When organizations look to increase their sales (sales could be products, services, memberships etc) they frequently think in terms of expanding their leads.
For a store that would mean increasing the number of people who come through the door.
For a website it might mean increasing the number of visitors to the site.
For a non profit it might mean increasing the number of people who come to their events.
Shouldn’t they be looking at their conversion rates first? Rather than focusing on increasing leads, shouldn’t they be focusing on selling to the leads they currently have?
For a store that might mean making sure a greater percentage of people who come in their store actually purchase something (or even better, making sure the the people purchase buy even more).
For a website this might mean getting more people to subscribe, or buy or respond.
For a non profit it might mean making sure the people who attend their events donate or join.
If you can figure out how to increase your conversion rate THEN you should can work toward increasing your leads. Increasing leads without maximizing your conversion rate just mean more wasted opportunities.
Have a great day!