Lead validation helps Internet marketers improve campaign performance by giving them accurate sales lead data, as opposed to nebulous conversion data, on which to base testing and campaign/website modifications.
Having validated nearly 300,000 sales leads over a two-plus year period, Straight North, an SEO services provider, amassed a good amount of research that’s shared with you in the slide presentation below. Some of the results surprised us — and they may surprise you as well. Here are a couple of highlights.
The First Website Visit Is HUGE
For lead generation, the first time is the charm: a whopping 85 percent of sales leads occur on the first website visit. Comparative shopping and buyer skepticism may not be the hurdles we thought them to be, at least in terms of readiness to reach out by placing a phone call or submitting a form.
The big takeaway from this data: the company website had better hit a CRO home run, because it’s one strike and you’re out.
Not only must forms be executed to perfection and phone numbers displayed perfectly for desktop and mobile viewing, but all content and design elements of the site must be persuasive and hard-hitting; if visitors can’t figure out your value proposition quickly and see a good reason to inquire, only 15 out of 100 will come back. With a close rate of 10-25 percent, relying on conversions from return visitors will not fill the lead pipeline, period.
Don’t Overthink Days of the Week
PPC and email marketers in particular spend a lot of time thinking about which days of the week on which to concentrate activity. Data suggests this may not be as important a variable as is assumed, at least in terms of Monday through Friday.
The data from our slideshow analysis, pictured above, shows a very steady distribution of sales leads over the business week, ranging from 19 to 15 percent. A couple of observations:
- For high volume PPC and email campaigns, a 2-4 percent difference in conversions can indeed make a big difference. If that’s the case, avoiding Friday (and weekends) could be enormously effective.
- This data represents averages across many types of campaigns for a wide range of clients. Your campaign statistics may not follow this model, as customer behavior varies from vertical to vertical. However, if you have no data to go on, are not currently validating leads, or suspect your data is flawed; this study can serve as a baseline.
To learn more about the study findings, check out the full slide show here.