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But the results were terrible. Not only did they fail to convert leads into sales, they offended their customers.
"To get to the payment screen, you have to put in your contact info, but many customers don't finish the process because they didn't want to put in their credit card information. When you're spending $299-$1,500, you typically need approval from a manager or the finance department before making that type of purchase," said Fitzgerald, Director Public Programs.
Heath and Fitzgerald realized that an immediate follow-up call didn't give prospects enough time to get necessary approvals, but they knew they needed to move quickly enough to make sure buyers remained motivated...
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