Central to maximising the performance of any business is maximising the lifetime value of each enquiry. Maximising the lifetime value of each enquiry maximises the return on the promotion associated with generating each enquiry. It drives revenue up and marketing costs down. The lifetime value of each enquiry is central to maximising conversion rates, margins, […]

Central to maximising the performance of any business is maximising the lifetime value of each enquiry. Maximising the lifetime value of each enquiry maximises the return on the promotion associated with generating each enquiry. It drives revenue up and marketing costs down. The lifetime value of each enquiry is central to maximising conversion rates, margins, average sales per customer, repeat business rates, and referral rates.  Here are five tips for – maximising conversion rates in 2021.  To maximise sales – first, maximise conversion rates. Some years ago, a client called me and suggested that he needed to increase his advertising spend. Thinking it was already high, I asked him – why? He perhaps not surprisingly answered – because sales are falling. On analysis, I found that sales were falling, but not due to a lack of advertising. In fact, his advertising spend per sale was already far too high. After…