website visitor tracking - cover

There was a time, quite a few years ago, when every website you visited had a visitor counter on it. Sometimes the counter showed only a few visitors, sometimes it showed millions of visitors. Aside from the fact that these numbers could easily be faked, the best sites were considered to be the ones with the highest numbers.

As far as the site owners were concerned (assuming the numbers were real) all they needed was a large number of visitors to be successful. As long as those visitors reached the site, they would be happy.

If the site was selling a selection of products, it was likely that 1% of visitors would turn into buyers – so one million visitors virtually guaranteed ten thousand sales. It was an economy of scale, and the business was only interested in input vs output. Nobody was bothered about the action or behavior of  99% of the leaving visitors or for that matter 1% of the buyers- what they were doing on the website, what links they are clicking, why and where they are bouncing off.

But today, businesses can not afford to leave the visitors like that. Necessity became the mother of invention and strong website tracking technology came into the picture. And with every smart marketing team leveraging the power of website visitor tracking, it is optional no more.

What is website visitor tracking?

Website visitor tracking is a process of recording your web visitor’s actions, behavior, and motivation, which helps you to serve them better and move them further down the sales funnel.

Website tracking | Follow your leads closely

What are the advantages of website visitor tracking?

With the website being one of the most important lead-gen tools, it is important to not only discover how people reach your site but also to see how they travel through it. Understand their area of interest and reason for drop off give valuable insight to marketers to engage them further and tighten their website structure. Below are the top reasons why you should be considering to track website visitors if you are not doing it already

Conversion centric website

Knowing what doesn’t work with your visitors is as important as knowing what does work, and only when you know the bounce off points on your website, you can patch them seamlessly with the relevant content and offers, which is directly proportional to website’s conversion rate.

Who doesn’t want a website where every query has been answered, every roadblock removed, and every phrase designed to reach them in the manner that is most likely to convert?

Context to the sales team

Tracking a visitor’s behavior provides valuable insights into sales conversations. Knowing that an individual has visited the pricing page for a particular product will give the salesperson an advantage in any negotiations that follow on from this, as the salesperson will be fully aware that the lead has a distinct interest in the product and has some interest or concerns about the pricing.

insurance website tracking

This kind of tracking also gives an opportunity to the salesperson to prepare for the call/meeting beforehand.

Identifying the hot leads

If you can track the website visitors, you can score them as well. You can give a high score to the important activities like filling up a form, reading content for a longer duration and browsing multiple pages and negative score to actions like unsubscribing.

Sales and Mobile CRM - Lead quality score

The cumulative score of all the activities for the lead is the reflection of the seriousness of their interest. This lead score helps the sales team to prioritize their follow-ups and chase the hottest leads first

Automate responses

You can set up automatic messages or autoresponders against particular web events. For example, if someone clicks on a schedule appointment button but abandons the form, you can nudge him to fill out the form via notifications and emails.

Website tracking - Web activity autoresponders

This lies in the territory of marketing automation, but never the less website visitor tracking forms the base for such kind of interaction

Traffic & Revenue Attribution

You may be running several paid-for marketing campaigns, perhaps using Facebook and Google adverts. From the overall tracking figures, you may determine that 75% of your traffic comes from Facebook, 5% from Google ads, and the other 20% through organic search terms. This would be a good indicator that you either need to turn off, or at the very least revise, your Google adverts.

By tracking the progress of these visitors, you may find that even though Google ads provide 5% of your visitors, they account for 99% of your sales – and that’s a strong indicator to turn off the Facebook ads instead!

Each business will have a different set of statistics, and it is important to understand them so you know where to spend your money to have the greatest effect.

The ideal tracking process runs like this:

The visitor arrives at the website (with their source noted) and fills in a form with their details. They continue to the products page and the tracking system notes which products they are interested in. An automatic email is sent to the visitor with details about these products.

Later, the visitor reviews their email and clicks on a link in the automatic message that they received. This takes them to the pricing page for the product they have expressed an interest in.

They ponder the page for a few minutes, and either make a purchase or leave.

If they make the purchase, all is well and good. If they leave, a salesperson will receive notification due to the amount of time they spent looking at the prices.

The salesperson will then follow up the lead and work through a standard sales process to close the deal.

Throughout your website, there will be different forms, different products, and even different page layouts. The text on buttons may even be different – which is more likely to convert? “Buy Now”, “More Info”, “Get Prices”, or something else?

By tracking each visitor, you’ll be able to build a picture of which forms convert well, which page layout is preferred, and which button-text or call to action gets the best results. Don’t trust that the one that appeals to you is the one that appeals to everyone else – you are on the inside looking out, while all your visitors are from the outside, looking in.

identify website visitors - dashboard

Do I need website visitor tracking?

Every business that has a website and uses it to get sales can benefit from finding out everything they can about their visitors. Knowing your traffic sources along with which products are the most viewed can be a fascinating revelation about the ways in which the minds of your potential customers work.

With LeadSquared, every event that is tracked on your website can be custom defined, right down to any information documents that are downloaded, any videos that are viewed, to the length of time they spend in a particular section of the site.

Any time your visitor visits a page about a particular product, you can automatically send them information about that product or related products and keep them informed of any changes or updates that affect that product.

While these may only seem like small things, putting them all together allows you to build an effective marketing campaign for all of your products while being aware of what sells, how it sells, and who it sells to – invaluable information in any market.

For a business to run successfully, you need to have customers who are willing to pay for your product or service. But, how do you go about finding these customers? You need to have leads who will then turn into prospects, who you can finally convert into customers. Most companies spend a lot of time perfecting their lead generation strategies so that they the leads keep coming in. But, more importantly, you need to perfect the lead funnel.

A proper lead generation funnel will help you to streamline your entire conversion process. You will be able to figure out how many leads make contact with your business and how many have actually become customers. This way, you will be able to find out why leads are converting and even why they are not. This is the sort of data that will help you tighten up your sales funnel and increase your conversion rates and in turn your revenue significantly.

What is a lead funnel?

A lead funnel, much like a sales funnel, is the pathway and the series of steps that a lead has to cross, right from being just another lead, to an interested prospect, to a hot opportunity to finally becoming a paying customer. This funnel is best comprehended as a visual representation which is split into the various stages that make up the funnel.

Constructing a lead funnel is absolutely essential for any business if ROI is something they are aiming for. But, before planning a building a lead funnel, you need to be aware of the different stages of the lead funnel.

Stages of the lead funnel:

I’ll take you through each stage one at a time so that you have a thorough understanding of how they work. You can safely assume that your marketing and sales teams have a role to play in each stage of your funnel.

lead funnel - infographic

Marketing part of the funnel


This is the first stage of any type of funnel. Because the only way that you can get anyone to buy from you is if they are aware of your business. This the first job for marketers. Increase awareness of the brand. The best bet for product discovery at this stage is through PPC campaigns and search engine marketing. If you have the right audience (and the budget), you can go for traditional methods of advertising as well, such as radio, television ads, newspapers, billboards, etc.

In this step, the general assumption is that your audience is not aware of you and what you have to offer. So, your method of reaching out to them should be about letting them know exactly what you are and how you can add value to their life. I was just browsing through my own Facebook looking for examples when I found this ad.

Lead funnel - awareness

It tells you of their brand name, the need that they are looking to solve as well as the services that they offer. Now, I am aware of them and I have entered the first step of their funnel.

Lead capture:

The next part is about getting your audience to willingly give you their contact details by submitting a form or something equivalent to that. Why is this important? Because, when they voluntarily allow you to contact them, it indicates that they are interested in you. And, secondly, you would be able to further nurture them and push them into the next stage.

So, how do you convince them to give up their contact information? Thankfully, there are many ways in which you can capture leads. Let me give you a few examples.

PPC campaigns: Most online paid advertising platforms will allow you to link a landing page. You can create an informative and concise landing page with a relevant CTA. This will encourage your audience to submit the form. All platforms such as LinkedIn, AdWords, Facebook etc. give you this option. In fact, Facebook has designed a whole ad format called Lead Ads that deals primarily with lead capture.

lead funnel - lead ads

Organic search: By writing relevant articles that rank for keywords to your business, you can attract traffic to your website. SEO is still very relevant and it is one of the cheapest methods in which you can ensure that you get unlimited traffic. But, you need to figure out the right keyword for your business and try to rank in the 1-5 position. It doesn’t end there though. After the visitor enters your page, you need to have a relevant CTA. This could be a related e-book they could download or a webinar they could attend. Look how WordStream uses an exit intent pop-up to capture leads.

lead funnel - exit popup

Third party integrations: There are many aggregators in the market where people go to. You can find an aggregator for your business and register with them. Some common ones are JustDial,, 99acres, OLX, etc. These marketplaces keep providing you leads for a price.

Offline marketing: Other than online methods, you can also conduct events or attend trade shows where people who belong to your industry are likely to attend. You can then use a good tool to capture your leads right there.

These are just some methods in which you get people to sign up with you. Now instead of vague metrics like views and traffic, you now have the email/phone number of actual people who are interested in what you have to offer. Now you have leads.



You have captured leads who are interested in your business. What is your next course of action? You have to ensure that these leads become prospects who are interested in buying from your business. The best way to do this is to constantly nurture them so that they are convinced that you would be able to solve their problem.

Email marketing automation works best here. You can send promotional and educational content that you write on your blog. Tell them why you are better than the competition and what unique value you will bring to the table. You can even send invites for webinars or educational videos to them. This keeps them engaged and keeps you on the top of their minds.

Marketing qualified lead:

Now, this is the final role that a marketer takes in a lead funnel. Through all their lead capture and nurturing efforts, they aim to convince the prospect to make a positive conversion action. This could be them scheduling a demo, or requesting a quote or even signing up for a free trial. Once this is done, marketing knows that the prospect is ready to make a sales pitch to and they qualify the lead and pass them on to the sales team.

Sales qualified lead:

Now, quality is relative when it comes to marketing and sales. In this age-old debate between the two, what marketing considers to be a high-quality lead, may not necessarily be true for the sales team. And the blame game starts.

lead funnel - comics

Now sales start its own screening process where they start calling up the lead and asking them for requirements. The pre-sales team starts analyzing their actual requirement and how good of a fit they are for the business. The best way to do this is to have a lead scoring tool, which will let you assign scores based on lead activities. Once pre-sales deems them as good leads, they now get passed on to the sales team

[Also read: MQL vs SQL: Difference between them and how to convert more MQLs into SQLs.]


Now the sales team comes into the picture, and they start identifying the opportunities where they can sell the product. So they start sending discount coupons and try and negotiate with the prospect. This is where a lot of back and forth happens and the salesperson keeps visiting the prospect trying to convince him to close the sale.


In this final stage, the prospects finally choose to buy from you and is now a paying customer. This is traditionally the last stage of the funnel since the customer has converted. But, a smart business knows that they have to keep ensuring the customer is happy and provide constant support to ensure that they remain loyal. And, if they manage to delight the customer with the service they provide, then the customer might turn advocate for the business and in turn, bring in more customers himself.

These are the stages of a lead funnel and now you can build one for your own business. But, before your start arm yourself with a tool that will help you to build a strong lead funnel and help you track your leads as they travel through it.

You can check out LeadSquared, and give it a quick try!

You know how marketing in a utopian world would work? Everyone we reach out to will become a customer. Every ad we create, every article we write will have a 100% conversion rate and there would be no marketing funnel. Instead, we will have a nice marketing cylinder! Sounds wonderful, doesn’t it? But, in the real world, a funnel does exist and what a marketer can hope for is to make the funnel as wide as possible.

marketing funnel - banner

The marketing teams of most businesses have it tough. They are usually responsible for the topmost rung of the funnel. The wider their net is, the more fish they catch. And, they have to come up with new and effective ways that allow their nets to reach a wider area. In addition to that, they also have to ensure that the nets are strong enough that not many fish slip through the cracks.

Why am I talking about fishing, you think? Cause that is how your marketing funnel also functions. And your aim is to ensure that your marketing funnel is strong enough that more leads turn into customers.

What is a marketing funnel?

” A marketing funnel is basically a visual representation of the various steps that your leads follow until they become your customer. It allows you to track your customer at each stage, giving you deep insights into how the lead is interacting with your business.”

Everyone names their funnel stages differently, but there is some sort of agreement that the common stages of the funnel remain the same. Your lead makes the first contact with your business and become aware of the product, and then develop an interest in the product and then start evaluating your product and finally buy from you. But, that’s how it was before.

But, the new marketing funnel does not stop with your lead becoming a customer. Rather, it increases its reach and tried to get your customers to bring in more customers.

marketing funnel - infographic

To illustrate this better, let us assume that you sell fitness bands. Let’s see how an ideal lead would travel down your marketing funnel.


Aim: Identify the target audience and make them aware of your product

Fitness bands are still a niche product that not many people are aware of. So, your first order of business would be to make people aware of your product. But who do you start with? How do you know who would be interested in buying your product? You need to start building buyer personas. Out of the top of my mind, I’d assume a young working professional with an income above 25,000 dollars, within the age of 25- 40 will be an ideal buyer.

The next course of action would be to find out where the buyer would come across your brand. Social media would be a good guess. So, you can start running paid campaigns on channels such as Instagram and Facebook. Additionally, you can make short videos for YouTube as well and run ads for the same.

So the aim is basically for you to get your target audience to know the existence of fitness bands and what they do.


Aim: To educate the lead on the benefits of the product and coax them into making a purchase

Now that you know that the lead is aware of your product, your next course of action would be to educate them on the benefits of owning a fitness band. Your funnel has now narrowed down a bit, as not all who see your marketing efforts and adverts will decide to take an action. The next step can only be taken on those who have interacted with your ads.

Since most advertising platforms have means of letting you know who viewed your ads, interacted with them, clicked on them etc, it will be easy for you to filter out the leads who are interested. YouTube even allows you to know how much of the video ad a lead has watched and the bounce rate as well.

Send over educational content in the form of blogs, videos and case studies on how using a fitness band has benefitted someone on their journey to a healthier lifestyle. If it suits your business, you can even conduct helpful webinars and podcasts about your product/service. E-books and whitepapers are another effective means to attract your leads as well


Aim: To convince the lead why your product is better than the competition

The funnel now gets narrower, as only a percentage of the leads who were interested in buying a fitness band will actually think of buying one. Now that they have decided to purchase one, they will start their own voluntary research. They might look at what your competition has to offer, read up on reviews and ratings of your band vs others’.

By having a good lead tracking tool, you will be able to figure out what your lead is doing on your page. You can see which band they are interested in with the amount of time they have spent on the page, if they have added to cart and then abandoned it, etc.

Email marketing is your best friend at this stage. Send them offers and customized discount coupons. Like how banks offer credit cards based on the user’s spend. Use a tool that allows you to automate customized responses. Don’t stop stressing on the value and benefits that you offer because that is what matters at the end of the day. The prospect will always look for value for their money more than anything else.


Aim: To get your customer to actually buy the product

After all your nurturing efforts and promotional offers, only a fraction of the people who expressed interest will actually make the purchase from you. This is the most transactional of all the steps in the funnel, where the lead simply buys your product and pays you money.

Here you would have the business side of buying such as the invoice generation and product delivery as well as the installment of the product if needed or onboarding is done.


Aim: To make the customer happy with the product with post-purchase support

Now, you have to remember that you are not done when the customer completes the purchase. Instead, you have to ensure that your customers remain happy with your product. In our example, you can send them a little guide on how to make the most of their fitness band, how to actively track their heart rate, and track their sleep effectively as well.

This not only makes them feel like they are cared for, but they might also actually make use of the product the way it is meant. Constant interaction with the customer even after purchase ensures long-term happiness with your brand.


Aim: To get the customer to repeatedly buy from you, either new purchases or upsell/ cross-sell

When your customers really love your product and find it useful, their delight turns into loyalty. Keep offering them reasons to love you more. In the case of the fitness band, you can offer accessories on a discount, such as mobile holders or new bands for the fitness tracker.

Such offers as well as prompt customer support, and easy product exchanges and replacements will ensure a good customer experience. In the case of SaaS or B2B  products, having a transparent product support platform, as well as a 24/7 support team that quickly resolves issues, will ensure that the customer remains loyal to your brand and not even think of moving elsewhere.


Aim: To get your customers to tell their circle about your business and bring in more customers.

A loyal customer is the best asset a business can gain. He will come to you for fitness needs now because he knows that your products are good. Furthermore, he will start boasting about his new fitness tracker and how his life is much better because of it. This word-of-mouth marketing is the most effective means of marketing that your business can get. People tend to believe the word of their peers much more than the fancy ads that they see.

They weren’t kidding when they said, “Customer is the king.” Because a happy customer means more sales!

That’s how a marketing funnel works. You can replicate my example of the fitness band for any product. Just remember, that for a marketing funnel, there just needs to be some sort of conversion happening online. This could be buying a product, downloading an app, filling a form or scheduling a demo.

Are you looking for a tool that would help you streamline your own marketing funnel? Then, try LeadSquared.

what is contact manager

Ask any sales person about their greatest asset- You will hear contacts. Contacts are nothing but relationships and talking about sales, people buy relationships whether it is from a brand, a person or with the values of the company. This makes contacts the seed of a sales tree and managing contacts are like planting your seeds the right way.

That’s a farmer, right? There is an age-old debate between hunters and farmers. Which kind of salesman is more profitable? There is no definite answer to this question but whichever type – they need something to manage their contacts

So, what is a Contact Manager?

Like every other tool, contact manager was built to make your life easier. In the world of sales, contact manager is probably the most important one, because as we already know- everything starts with a contact.

contact manager - smart views

In simplest terms, a contact manager will help you manage your contacts better. When I was a kid, I have seen my father scribbling diaries with phone numbers and notes. That was the contact manager for him.

Time has changed and now the diaries have transformed into mobile phones and tablets. But he wasn’t a salesman. He had limited contacts. For the salesman though, the competition has turned to tool into a real thriving technology- Welcome to the world of contact manager, lead manager or a CRM. Whatever you may call it. They are close cousins but with a different nature. But before that

Is Contact Management Really Necessary?

When you sell for a living, you probably have hundreds, if not thousands of contacts. It becomes difficult to keep track of each and every contact. You need a system which helps you manage those contacts. Forget managing, contact managers have come a long way and they just not manage your contacts but help you close the deal faster. Something which makes sure that you are doing the right things, you are not forgetting anything important and you are aware of what is happening with your contacts.

Let’s see some of the most important aspects of a contact manager

1) Keeps everything at one place

First things first, it keeps everything at one place. You don’t have to maintain dozens of excel sheets. You don’t have contacts scattered all around the back of your notebook, mobile phone or emails

what is contact management - contact capture

But it’s a pain to import all the contacts manually 

Yes, it is is a pain, but you don’t have to do it. Modern contact managers are capable of importing the data automatically via integrations. Most of the software product companies have realized that they can not be like an island anymore. They either provide out of the box (readymade) integrations or they provide API’s to connect to the other system.

What is an API? 

An API is an Application programming interface. In simplest terms, it is an interface which allows to software to talk to another software and send receive data easily – In this case, the contacts.

For example –  If someone emails you and shows some interest. That person/lead/contact automatically becomes a record in your system. You don’t have to fill in all the details again in your contact manager and copy-paste the email content manually.

email integration

That is because the email client and your contact management software are connected via an API. Such is the case with chat software, telephony software, social media platforms, PPC platforms, third party website and more.

2) Differentiates between good leads and the bad leads 

Now you have all your contacts in one place. What next? Start looking for opportunities? Where do you start? A sophisticated contact manager helps you with prioritizing your tasks. It tells you the leads which are active and have higher chances of closure against the not so serious ones.

There are two ways to do that – quality scoring and lead scoring

What is a Quality Score?

contact manager - lead quality

It is a score which is generated by matching your ideal customer persona. You need to set the parameters of that ideal customer and the software matches it with a new contact. For example

Give 10 points if the contact is C-Level

Give 5 points if the industry is finance, insurance or banking

Give 5 points if the age is between 30-45 years.

Now if you have two contacts – A CEO of XYZ bank and an intern of a small broker company. You know who to chase first. It’s easy, you can do it yourself. But imagine thousands of such contacts in the system- Not so easy.

What is a lead/contact Score?

contact manager - lead score

Lead Score is different than quality score as it is based on the activities of a lead or a contact. For Example-

Add 5 points if a contact is viewing a policy page

Add 10 points if a contact spends more than 10 minutes on any page

Subtract 10 points if a contact unsubscribes on the emails.

Like this, you will have a cumulative score of each contact in your system, which indicates which contact is active and which one is dormant.

You can also integrate this information with your marketing system which can trigger communication based on the activities and scores of the contacts.

3) Reminds of important tasks 

” I forgot” is not an acceptable excuse, it never was. A contact manager saves you from this embarrassment by managing your tasks and keeping you on top of them. When you start your day, it tells you a complete list of pending tasks, day’s tasks in the order of priority. You can also sync your mobile and email.

ATTACHMENT DETAILS contact-manager-tasks-and-reminders

The sales manager can also keep an eye on their inside sales, call center and on field teams by monitoring their tasks like – number of calls made, number of emails sent, missed follow-ups, pending tasks and more.

4) Sets context to the sales

Nobody likes an aggressive salesman trying to shove them down the sales funnel. Following up is good, but only with the proper context.  Everybody needs the solutions to their problems, but to solve them your sales team needs to make sure they start from where they left off from last time.

contact manager - contextual selling

A salesman who does that the best stands the best chance. A contact manager is not a book of contacts. It also stores the communication history, which in turns gives the context to the salesperson about what to talk. Where did we leave last time?

5) Provides analytics 

Analytics is an integral part of the contact manager. After all, numbers don’t lie. Everybody wants to see the results. A contact manager gives you powerful insights into contacts, activities, tasks, and revenue.

The funnel report gives you an overview of where your contacts are in the sales process

(LeadSqured Snapshot)

contact manager- funnel

The sales pipeline report gives you an idea of how the how the much revenue is expected in the coming time period

(LeadSqured Snapshot)

contact manager - pipeline report

The sales performance report tells you how your sales team has performed in the given time period in terms of follow-ups, meetings, and revenue

(LeadSquared Snapshot)

contact manager - sales activities

In the end

Everybody wants to uncomplicate their lives, spend time doing what they love. In all probabilities, you don’t love juggling between 20 tasks, phone numbers or emails in a day, when you can use that time better and if technology can help you do so, why not?

If you are struggling with missed follow-ups, late response time or excel overdose, you should give contact manager a try. It might be something you were looking for a long time.

Now, when you start a business, your end goal will always be conversions and more conversions. But what counts as a conversion? That may differ for different businesses. For some, it would be getting the leads to make a purchase on their website or online store. For some, it may be getting them to signup for a trial or to request a demo. And for some, it might be getting them to install a mobile application. Whatever the definition may be, the process of getting them to reach that final step is called a conversion funnel.

COnversion Funnel - banner

Why is it different from a sales funnel, though? A conversion funnel is predominantly online. As in it traces the path that your lead follows online, before he converts, also online. A sales funnel is much longer and requires a salesman’s intervention. A conversion funnel, on the other hand, is built in such a way, that the lead follows it instinctively until they convert.

Stages of a conversion funnel:

The stages of a conversion funnel are very similar to that of a sales funnel:

  • Awareness
  • Interest
  • Desire
  • Action
  • Delight

To give you a clearer glimpse into how each stage works, let me take an example of a customer and see how they pass through the entire sales funnel.

I am going to take my own example. So, the thing is, I love books, I love Harry Potter and I love Christmas! No kidding, these are three of my most favorite things. Imagine if someone offered them all to me? I’d lap it up of course. So let’s see how this story goes, shall we?


It all started on one of those days when I was pointlessly scrolling through my social media feed. When a very attractive ad on Instagram happened to catch my eye.

Conversion funnel - aware

It spoke of getting books and goodies delivered to my doorstep. And, naturally, the premise intrigued me (especially the prominent positioning of the Harry Potter goodie) and ensured that I remember the brand. Now, I am aware of the brand called ‘The Big Book Box’.

That is what the first step of your sales funnel should be. To let your audience know that your business exists. This is where the role of your marketing team would be the strongest. You need to ensure that your audience is aware of your brand and its many offerings. It’s highly probable that this is the point where many of your prospects are hearing of your business for the first time. So, ensure that your message is eye-catching, especially to your target audience.

Like in the example above, their ad was catchy enough, that I went to their Instagram feed and spent quite a while looking at the images. Now I am pretty aware of this brand and the service that they offer.


Now, this brand kept popping up on my Instagram feed and slowly on Facebook feed as well. Simply because the pictures were pleasing, I loved the intrusion and started to take an interest. In due time, I even started following their Instagram handle, so that I can be updated of the newest boxes that were going out and the goodies that they were selling. I started subscribing to their newsletter as well. Look at the really nice ones they have sent.

Conversion funnel - interest

This is the stage, where your customer is informed of the offerings that you provide and takes steps to actively follow you. As in my case, they might subscribe to your newsletter, opt to be notified of new offers or products, or start following your social media groups.

You can take advantage of their active interest and educate them on why exactly they need to buy from you. In my case, words like ‘Literary treats’ and ‘Goodies’ stood out to me. Find out what problems your audience is facing and how you can provide a solution. This is will keep them hooked. Send over educational material like blog posts, webinars, white papers, and e-books.

sales funnel for managers


After months of watching them putting up enticing pictures of books of my favorite authors and such pretty literary goodies, I harbored the strong desire to purchase a box for myself. But, I kept putting it off as I thought it was too pricey. Until they started sending me discounts and coupons.

Conversion funnel - desire

This is the stage in which your prospects will start showing signs that they want to make a purchase from you. You can monitor their online behavior and start sending relevant emails in the same way as The Big Book Box did. You can even give them time-bound offers that will prompt them to buy from you immediately.

Get yourself a good tool that can track your lead’s online browsing pattern and figure out where their interests lie. You can then assign scores to them and then keep pushing dynamic discounts and offers through the tool. This way your entire process will be automated. You can then also track their response to your emails and further modify your offerings.


Armed with information on the books and goodies that are arriving in the box, and with the coupon codes, I finally took action and made the purchase. I subscribed and bought my own Book Box. Finally! I have officially become their customer.

This is probably your most important phase of interaction with your lead as they transform to being a paid customer of your service. You can expect all the transactional process to take place in this stage. This could be things such as writing invoices, delivering the product/service, installation if needed, or any sort of instruction.


Now, my interaction with The Big Book Box did not end with just one box. With Christmas fast approaching, they have been promoting a Secret Santa for their subscribers. And of course, I joined. In fact, I am so happy with the books and goodies they send, that I have made the brand pretty popular within my circle of friends. I have become a loyal fan and repeatedly purchasing from them, along with becoming a brand ambassador!

Conversion funnel - delight

This is how businesses should strive to stay relevant by encouraging your customers to repeatedly purchase from you and encourage them to also recommend you to their peers. This way you will ensure that you get new business at the lowest cost and with the effective marketing means, i.e, word of mouth.

(Disclaimer: The above article is not a promotion for “The Big Book Box”, but rather a happy customer using a personal experience to drive a point home)

So this is how your conversion funnel works. When you build a funnel, no matter what kind it may be, you always need to ensure that you have an appropriate tool to track the flow of leads down the funnel. If you are looking for something that may help you, give LeadSquared a try!

Before we go to lead routing, I want to tell you a story. A study actually, which tells something about the human brain, which is related to lead routing and response time.

Antonio Damasio, a famous neuroscientist studied people with the injury in the frontal lobe where we feel emotions. Apart from not feeling emotions, they seemed normal. But they were not able to make even simple decisions, such as what to eat – Chicken or a Turkey?

lead routing

What does it mean?

Decision-making is purely emotional but, we try to back it up with logic. Try to remember this, as we will come back to it later. Ok, lead routing now.

What is lead routing?

Lead routing is a process of distributing incoming leads among sales reps. It is also known as lead assignment. Usually, lead routing is an automated process, and CRM software distributes the leads to salespeople on the basis of zip code, the product of interest, lead score, availability of the sales reps, or any other criteria relevant to the business.

When you have a large sales team, especially on the field or multi-center ones, several leads are lost in transition or not followed up instantly.

Automatic lead routing software reduces the response time, and a salesperson gets an instant notification on their email and mobile when the lead arrives. It thus makes it possible for salespeople to respond to the inquiry quickly. Otherwise, by doing it manually, sales reps end up wasting time finding details in spreadsheets, contacting them, and adding notes.

lead routing software

Now, coming back to the decision-making. We know that decision-making is emotional, and once the salesperson has made an emotional connection with the lead, it is tough to backpedal. Quick response time is crucial to building a connection with the prospect. Not saying that whoever follows up the first will crack the deal, but it definitely gives the edge.

Faster lead routing = Faster followup = Better relationship

How does lead routing software work?

A good inquiry routing software allows a business to route leads to the sales team automatically. The first step is to capture the leads from all the sources, such as website, phone, email, chat, events, social media, and others (depending on your marketing reach and strategy).

The next step is to check the lead’s parameters and score and allocate leads through a predetermined logic. For example-

  • If the lead country is the United States, route it to the USA team. If not, route it to the India call center.
  • If the zip code is 52402, route it to Cedar Rapids.
  • If the city is Philadelphia, route it to the eastern zone call center.
  • If the lead score > 50, override everything and assign it to Andy (salesman).
lead allocation process

Similarly, you can create your own logic and set up your lead allocation process. Lead routing and scoring mechanisms make it extremely easy for the sales teams to identify qualified leads and follow-up accordingly. Let me tell you some more benefits of a lead routing system.

Benefits of using a lead routing solution

Through an efficient lead routing system in place, you can ensure that the leads are distributed equally among the sales reps. Thus, none of the sales rep is over-burdened, and the leads/inquiries are followed-up in time. The following are the key benefits of using routing software:

  1. Assign scores: The system assign scores to the lead during the time of lead capture. For example, the system assigns a higher score to the person who visits the pricing page (because this shows a higher buying intent) and a lower score to a person who has read a blog article. 
  2. Distribute leads: Track and distribute leads between your teams based on requirements or other dynamic criteria.
  3. Score engagement: Score a lead’s engagement in real-time based on actions they take. For example, website visits, email opens, link clicks, inquiries, etc.
  4. Automatic reassignment: If a sales rep fails to follow-up with a lead, the system automatically reassigns the lead to a different representative after waiting for a certain period. 
  5. Custom routing logic: The software allows you to create your lead assignment rules to match lead with the right sales rep. Depending on your business, you can also define complex routing rules that may involve several other business parameters. 

Some routing software also allows integration with dialers/cloud calling solutions. With this, salespeople can call the leads from the routing software itself. This way, they save time and can work more productively. 

lead conversion strategies

If you have a large sales team and tired of using complicated and clunky tools for routing leads, you can try LeadSquared free for 14 days to see how easy it is to create a kickass lead routing logic in minutes. I promise you’ll love it.


What is a lead router?

A lead router is a feature of CRM software or a lead management system that lets you automatically distribute leads to the sales reps based on location, availability of the sales rep, lead score, product interested, and other predefined criteria. 

What are the benefits of a lead routing system?

A lead routing system automatically filters leads, helps prioritize sales-ready leads, and assigns them to the sales reps for follow-ups.

How do you allocate leads?

If you use a lead management system or CRM software, you can automatically allocate leads to the salespeople in a round-robin manner. The system also allows you to define rules and assign leads based on location/zip-code, products interested, availability & expertise of the sales reps, etc.