How Nurturing for Sales Conversions Delivered a 30% Increase Sales Funnel Throughput in 30 Days

Nurturing for sales conversions offers an ideal method for jump-starting a sales funnel that is showing diminishing returns from product purchases.

You’ve been using the same successful online strategy for quite some time and competitors are beginning to copy and replicate that strategy.

That’s flattering on the one hand but if it means your sales funnel effectiveness is being diluted…that’s bad!

You could increase your SEO spend and get more traffic. That makes sense.

After all, your automated sales funnel is already in place and it should logically follow that, if you were to double incoming traffic, then the number of sales should double as well. Right?

Not so fast.

This is the type of flawed thinking that many SEOers prey on with their sales propositions.

“We’ll get you more traffic with a Page 1 ranking on Google and that means more business"

Such was the dilemma faced by automotive logistics specialist PrixCar Services.

Following an active SEO campaign, they experienced a record increase in website traffic with a disproportionate increase in transaction volumes.

One common way of addressing lower conversion rates is to implement a discounting strategy. I.e. aim for maximum turnover and revenue at the expense of profitability.

This may be the recommendation of other SEO providers but it’s not ours at Conversion Leadership.

Prioritising for Conversion Rate Improvements

Our first priority, when investigating opportunities to improve conversion rates is to understand where and how to inject crucial trust elements into the transaction process.

Many businesses treat sales conversions as a single event.

The truth is if you’re only acting on a single visit or single event, your conversion rate is likely to be very low.

The more contacts made with the prospect – the more education provided – the higher the likelihood will be of a conversion.

Furthermore, understanding a prospect’s objectives through various stages of the customer lifecycle will help determine the type of education needed at any point in time.

In fact, it has been repeatedly shown that by conveying the right information at the right time, up to 90% of leads could be converted into customers simply through persistence by the sales rep.

Buyer Lifecycle Stages

In addressing PrixCar's immediate objectives, we identified two key stages of the buyer lifecycle that we believed could be directly influenced through targeted nurturing campaigns.

1. When a visitor obtains a quote (and hence becomes a lead)
2. When a lead commences the booking process

Visitor Obtains a Quote

When a visitor obtains a quote, an initial nurturing campaign begins sending a sequence of emails geared towards providing compelling reasons to start the booking process with PrixCar. Emails continue until one of two conditions is encountered; either the quote has expired (after 28 days) or the booking has commenced.In the event that lead has commenced their booking, the visitor is transitioned into the second email campaign that is more like a traditional abandoned cart process.

Lead Commences Booking

When a lead commences the booking process, a second email campaign starts. This email campaign is focused on providing reasons to complete the booking.

This sequence is terminated when a booking has been successfully completed or when the quote expires.

With two independent lead nurturing campaigns, each with their own messaging and objectives, it is now possible to target and optimise different stages of the buyer lifecycle with unique, personalised messaging.

Early Results from Nurturing for Sales Conversions

By addressing each stage of the buyer lifecycle and implementing a nurturing for sales conversions strategy, we have been able to demonstrate a 30% increase in sales conversions.

All this in the first month!

That’s why we’re more than an SEO company.

Sure we can get you more traffic to your website – more than many other providers can – but it’s what happens to that traffic once it hits your website that is of critical importance to your bottom line.

Companies like PrixCar get it.

Nurturing for sales conversions is just one process for creating an infinitely tuneable, fully automated and evergreen system to optimising your sales funnel.

Want to benefit from nurturing in your sales funnel? Get in touch.