The Lead Response Curve Has a Second Peak. Most Teams Miss It.
Conversion drops hour by hour after a lead comes in, exactly as you would expect — and then jumps again the next morning, which nobody expects. Pooling data across clients showed why: if you missed your one-to-two hour window, stop chasing and reach out between nine and twelve the next day instead.
Transcript
Hey all, I'm about to share with you something pretty interesting. It's a culmination of some research I've done from aggregating information across multiple clients, to determine how much the time to first activity — when you're engaging a lead — how much it impacts the conversion rate. And the results are kind of interesting.
So check out the slide, and the results are rather interesting. Check out this graph, right? So you see here that it makes perfect sense: first hour, second hour, third hour. But then there's a huge uptick on the other side. I'm thinking to myself, this can't be right. Why should there be such an uptick after four hours? Like, what's happening here on the next day, or many hours later, that's intriguing — that's throwing this, that's increasing the level of conversion?
And when I deep dove into that, I took a deep dive. Check out this graph. Now on the surface of it, it seems really straightforward — but you can see one hour, two hours, three hours, you know, conversion rate goes down by the time to engagement. But you can see then there's a huge jump at some later timestamp, which is actually next day, or you know, many hours later.
And here's what we determined that was really, really interesting after researching this further. The time to engagement is one element that for your company can be maybe one to two hours from when they reach out. Consistently, if you reach out to them in that time block, which is usually one to two hours, you will always get a high conversion rate. But if you wait too long, it's better to push it off to the next day, or even a day after, and contact them within the hours of nine to twelve, which is a higher engagement rate.
Why is that? Well, people are less hungry, they're more motivated, and there's a lot of science behind that. Your team is less exhausted and your client is less exhausted as well.
If you want more information about this, comment in the comments below and I can provide additional details on how we came up with this, what tools I used to get this logic, what fields you need, and what are some of the other key findings.
