How to get more leads with fewer dollars

With every business scrambling today to do more with less, it surprises me how many are missing the very best way to increase leads or sales with existing - or fewer - resources.
Marketers call it conversion optimization, which borders dangerously on being jargon but I haven’t thought of anything better to call it yet.

What we’re talking about is optimizing your website to turn more of your visitors into real leads or customers. You do this by paying attention to the points on your website where you want your prospects to take action and tweaking those points to get a greater percentage of them to act.

Sales people do this all the time. They are regularly judged on how well they turn qualified opportunities into sales (the closing ratio). But marketing people for some reason have stayed away from creating a better process instead focusing solely on driving more website traffic or generating more leads.

This is expensive - especially if you are driving leads into an inefficient marketing system.
Take a look at your website and you’re likely to find several calls to action.

Here are a few common examples:

• Subscribe to a newsletter
• Watch a product demo
• Sign up for a free trial
• Buy
• Contact Us
• Download whitepapers or reports
• Register for an event
• Any link you want your visitors to click on

Now, get more from what you already have.

When you Increase the number of people taking any one of these actions, you ultimately increase your sales or sales opportunities. Over time, even the slightest increases compound into big numbers.

Let’s look at product demos as an example.

Suppose that currently 50% of prospects who experience your product demo become customers and suppose that each new customer is worth $2500 a year. Here’s what happens if you increase the demo-to-customer ratio just 5% a month.

Imagine how much your revenue can grow if you optimize multiple conversion points. It’s surprisingly easy and immensely rewarding. And the best part may be that you can get more leads without spending more money on lead generation.
If you’re new to conversion optimization, you’re not alone; and if you act fast you can get a real jump on your competition – especially those who are cutting back on spending and watching their pipelines deteriorate.

** Inspiration for the above chart comes from a Future Now video.

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