Inquiries are coming, but conversion is zero
TO: Lead-Gen Team
FROM: Azleen Abdul Rahim, CMO
SUBJECT: Inquiries are coming, but conversion is zero
Guys,
Azleen here. This is urgent, so please listen carefully. As you are aware, our Ops BOBI are producing results. We have serious disconnects that we need to solve immediately. Our KPI Dashboard shows that our lead generation is gaining excellent traction, but our conversion rate is somewhat stagnant. Something isn't right here, and I noticed the culprit is our offer. It’s blurred. If you check our knowledge base, our product descriptions aren’t clear enough. It's how it work also sounds complicated. The payment details and their terms are misleading and confusing.
Now, to ensure clarity in what we do and how to buy from us, I want you to revisit the entire Offer folder within our knowledge base. Rewrite our value proposition. We are no longer just putting offers out there; we are building a solid reason why a customer must choose us over every competitor. This starts with identifying exactly which product solves which problem for which specific customer. If our audience has to guess if a product is for them, we’ve already lost the sale. We can discuss the format of our documentation later today if you want. Just come over to my place after 4 pm.
Since we are going to move to a tier-based pricing structure to cater to different customer profiles, I want us to explore an entry-level pricing point to entice those who are still reluctant. Our language needs to be relatable, not corporate. Keep them simple, easy to understand yet sophisticated. We must simplify our terms and conditions to remove friction, not add it. The goal is to make the decision-making process effortless for the customer.
As a Lead-Gen Team, I want you to stop focusing purely on volume and start zooming in on the resonance of the offer—for now. Once the conversion rate stabilises, then only will we focus on getting the volume. You see, if the offer isn't sharp, the lead will be hard to qualify. I don’t want this to happen. So please, look at the product-to-problem fit again and then work on the writing to accurately represent it. Refine the buyer persona and user experience, making them sharper too. Work closely with the product team if you must.
If this strategy works, I'm going to have this properly documented in our MarketingOS so that all our operations can be effectively semi-automated. I expect to see a draft of the entire documentation by next Wednesday at 2 pm.
Azleen.
P.S. Thanks for reading. If you want better marketing results but don’t know where to start, fill out this form. Let's see if we can help you fix it next month.
