20 reasons why you’re losing leads – AND 21 ways to fix it

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When you’re generating leads through funnel marketing, sometimes it becomes clear tha leads are not enterring the funnel or are losing their way within the funnel. There are many reasons why this could be so. Here are 20 reasons why you may be losing leads and also the solutions to reverse it.

REASON #1: Your Funnel: Not fool-proof enough

Problem: Your funnel may have a leak SOMEWHERE

There may be times when you create a funnel, activate it and let it run for sometime. You may think that it is running fine, until you notice that you are not getting adequate people clicking on your CTA button to claim the lead magnet. This may be due to various reasons. 

But one reason is that there may be something wrong with the landing page that was created. This could be a technical issue that causes a leaky funnel. It may also be because people can’t click on the CTA button to claim the lead magnet hence, can’t sign up with their information.

Solution 1: Test it yourself

It is very important to ensure that the journey of your potential lead is smooth.  Testing the funnel constantly is key. Make sure to keep using the funnel like you are a potential lead. Once you test the funnel yourself, you may realise that the funnel is not working the way it should. Also make sure to test this from various devices, browsers and versions of phones. 

Make sure to take a mobile first approach!

Solution 2: Use Mouseflow to see recorded lead interactions

You can also use a handy tool like Mouseflow to analyse the way people interact with your landing page to see if there are any hurdles in their journey into becoming a lead. Mouseflow lets you see potential leads interact with your sales funnel realtime. You actually get to see their browsing behaviour on your landing page. This is one of the easiest ways to figure out where the block is. Once you identify the block, you can fix the issue. 

Often, the issues can be fixed yourself through small tweaks with editing through your landing page builder. Some examples of fixable issues may be 

– the CTA button is not clickable anymore and the lead abandons the page. Go to landing page builder and fix the CTA button. 

–  it looks like the potential leads are reading the content but abandons the page – i.e. they are not able to follow the message easily or the offer is not relevant to them. So they abandon the page. Good copywriting maybe the answer to this problem. Go back to the drawing board, plan and write down a great copy for the landing page.

 If the issue is too technical for you to fix then you should probably involve the landing page company’s support team to help you out. Leadpages is a landing page builder that is known to have a great support team.

Once you find the problem, fix the journey and keep testing consistently throughout the campaign period.

Reason #2: Your form: Not concise enough

Problem: Too much to fill out / Too little time

Leads can be lost when they have too much to fill out in a form. While it’s ideal to have as much information as possible from a lead, asking for too much information too soon could give potential leads the opportunity to leave the page quickly and never come back. According to Oli Gardner, the co-founder of Unbounce, if the conversion rate of your landing page sucks, it is important to ask yourself these 6 questions and address each one

Solution: Make your forms succinct and easy.

Create a path of least resistance create a landing page form containing only the three basic fields – First name, last name and email id

Reason #3: Your Lead magnet: not in demand

Problem: People don’t care for your lead magnet

You’ve tested your landing page it works.

You’ve got your team members and friends testing your landing page – it works.

You’ve been analysing Mouseflow recordings of your lead’s interactions on your landing page. But you’ve identified that your landing page is getting visitors consistently, but they are not pressing the CTA button. So you have established that your landing page works but people don’t care about your lead magnet offer. It is not the value that they are looking for, in return for their information and the time it takes them to fill the form out.

Solution: Create a lead magnet that is in demand and that provides value

If your’re spending money on ads to get your leads, pause your ads until you sort out your lead magnet. Spend a little more time to understand what the exact objective of your lead generation campaign is. Depending on the exact objective, make a list of all the possible lead magnets you could create, to attract your leads. However, bear in mind that a lead magnet that is attractive to you may not necessarily be of interest to your leads. So the next tip will save you a lot of time, money and effort.

Keep a keyword research tool handy for demand research

An excellent tool to use for this is Semrush. Use Semrush to conduct a keyword research analysis to see if there is search demand for a lead magnet. Look for monthly search volumes of over a 1000 searches (depending on your industry). If you operate within a smaller niche then go for lead magnets that people are searching for with searches over 500. Remember to consider the average conversion rate of the search volume that is funneled into your landing page, and the subsequent conversion rate of people who sign up to receive the lead magnet. E.g. if the monthly search volumes for your lead magnet in your market is 500, then assuming you will be attracting 10% of that volume into your landing page through your ad – 50 people land up on your page. Assuming the conversion rate for your niche is around 10%, then you are expected to get 5 leads in a month. This is just an example to demonstrate how volume of search results a month can predict your lead sign up numbers. 

Going for lead magnets with higher search volumes will increase your chances of getting more leads. 

You can also create multiple landing pages with different lead magnets that have adequate search volumes as observed through keyword analysis tools like Semrush.

Reason #4: The Copy : Not compelling enough

Problem: Your landing page or CTA lacks focus.

When the landing page is too wordy, it may become hard and slow for a potential lead to comprehend properly. 

Solution: Laser focus

Focus is an important element when creating a successful sales funnel, and compelling copywriting is the key to your success in lead generation. When creating a sales funnel, it is important to be on point with your message on the landing page, the CTA button and also in your lead magnet. 

If you are great with copywriting, then all you need to do is edit out the copy of the landing page or CTA and test them out. Change one element – either the copy on the landing page or the words on the Call to action button. Run split testing to see which page attracts more sign ups. 

If copywriting is not your greatest strength, then it is definitely worth hiring highly skilled and proven copywriters to create copy that is on point. This is easy to find these days. However, it will take time for you to establish their competency in your niche. 

Reason #5: The Lead magnet: not valuable enough

Problem: Lead not valuing lead magnet

Leads don’t see much value in many lead magnets that are offered. What’s in it for them? 

Solution 1: Use Semrush to gauge demand for your lead magnet

One indicator to see what is valuable to your leads is to use the strategy mentioned earlier: using a keyword research tool like Semrush to find possible lead magnets in your field and analyse their search volumes. The higher the search volume, the higher the value of it. 

Solution 2: Give, give, give.

Once you find the right lead magnet, then go all out and find the best format to deliver it as a lead magnet through your funnel. Deliver as much value as possible through your lead magnet for your lead. The more value you deliver, the more they will trust and like you.

Reason #6: Timing – Not fast enough 

Problem: Many sales people take their time with leads who have already signed up to receive the lead magnet.

If leads are not to be physically followed, then it is important to send your first email (apart from the double opt-in email) in the first 24 hours of leads  signing up. This will make sure that your message is timely and relevant. 

Solution: Strike while the iron is hot.

For online and eCommerce leads, it is important to send your first email (apart from the double opt-in email) in the first 24 hours of them signing up in order to be relevant enough. 

If leads are to be contacted through a phone call, this should be done within the first 24-48 hours. This way, the lead will remember that they signed up for your offer.

Reason #7: Contact: Not accessible enough

Problem: Leads have no or limited ways to contact you.  

The offer page does not contain a phone number, a visible support point –https://www.marketingcharts.com/digital/email-online-and-mobile-24755

Solution: Add contact points to landing page and make it apparent.

It’s important to make it apparent to your leads that they can contact you super-easily. Make your phone number, support icons and contact areas super clear and linked well in every page. It’s also important to ensure that the support elements on your site are mobile responsive.

Reason #8: The leads next steps: not clear enough

Problem: Often leads are left wondering what the next steps are.

This could result in them thinking you are unprofessional, forgetting who you are, or what your offer was. If your funnel is designed in a way that leaves your lead wondering what their next step is, it does not reflect well on your brand.

Solution: Make sure to guide customers through what their next steps will be.

Every element in your funnel and the journey you take your lead on represents your brand and how you treat your customers. 

The nurture begins in the funnel.

Make sure your funnel is intuitive and guides your lead seamlessly through every step, making the expectation 100% clear. 

Split test multiple versions of a landing page, form and thank you page to see changes in conversion rate between them. Keep optimizing the versions, test and choose the winning version of the funnel and let it run.

Reason #9: Speed of offer page: not fast enough

Problem: The landing page is too slow or does not load.

If a page doesn’t load quickly enough, visitors and potential leads could abandon the session. There is also a trust aspect to present in the speed of page loading. Slower the speed, lower the customers trust in the site.

Solution: Optimize and reduce page speed to 2 seconds or less.

Use light images on your landing page. Compress heavy images down. Use image and video formats that are speed and Google friendly. 

Reason #10: Audience – not targeted enough

Problem: Often the right leads are not identified, targetted, and attracted into the funnel. 

The net is spread too wide, as a result many wrongly targeted audience enter the funnel. This leads to inefficiencies in the journey and budget. 

Solution: Identify your leads accurately.

Know their:

  • Persona
  • Age group
  • Countries they live in
  • Broad interests
  • Specific interests

Split test advertisements with differences in their interests and keep optimizing your offer and ads. 

Reason #11: Email frequency – Not considerate enough

Problem: Too many emails – message gets diluted.

Subscribers are badgered with useless emails from brands, on the pretext of being the most visible and loudest brand among competitors. With too many emails, the main message could be at the risk of being ignored or diluted.

Solution: Avoid over communicating.

It’s best to show a little restraint. Appear graceful and professional all times. Let your email frequency keep up with your brand image.

Reason #12: Tone – not polite enough 

Problem: There are times when potential leads open emails that seem rude and abrupt.

If they left their numbers, they are spoken to by sales people who are not polite leaving a bad impression. And if they have a bad impression, they would never want to do anything with the company ever again.

Solution: Balance out the tone and test out audiences

Test out audiences using different tones through split tests. Analyse the tone your leads find more appealing. And go with the winning tone. 

Reason #13: Customer journey – not nurturing enough

Problem: Journey not well planned.

When customers are pushed into a funnel, the  journey they are taken on (through emails, sms’s and other touchpoints) is not well thought out or planned. This becomes clear to a customer due to apparent continuity issues or the abruptness they encounter in their journey through the funnel. 

Solution: Create a blueprint.

There is a reason why the word ‘nurture’ is used to describe a sales funnel journey. Plan a nurture journey for leads carefully. Create a blueprint of the journey, pilot the journey and send friends or family into the journey and see what they think. The idea is to take them on a thoughtful journey. Keep testing and go with the best journey. Once you activate the best journey 

Reason #14: Content – not deep or relevant enough

Problem: Unplanned content.

The content that is published and propagated to potential leads are shallow or not relevant to the lead.

Solution: Plan out content much ahead.

Create a content calendar depending on the time of the year, the events surrounding the time (including real time developing situations like Covid 19 events). When articles are published, it is important to publish them with adequate depth containing deep value and lots of information. It also helps to deliver the content in a good format. 

Reason # 15: Schedule and content – Not timely or local enough

Problem 1: e.g.You are targeting Americans but your ads are served in a different time schedule.

Problem 2: E.g. You are targeting the Asian and American markets with advertisements containing creatives that are only relevant to the US market.

Solution: geotarget and schedule accordingly.

When serving multiple markets around the world keep in mind that one size does not always fit all. It is always better to create content that is as locally relevant as possible for specific markets. Which means, geotarget ads and campaigns –  create different ads for different markets. 

In terms of time, different markets have their peak hours at different times. The peak also differs according to the kind of products or service that is being served. 

Use Analytics to study peak traffic and purchase times for different markets. Create local ads for different markets and schedule them to be served based on the peak times of particular markets/

Reason #16: The Promise : Not delivered enough

Problem: Not delivering what the potential leads expected

Solution: Pre-empt your leads expectation

If customers don’t have an expectation and none has been promised to them, then it is important to deliver a service level that would delight them. Once you do, a new standard is set. The level of service must be sustainable and on par or better than a leads previous experience with you or their competitors.

Also, if the expectation of leads have been set prior, it should be delivered exactly as promised. If not, more should be delivered. Just like customer service, the lead should be delighted and the promise delivered should exceed their expectation. 

Reason #17: Their Doubts or Questions – not answered enough

Problem: your potential leads have few or many questions that need answers.

However, the answers are not clearly stated on your website, so they might look for answers outside your site and may find it on your competitor’s site and may end up being serviced by your competitors. 

Answer: Create an easy to understand FAQ page where your potential leads can find all the answers they need.

This is a page where you can address all the questions that are usually asked by potential customers. Add a link to this page on your landing page and make sure it opens up on a different tab. 

Reason #18: Your brand / identity – Not trustworthy enough

Problem: When customers look at your brand potential customers find it hard to trust your brand. This is especially true if you are a new brand. 

Solution: Establish credibility with your leads in one glance

There are various ways to establish credibility with a potential customer on your landing page. 

Add credibility stamps on landing page –

Most industries will have standards or stamps that depict a trustworthy business. Add in these stamps in a visible place on the landing page, or incorporate it as a feature point on the page to bring attention to it. This will psychologically give an instant sense of trust in a potential lead.

Build Social signals –

Big Commerce defines social signal as ‘a webpage’s collective shares, likes and overall social media visibility as perceived by search engines’. Having a growing following on different social media channels, posting often on social channels and engaging often with your social followers play a major part in building social signals. People look at these signals to validate the social proof of a brand. These signals also tell your potential leads that your brand is socially active and is widely accepted in your field. Once you have this ticked off, then make sure to add all your social handles and social signals on your landing pages, so your future leads can check you out.

Getting credibility stamps and building a good social following takes time. If you are a new brand, and don’t have much of a following on different channels, it’s best to avoid adding any social signals to your landing page. Planning and executing these factors before going live with your ads and landing page is important. 

Reason #19: Publishing frequency – Not Consistent enough

Problem: Being inconsistent as a publisher

This is a challenge if you don’t have a team that is dedicated to content publishing. Needless to say, it’s extremely hard if there is only one person running the business and creating content. However, creating great content and publishing regularly and consistently should be big part of any digital content strategy.

Solution: Plan realistically and publish consistently

 It helps not to set unrealistic goals for your content publishing strategy. Creating good content should be seen as a marathon rather than a sprint. It is a long-term strategy. If you set a goal of 7 days a week, then it may be hard to consistently publish this especially if you don’t have resources at your disposal. Setting goals for content creation and publishing should also be seen in a more realistic way. If it is more realistic and sustainable for you to create and publish content once a week consistently, then keep going with once a week consistently. This is doable whether you have resources or not. Once you get more reliable resources, the frequency of publishing can be scaled up gradually. 

Reason #20: The fit – Not right enough

Problem: Sad truth – Sometimes the lead does not think your offer is the right fit for them (at least for the time being).

Solution: None for the moment.

Perhaps at some point, this lost lead may turn around and will deem your business right for them. Until then keep doing business as usual. Continue to email, funnel market and publish consistently. 

Today’s leads know exactly what they want and have all the information at their fingertips. Your site, landing pages, forms and exit pages must be intuitive for your leads based on how they think. Knowing the persona of your customers more than your competition is extremely important. Testing out different offers is the best way to nail their journey on your pages. Learn to create a great journey for them, and you will be an expert at winning back your lost leads in no time.