What are leads?
A lead is a user who showed interest in your product or service and responded in the right way: call, write to chat or email, leave a request and so on.
When a marketing campaign is launched, it is aimed at some specific action on the part of the user:
- That he or she will leave his or her contacts for later processing by the sales team
- Call for details
- Will write to direct or chat to place an order
When he does, he becomes a lead and your potential customer. And it is the managers' task to make the potential client an actual client.
What are the leads
If the user has become a lead, this is good and means that we did everything right. But it doesn’t mean that he will become your client and place an order. And it’s not even about the ad, or the fact that the contextual or targeting ads were set up incorrectly, but about the leads themselves. The fact is that they are different, and they need to work with them in different ways.
- Cold leads are those who are not yet familiar with your brand and have seen your product for the first time. Most likely, they will not order anything yet, but you can work with them for the future: «catch up» with advertising, send them lucrative offers, just to remind them of yourself. Over time, they will get used to you, and if your product interests them, they will remember you when they require it. Treat these leads as an investment.
- Warm leads are users who have heard of you, maybe even subscribed to your social media or newsletter. They know what they want, but are still choosing between similar products, or you and your competitors. It’s going to take some effort to convince them to choose in your favor, but here you’re already a few steps closer to ordering.
- Hot leads are everyone’s favorite category. These are those who are interested in your product, put items in the cart, wrote to the chat, registered, left a request, and are almost ready to make an order, just a little «push» it. Your goal is to sell as nicely as possible and not to spoil it.
- Non-targeted leads — those who left a request by accident, through inattention or out of curiosity. They are not interested and do not need your product, so no matter how hard you try, you can’t make them customers. For example, you only sell clothes in bulk, and the person called to order one pair of pants for themselves.
5 common reasons why there are no leads
1. Wrong KPI
KPI (Key Performance Indicators) are Key Performance Indicators, advertising objectives expressed numerically. With the help of KPI, can measure how successfully the work was done. It is selected on the basis of a site audit, calculated and designated in the contract between the client and the agency.
KPI is needed in order to analyze the effectiveness, evaluate the results, adjust strategies and predict future budgets.
2. Analytics not configured
Conversions, tags, and goal tracking are not configured in Analytics or configured incorrectly. Check if the code on the site has been changed, if all integrations are working correctly, if your analytics system is «event-driven», if test leads are dropping in the CRM.
3. Negative online reviews
Check search engine results to see if there are any sharply negative reviews on your company that are scaring away your audience. Negative reviews can reduce leads: there is traffic to the site, but no one wants to make orders.
Even if you think that your product is universal and does not depend on the season, in fact it may not be. You can check the seasonality of queries through Google Trends.
5. No call to action
Even if the ad did a great job of talking about you and your product, but didn’t offer anything to do with that information — the ad may not work. So be sure to offer to follow the link, leave contacts or write to you.
Why there are no leads in targeting
1. Not working offer
This is a specific offer we make to the user (discount, promo, our service or product). If the offer is unattractive or unprofitable for the user, there is no reason for him to leave an application.
2. Too long lead form
No one likes the complexity of ordering, especially in this day and age when everything is done to speed up and simplify. And if the customer needs to spend more than a couple of minutes to read and fill out the lead form, he can get tired and decide that he does not really need your product, better go to a more «simple» competitors.
3. Wrong audience
You may think your audience is women 35+, family and high income. But for some reason, they don’t respond to your ads. Maybe you should reconsider the audience — maybe your product will be more relevant to girls 20+ with average incomes.
4. Too small a budget
Without an ad budget, your ads won’t show. The bigger the budget, the more users will see the ad, and even more than once. If the budget is too small, the ad may see only a dozen people, among whom may not be your target audience at all.
5. Too narrow audience
For example, you have a store of optics, and you sell the service eyesight diagnosis. And the advertising is aimed at people who already wear glasses. Accordingly, they don’t need diagnosis, they already know what their vision problems are, and they only need new glasses. So the audience requires to be expanded to people who are concerned about their health but don’t wear glasses yet.
6. Poor lead handling
It happens that there are leads, but no sales. And the problem turns out to be in the work with the client: he did not return calls for a long time, or he himself could not get through, or the manager did not answer the client well.
7. There is no Pixel on the site
If the ad leads to your site, you should definitely install Pixel — a program that keeps track of who went to the site for the ad, but did not buy anything. In the future, such a user can «catch up» and show new ads, so he did not forget about you.
Why no leads in PPC
The reasons for the lack of leads, orders or calls from contextual advertising can be divided into 2 groups:
- Related to the work of the PPC specialist
- The contextual advertising specialist has no influence.
The first group of reasons is related to incorrectly configured advertising campaigns, untimely optimization of campaigns, incorrect choice of advertising strategies or misunderstanding of the customer’s business.
The second group is the problems on the side of the business: for example, a weak site, too small budget for advertising or low competitiveness of the company in the market.
The main reasons related to the work of the specialist
- Incorrectly collected keywords. Ads do not match the real situation. Carrying untrue information.
- Unbelievable queries. Not checked Search queries in the account and trash search queries are not canceled, draining the budget for untargeted visits to the site.
- Incorrect contextual advertising setup. Incorrect account structure or strategies in advertising campaigns.
- Incorrectly set up conversion tracking.
The main reasons for the lack of leads, not related to the work of the specialist
1. Lack of budget
Low budget for advertising.
2. Low conversion of the site
Uncomfortable for users site, old interface. Little content on the site or the site does not provide enough information to make a purchase.
3. The site or company does not inspire confidence in users:
- Negative feedback
- Technical problems on the site — inability to leave an order/call
- Incorrect phone numbers.
4. Not enough TSR.
No unique selling proposition, or it is weak and loses in comparison with competitors.
The company is generally less competitive, the company’s products or services are losing out to other similar ones on the market. For example, in price or product quality.
Why no leads in SEO
There is no single indicator of success in SEO promotion. Efficiency is not easy to assess: even if the site is in the top 10 for keywords, and traffic to the site has increased markedly, the conversion may remain the same as before the promotion.
What may be the reason
1. Position does not mean conversion. Yes, the first positions greatly increase the likelihood of conversion of the user, but no one can guarantee it: neither the search engine, nor the SEO-specialist.
2. Untargeted traffic. The site may see a monthly increase in traffic, but you need to make sure that this traffic is coming from commercial keywords.
If the site has a Blog, a large percentage of the traffic may be for informational queries, which does not bring any bids to the site. A blog on a site is very important because you can use it to pump up commercial pages. But you require distinguishing between informational and commercial queries.
3. Not enough product positions. If you have a small assortment, it may turn out that the goods offered will not be relevant to most visitors.
4. Low confidence in the site. If you work in a responsible niche.
For example, in medicine, when going to the site, the user will want to see not only beautiful photos and texts, but also evidence that you can be trusted: certificates, licenses, reviews, etc.
5. Uncomfortable to use the site.
- complicated Feedback Form
- intrusive pop-ups
- inconvenient site structure
- no search bar
- low loading speed
- no adaptive version
All this increases the percentage of users leaving the site without a targeted action. Competent usability — a pledge that the visitor will not close the site and leave a request.
If there are initially not many applications or suddenly became markedly less than before, do not panic. There is no such thing as year-round you have the same number of leads — it is not the season, or a particular proposal was uninteresting. Even with perfectly tuned ads there will be fluctuations and this is normal.
If you see a drop of up to 3 days, that’s normal, and it will be hard to determine the cause. It is quite possible that after a couple of days, the leads will come back on their own.
But if more time has passed, and all the above reasons do not explain the situation, then it is time for an in-depth analysis of your current promotion — perhaps there is a failure in the system. If you ignore the situation and try to just keep working, you can ruin not only all the previous promotion efforts, but also the business itself.