Every business wants to get a return on investment from their online marketing strategies.
Calculating ROI is essential to establish monthly and annual performance. Likewise, it is necessary to plan strategies and budgets precisely, avoiding investing in ineffective activities that do not bring real profit.
Knowing your current ROI helps you understand how to behave in the future.
Number of contacts that convert into leads
Where does the traffic to your business website come from ? From email, organic searches, referrals, or social media?
However, if traffic increases but the number of leads remains the same, it means that something is not going as it should.
It is important that the website is optimized to increase conversions. If there is a misalignment between what the prospect expects to find by clicking on a CTA and what he actually finds, he will not leave his data and will not become a lead.
Before optimizing your content, check which pages have a high bounce rate and low conversion rate so you can figure out which ones to prioritize.
Regularly analyzing the number of users who convert into leads helps you understand when it is time to optimize your company website and content, perhaps by changing the texts, design, CTAs or forms.
Number of leads that become customers
After all the marketing activities, it is important to know how many deals have been closed and, therefore, how many leads have become actual customers.
Let's differentiate between:
SQL (sales qualified lead): contacts considered ready to purchase (for example, those who have filled out a contact form to request information or download content)
SAL (sales accepted lead): leads who have contacted sales directly or have scheduled a call or meeting
When analyzing your lead to customer conversion rate for SQL and SAL, you should ask yourself the following questions:
Is my campaign capturing leads effectively?
Is your company CRM reporting qualified leads to salespeople at the right time?
Is the conversion rate satisfactory?
If the answer is no, set up a meeting with sales to understand what the missing piece is and how to work together to improve results .
web marketing strategiesHere too, lead nurturing can be very effective in helping convert leads into customers. Using content to educate prospects and provide them with useful and interesting information makes them perceive added value from the sales team and are more likely to sign the deal.
Landing Page Conversion Rates
A landing page with a contact form that doesn’t generate leads is useless, no matter how much traffic it gets. Again, if traffic is high but conversions are low, it’s likely that something is wrong with the page structure.
It is advisable to do an A/B test , trying to make some changes and then evaluating their performance.