Aaron Young explains why people rarely buy after clicking an ad. A blocked toilet gets an instant plumber call, but B2B SaaS or legal services take weeks or months: research, quotes, comparisons, references. Clicks are just the start of a longer funnel.
I released this video here yesterday, this one where I was talking about higher average order values and how it leads to more time before people make that decision. It was essentially a reminder that people don't buy on that first click, and I had some people reach out to me and ask, well, how does it relate to lead generation businesses? And let me take you through that now. So it is very much a similar concept. So instead of— what we're really going through is that when they click today, they're not necessarily likely going to convert today, But rather than average order value, the other big thing you need to be thinking about with lead gen is this emergency or the urgency. How important is it needs to happen today? Now you can see that first put I put there, I gave an example of if you're a plumber. So obviously if you're a plumber and someone's toilet is blocked, they've got, you know what I wanna say, but I won't say that online, is running everywhere all over the bathroom. They don't care. They're gonna call and they wanna convert straight away. However, if you are running anything like a B2B software as a service business, you may even be home repairs, or you may be like a professional service, so accountants, lawyers, whatever the situation would be, there is gonna be a longer click-to-conversion window. And this can sometimes take not only weeks but also months. And because they have to go through these stages, so there's not only the first click, there's also some research. They need to go through and get some quotes. Now that could be 3, 5, 6 quotes. They then need to compare those quotes. Then they need to go through and check some references and then they go through and make that conversion. Now also with lead generation, there's other factors that need to take into account. Do you have an active sales team that are calling these leads straight away? How good are those sales teams? So there's a lot of different variables in there, but the main take-home message is remembering that just because someone's clicked on your ad and gone to your website, it does not mean that they are a customer yet. You've only just passed that first step and you've got a lot more steps before you move them from a click to a new customer for your business.
