How can I mitigate the number of subpar leads?

The short answer is that you can mitigate the number of subpar leads by adding friction to your ad process. This approach ensures that only prospects with higher intent are willing to spend the extra effort to provide additional information, thereby improving the overall quality of your leads.

Full Explanation

Mitigating subpar leads is achievable by intentionally introducing friction points within your advertising strategy. Friction, in this context, means creating a slight increase in the effort required from potential leads before they can fully engage. By requiring more detailed or additional information in your ad forms, you discourage casual or less interested users from submitting low-quality leads. As a result, this process filters out low-intent prospects and increases the likelihood that the leads you do receive are genuinely interested and qualified.

Step-by-Step Breakdown

Add friction strategically: Incorporate extra fields or questions in your ad form that require meaningful answers rather than just basic contact information.
Set expectations clearly: Make it clear why you need additional details to discourage uninterested users from wasting their time and yours.
Review for intent: Analyze whether the additional friction correlates with better lead quality over time and adjust as needed to optimize results.

Real Examples

While not directly provided, the concept implies that ads with simplified forms may attract more leads but risk lowering quality. Conversely, ads that request more detailed information or steps act as filters to ensure only higher-intent users will complete the process. Thus, by adding friction, you effectively create a natural selector that elevates lead quality.

Common Mistakes

Adding too much friction: Overcomplicating your ad forms can discourage all leads, including qualified ones.
Not aligning with intent: If the friction does not relate to the lead’s intent, it may block even genuinely interested prospects.
Ignoring follow-up: Failing to promptly engage qualified leads after filtering may reduce the effectiveness of mitigating subpar leads.

FAQs

What does “adding friction” mean in lead generation?: Adding friction means adding steps or requirements in your advertising process that make it slightly harder to submit a lead, thus filtering out low-intent prospects.
Can adding friction reduce total lead volume?: Yes, it can reduce the number of leads but improves overall lead quality by focusing on those with higher intent.
How do I know if the friction I added is effective?: Monitor the quality and conversion rates of your leads over time to see if the added friction results in better prospects without excessively reducing volume.

Key Takeaways

Introducing friction to your ad processes encourages submissions from higher-intent prospects.
Additional information requirements act as natural filters to reduce subpar leads.
Balance the level of friction to avoid deterring qualified leads while improving lead quality.