Lead response analysis
How 26,000 leads revealed revenue hiding in after hours enquiries
Analysing more than 26,000 customer journeys to compare response timing with eventual conversion.
Customer journeys reviewed
Outside normal operating time
vs 2.71% after hours
The challenge
Nearly a third of demand was arriving when nobody was there to answer.
Leads kept coming in evenings and weekends, but the sales team worked standard hours.
The question was how much that delay was costing.
What mattered most
The strategy
Put a number on the cost of waiting.
I compared response timing against conversion across the full dataset.
- 01Analysed more than 26,000 customer journeys.
- 02Compared response timing with eventual conversion.
- 03Identified the commercial opportunity outside normal operating periods.
- 04Presented the case for covering after hours demand.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Conversion by arrival
After hours leads convert less
Lead arrival
When leads arrive
The outcome
A clear commercial case for faster response.
31% of leads arrived after hours and converted at 2.71% compared with 3.96% for leads handled in hours.
Closing that gap became a defined revenue opportunity rather than a vague operational concern.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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