1.9% for Adwords and OFF-SITE SEO and 0.5% for SEO ON-SITE

Changes in these conversion rates greatly affect the calculation of CPL. The answer to the question “what is the cost of a lead?” will therefore be strongly influenced by the conversion rate. With the CPC, the conversion rate is probably the most important KPI to follow when setting up an online lead generation strategy. Pay attention to the evolution of the CPL (Cost per Lead) There are 2 things to consider when choosing between SEA (Adwords) and New Zealand Email Database SEO (natural referencing): First: the conversion rate. This ratio is defined by the number of unique visitors to a landing page who convert into a lead (via a CTA). The conversion rate has a significant impact on CPL.

For example, adding a phone number to the CTA doubles the conversion rate and will therefore divide the cost per lead by 2. cost of a lead and conversion rate Second: keywords. The keywords are more or less competitive and Adwords prices take this demand into account. The more expensive Adwords, the more attractive the SEO will be. It also changes the cost of an HVAC lead. Evolution of CPL and cost of a lead Methodology of the study “what is the cost of a lead?” and thanks The data used for this report was collected in May June 2018 on the French market.

Most of the data presented come from Force Plus

Our experience and the HVAC databases are available to us. For this study on the cost of a lead, we asked many of our in-house HVAC experts and we thank them. We also used: Google Analytics to analyze data from sites belonging to Force Plus, Swiss Made Marketing for the collection of data on keywords, Neil Patel on conversion rates, in particular, his blog: you are doing your marketing wrong (and I have the statistics to prove it ) Likewise, if you are confused with the digital marketing jargon used in HVAC (don’t worry, you are not the only one), you might find it useful to read the Energy Circle blog “ An abbreviated guide to digital marketing terms in HVAC ” About Force Plus Force Plus is a sales and marketing agency based in Lyon (France).

We specialize in lead generation and lead management in industrial markets. We are particularly leaders in the heating, ventilation, air conditioning and refrigeration (HVAC & R) markets. This also makes it possible to adapt the resolution device to simplify it and thereby make it faster. Your B2B customer service will only be improved. The types of questions answered by your B2B customer service Tracking the type of questions that your B2B customer service agents answer the most can be very helpful. Indeed, it is interesting to classify these recurring questions into two categories: those with high or low added value.

Therefore, if the majority of the questions asked are of low added value

This means that your agents are not essential to answer them. They could therefore be mobilized for tasks with higher added value. You can then create educational materials aimed at educating your clients and reducing low-value-added questions. This is called the self-care strategy. It is also part of an ever-greater desire on the part of customers to fend for themselves. In fact, the majority of them do not want to contact customer service unless it is extremely necessary. For your part, you only answer questions that really require the intervention of an advisor.

You optimize your internal resources, which can only be favorable for your budget! KPIs linked to the external feeling of your B2B customer service Customer Effort Score This KPI is a score ranging from 1 to 5, with 1 being very low and 5 being very high. It is assigned by the customer and represents the degree of effort he had to make to get his problem answered. When he has had very little effort to do, it means that your B2B customer service has found a satisfactory answer very quickly.

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