20 lead optimization ideas in 20 minutes

20 Lead Optimization Ideas in 20 Minutes

•Intro •About LeadiD •Framework •20 Lead Optimization Tips •Questions

Agenda

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• Founded in 2011 • Customer acquisition intelligence platform • Neutral arbiter of digital transactions • Common data currency for marketers • Trust, transparency, action

About LeadiD



Planning Execution Measurement Tuning

Framework


Key Areas of Focus

1. How to get more leads (quantity)

2. How to get better leads (quality)

• Know your audience and what they care about. • Know the characteristics that are predictors of success. • Goal(s) should be measurable, achievable

1 Begin with a goal

• Evolution in thinking - Yesterday: “Don’t ask too much.” - Today: “To get more, give more.”

2


Understand Cost/Value• Leads are like retail eCommerce • Exchange of information, not products

Source:

Flint McGaughlin CEO and Managing Director,

MecLabs

3


Scope the competition• Channel your inner Sun Tzu • What are they saying? Doing? • Strengths you can emulate? • Any weaknesses you can exploit?

4


Staff appropriately

• How are you representing your brand? • How are you representing your clients’ brands? • Don’t break the rules in order to get more leads.

• Follow the rules to get good leads. • Tie compliance to individual leads

5


Be compliant

• Prior express written consent to auto-dial mobile #s • Lawsuits up 70% since 2012 • Penalties of up to $1,500 per call • You can

- Utilize approved disclosures (size, font, etc.) - Capture visual record of the consent

6


Respect TCPA

• Acquisition, website teams often different • Ads, Landing Pages both need to convert • Over time, the experience diverges • Symptoms of a problem

- High CTRs, low conversion rates - High bounce rates

7 Deliver post-click

• Desktop, tablet, mobile • Remember: A usable landing page

isn’t necessarily a useful one • Respond to consumer’s device… but

also consumer’s needs

8


Be responsive


Source: http://limecuda.com/f-or-z-pattern-in-web-design/

• Over-optimized sites can be worse than un-optimized ones • Perceived as spammy ( = less trustworthy) • Your real audience (people) says, “This isn’t for me.”

9


Write for consumers… not search engines.

10


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11 Measure your goal• Colbert: “If at first you don’t succeed, redefine success to be what you did.”

• Don’t switch goals to craft a success story.

• Importance of Tip #1

Source: GeekyNews.com

• Level playing field if everyone looks at the same thing. • Many supporting metrics aren’t very actionable

- Time on Site: Great site or hard to find content? - Page Views per Visit: Engaged visitors or bad SEO?

• Look at - Lead Duration: How long did consumer spend on form? - Lead Age: How fresh is a lead?

12


Think outside the box

Alex

• Shouldn’t leads be valued like retail customers? • Assign value to every single attribute • Measure cost savings

- How much do you save by rejecting bad leads?

13


Value all of your data

Alex

• There aren’t good publishers and bad ones • There are better leads and

14


Leads, not sources

Alex

15 Profile progressively

• Amazon: Every 0.1s in load time reduces conversion rate 10% 16


Think fast

• What works today doesn’t work tomorrow (b/c it works today) • Competitors catch up • Consumers become immune to tactics that were once “novel” • Is your secret sauce really secret anymore?

17


Avoid complacency

Alex

• Automated segment discovery can uncover attributes you didn’t think were very important

18


Re-view what matters

Alex

• End religious arguments about what works best • Test your way to the right answer • Beware of “one size fits all” landing page experience • Great areas to test

- Calls to Action: Does “Download” still work? - Email subject lines: Don’t just look at CTRs - Call Center script @ first contact

19


“Always be Testing”

Alex

• aaaa

20


Customize your nurtures

Alex

• What’s your Cost per Lead? • Social Media —> Social Business • Free advertising

21


Crowdsource

Alex

• Customers trust names they know and recognize • Do they know you? • Trust indicators help answer, “Why us?” • Seals such as TRUSTe, SSL certificates • Customer testimonials, Address, Awards, About Us page

22


Add trust indicators

Alex

• 3 steps in the Consumer Journey 1. Awareness 2. Consideration 3. Decision

• What are the distractions in your lead funnel? • Navigation • Special offers

23


Eliminate distractions

Alex

• aaa 24


Send “Free” to 2005

Alex

• It’s a job… market. • Reward jobs well done to avoid “longing for good ole days.”

25


Celebrate success

Alex

Installation


Thank you

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20 lead optimization ideas in 20 minutes

Marketing