How to convert Leads into Customers

Jun 14, 2023
Businesses must thoroughly understand what a Lead is and how to optimize the conversion rate of Leads into customers to implement an effective strategy.

By understanding what a Lead is, as well as the benefits and importance of Leads, we can move on to the next part: the CONVERTS formula – the most effective method to optimize the conversion rate of Leads into customers.
→ Learn more: What is a Lead? The process of nurturing potential customers.

CONVERTS Formula for Converting Leads into Customers

C = Clear Call-To-Action: Prompting customer action

Prompting customer action is the first optimal way to convert Leads into potential customers that businesses should pay attention to.

When applying CTAs to posts, businesses should use concise and intense action verbs to easily lead customers to take action immediately after viewing our content, such as “Sign up now,” “Download,” “Click here,” “Save,”…

If these CTAs feel common, simple, and not impactful enough to users, we can use more urgent CTAs, such as “Book now,” “Only 1 hour left,” “Only a few spots left for you,”…

However, in some cases, visitors may feel annoyed by constant invitations and calls from businesses in a single post. Therefore, companies should only include the most appropriate call-to-action in each article to avoid CTA backfiring.

O = Offer: Providing benefits

Providing benefits is another optimal way to convert Leads into potential customers.

When businesses provide benefits, it becomes easier to stimulate customer action. Typically, when shopping, customers highly appreciate discounts, vouchers, promotional coupons, experiencing new features of products, free trials, or receiving additional gifts with purchases. In doing so, customers feel they are gaining benefits and become more active in interacting and finalizing purchases with the business’s products or services.

N = Narrow Focus: Focusing on simplicity

The third optimal way to convert Leads into potential business customers is to focus on simplicity.

Some studies have shown that the more options businesses provide customers, the more time they spend making decisions. Therefore, the more streamlined, concise, and straightforward a business’s website or landing page is, the better the conversion rate. To effectively streamline a website or landing page, businesses should:

  • Ensure the information is concise and purposeful when displayed on the website or landing page.
  • Test the content in registration forms and make adjustments to retrieve the best registration form for customers.

V = VIA: Very Important Attributes: Highlighting the most outstanding features of the product or service

Businesses need to describe and explain the product or service with the most exceptional qualities that can meet the desires and needs of customers. Of course, this will depend on the product or service we provide. Therefore, businesses need to test the product multiple times and describe the following to customers:

  • List the attractive and standout features of the product or service.
  • What benefits will customers receive when purchasing and using these products or services?
  • What will customers miss out on without finalizing the purchase and using them?

E= Effective Headline: Deliver a compelling headline

Businesses can immediately attract customers with creative and compelling headlines that spark curiosity and certainty. Therefore, companies must highlight the main headline in their advertisements, website posts, landing pages, etc. In the detailed content below, simple language (Plain Language) should be used to describe and encourage customers to stay and learn more about the product or service.

R= Resolution – Savvy Layout: Ensure standard layout and size

Businesses must ensure accurate layout design and standard size, arranging and organizing them effectively to attract customers immediately to their advertisements, posts, websites, landing pages, etc.

  • For example:
    Meaningful content, such as headlines, logos, CTAs, images, etc., should be positioned centrally or at the top, where visitors will see them first.
  • Supporting content should be appropriately placed at the bottom of the page.

T= Tidy Visuals: Well-ordered and appealing visuals

The optimal way to convert leads into potential customers is to ensure that visuals are well-ordered and visually appealing.

Among the countless images on social media, users only spend about 2.6 seconds scrolling and selecting the unique content. Therefore, businesses must ensure their pictures stand out and attract the most attention. Whether using still images, videos, or animated GIFs, the following details should be taken into account:

  • Ensure appropriate technical specifications.
  • Consider text limitations
  • Avoid using stock images
  • Use images with high contrast
  • Pay attention to mobile optimization

S= Social Proof: Utilize customer feedback

The final optimal way to convert leads into potential customers is for businesses to utilize customer feedback effectively.

Customers tend to have more vital trust in products or services that have been used, experienced, and verified by others. Therefore, businesses must gather positive feedback, reviews, and comments about their products, services, or the company and directly publish them on their website. Suppose the products or services are promoted in the media or mentioned by celebrities. In that case, businesses should also update that information on their website to attract and reinforce the trust of potential customers, thereby increasing the conversion rate.

Listening to customer feedback is an essential step for businesses to evaluate the effectiveness of their operations and make appropriate adjustments.

Tips to optimize the conversion rate from leads to customers Here are some tips for businesses to optimize the conversion rate from Leads to customers effectively:

  1. Businesses should take the time to segment leads and establish an accurate evaluation system, contributing to effectively nurturing leads. Companies can use CRM software to build a lead management system. Over time, when implemented with the optimization methods for converting leads into potential customers mentioned above, more Leads will convert into actual product or service buyers.
  2. Businesses should increase communication and collaboration between departments to better understand the lead’s details at each customer acquisition and nurturing stage.
  3. The sales team should schedule the right and professional calls with each lead to ensure they feel satisfied and pleased during communication. This also helps to increase the conversion rate from Leads to customers.

By implementing these tips, businesses can enhance their ability to convert leads into customers and improve their overall performance.


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