Today I’m going to tell you how to increase the contact rate of web leads.
So, what’s a contact rate? Here at my company, Flexx Digital, we generate a lot of leads from Facebook, Google AdWords, and other sources, then supply them to businesses who need them. However, when we supply a company with, say, 100 leads, they might get back to us and say they’ve only managed to get in contact with 50% of them
Unfortunately, these automatic lead forms never work. The user is taken from being unaware of the product or service and straight into the buying stage.
Let me give you a couple of examples of low and high contact rates. We’ll start with the low. So, a marketer has created an ad and put it on Facebook. When a user clicks on that ad, a form pops up with all the prospect’s details, like a name, telephone number and address, already filled in. You’ve probably come across a form like this when you’ve been online shopping. That data is stored by Facebook when you sign up to the platform as a user.
The company will then take these faulty leads and try – unsuccessfully – to make contact, wasting both their time and money.
Unfortunately, these automatic lead forms never work. The user is taken from being unaware of the product or service and straight into the buying stage. They haven’t been given a chance to learn about what’s on offer so, as a result, they just won’t care. As the form’s been filled in for them, they may press okay and then never make an effort to think about that particular ad again.
You, on the other hand, have jumped the gun. Taking that form as the sign of a good lead, you’ve forwarded that one – and 99 others of a similar type – onto the business that’s made the request. The company will then take these faulty leads and try – unsuccessfully – to make contact, wasting both their time and money. As a result, they’ll be unhappy, and your agency’s reputation will take a hit. These ways just don’t work for the financial service industries we’re in.
A HIGH contact lead is when the user has clicked on a Facebook ad and gone onto what we call a landing page
Let’s look at the other side. A HIGH contact lead is when the user has clicked on a Facebook ad and gone onto what we call a landing page. The landing page will contain more information than just a form, a few fancy graphics, some testimonials and other tactics that make the company look legitimate. This means that, by the time the customer has reached the form, they’re much more likely to agree to be contacted.
These forms usually contain a few more questions than just a request for personal information, to help define to the company exactly what the customer is looking for. If it’s a long and detailed form, you’ll usually find that the quality of the lead is outstanding. The willingness to fill out a long form suggests commitment on behalf of the prospect.
Another good way to increase the quality of a web lead is to have something called an advertorial between the advert and the landing page
On the other hand, if you make the form too long, this could put off potential customers who’re too busy to share their entire life story. This means you, as a lead generating agency, will have to review the form and its requirements and try to hit a happy medium. The end goal is for the cost per lead to be relatively cheap, that people are happy to fill out the form, and the quality of the lead is good enough that the prospect will welcome the business’ contact.
The advertorial isn’t about a “hard sell”. Instead, it’s designed to be informative
Another good way to increase the quality of a web lead is to have something called an advertorial between the advert and the landing page. This advertorial acts as a sort of “funnel” that prospects need to go through before registering their interest.
The advertorial isn’t about a “hard sell”. Instead, it’s designed to be informative as possible and get prospects as excited as possible about the product or service. If the potential customer has managed to read 800 – 1000 words about your product and still wants to go ahead to the landing page, that suggests a high engagement rate. Once they’ve filled out the form with their details, their ongoing interest in the product or service should mean they’re more receptive to the business making contact.
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