Lead Conversion Rate

There are a variety of visitors coming to your website. Some might be following a link while researching a topic, others may have clicked on a targeted ad. Some are highly knowledgeable and ready to start a trial or download a PDF. Every customer type is valuable. Your site needs to guide all of them toward the right path.

Because you have many types of visitors at various stages of the buying cycle, you should have multiple lead-capture paths. For the user who is merely doing research, you can ask them to sign up for an educational newsletter. For the user who has returned to the website five times and is ready to take the plunge, you should put them on a fast-track path, by scheduling a call or starting a trial account.

Visitor to lead conversion rate is an important conversion metric that captures how effectively your website captures leads, regardless of the intent of the visit.

Segmentation of this metric is extremely important. For each group (cold, warm, and hot) you want to track the efficiency of your website to turn them into leads.

Website to Lead Conversion Rate is also critical to understanding paid advertising spend and determining ROI. Similarly, you may be using re-marketing campaigns to increase your Lead Conversion Rate and need to keep an eye on spend vs value.

Remember, it's not only content that entices your target user. Site performance has also been shown to impact website conversion rates. Almost 50% of users expect sites to load in less than 2 seconds. Consider that sites taking twice the time to load see conversion rate drop by 3X. Walmart discovered that, for every second of improvement in load time, conversions increased by 2%.

Keep in mind that quality is always paramount. It's easy to increase the number of leads your site generates, but it’s more important that you increase the number of quality leads that actually turn into won business.