There are hundreds of different topics to cover in a lead generation blog but the one topic that keeps coming up time and time again is conversion rates.
The thing is that lead providers don’t have conversion rates, lead buyers do! What this means is that it is only ever possible to give a very approximate industry wide conversion rate for each product.
The whole subject of conversion rates often clouds a lead buyer’s ability to measure the performance of a lead generation campaign as the key metric is return on investment (ROI) and not conversion percentages. Take the following example, as a lead buyer you should prefer campaign A which has an ROI of 300% and a conversion rate of 5% to campaign B that has an ROI of 200% and a conversion rate of 10%.
More often than not conversion rates will vary on the ability of the lead buyer and their processes for working the leads rather than the quality of the leads themselves. If you give the same 50 leads to 3 different lead buyers they will invariably give you a different assessment of lead performance.
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