Why Do 60% Top-of-Funnel Leads not Convert?
Sales and the leads funnel are an integral part of the business.
Organizations often face a challenge to generate quality leads and effective conversion of leads.
Lead conversion requires having a well-informed strategy, broad viewpoint, and effective training of employees.
Gaps in such factors lead to failure in conversion. The key factors that hamper the lead conversion rate are analyzed in this article:
Sales and the leads funnel are an integral part of the business.
Organizations often face a challenge to generate quality leads and effective conversion of leads.
Lead conversion requires having a well-informed strategy, broad viewpoint, and effective training of employees.
Gaps in such factors lead to failure in conversion. The key factors that hamper the lead conversion rate are analyzed in this article:
1. Miscommunication between marketing and sales teams
Many organizations find the low conversion rate owing to the misunderstanding between marketing and sales teams. Additionally, the criteria of marketing-qualified leads and sales-qualified leads are significantly different. The ideal marketing-qualified leads are the ones that meet the criterion of sales-qualified leads.
The marketing team often hand over leads to the sales team before verifying them to be sales-qualified leads. To qualify them as sales-qualified leads, businesses can compare the marketing-qualified leads with the predetermined standard that has been established. Further, these leads are analyzed to see whether they display behavioral engagement to qualify them as a buyer profile.
The ideal customer profile further helps the businesses to prioritize potential leads for further communication and timely follow-ups. Additionally, it results in increased chances of leads getting converted into a sale.
Many organizations find the low conversion rate owing to the misunderstanding between marketing and sales teams. Additionally, the criteria of marketing-qualified leads and sales-qualified leads are significantly different. The ideal marketing-qualified leads are the ones that meet the criterion of sales-qualified leads.
The marketing team often hand over leads to the sales team before verifying them to be sales-qualified leads. To qualify them as sales-qualified leads, businesses can compare the marketing-qualified leads with the predetermined standard that has been established. Further, these leads are analyzed to see whether they display behavioral engagement to qualify them as a buyer profile.
The ideal customer profile further helps the businesses to prioritize potential leads for further communication and timely follow-ups. Additionally, it results in increased chances of leads getting converted into a sale.
2. Lack of supporting elements and value to the content
In today's hectic world, it's vital to focus on effective and personalized marketing activities to position the businesses according to the buyer’s perspective. Businesses these days are increasingly paying attention to personalized emails and web landing pages. The personalization in email helps the receiver to resonate with the content and results in making them a potential buyer.
When it comes to websites, business leaders should understand that no content will lead them to generate revenue directly unless it resonates with the readers. They have to ensure that their offer is well-placed on the webpage page with all supporting factors, certificates, or documents.
In today's hectic world, it's vital to focus on effective and personalized marketing activities to position the businesses according to the buyer’s perspective. Businesses these days are increasingly paying attention to personalized emails and web landing pages. The personalization in email helps the receiver to resonate with the content and results in making them a potential buyer.
When it comes to websites, business leaders should understand that no content will lead them to generate revenue directly unless it resonates with the readers. They have to ensure that their offer is well-placed on the webpage page with all supporting factors, certificates, or documents.
3. Insufficient staff training
Syncing offerings and communications across channels will be ineffective if a company's employees are poorly informed. Well-trained staff will be able to elaborate on the offer and increase the chances of conversion. Communication and product training are the behind-the-scenes for effective communication of employees with the customer.
Employees, especially those who work in online chat and contact centers, should be taught to respond accordingly and deal with rejection. According to our survey, more than 50% of marketers find their employees struggling to work efficiently due to skill gaps. Such inefficiencies can cost billions to marketers. Thus, the companies must invest a significant amount of money in the training of employees working in online chat, sales, and contact centers.
Syncing offerings and communications across channels will be ineffective if a company's employees are poorly informed. Well-trained staff will be able to elaborate on the offer and increase the chances of conversion. Communication and product training are the behind-the-scenes for effective communication of employees with the customer.
Employees, especially those who work in online chat and contact centers, should be taught to respond accordingly and deal with rejection. According to our survey, more than 50% of marketers find their employees struggling to work efficiently due to skill gaps. Such inefficiencies can cost billions to marketers. Thus, the companies must invest a significant amount of money in the training of employees working in online chat, sales, and contact centers.
4. Poor design of the site
Poor or bad websites cannot attract customers and make visitors disoriented. A good website's home page is user-friendly and simple to browse. Visitors will not stay on the website if the page is overburdened with promotions or advertisements, lacks fundamental functions such as a search box or a 'contact us' option, and a call-to-action button. The fundamental functions should be placed to be found easily by visitors. The lack of functions such as ambitious forms, poorly designed landing pages, call-to-action-buttons, and poor web page flow are distractions for visitors.
Poor or bad websites cannot attract customers and make visitors disoriented. A good website's home page is user-friendly and simple to browse. Visitors will not stay on the website if the page is overburdened with promotions or advertisements, lacks fundamental functions such as a search box or a 'contact us' option, and a call-to-action button. The fundamental functions should be placed to be found easily by visitors. The lack of functions such as ambitious forms, poorly designed landing pages, call-to-action-buttons, and poor web page flow are distractions for visitors.