Metrics for evaluating work with sales leads To analyze the effectiveness of interactions with leads, it is useful to use the following parameters:
number of leads for the reporting period;cost per lead (CPL, or Cost Per Lead), calculated as the total marketing costs divided by the total number of leads received;
conversion (the ratio Metrics for evaluating work with sales leads expressed as a percentage);
- average time between receiving contact job function email list and first interaction with a lead;
- lead qualification coefficient (percentage ratio of leads to the entire target audience);
- conversion of leads into sales (percentage of leads that become actual customers);
- average sales cycle from first contact with a lead to closing a deal;
- customer lifetime value (LTV, or Lifetime Value), presented as the total profit from the customer over the entire period of cooperation with him;
- return on investment (ROI, or Return On Investment), expressed as the ratio of profit from leads to the total costs of attracting them;
- percentage of leads refusing further cooperation.
How to calculate the cost of a lead in sales
The CPL (Cost Per Lead) indicator allows you to content funnel on wildberries estimate how much one lead costs. The formula used for calculation is:
Cost Per Lead = Cost to Acquire / Number of Leads
Let’s say a roll delivery service organized an advertising campaign through the VK advertising account. Total monthly expenses amounted to 12,000 rubles. During the same period, 60 orders were placed.
Let’s calculate the cost of one lead: 12,000 / 60 = 200 rubles.
Ways to Reduce Cost per Lead in Sales
- Excluding channels that have shown low efficiency and replacing them with more effective ones.
- Correction of the presentation and meaning of the ad . Often it helps to use more specific wording (for example, instead of “wholesale roses from the manufacturer” it is worth writing: “Wholesale red roses. The price contact lists of one piece is 49 rubles when ordering a batch of 200 pieces or more.”
- Improving the quality of an advertising campaign – removing high-frequency keywords, getting rid of duplicates, etc.
- Setting up and launching retargeting .
- Closing potential objections that may arise among target customers. To do this, you need to create pages in advance: “Frequently Asked Questions”, “Payment and Delivery”, information provided themselves.