For any business, quality leads are really important. Almost 70% of the marketers say improving the quality of leads to be one of the most important objectives in lead generation strategy and improving topline. Leads in quantity look lucrative but don’t add any significant value to the company.
What is Quality lead?
High-quality leads are the leads who have higher chances of being converted to paying customers. These are the types of prospects who match with product requirements which a company has offered.
Lead quality can be measured by lead scoring set by the CRM based on the digital interaction with the shoppers. Capturing the interaction, behaviour on online platforms, shoppers are ranked accordingly and categorized as quality lead or not. When we talk about interaction and behaviours, they are basically the user data that is collected while they browse through your website.
While collecting quality leads is really important, how to convert them into paying shoppers is also equally important. The ultimate goal is the return on investment from the lead generation pipeline and impact on the top line.
With the help of better targeted remarketing and personalization on the quality leads, one is focusing his energy efficiently and getting smooth results.
There are ways to monitor the quality leads once they are onto your website :
- Tracking with Google Analytics
Once the GA is linked to your website, you need to set it up according to your data requirement and then track the shoppers, categorise them based on attributes and segment them.
2. Page visits
For some critical pages and duration of time spent on a particular page, shoppers are assigned a high lead score and based on the behaviour personalised marketing campaigns can follow up.
If a shopper clicks on a particular CTA, based on the CTA clicked, shoppers are segregated into various segments and are targeted accordingly.
This is a new way of collecting the data directly from the shoppers and categorizing them according to the answers collected from the quiz. This type of data is called first-party data (data directly collected from the shoppers), is the
best form of data one can get. They are most accurate and precise. Quiz engages the shoppers and leads from that pipeline can be generally considered as a qualified lead.