New Research Says Don’t Expect Even the Highest Ranked Web Companies to Bother Calling You Back
In a revealing study by InsideSales.com, responses were tracked from 5 separate inquiries made on over 500 top Web sites. Only 7.5% of companies responded by phone, 47% responded by email, and 45.1% never responded at all to any inquiry.
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Provo, Utah -- As the pioneer in lead management technologies, InsideSales.com, hired an independent research company to record response times to inquiries on Web sites of top companies (determined by Alexa.) Five different inquiries were made on 526 Web sites from 469 separate companies through Web forms using fictional identities. Researchers never replied, but gathered exact dates and response times and recorded whether responses were made by email or telephone.
The inquiries were made in early 2008 by Incoho, a data research firm from Ottawa, Quebec, Canada. Early results of this study were first presented at the Omniture Summit 2008 in Salt Lake City.
Interestingly, companies waited an average of 19 hours and 32 minutes before a first email was sent. Phone responses took an average of 35 hours and 53 minutes for a first call attempt. Business-to-business (B2B) companies did better by phone with response times of 29 hours and 51 minutes, while business-to-consumer (B2C) companies took 38 hours and 9 minutes to respond by phone.
“This study shocked us, and we were the originators of the best practice of immediate response as a key leverage in Web marketing,” said Ken Krogue, President of InsideSales.com. “The bar is very low, and companies who invest in technologies and processes to respond immediately to Web leads have significant advantage over competitors.”
InsideSales.com has been at the forefront of research in Lead Response Management since partnering with Dr. James Oldroyd of MIT in 2007 in a study released at MarketingSherpa's B-to-B Demand Generation Summit 2007. The study showed a 100x increase in contacts with a lead from a Web site if callback is attempted within 5 minutes. The same study showed a 21x increase in setting first appointments with leads attempted within the same time frame.
The term Lead Response Management (LRM) describes the process of capturing, routing, tracking, and responding to inquiries to optimize contact and qualification rates. LRM is gaining attention from marketers trying to squeeze more results from tight budgets. Marketers struggle when they generate leads and have them sit for days before sales attempts a callback. As a result, many companies are moving the lead generation duties to the marketing department.
About InsideSales.com
InsideSales.com offers a full platform of integrated on-demand response tools including a power dialer, Web form callback dialers, lead routing module, autodialer, guided voice messaging, hosted ACD and IVR, and toll free numbers that show Web visitor statistics to an agent before answering a call. InsideSales.com integrates with online CRM solutions like Salesforce.com and offers offline Web analytics solutions with Omniture. Click to download a complete copy of the study.
Press Inquiries:
Ken Krogue
801-853-4070 |
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