Leads. Leads. Leads.
Working in any eCommerce, sales or SaaS organization, this is the only word that gets thrown around the company like a stuck record. Not only is generating leads the lifeblood of any organization but converting them means that everyone in your company can still keep their job.
In this article, I am going to take a practical look at what I am currently doing in my organization to generate leads that are 82% guaranteed to convert to sales. I am currently working with an online insurance site, where leads are basically the holy grail of the organization.
And boy, they can be tricky to generate.
Our problem is that we are working in an industry that is not an easy sell. Insurance is not a sexy product, and getting people to even click on the website, let alone become a lead is a challenge in itself.
So, I am going to provide you with some insight into how to generate more leads.
The first thing we have to do is determine who exactly our customer actually is!
Yes, knowing your target audience with metrics such as LSM, demographics etc is important, but I need to actually know more! What are their interests and values?
What is important to them and what are they spending their money on? In this way, I can create a campaign or content that directly speaks to them, and if they come through to our site, it will be because they are genuinely interested in our product.
Through some extensive research and a lot of trial and error, we moved past the traditional LSM concepts and started hitting clients during their life stages.
The younger client, buying their first car, and getting insurance for the first time has vastly different interests than the mid-30-year-old who is starting a family, purchasing their first house and upgrading the car. I made sure that I created different campaigns for each life stage, and so far, it is working!
Ask your current customers questions. Find out what it is they want, what they love about you, information about themselves, what they feel you need to improve on and what drew them to your brand. The more you ask, the better you will be able to profile your perfect customer so that you can target them.
I tend to do a lot of surveys with our customers. I include them in our weekly mailers that are packed with great articles. I slip a sneaky survey in, which only contains one question with multiple choice answers.
I usually relate it to the articles in the mailer and with the simplicity of the survey, I have found an increase of 68% in responses from the surveys!
The latest question I have asked was related to the recent huge hike in fuel and what the reader was going to do to save money during the month. The response was overwhelming, with most answers pointing in the reduction of luxury goods and frequency of eating out.
Who is coming to your website?
This is super helpful information to have about who is actually interested in your site, and who is spending time on it. Once you have an overview of potential customers, you can contact them with more information about yourself and convert them to a paying customer.
With the above knowledge in hand, now it is about turning traffic into leads. Driving traffic to your site is one thing, and if you can do it successfully, then great! But how much of that traffic is that of actual potential customers?
With targeted advertising and accurate messages, you can speak directly to the type of customer you really want on your site!
If I am doing social posts like Facebook, I am using the information that I have gathered about their interests and values and creating a campaign that talks directly to that. I, therefore, know that the person who clicks on that and comes through to the page is genuinely interested.
I have found that this does take a lot more time. Campaigns have to be personalized, groups have to be created, content refined, and customer groupings have to be hand-picked. But the result is 68% and above conversion rate on these ads!
Remember I chatted about the different life stages earlier? We created a campaign-related solely to the younger driver and first-time car owner. We approached a local, popular artist who has just been sponsored by Volkswagen and drives the brand new Golf. The campaign centers around responsible choices, and making sure you are covered. Despite being a successful artist, he is not driving the latest high-end sports car and has opted for a more sensible option. The car is also one of the most popular in the age group, so the campaign fit!
What we have to understand, is that just because we are an online company, doesn’t mean that all of our customers work solely online. Some customers prefer chat, some prefer Whatsapp, some prefer a good old telephone call and we make sure that all of those options are open for the customer to let us know that they are interested in our products.
One way that I have started engaging with customers, as well as potential customers, is by sending push notifications. All of the subscribers in my database, whether customers or not, get notifications straight to their mobiles.
These can get really tricky though, so you have to make sure that they not only add value and are relevant, but that the receiver can easily opt-out. These simple rules have increased leads by 12% in the organization as you never know what piece of content will reach the right person at the right time!
Whether it be a news article or an explanatory video, it would need to be of interest to the audience!
The second project that I have recently implemented is a live chat system on the site. This is just one more option for those customers who do not trust filling out the forms with their personal information and who are not interested in getting a phone call.
Here, they can chat to a real person online. We make sure that they are aware that all of their data and information is protected in the chat. The system works as they prompted to ask a few questions first in order to generate trust, and we thereafter take it into the quoting process.
Forms are vital on your page to capture customer information. What makes it interesting for us, is just how much of the form site visitors fill out. I find, that the more the form is completed, the more interested they are in becoming a customer.
It does become tricky, however, when you have over three pages of forms to fill out that are asking some very personal information. We notice that on average, we get a 15% form abandonment on the first form and 29% upwards on the next two forms. Those that make it all the way to the last form, are genuinely interested customers.
So, what have we done to reduce the bounce rate, and increase the leads? The first step I took was to offer both “Do the quote myself” or “Rather call me” options on the landing page. 60% of people will then click “Do the quote myself.”
Without the option of “call me back”, those people who are simply not comfortable with sharing personal information would simply just drop off. 40% is a huge drop off!
We were still finding that the drop off was extremely high as soon as they saw just how much personal information they still had to fill out, so we changed up our tactics again. In between the basic personal information, we snuck in the email address and telephone number sections, so that even if they did drop off, they could still be contactable.
Directly after, and in the section of car details, we included the registration number, so that we can get just a bit more information from them should they bounce in the last stages.
If you are the kind of company that can get away with a minimal amount of information from the client, I would highly recommend that you go for it!
We recently relooked at our entire website and made some very drastic changes. Firstly, we refined the content into simple, valuable information. Our mantra shifted into empowering the customer to become savvy financial gurus and our copy had to reflect that.
We simplified the entire site from the landing page to forms. We took away any redundant information, unnecessary buttons, and unworthy text. Our landing page now gives three options. We can call you, you can do an online quote, or you can go through to our blog that is packed full of helpful and useful information.
With this removal of any other options, any visitors who are not potential clients have no reason to stay on our site, or, they can simply be converted into clients as they have nowhere else to go.
Knowing your customer, from head to toe is a lot of hard, time-consuming work. There is a lot of research involved and time spent creating the right profiles and groups for you to market to.
Ultimately, however, the hard work starts paying off as your conversion rates start skyrocketing. AB Testing will be your friend throughout the whole process, and surveys and questionnaires will assist you to hear the voice of your target audience.
Do not be afraid of negative feedback, that can only grow you, so make sure you allow your customer to be as honest as possible for the best feedback.
About the author:
Dave Schneider is the founder of LessChurn, churn reduction app. In 2012 he quit his job to travel the world, and has visited over 65 countries. In his spare time, he writes about SaaS and business at DaveSchneider.me.
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