I was listening to a recent episode of the ConversionCast podcast where they were discussing a test they ran on a website to try and collect more leads.
The original page focused on just collecting information via an online form.
The better performing page included a shortened form and an prominent phone number call to action.
The company realized that a phone call lead was worth ten times more than a online form lead.
This begs the question: do you know what your top quality lead drivers are for your business?
Your Best Customers
Where do your best customers come from?
Would you rather talk to them on the phone or via email? What about chat?
Depending on your type of business, one may be dramatically more valuable than the other.
Tracking Your Effectiveness
If you are spending all your marketing efforts driving leads from your less effective lead sources, you are wasting money.
Instead, focus on the sources that yield the best results.
This can only be done if you are measuring where potential customers are coming from and what happens to them after you have that initial conversation.
You can track customers by hand in a spreadsheet, use a CRM tool like Salesforce.com, or lean on web analytics to help with your tracking.
The important thing is that you are monitoring and measuring what works and what doesn’t.
Is an inbound phone call worth more to you than a customer contact you get off your website? If you don’t know, now is the time to find out.
Once you know, double down on building that inbound lead source and you’ll see your business start to grow.