The first question that will assail us is… what is the appropriate conversion rate for my sales funnel? Well, that will always depend on the reference point you are looking at, so the key will be in the starting point. Marketers analyze many different numbers every day, which can make it difficult to find that starting point; so today, we’re just going to focus on the five conversion metrics that should give you a great idea of how well your website is converting.
Visit To Lead Conversion Rate (VTL)
Your website VTL analyzes the rate at which your website is converting visitors into leads. Either because they downloaded a guide or requested a product demo, both are examples of a VTL. If a web page has 100 daily visits and five visits complete a form, the VTL for that day would be 5%. Different studies show that achieving between 2-3% is reasonable.
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The Conversion Rate Of A Call-to-Action (CTA)
The conversion rate at which a CTA converts into clicks gives a lot of information about how we are converting visitors into leads since, in most cases, the CTA will be linked to a landing page where we are. Looking for conversion Because the click on the CTA is the previous step to access the landing page, it also has to be the first metric to calculate when we will assess the VTL. Of course, each sector has different CTA conversion rates, but if you get rates above 5%, you can rest easy. The average is between 2% and 4%
Landing Page Conversion Rate
When creating a conversion path, the next step to the CTA is to direct visitors to a landing page, allowing them to convert that click.
If you look at the main benchmarks published, you will find many differences, but if we look at an inbound perspective and our experience, the average should be between 15-20%, depending on the stage of the sales funnel in which we are. Let’s find out. Content developed for the upper part of the funnel will have a much higher conversion rate (30% and 40%) than an offer designed for the decision stage, such as the demo request.
Leads To Marketing Qualified Leads (MQL) To Sales Qualified Leads (SQL)
Once potential customers have entered the funnel, they must analyze how far they go. Do you know what percentage of leads convert to MQL or SQL or how many convert to closed sales? These numbers will give you a clear idea of how many leads you need to generate to achieve your business goals. To do this, you have to be clear about the average income each sale generates and your monthly income goals and track back the conversion rates you have; with this, you will be able to know how many leads you need to generate monthly.
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