Lead nurturing is focused on the efforts related to marketing and communication to meet the needs of the prospective clients in every step of the process. It is said that around 50% of all leads are not ready to make a purchase but will likely be interested at a future stage.
Nurturing the lead allows the business to maximize the potential for the customer to come back and make their purchase through the business' site. Most websites will create a lead nurturing strategy which involves sending updated offers regularly to the potential consumer and including special discounts or other money saving offers to entice the user to make an order. Once a lead converts to a sale the company will usually continue to email and market to the customer suggesting other options to be ordered that are related to or which work together with the purchased product.