Your website converted a visitor - now what?

Great news - your website just converted another visitor!

Joe Martin of Mount Manganui, Tauranga, New Zealand, just filled out your contact form and is interested in purchasing one of your products. He's provided his full name, email address and phone number, plus a brief outline of his requirements.

Now what?

The purpose of most business websites is to generate sales leads. But what businesses do with those leads can vary wildly:

  • The black hole. Most of us have experienced the disappointing scenario of completing a contact form and never receiving a response.
  • The form letter. "Thanks for contacting us. Your enquiry is important to us. We'll be in touch with you shortly". Yeah, right.
  • The eventual response. "Thanks for contacting us ..... last month". Hmmm. Do you even remember which contact form it was, or what you wanted?
  • The prompt response. This is what we hope for. Someone who is monitoring the leads from their website and responds promptly when someone enquires. Someone who wants your business!

So which business are you? And how do you manage the process of responding to leads generated by your website?

Get a CRM

The problem with many lead capture programs is that they don't link up with an effective sales cycle. Leads are dealt with in a haphazard way, which results in inconsistent results and disappointed (potential) customers.

CRM stands for "customer relationship management". A CRM system is like Outlook on steroids, allowing you to manage all of your contacts in one place, and keep a record of all emails, phone calls, meetings and documents related to those contacts.

In an ideal world, your website should be hooked into a CRM so that new leads are dropped automatically into the CRM, meaning you don't have to manually enter the information yourself.

Your CRM will then allow you to do a range of things with your lead information:

  • categorise the lead and assign it to the appropriate sales person in your organisation;
  • run marketing campaigns (email and direct mail) to the leads on your list;
  • track the progress you are making through the sales cycle with each lead;
  • determine the average length of your sales cycle;
  • report on how many leads convert to opportunities and then to actual sales;
  • calculate the value of your customers over the life of the relationship with them;
  • allow you to capture customer information so that you don't lose that infromation when key staff walk out the door.

There are many options for CRM systems out there. Choosing one can be a tough decision. Implementing one can be even tougher because it often requires that the organisation change the way it works. Imposing discipline on sales people can be particularly tough. But - the payoff can be huge.

We can also help implement a CRM system for you. We work with a couple of CRMs that we like, both of which we can deploy and host for you, and integrate with your website:

  • For commercial customers we favour SugarCRM;
  • For non-profit organisations, we recommend CiviCRM.

If you're interested in learning more about connecting your website to a CRM (or your CRM to a website), why not email me, or give me a call on 0800 126 222. I can review your requirements and make an appropriate recommendation as to the best route for you to take.

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