This is a collaborative post by Ellie Jo with tips on improving conversion rates.
How often do you have people come to ask inquiries about the business, with an interest in making use of your products and services? How often do they end up becoming customers? There’s a good chance you’ve missed the opportunity to convert a few customers this way but that shouldn’t be the case. If someone’s already interested, it should be easier to lead them down the marketing funnel than any others. Here are a few tips to make sure you’re not missing out on a few easy conversions.
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How to Improve Your Inquiry to Conversion Rate
Make sure they can make that inquiry with ease
It’s an all-too-common problem, especially with businesses that haven’t been online for very long. If it’s not easy to get in touch with an actual human being representing your business, then your customers are going to get more and more frustrated the longer they have an unanswered question. Email responses are fine enough, but if you’re leaving customers waiting for days at a time, you might want to consider investing in top tech like online chat software so that you can address their questions right there on site. Or you can at least give them a number to call. Even if you can’t answer it always, you can use a virtual receptionist that can take a message and make them feel heard until you’re able to get back to them.
Have the information they need at the ready
If they’re calling or chatting with your team online, then the would-be customer is likely to have some questions that need an informative answer. Ensuring your customer-facing team has all the information they need at the ready, such as in a handy FAQ doc, can more quickly satisfy those questions. When it comes to more complicated things like quotes, then CPQ implementation can help you process the answer much more smoothly and with automation, meaning you don’t need to personally do the math. The more easily and efficiently you clear the “barriers” stopping customers from converting, the better the chance they’ll come to your side in the end.
Don’t leave them hanging
Take the opportunity during the inquiry to ask if they would like to leave an email or phone number so that you can get back to them, and how they might like you to get in touch. If you get their consent, then you should never fail to get back in touch. Keep their details in a CRM platform, and then wait a while before you either call or email. If you have additional information to offer in response to their question, that’s perfect. However, in many cases, customers might just need a reminder or a nudge to finish converting with a purchase they were already considering.
Naturally, you will likely never get a 100% inquiry-to-conversion rate. However, the tips above can at least give you a push in that direction. Make sure that you’re making it easy for them to ask the questions they have, have the answers at the ready, and don’t be scared to follow up.
Ellie Jo is a frequent contributor to Rachel K. Belkin.