120% More Enquiries from Qualified Sales Leads

Once you recognise the evolutionary motivators of human beings, you begin to realise how one of our biggest motivators is simply energy conservation.

Some people may refer to this as “laziness” – but the truth is we only have a limited capacity for thought or activity in a given day. So we need to ration the thoughts and actions that we engage in.

This has implications to making sales through your website.

The more thinking, or more acting, that you require your potential customers to do before they buy – the less likely they are to purchase from you.

So it’s valuable if you can lower the barriers-to-buying… even if that means compromising on the information that you request from people.

The One Change That Generated DOUBLED Sales Enquiries

It seems illogical that a customer would choose to go to the effort of finding another provider to buy from – rather than spending a few extra moments completing an enquiry form.

But this is exactly what happened in this CRO case study.

Reducing the number of fields in an enquiry form – from thirteen, to just four – led to a 120% increase in sales leads received through this website.

Although the information requested was important, the burden of collecting this information was transferred from the customer (who previously was required to enter all of this information into the website, before submitting an enquiry) to the salesperson (who could now simply ask the customer for the required information at the appropriate moment in the sales conversation).

Doubling of sales enquiries (like in this example) have the effect of doubling the effectiveness of your ad budget – if you’re paying for traffic from Facebook or Google Adwords in order to generate leads.

And if your ads are twice as effective, chances are it means you’ll be able to bid twice as much (if not more!) for leads – increasing your competitive advantage in the Facebook or Google Adwords ad marketplaces – and helping you to either establish a dominant position in the market, or vacuum up sales leads from competitors.

WARNING: Please DO NOT rely on my client’s results to try and improve your own business’s ecommerce sales performance without testing!

What worked well for this client might not work well for you – with your unique customers, in your unique market, with your unique offering. The best and most valuable frame for your offering could be something completely different.

If you’d like to work with me, and uncover the specific tweaks you can make to increase the number of Leads and Sales you generate online without spending more on ads or traffic – let me know here.