In my last post, I discussed that there we’re 4 crucial measures to ensure optimal performance for sales leads. The 2nd crucial measure listed, “Make sure the consumer showed intent” is one that sounds great in theory, but is much harder for marketers to actually execute without the right data.

Based on the analysis done by our data science team and our experience working with national advertisers, we’ve found that as consumers engage with your brand, they’re leaving behind a scent trail of behavioral data that details how serious they are about your product or service. And it’s these signals that can help determine how willing they might be to take your phone call or respond to your email regarding solar installation.

Picking up on these behavioral cues from prospects is all about understanding the customer’s journey through the funnel. For starters, do you know the average amount of time it takes to complete your lead form? You can—and you should—because knowing whether a consumer spends 5 minutes or 5 seconds can reveal a lot about how likely he/she is to become your newest consumer. In fact, leads that have a consumer duration (the actual time they spent on a form) of less than 30 seconds convert at half the average rate.

Another way to measure consumer intent is through a metric we call consumer frequency. Consumer frequency looks at how often a consumer has appeared in the general marketplace.  For example, when a consumer inquires 2 to 5 times on competitive solar sites across the web, that person is more likely to engage with one of your reps in a meaningful conversation.

There are exceptions to every rule, of course, and the amount of time spent on the lead form and consumer frequency are just two of the many inputs that goes into measuring the likelihood of contacting a consumer.