ‘interest’ stage of the customer journey (i.e. the initial website visit) is crucial. But important doesn’t have to mean expensive. These low-cost website enhancements have proved successful in my experience, especially for businesses focused on driving inbound leads to a sales team to convert.
You need to track every stage of the lead journey from the first landing on your site to signing the sales contract to discover what is or isn’t working.
Use tracking software to connect what’s shown in your CRM and website analytics. This allows you to see what variation in key words work best, or which marketing campaign attracted the most attention.
One software you could use is Ruler Analytics. Tech like this opts for an integrated approach to offer a full view into the customer journey, whether that be tracking all website visitors or firing revenue data back into analytics dashboards. Approaches like this mean that you can count sales and revenue gained through marketing, rather than simply relying on vanity metrics like clicks and impressions. Knowing what’s working allows you to focus time and budget on the campaigns and keywords that are actually bringing you revenue.
As a result of using Ruler, we saw an 8% increase in quality leads, and reduced our Cost per Lead (CPL) by 11%.
Improving response speed
Whether a user enquiries via live chat, a form completion, or by phone, the speed at which your team responds has a huge impact on the likelihood of that prospect converting into a sale.
According to ResponseiQ, if you call a prospect within five minutes of them enquiring via web form or live chat, you’re 21 times more likely to qualify them. To add fuel to the fire, our Moneypenny data shows that 69% won’t leave a voicemail – you need to have an always on, proactive approach to response speed.
With this in mind, tech that allows users to fill in their phone numbers on websites is absolutely integral. Make sure that the tech allows for various approaches, such as an immediate call or the option for scheduling.
These types of website call back tools can increase inbound leads by as much as 24%, as it’s a channel for users to engage with on their own terms, and if someone submits a call back request, it’s a hotter lead than a simple form completion or email.
Live chat can increase your marketing ROI
In a similar vein, live chat is typically used to support sales or customer service activities, but it can also be used to increase marketing ROI. This is because it offers a direct line of communication to visitors, so when someone visits your website, it gives them a chance to instantly ask questions. They may not be committed enough to call or email, but live chat provides an informal way of moving their journey along, with minimal effort from them.
Live chat increases lead conversion. The average chat response time is 11 seconds, compared to two to three hours for an email response.
83%, live chat boasts one of the highest customer satisfaction rates (Forbes). Customers want to talk on their own terms. This could be web chat, social media, or SMS and WhatsApp - having a multi-channel chat option is key.
It’s worth remembering that a live chat agent can handle more live chats at once, instead of being able to handle one phone call at a time.
A chat platform integrates well with most websites, CRMs, and help desks. This allows you to keep all client data unified, while lowering your overall cost.
Research has shown that 63% of people who use live chat are likely to return to the website. The more engaged conversations you have, the higher the chances of gaining a long-term loyal customer.
Live chat ensures a speedy first contact. A customised, proactive outreach has a 33% better response rate from site visitors. You can easily link automated proactive chat outreach to your live chat option and drive a quicker response to first contact.
Creating a mix of humans and bots can transform your business. Pairing chat bots with live chat fills gaps in coverage, whether this is for backup, or as the frontline, or for weekend support.
Engagement goes through the roof when you acknowledge a visitor with context. For example, via a proactive chat suggesting products based on the product they are looking at: ‘if you like this, you might also like this’. One of the most powerful features of live chat is the ability to customise welcome messages depending on the visitor’s location on your site. For example, you could provide a proactive message on a blog article that drives conversions.
In summary, if you have a moderate to high volume of website visitors, installing live chat onto your site could be a no-brainer. We started using a live chat feature on our website in spring 2017 and we saw a 10% increase in conversion rates in the following six months. Since then, it’s gone from strength to strength.
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