SUMMARY: If you offer a high-end subscription service, you probably have a team guiding prospects through the complicated conversion process. For Hoover's, the 15 minutes it took to follow up on Web leads by telephone was long enough to watch a hot prospect turn cold.
See how they dismantled their old process and tested online chat to keep leads in the incubator. They're glad they did. The new system paid for itself in a month, average order value is up 11% and the project's ROI is 5-1. Plus, how they keep from annoying valuable prospects.