mediawhiz pov: conversion optimization for lead-gen paths

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#convcon @MediaWhizLLC The Tricks and Traps of Lead-Gen Conversion Jeremy W. Leonard SVP Strategy & Operations MediaWhiz

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MediaWhiz SVP Jeremy Leonard details conversion optimization for lead-gen paths. At a presentation given at Conversion Conference Oct. 9, 2012, in Fort Lauderdale, Fla., Leonard explains how digital and performance marketers can generate efficient and cost-effective conversions with an eye toward quality and sustainability.

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Page 1: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

The Tricks and Traps of Lead-Gen Conversion

Jeremy W. Leonard SVP Strategy & Operations

MediaWhiz

Page 2: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Integrated digital media agencyCombine performance marketing, technology and digital-media expertiseHelp brands acquire customers more profitablyPart of Hyper Marketing agency network

About MediaWhiz

Page 3: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

About MediaWhiz

ADVERTISING AGE#11 U.S. Search Marketing Agency

TOPSEOs.COM:Top-10 Best U.S. SEO Agencies

ADVERTISING AGE#21 U.S. Digital Network

2012

Page 4: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

About MediaWhiz

TEXT LINK ADSIncrease organic search traffic with link-building options.

AFFILIATETargeted, high-quality leads with top-ranked affiliate network MonetizeIt.

DISPLAYEfficiency and scale via top-ranked ad network. >2 billion impressions per month.

EMAILTargeted engagement and relevance for proven ROI.

DATA ACQUISITIONTargeted reach to 350M consumers.

SOCIAL MEDIAProfitable consumer engagement via measureable social media marketing campaigns.

SEARCHEfficiency. Growth. Reputation. PPC, SEO, SEM, ORM and link-building services.

Page 5: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Lead Gen Conversion Issues• Call-to-action must be clear• Short-form vs. long-form decisions• Mobile options are essential• Quality vs. quantity of consumer traffic must be considered• Downstream client KPIs are essential• Final quality feedback loop with client

Page 6: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Specific Challenges• Lead gen provides financial incentives to drive fraudulent traffic to

sites• How to create sites that convert well and separate good traffic from

bad traffic• Understanding consumers’ mindset more critical than ever

Page 7: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Typical Verticals that Challenge Lead Gen• Will be looking at:

o Educationo Payday o Auto Insuranceo Navigationo Client obstacleso Proper mobile implementation of these instances

Page 8: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Education Specific Challenges• Site leads must convert to student enrollment

o Education is a “considered” purchase• Typical site traffic lead to enrollment KPI is 90 days• Call centers become a critical component in lead qualification and

conversion• Essential to stay on top of Call Center experience

o Ensures client doesn’t have 90 days of poor quality traffic in the pipeline

Page 9: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Two Types of Form Field Navigation

Page 10: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Poorly laid out sight with “auto advance” navigation• Text heavy• In spite of:

• Poor call-to-action• Small video imbed• Text heaviness• Color scheme that

blends Action in with frame

• Conversions were 63% higher than with standard form

Case Study: Liberty University

Page 11: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Approached the site with more engaging graphics

• Made “auto advance” navigation a contrasting color with rest of the site

Case Study: Liberty University

Page 12: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Every time a selection is made on navigation shield, the graphics slide to the left

• The navigation advances one further step

Case Study: Liberty University

Page 13: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Better designed, better laid out site

• Contrasting call-to-action• User is “invested” by the

time she reaches final page• Site performed 17% worse

than text-heavy version• Currently testing with fewer

graphics that pull the eye away from lead form

Case Study: Liberty University

Page 14: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Nicely performing EDU landing page

• Conversion to Call Center: 18.7%

• Focused on Criminal Justice• Visuals match

consumer traffic• Pre-selected degree

field• Imbedded Video• Regulatory issues prevent

stronger call-to-action• How to “go mobile”?

Case Study: Bryant & Stratton

Page 15: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Mobile Options• Code site so it auto sizes for screen size• Pros:

• Prioritize elements to display in any order

• Displays in long vertical rather than horizontal scroll

• Captures some organic mobile• Cons:

• Sacrifice strong visuals• Poor navigation• No need for dedicated mobile site

Case Study: Bryant & Stratton

Page 16: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Preferred Method: Code site so it looks like an app• Pros:

• Consumers prefer apps to mobile websites

• Maximize smartphone navigation• Integrate “Click to Call” feature• Still capable of presenting rich

content in mobile site• Conversions increased 517% over

basic mobile site• Cons:

• Spend money on dedicated mobile site

Case Study: Bryant & Stratton

Page 17: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Faux App Method • Allows rich content to load in

background slower than foreground load

• Fewer abandonments for load-time issues

• Provides potential consumers with easily controllable video endorsements

• Navigation remains consistent across all pages

• “Click to Call” remains consistent across all pages

Case Study: Bryant & Stratton

Page 18: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Additional Issues to Consider• Pros:

• No flash or HTML 5 required• Additional content easily created

as compared to app and app upgrade

• After consumer leaves phone number or presses “Click to Call” SMS becomes valid method of CRM

• Cons:• Spend money on dedicated mobile

site

Case Study: Bryant & Stratton

Page 19: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Long-Form Challenges• Payday is one of the toughest “long-form” challenges

o 19 questionso Highly sensitive information (SS#, bank account #, etc.)o Lenders determine field values

o Form field validation is criticalo Multi-variant testing on fields is limited

• What worked best: 2 pages or 8 pages?o Best practices: More pages with strong navigation feedback should convert

besto Fewer pages with high number of questions would scare off consumers

Page 20: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Navigation• Bread crumbs• Macro level visibility• Additional info easily

found• Results

• First-page bounce rate: 48%

• Overall completion rate: 23%

• Abandonment after 1st page — consistent across remaining pages

Case Study: Rescue Cash

Page 21: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Don’t forget that Google doesn’t like “auto-chat” and may delist your site

Page 22: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Navigation• No bread crumbs• Macro level visibility• Additional info not

easily found• Results

• First-page bounce rate: 19%

• Overall completion rate: 47%

Case Study: Rescue Cash

Page 23: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Conclusions that we drew:• These consumers are highly

motivated – they want money

• When they can see all of the questions at a single glance, they can collect the necessary information for form completion

• The likely optimal length is probably between 2 & 8 pages. We are still testing.

Case Study: Rescue Cash

Page 24: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• How hard could a “zip submit” be?

• Only two fields:• Radio button: “Are you

currently insured?”• Zip Code field

• Expected ~8% conversion rate• 3% conversion rate• Used “happy shiny people”• Used “logos” of our insurance

lead buyers• Put in the “three steps”

Case Study: The Auto Insurance Scout

Page 25: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Substituted a car for people • Put zip submit on left side of page• Put logos on right side of page• Added additional text around

process• All to no avail ...

Case Study: The Auto Insurance Scout

Page 26: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Then put zip field first with cursor defaulting to field

• Auto-populated “insured” question with a “yes”

• Conversion rates jumped by 275%

• Sometimes the answer is staring you in the face

Case Study: The Auto Insurance Scout

Page 27: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• What to do when client’s legal team designs landing page?

• Time for A/B testing with legal approval

• Version 1 from legal team:• Call-to-action is “request”• No sense of urgency• Covers everything from

repair to maintenance

Case Study: Home Depot

Page 28: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• “B” version included small badge for “special financing same as cash” • This should be the real

sense of urgency• Moved customer rating higher

on page• Included names of top

manufacturers to lend further credibility

• Conversions improved 61%• Legal approved as Version “A”

Case Study: Home Depot

Page 29: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

• Continued to A/B test with Legal permission

• “Special financing for 12 months” is now clearer • Not large enough, in our

opinion• Introduced tag line that

referenced “deal”• Call-to-action is now “Get A

FREE Consultation.”• Included consumer information

around maintenance and financial savings

• Conversions improved additional 44%

Case Study: Home Depot

Page 30: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Finally, always remember quality

• Use automated tools to check for obvious offenders

• Foreign traffic masked by U.S. proxy servers

• Unusual spikes in traffic o Always check referring URL

reports:o Typically a sign of bot traffic

• Make sure traffic comes from expected sourceo Search traffic is not actually

masked email traffic

Page 31: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Talk to Clients About KPIs• Downstream KPIs

o Leads to call center conversionso Call center conversions to information packetso Info packets to “sales”o Return rateso Optimize sites and traffic around all of these KPIs

Page 32: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

Questions?

Page 33: MediaWhiz POV: Conversion Optimization for Lead-gen Paths

#convcon @MediaWhizLLC

CONTACTJEREMY LEONARD

SVP, STRATEGY & OPERATIONSMEDIAWHIZ

@[email protected]