No Answer: Why Leads Have N/A Status and How to Fix It
Seeing the baffling N/A (no answer) status on your leads sucks. Yeah, we know that. But why and when it pops up? What happens to the lead next? How to fix it and, more importantly, how to prevent it?
In today’s article, we will answer these questions to help you boost your conversion rate.
When does N/A status show up?
You don’t need to be a deductive genius to figure out that the status occurs when a call center manager cannot reach the subscriber. What’s the matter and how to fix it:
- Traffic quality. If at some point there’s an abnormally high number of non-answered calls, you need to stop the traffic and restart it because the campaign obviously didn’t catch on. If all campaigns have an increased number of “no answer” statuses, rework the approach to traffic directing as the quality of your traffic appears to be too low;
- Mis-lead. If a user is ignoring the calls, there’s probably something confusing about the creative, the pre-landing, or the landing page. Perhaps the messages at different stages did not go well together; the person filling out the application was out of inertia and not genuine interest.
- A ‘compromised’ landing page. Many users, after filling out an application, go to Google and search for info about the landing page. If there are a lot of negative reviews, a person will have no wish to pick up the phone and talk to the manager.
A typical example of lead info when traffic isn’t that good:
When else can you expect to see the N/A status?
And can a succession of N/A’s go when the traffic is good, the bundle is strong, and the landing page hasn’t had time to get dozens of scam reviews yet? And it can happen if a person left a request at a time when the call center just isn’t working.
So, is it possible that a row of N/A’s show up when the traffic is actually pretty good, your creatives rock, and your landing page doesn’t have too many negative reviews? The answer is: yes, it can. For example, if a person left a request at a time when the call center just wasn’t working.
Most often, this happens late at night and sometimes on weekends. In this case, the broker still sends the lead to the call center and when they open, the manager will try to reach the person.
So ‘no answer’ status might turn into a successful conversion after all.
But for those leads, who came when the desk was closed, the deposit CR will be much lower, because they may have already forgotten that they were registering.
The easiest way is to process a lead who got a call immediately after leaving a request and, moreover, entered his personal account through the auto-login link and had time to try out the product.
By the way, many brokers’ API is also closed when the call center is not working, which means that in addition to the fact that the person will be called the next day, they can’t even try out the product before the conversation happens.
How can I fix the situation and build up CR?
Before directing traffic, make sure to check the call center’s opening hours and turn off campaigns when they aren’t working. In most sources, this can be implemented in the campaign setup or through auto-rules.
Better check the specific time intervals with the manager, but there are some general rules of course.
What time to call in:
- U.S. 08:00-21:00 on weekdays, 10:00-18:00 on weekends, prohibited during national holidays;
- UK. 08:00-21:00 on weekdays, 09:00-21:00 on weekends, not recommended during national holidays;
- Australia. 09:00-20:00 on weekdays, 09:00-17:00 on weekends, prohibited on national holidays;
- Canada. 09:00-21:30 on weekdays, 10:00-18:00 on weekends, prohibited on national holidays;
- EU. 08:00-20:00 on weekdays, 09:00-18:00 on weekends, prohibited on national holidays.
Don’t forget: N/A status doesn’t mean that everything’s lost.
The call center will still try to reach the lead, sometimes ten or more times. However, the conversion will be much lower, the more N/A statuses you’ve got. So do your best to minimize the number of clients who cannot be contacted by a broker at once.
Check the quality of traffic; check your creatives and especially the landing page. When required, adjust the timing. Better spend more money on buying traffic in the daytime, than distributing the budget evenly over the day and getting at least a third of leads with ‘no answer’ status.