Leads without joy: three situations where requests and calls do not bring sales, but problems
What does almost every company expect from online advertising? Of course, leads. The more — the better. After all, there are not many good things. However, our experience shows that the number of requests does not always become an indicator of the quality of an advertising campaign and guarantees business growth in sales. Ingate program Director Dmitry Orlov told about three situations when the client will regret the pursuit of numbers
Scenario 1. There are a lot of leads
One of my favorite movies is the American film “Route 60”. There was a wish-fulfilling character, O. J. Grant. One young couple before the wedding made a wish to live a happy life together and die in one day. O. J. Grant fulfilled the wish with minimal resources-just blew up the limo as they drove away from the Church.So sometimes you should be afraid of your desires, or at least articulate them clearly.
We work for a company whose mission is to help businesses find customers faster. But the number of these clients must be controlled. I explain with an example. In the summer, we worked with a brand of natural cosmetics and offered a new product Digital Complex, which helps to increase the number of leads through online advertising channels and web Analytics.
Before the start of the analysis of the website and setting up advertising campaigns. This is a mandatory procedure before starting the project. Using this data, we predict the minimum number of leads we can lead, and fix it in the contract. And it turned out that in the first month, the forecast was too pessimistic: they promised to bring 35 applications and calls, but it turned out to be 308. At first glance, the customer should have expected a tenfold profit, but this was not the case.
Two months later, instead of thanking us, we received a project stop. The order Department was hit by a wave: managers missed calls and responded to requests a week later. Customers were nervous about being ignored and wrote angry reviews. The flow of negativity grew. The following month, we reduced the number of leads by three times, but this did not help. As a result, the customer left to deal with internal problems. The moral is simple-no magic desires, the number of applications should be able to.
Solution: make not only a pessimistic, but also an optimistic forecast. There should not be too many leads, but only as many as the company is able to process efficiently.
Scenario 2. Leads are not targeted
The statistics may include leads that do not turn into sales for various reasons. Often these are” hot ” applications that the business cannot physically process due to circumstances. The problem is that when working with a contractor, the company relies on targeted leads. And then it turns out that they are not converted into sales. It would seem — what is the problem? But non-targeted leads distort statistics, require resources for processing (until it turns out that they are not targeted), and prevent sales managers from focusing on truly targeted applications.
Leads from non-target regions. It happens that a customer calls from far away. Not necessarily from Vladivostok — just from the area where it is inconvenient to deliver the goods. And then you have to refuse. This situation may occur, for example, in a pizzeria with a limited delivery area or in a construction company that operates only in certain regions. Such leads are considered non-targeted.
Leads that come in after hours. There are situations when the fate of a person depends on speed. The young man ordered the delivery of flowers at night to make up with the bride. He leaves a request on the site or tries to call, but the call center operator went home. The client does not receive a response and goes to competitors. In the morning, the Manager sees a call or request, but the lead is already “rotten” and not suitable for Commerce. As a result, the money spent on attracting the client, but there is no result.
Leads for products that don’t exist. By this I mean the near-thematic products and services that the user hopes to find on the site. For example, the company is engaged in power tools, and it is asked for fasteners or spare parts. The lead is like “hot”, but the effect is zero, it is pointless to count it.
Leads that the sales Department is not able to process efficiently. Let’s say a company has launched a product or service and expects to earn money. And sales merge the plan: they do not understand what to say and how to “push”. Someone basically sells an old product, because they are used to doing it. Until the company teaches the staff to work with requests, it is useless to drive traffic to the site — it will not be pulled.
Solution: in each case, find the problems that led to the growth of non-target leads. There might be enough for more accurate location targeting or negative keywords in contextual advertising on “Yandex.Direct.” But if this is justified, I advise you to take measures in the future to make such leads targeted: expand the product line, train staff, and so on. Remember, non-target leads are potential customers of competitors.
Scenario 3. No leads at all
In contrast to the second type of leads, when calls and requests in certain cases turn into a sale, there is a completely hopeless case. People call the company, talk to the operators for a long time about the case. At the same time, the client is sincerely happy with the number of requests, but eventually notices that sales are not growing. Mysticism? No, it’s a working problem.
Last year, we were approached by a company that installs plastic Windows. We cheerfully went through the entire sales funnel: display advertising, SEO, increasing site conversion through web Analytics, improving the company’s reputation in the network. The contract set a goal-to bring 1,000 calls and requests per month. We completed the task, we are happy, but the client is sad for some reason: sales have not increased. We began to understand the reasons and found problems on the customer’s side.
First, we listened to the calls and divided them into categories: targeted calls, requests from current customers, and non-targeted calls. It turned out that 65% of calls were secondary calls. The phone was besieged by current customers who had already ordered plastic Windows. The questions are the same: the order status, the installation period, where the measurer “wears”. There were so many requests that managers did not have time to process new requests. But in Analytics systems, calls were still considered targeted.
It was necessary to solve the problem with incoming customers and relieve the sales Department of inappropriate work. We added a form with the order status to the site and enabled online payment. Now customers found out information on their own through the site, without contacting the customer’s managers. It helped. We managed to unload the “bottle neck” and dramatically reduce the number of secondary requests. The share of non-users has fallen, and the number of quality requests has increased.
Solution: organize the process so that initial requests go to the sales Department, and support works with current customers. Create the right expectations and provide complete information about the order-so save employees from the flow of requests.
How to separate flies from cutlets and learn how to work with leads
Nelida of pretend high-quality sales and wastes company time and money. In order not to be deceived and not to spend the marketing budget on “dummy”, do the following:
Synchronize your desires and opportunities. Companies are usually prepared for failure, but don’t have a plan B for success. Ask yourself the question: what if the ad goes off? Can you pull it out?
Calculate the load so that the quality of lead processing does not suffer in any case. Be prepared to hire more managers or rebuild your logistics.
Record and analyze customer requests. So distinguish primary applications from repeated requests. If you see a lot of questions from current customers, take action.
Get rid of non-targeted leads, they are generated by non-targeted traffic. It makes sense to drive traffic to the site only if visitors are converted into buyers.