A typical sales scheme looks like this: a user goes from a traffic source to a company’s website or landing page. Studies the information and leaves a request. Then a sales manager calls back, answers questions and makes a deal. The website visitor becomes a client.
But there are two problems.
A conversion rate of 3% for applications is considered normal. The most successful sites can boast a conversion rate of 15%. It turns out that most marketers miss out on 97-85% of users who showed interest in your product but left the site without leaving an application.
An application from the website that “fell” to the sales manager does not mean a sale. Conversion is approximately 50%. That is, the parties only get to the point of issuing an invoice in half of the cases.
Marketing combined with high IT technologies offers effective promotion tools. You will be able to generate more quality leads from the first month with a comprehensive approach from
Aktion Marketing specialists. Find out more
Maxim Nakhabo, director of the Aktion library shop Marketing project.
Not just applications
Visitor traffic to your site is generated by sources :
conditionally free (SEO, email newsletters);
paid (Yandex.Direct, VK Advertising, Telegram Ads).
We wrote more about effective lead generation channels in 2023 here .
Conditionally free traffic sources require regular content publication , and therefore costs for its creation, publication and support, which is expressed in a significant payroll of the team that does this. Otherwise, the site’s positions will fall, despite the efforts previously made.
Paid sources, moreover, require constant infusions, but give a quick effect
Thus, the task of complex Internet promotion comes down to making SEO better for less money and paying Yandex as little as possible for attracting clients. But spending budgets and getting a decent conversion of 3%, of which at best half will buy, is a very wasteful approach.
The key to increasing efficiency is to want to know more about your competitors learn how to work with those who left without leaving an application.
Why don’t they buy?
Let’s analyze the possible reasons for the lack of applications.
1. Erroneous clicks on advertising . Of the total b2c fax number of refusals, this is approximately 15–50%.
Most of the erroneous visits are due to advertising in mobile applications, where, for example, it is impossible to close the window without clicking on the link. In this way, site owners drive up clicks. The conversion to click is high, but the audience that was forced to go to the site cannot be called the target audience.
