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Online enquiries bring in the business from IFAP

Online enquiries are now as important a source of new business as enquiries made on the phone, says IFA Promotion.

Its research reveals that 44 per cent of the 339,000 online requests through IFAP generated an IFA visit compared with 51 per cent of people who phoned for details. This conversion rate for online enquiries has grown from 29 per cent in 2001.

The survey was conducted in November 2004 by Citigate Dewe Rogerson on 1,936 freefone callers and 1,032 internet users of IFAP’s Find an IFA service.

Thirty-nine per cent of hotline enquiries resulted in business being placed, generating an average purchase of 1.1 products, while 40 per cent of online queries ended in business being placed, with an average purchase of 1.5 products.

IFAP launched its online marketing package in Septem- ber 2004, offering IFAs enhanced listing prominence, disp- layed active email and website links and a consumer callback request facility.

Chief executive officer David Elms says: “We are urging IFAs to seize on this significant trend and to consider making full use of the internet to market their firm’s services. We have seen a 28 per cent surge in online searches already this year so the message to IFAs looking to grow their business should be crystal clear – ignore the internet at your peril.”

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