Guidelines to Convert Potential Customers and Increase Sales

Increase your sales with our compiled conversion guidelines. We made it easier for you to find out what’s causing the flunk or rise of your sales. Learn how to generate more online leads and turn them into paying customers in no time!

We collect the most interesting content around conversion rate optimization. Let us know your best email to receive our favorite pieces weekly in your inbox!

Guidelines to Convert Potential Customers and Increase Sales

Increase your sales with our compiled conversion guidelines. We made it easier for you to find out what’s causing the flunk or rise of your sales. Learn how to generate more online leads and turn them into paying customers in no time!

1. Act Quickly

Leads don’t like to be kept waiting. If you delay reaching out to the contacts generated by your online marketing processes, they may lose interest or turn to a competitor instead.

2. Convert Online Leads by Qualifying them

Categorizing your leads into marketing-qualified leads (MQLs) and sales-qualified leads (SQLs) can help increase your conversion rate. Each of these groups is at a different stage in the sales cycle and therefore needs a different approach from your sales team.

Structure Your SalesTeam

3. Structure Your SalesTeam

Structure your team to benefit both new leads and sales rep. For instance,by dividing the team after industry. Leads will get more qualified help to industry-specific problems and sales reps will be more fit for answering the related problems.

Convert Online Leads by Following Up

4. Convert Online Leads by Following Up

Following up with new contacts helps ensure that your brand sticks in their mind.

Turn Focus Around

5. Turn Focus Around

Turn focus around and think about which problems your product or service solves for the potential client.

Listen and Pay Attention

6. Listen And Pay Attention

Another important aspect when you want to turn your leads into paying customers is to listen.I mean actually listen.Instead of just rambling along with your sales pitch, then pay attention to what the prospect has to say. Also of focusing on your goals, then listen to what your contact says, and see if you can hear their real pains and problems, (which your product or service can solve).

7. Use Data to Understand Your Conversion Process

Data can help you understand how well your processes for converting online leads are performing.Use analytics software to create dashboards showing how many leads are entering your CRM system at each stage of the sales funnel and how many of them eventually convert to paying customers.

8. Build Authority And Trust

Authority and trust are common barriers to online sales. You might be struggling with converting leads because your potential customers are uncertain to buy from you.You need to make your brand look credible and trustworthy. Consider these tips for building credibility and trust

9. Don’t Let Your Leads Get Cold

Don’t let your leads get cold

10. Qualify The Leads

It’s important to qualify leads correctly first if you want to move forward in the sales process.There are three categories of leads based on the actions of prospective customers on your

11. Manage Conversion Rate Optimization And Sales Pipeline

You can increase the number of sales with the same website traffic only by boosting your conversion rate. Calculate and set up tracking mechanisms for your conversion rate. Use conversion rate optimization (CRO) to boost revenue from your website.

12. Simplify The Prospect’s Journey

Make it easier for prospective customers to solve their problems and complete a purchase. Consider these tips for making your website more convenient for customers. Some tips: One-click signup and sign-in options;Advance the form fields;Make the checkout and payment easy;Provide several payment options.

13. Research Your Target Audience.

For your sales funnel to be effective , you need to understand your audience. Conduct research on you target customer and find out.

14. Create Different Buyer Personas.

You can personalize and enchance every individual customer's experience by grouping them into a relevant buyer persona.

15. Plan An Effective Lead Generation Strategy.

People need to learn about your product or service in order to buy it. So you need to drive traffic to your site and stir the interest of your visitors. Traffics includes: Influencer Marketing,Guest posting,PPC Campaigns,Social Media Advertising,Website Search Engine and Landing Page.

16. Devise A Strategy To Engage And Nurture Leads.

You need to engage them and your goal is to educate them about how your product or service can benefit them,so that they develop an interest.

17. Convert Leads Into Paying Customers.

After a lead has developed enough interest in your product or service,they just need to take the final action of making a purchase. A complete purchase on your website by: Reducing form fields,Minimizing the number of steps required to complete purchases and also providing one-click sign-in and sign-up options.

18. Identify Your Best Lead Sources

Leads come from many places including social media, landing pages, and paid ads. To know which of your lead sources are converting more prospects, utilize a good CRM such as Pipedrive or HubSpot. A CRM will help you track your leads and how they proceed down your sales funnel or pipeline.

19. Nurture Your Leads

Your lead generation efforts will capture the interest of potential clients or customers. What you do with them after that is called lead nurturing and can have a powerful emotional impact on buyer behaviour.It is a journey that can help you convert your inbound traffic into real sales

20. Test Your Calls-to-Action (CTAs)

Every piece of content your company produces should include a CTA. It is an integral part of the lead generation process that guides all leads down your conversion path. Make sure your CTA is relevant, bold, clear, and easy-to-follow.

21. Guide Your Leads with Relevant and Helpful Information on Your Website

It's better to be proactive, understand, and address your target market’s pain points surrounding their fears, uncertainties, and doubts, also known as "FUDS".Use social proof: Including your current customers’ logos or testimonials on your website will show potential leads others to trust your company.

22. Use Automated Lead Generation Tools

You must have the best sales and marketing strategies in place to generate leads, qualify them, and guide them down your sales process to convert them into paying customers or clients.

23. Be Social

To remain competitive, not being active on social media is no longer an option for companies that are looking to grow and increase their bottom line.

24. Converting Leads To Prospects

Customers decide quickly, move often, change their mind and shift their loyalty easily. Smart businesses make ongoing efforts to forge relationships with customers who match their ideal lead profile and convert those leads to prospects. Prospects are leads who show interest or potential to buy your products or services.

25. Developing A Prospecting Plan

Make the most of every opportunity you have to turn a lead into a prospect by developing a prospecting plan. Your plan will outline useful information to distribute to your leads through media such as e-newsletters, your website and social media, presentations, marketing and signage.

26. Using A Prospecting Plan

Your prospecting plan will help you to identify your approaches to converting leads. You may wish to consider the tactics listed below.

27. Make Offers With Meaning

Tailor offerings or incentives that are targeted specifically to the needs of each lead. A thorough understanding of the needs of your existing customers - and your ability to quickly identify needs - will help you make offers to lure your leads.

28. Avoid Assumptions And Stereotyping

Don't always rely on first impressions and don't decide that a lead you determined as a prospect some time ago is still ready to buy your product now.

29. Listen And Investigate

Observe your lead closely and ask questions that will give you the information you need about them; make further enquiries or follow-ups to determine your lead's interest and capacity to buy.

30. Plan Your Approach

Define your purpose for making contact.Your objectives may be to:find out more specific information about your prospect's needs and wants,build rapport,build further awareness of your business's products and services and offer information about pricing and current or upcoming sales promotions.

Keyword Research + Audience Definition = Formula for Success

31. Keyword Research + Audience Definition = Formula for Success

Make it easier to nurture your prospects by finding the right ones in the first place.

Find the Right Ad Format for Your Offering

32. Find the Right Ad Format for Your Offering

Your nurture program exists in stages, right? A prospect enters, you woo them with free stuff or knowledge or discounts, and as a direct result of these efforts, they buy.

Align Your Messaging Between Platforms

33. Align Your Messaging Between Platforms

To perform most effectively, you nurture efforts must overlap.

Ensure Tracking Code(s) Exist and Fire

34. Ensure Tracking Code(s) Exist and Fire

Nurture is great. It’s fantastic. It’s the key to ensuring a steady stream of eager consumers.

Cultivate Smarter Remarketing Lists

35. Cultivate Smarter Remarketing Lists

Remarketing can be tactless nurture through brute force.Between AdWords and Facebook, remarketing can also be the most powerful nurture tool available to your business.

Implement IF Functions in Your Ad Copy

36. Implement IF Functions in Your Ad Copy

IF functions allow you to insert a specific message in your text ads when a condition is met, and a default text when it does not.” This gives you the ability to tailor your ad copy based on either device or audience, ensuring a hyper-relevant message is served to your prospects.

Cap the Number of Times Your Remarketing Ads Appear

37. Cap the Number of Times Your Remarketing Ads Appear

“What’s frequency capping.” – most advertisers.Showing prospects banners depicting the relatively affordable mid-sized sedan, organic catnip, or fur vest you’re trying to sell is an okay tactic; overdoing it, less so. As such, when you decide to use remarketing, pay attention to frequency capping.

Push Leads Down the Funnel with Facebook

38. Push Leads Down the Funnel with Facebook

Facebook’s pixel allows advertisers to do some awesome things in terms of segmenting their various offerings. As a result, in the event you don’t do any advertising on AdWords, you can still flesh out an unreal nurture funnel using just Facebook.

Leverage Exclusionary Audiences

39. Leverage Exclusionary Audiences

Exclusionary audiences are the backbone of some of the other techniques and tips I’ve touched on today, so it makes sense they make an appearance on the list.Exclusionary audiences allow me to show a different ad / offering to each of the two groups even though those prospects in the 90-day audience are members of the 60-day audience, too.

Use Lookalikes and Similar Audiences to Fill Your Funnel with Better Prospects

40. Use Lookalikes and Similar Audiences to Fill Your Funnel with Better Prospects

Attempting to convey the value of your business or service to total strangers who bear a striking resemblance to your existing customers, that’s what!

Create Dynamic Remarketing to Convert Cart Abandoners

41. Create Dynamic Remarketing to Convert Cart Abandoners

If keyword research and audience definition are what funnels solid prospects into your, uh, funnel, Dynamic Remarketing is what pushes those prospects over the goal line.

42. Follow-up on 100% of Inbound Sales Leads

Every inbound sales lead is like a scratch-off lottery ticket. You don’t know what you have until you scratch the wax off the face of it and see what you have won.

43. Follow-up All Leads In Less Than 60 Minutes

Think how many more prospects will move into your pipeline if you respond to 100% of your leads in an hour or less.

44. Provide Complete Answers Quickly

Being responsive to a prospect means that you are providing a complete answer to their question(s) in the least time possible. The best way to do this is to position your deepest product knowledge closest to the customer. It is not enough to be the first to respond to the customer. You must also be the first to answer their questions.

45. Measure, Improve and Measure Again

You must continually work to improve your sales lead follow up process. As the old saying goes ‘You can’t improve what you don’t measure.’Set goals for these metrics and then check each month to see if you are achieving them. If you are, set new more aggressive goals and fine-tune each element of your lead follow up process to achieve the new goal.

46. Engage Prospects Wherever They’re at in the Customer Journey

As marketers, we have an opportunity to find and engage prospects “upstream” before they become active buyers. These prospects aren’t going to convert into clients right away, but if you can nurture a relationship with them and gain their trust, you’re more likely to get business from them once they are ready to buy.

47. Have a Solid Marketing Strategy in Place Before You Start Executing

To convert more prospects into customers, you need a thoughtful strategy that delineates how you plan to attract your customers, what it will take to keep them engaged, and what kind of results you are hoping to achieve along the way.

48. Make Sure You Have the Right Content Strategy in Place to Attract Prospects

Identifying and developing quality content takes time and effort

49. Leverage Your Data and Insights to Optimize Your Efforts

If you’re constantly launching new campaigns but not seeing your engagement rates rise, you’re likely not using your data and insights to optimize your efforts.

50. Don’t Rely Solely on Sales and Marketing

Converting prospects into customers involves more than just requiring your sales and marketing teams to adjust their efforts. It also takes more than the right content, the right ads, and the right messaging. Your future customers want to know that your company has their best interest in mind, and they want that fact to be affirmed by your current customers.

51. Develop Trust with Social Proof

One of the best and easiest ways to build trust is through social proof, specifically reviews, and testimonials from your current or previous clients. Social proof will not only confirm that you’re talking the talk, but that you’re walking the walk.

52. Help Your Prospects Before the Sale

Helping your prospects means providing answers to their problems through content. This content marketing strategy revolves around blog posts as well as free offers.

53. Utilize a Sales Qualification Process

One of the most crucial strategies for converting leads into sales is to have a qualification process. Lead qualification is the evaluation of the ability of a lead to purchase from you.

54. Leverage Email Nurturing Solutions

Email nurturing is one of the greatest tools that you can use to convert leads into sales.It’s all about leveraging marketing automation to follow up and remain in contact with any leads that come through your sales funnel.

55. Use Conversion Rates And Sales Goals To Track Your Progress

Calculate your past conversion rates to give yourself a baseline for improvement. Or if you’re new to sales or direct marketing, try to get a sense for the conversion rates your colleagues are experiencing in your industry, and set some achievable goals for yourself.

56. Response Time Is Important

The faster you follow up with a potential sales lead, the better chance you have of converting the prospect. Customers like to feel their business is important to your company.

57. Keep In Contact With Prospects

If you have access to their contact information, try and touch base quarterly, or at least send a card for their birthday or another holiday also you continue to stay in contact over time and remain on their radar, there’s a good chance they will think of you when they do need your products or services down the road.

58. Don’t Just Sell – Help Them Purchase

A prospect wants to feel like a salesperson has their interests and needs in mind first and foremost. If you are focused on your commission or trying to sell them something they don’t really need, more often than not they will sense this and choose to do business elsewhere.

59. Communicate With Your Marketing Department

Collaborate and work with your company’s marketing department to help maximize your lead system. Marketing and sales are just two sides of the same coin, so the more you communicate with each other about what is working to persuade your prospects the better. Prospects should get the most effective and relevant messaging possible from the very first ad they see, right on through to the completed purchase.

60. Anticipate Objections And Be Ready With Proven Solutions

Potential customers will often raise objections about why they can’t purchase what you’re selling – sometimes the objection is the actual objection, but often it’s not. The prospect may even have multiple objections rolled into one objection, which they’ll cite to decline the offer.

61. Maximize Conversions Through Multiple Forms Of Contact

Experienced salespeople and marketers know that adding even just one more form of contact to their mix often increases conversion rates in dramatic and surprising ways. If you first contact a potential lead through the mail, reach out further and stay in contact with them via telephone or email, or all three.

62. Target Carefully

Make sure you're spending time with the right companies, titles, geographies and so on. If the person sitting across from you is the right profile, you have a chance. If they aren't the right profile, all the skills in the world on your end won't land you a new customer.

63. Do Your Research

A little bit of knowledge is a good thing. A lot of knowledge is powerful. To give yourself the best chance for a successful meeting, find out as much as you can about the prospect and his industry, his company, his needs, and his focus. Buyers want to know that you've taken the time to learn about what's going in their world.

64. Adjust Your Expectations:

You won't go from first meeting to new client overnight. Know that before you set foot in the door, your objective is to start the process of building trust and credibility, not to make the sale in the first meeting. You must walk the prospect through the sales process building rapport, uncovering needs, articulating value, and gaining commitment. This takes time.

65. Provide Value

Provide insight and offer value during the sales process to show him what it will be like to do business with you.

66. Establish A Connection And A Need

You're going in cold and have very little knowledge of the prospect's needs and situation. You must ask probing questions to help him articulate his needs (including needs they might not know even exist).

67. Always Agree On A Next Step:

Clearly articulate what you believe should happen next-perhaps it's another meeting, additional information, a discussion letter outlining what was discussed, or a presentation. Then get agreement from the prospect that it is a good next step and set a time when the next step will take place.

68. Follow-up, Follow-up, Follow-up

Send articles related to his industry or situation, send direct mail pieces, stay in touch, and keep moving him along the buying process.

69. Offer A Freebie Or Discount.

Giveaways are a solid way to get people interested enough in your business to potentially make a purchase.

70. Research Your Audience.

Information is key. The knowledge of what your customers want and how they like to engage with companies can be a powerful lead conversion tool.

71. Use Calls To Action

A definitive call to action in your marketing efforts encourages potential clients to make a decision.

72. Optimize Your Web Experience

If you know your most effective keywords, clustering your point-per-click campaigns and managing your Google Analytics score can be easier.

73. Utilize Social Media

Customers of all walks of life turn to social media to get their news and keep up with trends, so your business should be there too.

74. Use CRM Methods

Implementing one that allows you to automate your text and email communications can streamline the entire conversion process.

75. Research, Qualify And Prioritize Your Leads

Prospect research, the ultimate goal is to determine the quality of your leads—and gauge (on an individual basis) whether or not they appear to be a strong potential sales prospect that’s worthy of your time and effort to proceed with attempting to close the sale.

76. Identify The Key Decision-maker

If the lead came inbound to your website and filled out a form or started a trial, that’s a strong positive signal that the individual who signed up could be your decision-maker

77. Reach Out And Schedule A Meeting.

Persistence is the name of the game in sales prospecting.Whether it’s over email or on the phone, committing to ambitious activity goals for the number of qualified prospects you start conversations (and follow up) with each day, will be the backbone of a strong pipeline for the days, weeks and months to come.

78. Offer An Incentive

Offering a free gift or providing a special time sensitive discount is a great way to push leads to convert.The average consumer simply can’t pass up a free offer or a limited-time discount.

79. Ask For The Sale

Ask your leads if they are ready to purchase and watch how many reply “yes.” They became a lead because they were interested in what your business offers. Food for thought: if your business doesn’t ask for the sale your competitor will.

80. Dangle The Potential ROI Carrot

Answer common questions that your leads might have and make it prominent on your website. Talk to your sales team and customer service reps to put together a list of common frequently asked questions. Take a look at this excellent FAQ page for Hulu to see what a great FAQ looks like.

81. Set A Time Limit

Even though this will be our final communication, please feel free to reach out to us in the future if you have any questions.

82. Simple Follow-up

A quick follow-up email or phone call asking your leads if they have any additional questions will often get them back into purchase mode. This is an effective way of quickly converting leads into sales before a lot of time passes.

83. Make Sure Your Email Marketing Stands Out

There is a good chance that your leads are being marketed to by competitors as well, so you need to make sure that your emails stand out from the overly promotional emails that are likely to be flooding their inboxes.

84. Ask Your Leads Questions

If you ask your leads a question they will often reply. Something such as, “It has been over a week since we have heard from you. Have you had a chance to go over the materials and make a decision?” is a great way to apply the pressure while also opening up the dialogue to discover additional questions or concerns the lead might have.

85. Keep Your Value Proposition Front And Center.

Selling consumer products, apps, services, and ideas, let customers know what sets your brand apart.Modern customers are interested in supporting businesses that align with their personal values and showcase the level of care and support they receive when choosing your brand.

86. Encourage Marketers And Sales Teams To Work Together.

Marketers constantly speak about the importance of the customer experience, and integration among marketing, sales, and even customer service can make or break the customer experience.

87. Embrace A/B Testing

Use A/B testing to assess marketing campaign language, headlines, website landing pages, promotions, and even your value proposition. As the report suggests, focus on what resonates with your audience to see improved sales ROI from digital activities.

88. Meet Qualified Leads In A Non-confrontational Space.

Lead nurturing is about supporting a customer through the purchasing decision, not pushing the sale on a skeptical prospect. Take advantage of email, mobile messaging, interactive webinars, and online chat to maintain personalized engagement and encourage prospects to close the deal, themselves.

89. Engage With Happy Customers And Use Data To Your Advantage.

Online reviews, referrals, and interactive data such as current page view counts and trending services/products can also boost sales.

90. In A Word: Speed

Quick turnaround time when responding to online leads is absolutely vital in the conversion process. And by quick response, I don’t mean within a business day or even within two-hours. When an online lead comes in, you need to address it as soon as possible.

91. Proficiency

The importance of a quick response time, the next step is ensuring your responses are handled the right way.

92. Perseverance

Nurturing the lead is a natural part of the process and a great opportunity to form a bond, making conversion a lot more likely. Don’t give up on leads who need a bit more attention – there's a good chance they’re shopping around with your competitors, too.

93. Get Their Attention

Customers want to know that you understand their problem or challenge, and that you have a solution to help them.

94. Track Results

Entrepreneurs by nature are an optimistic bunch, and sometimes they need a dose of reality. Without a proper mechanism to track business results, it is easy to operate by feelings.

95. Focus On Solving Problems

Make sure that your sales team avoids the hard sell and instead focus on solving problems.

96. Understand Your Competition

One of the primary benefits that we provided was a thorough understanding of our client’s competition through a competitor analysis that we performed at the beginning of our engagement.

Make it easier.

97. Make It Easier.

Whenever you want to improve something between your business and your customers, the default should be to make it easier.

98. Communication

That means your online leads are probably also your competitor’s online leads.

99. Be Direct

Give your online leads a very simple call-to-action whenever you interact with them.The call-to-action shouldn’t always to purchase. If they’re only cool leads, make the call-to-action something that will move them to the next stage of your funnel, like scheduling a webinar, or reading a customer case study.

100. Focus On A Few Key Numbers

There’s a lot of data out there, and if you try to focus on all of it, you’ll just get bogged down. That’s not helpful.Instead, hone in on a few important figures, like:cost per qualified lead,cost per acquisition,bounce rate, and new visitor to lead conversion rate.

101. Test, Optimize, Repeat

The golden rule in converting leads is to test, optimize, and repeat. You should test and optimize for:copy and phrasing,colors,images,positioning and call-to-actions.

How do I qualify leads?

It’s important to reach out to the leads with the highest potential to convert. Use customer relationship management tools to better understand the behavior of your leads.

What are the stages of marketing and sales funnel?

There are six stages before your online prospect becomes a paying customer. On top of the funnel, the first two stages are prospects and leads. In the middle of the funnel comes the third and fourth stages which are MQL and SQL. At the bottom, you will find the last two stages which are opportunity and customer.

What does your sales team do?

Structuring your sales team is important in converting more customers since they are responsible for the bottom stages of the funnel. They need to make the crucial steps into making the MQL and SQL into a paying customer and manage the relationship with loyal customers.

How do you increase sales conversion?

Here are five tactics that can help increase your conversion rate: remarketing, improve your website copy or sales script, optimize your prices/offers, evoke a sense of urgency, and use call-to-action more prominently.

What are the buying triggers?

Buying triggers are usually the factor that pushed the customer into buying a product with a certain urgency. It’s closely related to personal problems. It might be even due to accidents or a specific need because of an event.

What are the conversion strategies?

The conversion strategies are but not limited to direct changeover, parallel conversion, gradual or phased conversion, modular conversion, and distributed conversion. These strategies can help conversion to the new system a lot easier.

What is the customer buying cycle?

The customer buying cycle consists of three stages which are awareness, consideration, and the last one which they will purchase something from your website.

What are the steps to lead nurturing?

Sometimes, even when the visitors are enticed with your product or services they are just not ready to buy. Try to create a strategy wherein you can capture their email address. In that way, you can build a relationship with them and give them a constant reminder.

What is marketing automation?

Marketing automation software can help with lead nurturing. This software can do audience segmentation so you will be able to send only the relevant and interesting information for every potential customer.

Should I follow up on online leads?

It might sound annoying for the prospects if you keep giving follow-ups, but it might be a hit or miss. You might be able to get a sale or they might just outright unsubscribe. So by any means, try the adding buying triggers in your email.

The tactics mentioned here should be enough to help you if your website is struggling to convert since this guide heavily revolves around the concept of conversion rate optimization — which will help turn your online prospects into customers. Time to grow your business!

We collect the most interesting content around conversion rate optimization. Let us know your best email to receive our favorite pieces weekly in your inbox!