how to use undeclared data in the customer journey
TRANSCRIPT
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GENERATE MORE HIGH QUALITY LEADS BY USING- UNDECLARED DATE AND- REDUCING FORM ABANDONMENT
Mikaël Vandeskelde, Business consultantSidewalk
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GENERATE MORE HIGH QUALITY LEADS
BY USING - UNDECLARED DATA AND - REDUCING FORM ABANDONMENT
* WHY DO VISITORS LEAVE
* REDUCE FORM ABANDONMENT
* FORM DROP-OUT TRACKING
* (UN)DECLARED DATA
* CONTEXTUAL LEAD FOLLOW-UP
WHY DO VISITORS LEAVE ?HOW REDUCE FORM
ABANDONMENT ?
MOTIVATION
BENEFITS
CTA IMPLIED VALUE
ABILITYABILITY
UX
PEACE OF MIND
TRUST
EASE
MINIMUM
CLEAR
ENGAGING
TOOL / QUIZ
MOTIVATIONABILITYPEACE OF MIND
ENGAGINGEASY
FORM DROP-OUT TRACKING
FORM DROPOUT TRACKINGTRACK ALL THE INFORMATION ENTERED IN THE FORM
INSIGHTS
FORM DROPOUT TRACKING
FORM DROPOUT TRACKING
FORM DROPOUT TRACKING
ENRICH CONTACT DATALIST MANAGER – E-mail PERSONALIZATION CRM – personal follow-up
VISITOR TRACKING
DEVICE
LOCATION
PERSONAL INFORMATION (CRM / FORMS)
GOALS / OUTCOMES / CAMPAIGNS
BEST PATTERN MATCH
SURF PATH
(UN)DECLARED DATA & LEAD FOLLOW-UP
DECLARED DATA – form, search, download whitepaper, ...
UNDECLARED DATA – surf path, location, device, IP address, engagement score, best pattern match, campaigns, goals, ...
LEAD FLOW
Browse website Submit form Database Follow-up
Sales rep / customer support / after sales receives
First nameLast namePhone numberE-mail addressOpen text field
CONTEXTUAL INFORMATION NOT AVAILABLE
First nameLast namePhone numberE-mail addressOpen text field
CONTEXTUAL INFORMATION AVAILABLE
Sales rep / customer support / after sales receives the information
Engagement value: how hot is the lead?Best pattern match: in which segment? Location: where is he coming from?
ENGAGEMENT VALUE
QUALIFY INCOMING LEADS
HOT > + 100 POINTS > CONTACT WITHIN 24 HOURS BY PHONEWARM > 51 – 100 POINTS > CONTACT WITHIN 48 HOURS BY PHONECOLD > 1 – 50 POINTS > SEND E-MAIL WITHIN 72 HOURS
BEST PATTERN MATCH
ANTICIPATE CUSTOMER NEEDS AND DESIRES
VERTICAL: AUTOMOTIVE BRAND VOLKSWAGENREQUEST FOR INFORMATION: GOLF > declared informationSEND BROCHURE
BEST PATTERN MATCH
ANTICIPATE CUSTOMER NEEDS AND DESIRES
VERTICAL: AUTOMOTIVE BRAND VOLKSWAGENREQUEST FOR INFORMATION: GOLF PATTERN MATCH: SAFETY / COMFORT > undeclared informationSEND PERSONALIZED BROCHURE THAT PUTS THESE FEATURES IN THE SPOTLIGHT
LOCATION
ANTICIPATE CUSTOMER NEEDS AND DESIRES
SITUATION: WEBSHOP OWNER ACTIVE IN BELGIUM REQUEST FOR INFORMATION: PRODUCT XLOCATION USER: LYON, FRANCEANSWER QUERY + “Did you know that we also ship to France + shipping details”
ANTICIPATE NEEDS AND DESIRES
FEELING: “They know and understand me”
CUSTOMER EXPERIENCE – AMAZE / DELIGHT / SATISFY
BETTER RESULTS
KEY TAKE-AWAYS
SPEND TIME AND ANALYZE YOUR FORMS
TRACK VISITOR JOURNEY
ADD UNDECLARED DATA TO YOUR LEAD FLOW
GENERATE MORE HIGH QUALITY LEADS
QUESTIONS
THANK YOU
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