53% of Top Companies Don’t Respond to Web Leads: the Cost of NeglectProspects are browsing your website all the time. Some companies choose to have a phone number somewhere on the site (if not every page) to encourage browsers to pick up the phone and call, but others prefer a Contact Us form that captures the lead’s information and holds it for a rep to call later. Different strokes for different folks, but the problem with the latter option is this:
53% of top companies don’t respond to their web leads.
InsideSales.com did an in depth analysis with extensive data around lead response management, and some of the findings—like this stat—were surprising. Companies are opening the lines of communication for their prospects by encouraging them to “Contact Us,” but if the lead is never responded to, what purpose does that form serve?
This neglect of web leads is especially bewildering when considered in context with other stats from the study: the odds of contacting a lead, the study shows, increase by 100x if attempted within 5 minutes versus 30 minutes, and the odds of qualifying that lead increase by 21x if attempted within 5 minutes versus 30. This indicates that reaching out to a lead quickly increases your odds of contact and conversion greatly…yet businesses are not only not reaching out to leads quickly; they’re not reaching out at all. If waiting even ten minutes dramatically decreases your chances of converting that lead to a sale, then we can imagine what not reaching out at all does to those chances: it kills them.
This is not to criticize businesses that struggle with lead response too harshly. Many companies know the importance of providing a way for their customers to contact them, but aren’t sure how to keep track of leads who fill out a web form. Often times, the contact information for those leads disappears into an inbox and is never heard from again.
Web form call triggering can solve this problem.
Here’s how it works: Whenever a prospect completes your form and clicks submit, the system will immediately call your sales rep and “whisper” the lead’s information in their ear. This can include the name of the form that was downloaded, the lead’s name, and their phone number. If the rep decides to accept the call, the system will call the lead and connect both parties over the phone. It can be a very effective strategy for reducing web site abandonment, decreasing lead contact time, and increasing lead conversion.
With calls automatically triggered when a form is submitted, the concern of web leads disappearing is eliminated. They’re still web leads, but your reps don’t have to go out of their way to contact these prospects: it’s almost like any other lead picking up the phone and calling. This trigger also lets you stay inside the abovementioned stats found in the report: with the call triggered automatically, you’re guaranteed to increase your conversion odds by 21x.
Granted, immediate response isn’t ideal for every scenario. For example, if a prospect fills out a “Request a Demo” form on your website, it’s wise to contact that lead instantly. But if a customer downloads a white paper, you don’t need to trigger a call to reach out on the spot—they haven’t even had a chance to read the white paper yet! For those prospects, giving them a little time to absorb the content and then following up at a later date is a better practice.
In general, if your prospects take the time to submit a “Contact Us” form, they really do want to talk. Make sure you’re there to listen.
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