Everyone knows that in digital, as everywhere else, you always overseas data have to measure, more and more. Everything is measurable and all measurements must give rise to an interpretation and a re-evaluation of the method. But there is something that we often forget, it is to measure the KPIs of lead management. This week, we give you the 4 most important KPIs in lead management: these are the ones we use the most!
And we start right away with a KPI that is very often forgotten: the capture rate. Be careful, we are not talking about the conversion rate, which comes right after.
The capture rate is the rate of visits you get for a specific query, for example your brand name. So, if only 20% of people who type your company name end up on your website, we will talk about a capture rate of 20% (and there is probably something to adjust!).
Conversion rate is a well-known KPI. It is the rate of visitors who are converted into leads on your site pages. If you have a form, for example, it is the number of people who fill out that form, compared to the number of unique visitors to the page.
This rate is calculated page by page and at the level of the overall site . You should also remember to include the phone calls you may receive from visitors to your site. It is considered that when a phone number is offered next to a form, 60% of people will prefer to call!
To know if the calls come from the internet, you can set up a call tracking solution, or simply train your teams to think about asking the origin of the call when your prospects contact you. You will not have the information down to the page, but you will be able to obtain a more realistic measurement.
Be careful, if the capture rate must be reasonably high (above 50%), a very good conversion rate oscillates rather between 0.5 and 2%. It can go up to 10% following particularly well-targeted e-mail campaigns, but this remains exceptional.