4 Tools That Will Help You “Mind Read” Your Leads
We are always trying to improve our lead conversion. There are different ways to do this but I will focus on how to do it by better understanding who your leads are. This means answering questions such as:
- What are their needs?
- What are their objections?
- Why did they go with another business instead of us?
- What resources have they read or downloaded from our website?
For new leads, we don’t have good answers to the above questions. Instead, we just know basic things about them: name, email, company, phone, etc.
It’s time to change that. There’s a trove of useful information that you could collect about your leads that will let you “peek” into their minds. To get this information, we need to explore a few categories of tools that will take our analytics from basic to sophisticated.
In this post, I will explore 4 tools that can help you uncover the actions that leads took before they got in touch with you. Most of these tools are dead simple to implement even if you aren’t technical.
Tool Category #1: Interactive Chat Tools
The first category of tools that we could implement chat tools like Olark and Zopim. These tools add an interactive chat option to your website that lets users start a conversation with one of your sales reps instantly.
This is great for people who have a couple of crucial questions that they want to be answered now, and not in 24-48 hours. These chat tools let them get the answers they want before they consider taking a major step like scheduling a demo.
For your company, you can start to learn what questions your leads might have that could be preventing them from even getting in touch. If you start to see the same questions come up over and over again, this is a clear sign that you need to change or add information to your website.
Tool Category #2: Screen Recording Tools
Next, we can look at screen recording tools such as Hotjar and Lucky Orange. These tools will video record all the actions that a lead takes within your website. The best way to explain this is by showing what an actual video looks like:
As you can see, you are basically “looking over the user’s’ shoulder” by using these tools. You can then look for patterns among your recordings. Perhaps all users get stuck when they see your pricing page or they scroll past a key section in your features page.
Screen recording tools will help you improve the performance of your website i.e. UX and your overall conversion rate.
Tool #3: Customer Analytics Tools
This means that you can take an individual user e.g. John Smith and see every single action that John took within your website. The report would look something like this:
You could see what pages they saw, what resources they downloaded and when they started researching your company.
Tool #4: Data Enhancement Tools
The fourth and final category are data enhancement tools like Towerdata. You start by giving them the email addresses of your leads and they will provide demographic information on each person.
They can provide useful information like:
- Purchase Data
- Marital Status
- And more
Once again, by the time you get on the phone with the lead, you will have a better understanding of who you’re talking to. You could then tweak your sales approach to fit this specific person.
Towerdata even integrates nicely into other tools like Woopra ( the third category in this article) giving you a complete overview of everything a lead did plus the extra demographic data.
Experiment with different tools and see which ones can give you the information that helps you increase your lead conversion.
Some tools will place nicely with others (like Woopra and Towerdata) while other tools will live in their own silos. The ultimate goal here is to better understand your leads, not to just collect more data.
Do you know any other tools that help you better understand your leads? Let me know in the comments.
Ruben Ugarte is the founder of Practico Analytics which helps companies figure out how to better use their analytics data to improve their marketing or product.