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1. How to turn leads into customers?

It’s great to get leads, but it’s even better to get paying customers! You may want to share this page with your Sales team if you have one. There are several strategies you can use to turn the leads you’re getting on your website into paying customers.


Send Lead Nurturing Emails

You can use Lead Nurturing to drive your leads further along the buying cycle. Lead Nurturing is the art and science of crafting a series of emails that get automatically sent to your leads after they first convert on your site. According to Marketing Sherpa, 70% of your leads will end up buying something from you or one of your competitors, but they won’t do it right away. Lead Nurturing lets you keep progressing those leads down your funnel and stay top-of-mind so that when they are ready to buy, there’s a good chance they’ll buy from you, and not one of your competitors.

Before you get started, you may want to review some Lead Nurturing campaign examples >

Step #1: Determine next steps for your leads. The next steps for your leads will depend on the form they fill out, so you should create a different lead nurturing campaign for each form on your site. Remember, your goal is to drive people further along your buying cycle gently, so your first couple emails might be more informational than salesy.

Step #2: Create your first Lead Nurturing email. Pick a form on your website, and start building out its Lead Nurturing campaign. 
You can ceate a Lead Nurturing campaign using HubSpot. Learn how >

Step #3: Make sure each email has CTA links. You cannot measure the click-through rate of an email without there being any links! Make sure that each email includes a link back to your site, whether it’s to a landing page or an informational blog post.

Step #4: Measure and analyze your results. Start measuring results as soon as they become available. You need to measure each email’s click-through rate (target at least 1.5%), number of conversions on each landing page, and the unsubscribe rate (target lower than 5%) for each email.

Step #5: Optimize your emails. Once you’ve started analyzing your results, start optimizing the lowest-performing emails. Here are some elements you may want to tweak:
  • Wording of the subject line
  • Wording of the email
  • The offers or "next steps" you are promoting in the email
  • Timing of the email (too late or early in the lead’s buying cycle)
  • Is the information in the email or offer truly valuable to the lead?