Conversion Optimisation
Lead
Plain English
Someone who might become a customer.
Definition
A lead is a potential customer who has shown interest in a product or glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term, typically by providing contact information or engaging with content.
In practice
Captured through forms, sign-ups, downloads, or enquiries and used for further marketing or sales follow-up.
In context
The definition is where sales and marketing usually disagree. Counting anyone who downloaded a guide as a lead makes the glossaryPipelineA pipeline is a sequence of automated steps that process code or data from start to finish.Open glossary term look healthy and the glossaryConversion RateConversion rate is the percentage of users who complete a desired action compared to the total number of users.Open glossary term look terrible.
The reality
Not all leads are valuable - quality matters more than quantity.
Compared with
Lead vs Prospect
A lead has shown some interest. A prospect has been qualified as a plausible fit: right need, right budget, right timing. Treating every lead as a prospect wastes the sales effort on the difference.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a lead?
A lead is a potential customer who has shown interest in a product or glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term.
How do you generate leads?
Through forms, sign-ups, content, and marketing campaigns.
Why are leads important?
They represent potential future customers.
What makes a good lead?
Relevance, glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term, and likelihood to convert.
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