Once They've Arrived: Converting Online Leads to Sales



The goals of SEO are similar to other kinds of advertising: it’s about getting people to figuratively step into your store – or lead generation. The next important step is converting those leads into sales, whether that means purchasing a product or hiring your services. How you accomplish that depends on a number of factors, including:

  • The quality of information you provide
  • The sales process
  • Finding opportunities for branding

Quality of information doesn’t just mean that the writing is good and unique, although that is certainly an important factor, it’s also about ensuring that you’re delivering the kind of information that these leads want. You need to discover if you are:

  • Delivering on their expectations
  • Getting the right kinds of leads (Quality vs. Quantity)
  • Using the right approach based on their level of readiness

Through tools like Google Analytics, you can do just that. By learning where people are spending their time on your site, you can get a better sense of your customer base and either refocus your energies on catering to that audience or rethinking how you’re finding clientele.

If you are providing the products and information that your customer wants, is the sales process that follows effective? This involves ensuring that your site is easy to navigate and includes clear calls to action (such as “learn more” or “sign-up now”), and also analyzing the ordering systems that are used– phone, email, snail mail, and/or internet – for ease of use.

  • Can customers find the information they need?
  • Is it clear what steps to take to place an order?
  • Is placing an order prioritized by the current system?
  • How are orders routed? Is it simple to navigate?
  • Is the process efficient for the customer?

You also need to consider their experience with the brand. Is it front and center throughout the process from the initial contact to the sales receipt? Are there ways to continue connecting with your customers even after the purchase is made? For example, you can offer a newsletter online or a print giveaway in your store.

Ultimately, finding the most effective way to convert leads into sales takes time. You need to monitor the data regularly to get a sense of what’s working and what isn’t, and be willing to shift your focus once you have a better idea where your biggest successes are coming from. It’s an ongoing process, but one that can vastly increase your business with the help of the right local internet marketing consulting.

Posted: 10/22/2012 4:29:30 PM by Shep Morrow