Unlock the Secret to Home Service Success: 4 Essential Lead Performance Numbers Every Business Owner Must Monitor!

It’s essential to look at the performance numbers behind your business. From monthly profits to the number of return customers, this data is telling you something about how your company is doing.

But with the amount of data out there and the different metrics you can easily gather, it can be overwhelming.

With the increased spread of data, the key lead performance numbers for your business are at your fingertips. But there’s also a lot of information that isn’t particularly helpful to look at. It’s easy to feel lost when trying to review the data or avoid it altogether because you don’t know where to start.

It’s important to be able to narrow down the figures to look at, knowing what numbers are going to help you focus on getting more leads, as you try to increase profits and fill up your pipeline.

Look at:

1. Cost Per Acquisition (CPA)
2. Cost Per Lead (CPL)
3. Organic Keyword Rankings
4. Overall Site Bounce Rate

1. Cost Per Acquisition (CPA)

At its simplest, the cost per acquisition (CPA) is the measurement of how much you’ve spent to gain a new customer. This is a dollar figure that can be compared to the value of the sale or the total lifetime value of the customer.

CPA is the single most important metric to look at. Not only does it help you determine if the marketing efforts you’re using are worth it, but it also allows you to get a look at your revenue in a different way.

You can find the CPA by dividing the total cost of your marketing efforts by the number of new customers acquired through these efforts.

2. Cost Per Lead (CPL)

The cost per lead (CPL) is the figure that shows you how much you’re spending, on average, for each new lead you bring in. This figure includes every lead, not just the ones that become sales.

To find the CPL, simply divide your marketing spend by your total number of leads.

Once you have this figure, you’ll be able to gauge the success of your marketing efforts. It will also allow you to see how much you’re spending on each potential customer and if you’re gathering leads efficiently.

3. Organic Keyword Rankings

Looking at keyword rankings for search results (or organic keyword rankings) will tell you the placement of your website on Google (or other search engines) results pages when select terms are searched. Reviewing these rankings will give you a clearer idea of what your free website traffic looks like and where it’s coming from. Organic rankings will also exclude the paid search ads that appear before the other results.

It’s important to have a list of terms or keywords that you want your company’s website to be found for when they are searched. These terms should be based around your services and the locations you offer them in. If you’re a plumber, consider something like “plumbing repair in Buffalo,” or an HVAC company could use something like “heating company in Milwaukee.”

There are several tools available to track your website’s organic keyword rankings that are available for free or for a fee. A good place to start is with Google Search Console, available for free, but it’s best to use a mix of several tools to get a complete picture.  You’ll want to look at this at least once a month.

Ranking on the first page of organic search results is the best way to generate leads – or in the top 10 for a specific term. Being in the top three results is even better for increasing your leads. People rarely look past the first page on Google, so you want to try to be on that page.

4. Overall Site Bounce Rate

Overall site bounce rate is defined as the percentage of website visits ending with only one page visited and without generating a lead. Looking at this will give you an idea as to how people are behaving on your website. You can find the bounce rate listed on Google Analytics, a tool that’s free to install and use .

When you see a high bounce rate, that will tell you that the people coming to your business’s website aren’t finding what they are looking for quickly enough. In contrast, a low bounce rate indicates that people are finding the right page initially and the information they are greeted with in what they are looking for.

You should review the bounce rate weekly or monthly so you can act promptly if you notice a big increase.

When you see a bounce rate over 65 percent, it’s time for you to review your website’s most visited pages and see what could be deterring people. Is the navigation challenging? Does it lack a clear action? Is there missing information?

If you have more time to spare, you can also look more deeply at your site’s bounce rate. In Google Analytics, you can look at the bounce rate by both webpage and by traffic source (organic, direct, referral, social and paid ad). This will give you a further idea of what is performing well and what aspects could be improved.