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I just finished reading an article about converting leads into customers.

Conversion is a word that is thrown around in the marketing world with abandon, and can actually make or
break a company. Unfortunately most of us don't have a clue what our conversion rates are, or even how to begin tracking them.

I must confess, if I were questioned about my conversion rates, I would stutter and stammer and try to
find a viable, intelligent sounding excuse.

Conversion is the process of turning a lead into a customer, or a warmer lead at the very least. There can
be many steps in converting a lead into a paying client and it is very important we don't lose track of our prospects somewhere in the sales funnel.

Where do you get your leads from?

When someone finds your website, what happens? Anyone on your site is a lead – cold, hot or otherwise.
You should have something in place to usher them forward to the next step in the sales process, whether or not you are personally involved yet. For example, perhaps you have an opt-in email list advertised on your website. Your conversion rate would then be calculated by how many people land on your site, and how many of those people opt-in to your email list.

The higher you can get this ratio the better.

Once you have their email address, make sure you utilize your list by creating constant contact with them,
and encouraging them to convert from a “reader” to a “buyer.” This is yet another conversion factor.

In each marketing piece that you create and send out, you must include a call to action. You must delicately,
but obviously, instruct your lead on how to act next. If you want to convert a lead, you have to help them along and guide them to the conversion.

We could all use new ideas on conversion tactics; please share your best and worst stories here!