Conversion Factors for Qualified Online Leads
There is a simple formula Chris Behan likes to use to illustrate the factors that go into creating conversions via a company website. It goes like this: traffic+good design=qualified leads.
What it means is, first you must create a website populated with useful, relevant content that can be found by potential customers. Once they find the site through an Internet search engine such as Google, the potential customer must be compelled to stay on the site for some reason. That’s where clean, easy-to-interpret website design comes into play.
To summarize, here is the process for attaining a qualified lead online:
- A highly motivated potential customer conducts an Internet search.
- The searcher finds your website, preferably on the first page of the search results.
- The searcher clicks on the link to your website.
- The searcher likes the website’s design, ease of navigation, and call to action.
- The searcher clicks on a contact form or calls for a quote or to place an order.
Keep in mind, most people who go online to seek information about a product or service are highly motivated to purchase. They know what they want, and they need to be shown as soon as possible that your company can fulfill that need.
Generating qualified leads online is not about dazzling the potential customer with fancy bells and whistles like Flash applications. It’s about providing information in a straightforward manner, then using the website as a link between the client and the business. In essence, your website becomes a low-cost, high-yield member of your sales team – a member of the sales team that works 24 hours a day, 365 days a year.
As long as the proper attention is given to taking the steps necessary to generate traffic – and keep that traffic engaged with good design principals – there’s no reason your website can’t become your ultimate lead generator for years to come.
