While it’s tempting to measure Drift by comparing the conversion rates between a landing page with a form against a chatbot, that’s not what we recommend doing to measure success.
There are two things you should do to measure the impact of conversational marketing on your funnel.
First, if you’re using Salesforce, connect your opportunity tracking from Salesforce into Drift so you can see influenced revenue.
With revenue reporting, you’ll be able to see exactly how many opportunities, the potential revenue of those opportunities, as well as the amount of closed won revenue was influenced by Drift.
“Influenced by Drift” means a contact on the account had a conversation via Drift prior to purchasing or becoming an opportunity.
The second thing you should do to measure success is check the lead to opportunity conversion rate for leads that originate in Drift and the number of days it takes for those leads to become opportunities.
Here’s how to do it.
If you had 100 leads come from Drift, how many became opportunities? If it’s 20, compare that 20% rate against your overall lead to opportunity conversion rate for non-Drift leads.
At Drift, leads that come from conversations on our website are 2.5x more likely to become opportunities than our other sources like webinars, events and freemium product sign ups.
On top of that, you’ll want to analyze the speed from lead to opportunity. Measure how many days it takes a lead that originates in Drift to become an opportunity and compare against how long it takes for a lead coming from another source to convert into an opportunity.
At Drift, leads that come from conversations on our website convert into opportunities almost twice as fast as leads that sign up for our freemium product.
Demand generation with Drift isn’t just about increasing your landing page conversion rate. It’s about the speed and quality of the leads that originate from Drift. That’s because with Drift you’re creating a fast lane for the right leads to get answers and book meetings with your sales team.