Lead Conversion: Everything You Need to Know [+ Expert Tips]

因此，您已经设计了潜在客户生成策略，并且正在奏效。您的网站访问者来到您的网站，填写您的表格和繁荣，您有线索。怎么办？

That's the question I ask myself after re-watching all nine seasons of办公室for the 19th time. But it's also the question we, as marketers, have to answer when consumers have passed that first threshold.

Once your visitors have shown an interest in your brand, how do you turn them into customers? That process is called a lead conversion.

Let's dive into how to build your brand's lead conversion strategy and how to improve your current conversion rate.

在成为客户之前，线索经历了几个阶段。他们从铅开始，然后成长为marketing-qualified lead(MQL), and then become a销售资格的潜在客户(SQL). This means brands have to nurture their leads at every stage and create opportunities for them to take action toward becoming customers.

No two brands have the same process, as each will build a conversion path that is tailored to its leads. Below you'll find a few tips on creating a lead generation strategy for your own business.

1.收集有关线索的信息。

Start with the data you have on your leads: source, industry, company, employee size,pain points- 任何可以帮助您制定与潜在客户需求保持一致的策略的信息。

Remind me to trademark "leads' needs" after writing this article. Now, back to the important stuff.

"You will waste a lot of time building out a conversion strategy that is not based around facts about your audience," saysMarwa Greaves, Director of Global Messaging at HubSpot. "Ask yourself where your leads are. Are your leads most engaged in your newsletter? Your website? On messaging channels? Make sure you are meeting your audience where they are and not asking them to bend to your strategies."

Jordan Pritikin，HubSpot的电子邮件和增长营销负责人也强调了另一个要考虑的重要要素。

"Understand why these leads are coming to your website in the first place. What is the underlying problem they are trying to solve?" says Pritikin. "If you can createemail nurturing为了帮助他们解决这一挑战，您更有可能与他们联系并将其转换为新客户。”

If you're missing that information, work on obtaining it through forms and user research. From there, you can design a tailored conversion process.

2. Identify high-intent behaviors in each stage.

How do you know when a lead is ready to make a purchase? What behaviors will the lead exhibit? Having these answers is key to differentiating between leads who are ready to make a purchase and those who aren't.

A lead who only reads your brand's blog posts is likely not at the same purchase readiness as a lead who visits your pricing page. So, if you send an unqualified lead to the sales team, they will likely have a much harder time closing a sale.

如何避免?与你的销售茶m to determine what signals low-intent and high-intent behaviors. Specifying those behaviors allows marketers to know what follow-up actions to take.

3. Use an SLA to align your sales and marketing teams.

A lead conversion strategy will struggle immensely withoutalignment between sales and marketing。您需要同意的一件事是一个适合两支球队的缩写节奏。那是一个service-level agreement(SLA) comes in.

It's typically used to outline an agreement between a business and a customer. However, it's also used internally between sales and marketing teams to better align their lead conversion strategy.

An internal SLA should include each team's goals, initiatives, and accountability measures for a given time frame, say Q1. That said, this agreement will require regular updates as priorities change with the business.

4. Build the lead conversion path.

Think of your lead conversion path as a trail of breadcrumbs guiding your leads to purchase. The path itself will include offers and calls-to-action to offer opportunities to convert.

Lead Conversion Strategy Example

Let's use Zion, a fictional UK SaaS company, as an example. Zion's sales and marketing teams have collaborated on an SLA, which includes the following: Marketing commits to sending 100 qualified leads to the sales team every month and the sales team commits to following up with those leads within a week of receiving them.

Both teams have also identified high-intent behaviors that will trigger automated emails and have implemented a lead scoring system. For instance, when a lead reaches a score of 95, this will automatically trigger an email sequence inviting the lead to schedule a product demo with a sales rep.

在后端，该销售代表将收到一份通知，其中包含有关潜在客户，活动和后续时间表的信息。如果潜在客户在一定时间范围内没有采取行动，则将代表销售代表发送自动化的个性化电子邮件。

这是Zion可以建立的路径以转换潜在客户的一个例子，无论是在面向客户的端还是在销售和营销之间的后端。

How To Calculate Lead Conversion

Calculating your lead conversion rate is simple: Take your total number of conversions, divide that by your total number of leads, and multiply by 100. That final number is your LCR.

Example time: Let's say from January to February, you generated 105 qualified leads. From those leads, 20 became customers. The formula will look like this: 20/105 x 100. This means the lead conversion rate for that month was 19.04%.

平均铅转化率

由于铅转换在各个接触点的几个阶段都发生，因此在各个行业中都不能使用单个平均值。

Your brand would benefit more from looking at conversion rates at a more granular level, such as by channel (i.e., email conversion versus landing page conversion) and/or by stage (i.e., MQL-to-SQL rate).

Lead Conversion Strategies

1. Implement behavior automation.

有两个原因使用自动化:它可以节省time, and it scales well.

假设潜在客户正在筛选您的网站上的推荐。这可能表明对您的产品有兴趣。考虑到这一点，为什么不自动化一封后续电子邮件，该电子邮件可以使潜在客户更接近购买？这可能是免费试用优惠或产品演示。

根据Pritikin的说法，基于行为的电子邮件比其他类型的自动化电子邮件要好得多。但是，Greaves鼓励品牌在定义暗示购买准备就绪的行为时扩大其观点。

Greaves说：“基于活动的触发因素对于营销人员来说是一个容易的胜利，但在创建它们时，请思考一下。”“不仅仅是您的定价页面上的视图可能需要自动跟进，还可能是您网站上其他客户故事或评论的看法。”

Here is a list of behaviors that could benefit from automation. The lead:

• Reviews your pricing page
• 安排产品演示
• 注册一个免费试用
• Engages often in email marketing
• Inquires about product features through chatbot, email, or other channels
• Downloads a high-intent content offer

Working with your sales team to recognize those key behaviors will be instrumental in automating follow-ups that convert.

2.通过电子邮件培养潜在客户。

电子邮件培养is the process of engaging your leads through email marketing with the end goal of turning them into customers. When nurturing leads via email, offering relevant and valuable information is key.

这是数据件变得重要的时候。使用您在潜在客户上编译的信息，您可以提供引起他们兴趣，与目标保持一致的内容，并解决他们的挑战。

There are a few tips to make your emails stand out:

• Personalize your emailswith the lead's name.
• Use automation software totrigger actionsbased on email engagement.
• 细分您的电子邮件列表。

3. Leverage social proof.

When leads are considering your products or services,social proof可以帮助他们推动购买。社会证明的例子包括客户推荐和评论, which give leads a look into customers' experiences with your brand.

当潜在客户处于（或接近）决策阶段时，最好使用它们。因此，您经常在着陆页和定价页面上看到它们。

User-generated contentis another great use of social proof and can be incorporated into your social media and email marketing content.

4. Use lead scoring.

如果您在MQL和SQLS上的销售和营销团队遇到困难，请线索得分可以帮忙。

Lead scoring works by attributing points to actions taken by leads and helps marketers know where a lead falls in the funnel. It also helps sales reps prioritize leads and know which follow-up actions to take. It also ensures that both teams are qualifying leads in the same way.

A well-qualified lead means one that's more likely to convert once they reach your sales team.

5.通过PPC重新定位。

Retargeting是接触铅的好方法，以前曾考虑过您的品牌，但还没有准备好购买。当您重新定位它们时，您可以重新引入他们可能感兴趣或提出与他们的兴趣更好的新产品。

Retargeting is a proven method for lead generation. However, according to Greaves, it can also work well to turn leads into qualified leads. With thelatest restrictions on cookies- 通常用于重新定位广告的通常使用 - 品牌将不得不更多地依靠第一方数据进行重新定位。

Let's go over some additional aways you can generating more leads.

1. Start with the analytics.

If your lead conversion is low, your first step should be looking at your analytics. Specifically, your conversion path over a broad time frame to determine if the low rate has been consistent or is recent.

If it's the latter, narrow down the period when the dip started and see what could have led to this change. If it's been consistent, you may need to run various experiments with your conversion path.

Greaves recommends looking at your conversion CTA placements and the difference between them. You'll want to look for the difference between high-performing and low-performing CTAs. If there are steep drop-offs on certain pages, that could indicate friction with your forms, like the length or the order of the fields, or even the type of information requested.

If the data shows that leads drop off shortly after the handoff to the sales team, it could be that marketing over-promised on what could be delivered.

With so many potential causes, start with the data to lead you in the right direction. Pun intended.

2. Define what high-intent behavior means for your business.

Many brands may have lead qualification issues and not even know it. Marketing may be sending their sales team leads and later realize that those leads aren't ready for sales engagement.

How do you identify the leads that are ready? It starts with gathering the correct information. First, reach out to your sales team to determine what information needs to be collected. Then, create a comprehensive list of high-intent behaviors and low-intent behaviors that the marketing team will use to segment leads.

This process can help pass on more qualified leads to the sales team and drive your conversion rate up.

3. Experiment with the conversion path.

将您的铅转换路径视为房屋。我知道你可能在想，”Why not go with a road metaphor？看。

It's the same with your path. There will always be room to improve your path. Besides, your leads' interests, goals, and decision-making processes may change over time and require a different approach.

"Lead conversion requires a lot of experimentation. You will not succeed if you set one strategy and forget it," Greaves says. "Creating an experimentation process that allows you to test every part of your flywheel will allow you to learn more about your leads and your own internal process than you would have before."

Although the work is never fully done, every experiment you run will bring you that much closer to converting your leads.

4. Automate lead nurturing workflows.

When trying to scale your lead nurturing process, automation is the name of the game. Manually sending out personalized emails to your leads might have worked in the early days, but that will quickly get overwhelming as your business grows.

自动化使您可以在四分之一的时间和资源中保持相同的个性化水平。bob体育苹果系统下载安装设置转换路径后，自动化将在潜在客户表现出某些行为时会触发的后续行动。

These tactics can not only save your team time but also streamline the conversion process so that no lead falls through the cracks. This practice also leaves room for your sales and marketing team to focus on big-ticket items.

The key takeaway here is that lead conversion isn't a one-and-done process. It calls for strategy, cross-team collaboration, and a whole lot of experimentation.