Reader, improve conversions by aligning with your customer buying cycle

We all have been there. A customer expresses interest - a sign-up or a filled form. And then, radio silence...ahh, that silence can be very deafening.

In the initial days of my startup, Flexiple, we had many such occasions. I was responsible for bringing in leads - inbound was (and is) my main focus. My partner, Suvansh, looks into lead conversion.

Naturally, I asked him for updates on the leads captured. I slowly became used to his disappointed nods and grunts :P. "No replies - sorry, your leads are no good".

Of course, all of us were equally dejected. But for me, it was a bit of an insult. We had to solve this problem and ASAP.

Understanding the time your customer requires

Today, I tell you the solution to our problem and how we found it. I have documented it in detail here: Article link. If you don't have time and want a short summary, jog over to Twitter: Link.

Staying true to the process I shared last week, we started with the easiest answer - the leads are indeed sh*tty. It was then just a process of working our way from there.

[SPOILER ALERT] We found that the average buying cycle of our customer was between 4-6 weeks. We were giving up with just 2-3 mails to them. What we needed (and what we did) was to carefully design a mail series spread over 5 weeks. Within a month, we landed our first client through this process.

What do you think about this article? Hit reply, share your thoughts on Twitter OR the website! I've added a comments section (thanks for the suggestion Yash!). I will be waiting :)

Thanks,
Karthik

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