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Top Challenges in Generating Leads – Tips for Heads of Marketing

UX development

We’re seeing a lot of movement in the job market this summer as the economy is emerging from the pandemic.

So, you’ve just started in a new job generating leads, and you need to get results quickly. You’ll be expected to bring new initiatives to the table to maximise growth.

Ideally, you’d have a product that sells itself, with effort only needed from you on spreading awareness. Obviously this is almost never the case, so you’ll have to roll up your sleeves and tackle some challenges, some of which may have been evident years before you joined the company.

Top 3 Challenges in Lead Generation 

  1. Product features aren’t appealing enough 

Product features and appearance don’t have enough of a draw to generate the lead volume you’re trying to get. The product is not drawing leads in, instead you have to go out and hunt for people.

  1. Awareness campaigns don’t result in customers 

Awareness campaigns are burning through your budget without ROI. They’re not working because people don’t feel a strong enough need for what you’re offering.

  1. Leads don’t convert  

Leads fall out of the funnel without converting. Is the root of the problem lead quality or are the potential buyers scared off by something they’re not impressed with? While it may be easy to blame lead quality, you should make sure that the leads are getting the experience they deserve.

The Proof is in the Stats 

Airbnb attribute User Experience for taking them from being a near-failure to being valued at $10 million. 

Furthermore, a study by Soussan Djamasbi et al., looking at UX design and especially the mobile user experience, revealed that when design was optimised for mobile users, marketing and sales stats improved greatly. 

Some of the results of optimising UX were: 

  • 30% increase in sales 
  • 50% decrease in bounce rate 

Suddenly we can see that UX is critical in lead generation and conversion. Improving UX is also a low budget, high ROI initiative compared to Google Ads campaigns, as it’s only a short project rather than a permanent commitment. You’ll keep reaping the rewards long after the project has been completed.

Setting up SCQuARE for Accelerated Growth 

At Synetec, we’ve seen the magic of optimised UX multiple times over the years. The most recent UX success story are SCQuARE, who deliver training programmes and strategy workshops to world-renowned clients such as PepsiCo and General Mills. 

SCQuARE’s platform went through a UX Refresh, giving the star product the functionality and look it needs to do the best job at converting leads and retaining customers. The more reactive interface drives business growth as it’s now easier to use and keeps end users engaged. 

Winning new business will be easier as the updated platform delivers a contemporary, responsive service. With the improved User Experience, SCQuARE can now start looking at how we can support business growth and move into new service territories.

Paul Wilkinson, CEO, SCQuARE 

Let’s Talk about How to Fix It

Contact us for a 15 minute consultation on improving UX to fill up your lead funnel.

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