How do you make every sales lead count?
We were tasked with understanding why not all leads make it through the sales funnel and identify ways to improve conversion.
An episodic approach enabled us to track interactions over time across different touchpoints, and uncover a range of functional and emotional barriers preventing conversion. Alongside this a a review of outbound messaging highlighted ways in which content connected and disconnected with underlying needs.
As well as outlining the optimal journey to convert leads into users, for each barrier we unpacked the ‘ways to win’ – including the moments of truth to prioritize to improve conversion.