mediawhiz pov: conversion optimization for lead-gen paths

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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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  • 1.The Tricks and Traps of Lead-Gen ConversionJeremy W. LeonardSVP Strategy & Operations MediaWhiz#convcon@MediaWhizLLC

2. About MediaWhizIntegrated digital media agencyCombine performance marketing,technology and digital-media expertiseHelp brands acquire customers moreprofitablyPart of Hyper Marketing agency network #convcon@MediaWhizLLC 3. About MediaWhizADVERTISING AGE#11 U.S. SearchMarketing AgencyTOPSEOs.COM:Top-10 Best U.S. SEOAgenciesADVERTISING AGE#21 U.S. Digital Network #convcon @MediaWhizLLC 4. About MediaWhizSEARCH DISPLAY AFFILIATEEfficiency. Growth.Efficiency and scale via top- Targeted, high-quality leadsReputation. PPC, SEO, SEM, ranked ad network. >2 billion with top-ranked affiliateORM and link-buildingimpressions per month.network MonetizeIt.services.SOCIAL MEDIA EMAIL DATAProfitable consumerTargeted engagement andengagement via measureable relevance for proven ROI. ACQUISITIONsocial media marketing Targeted reach to 350Mcampaigns. consumers. TEXT LINK ADS Increase organic search traffic with link-building options.#convcon@MediaWhizLLC 5. 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#convcon @MediaWhizLLC 6. Specific Challenges Lead gen provides financial incentives to drive fraudulent traffic tosites How to create sites that convert well and separate good traffic frombad traffic Understanding consumers mindset more critical than ever #convcon@MediaWhizLLC 7. Typical Verticals that Challenge Lead Gen Will be looking at: o Education o Payday o Auto Insurance o Navigation o Client obstacles o Proper mobile implementation of these instances#convcon @MediaWhizLLC 8. Education Specific Challenges Site leads must convert to student enrollmento Education is a considered purchase Typical site traffic lead to enrollment KPI is 90 days Call centers become a critical component in lead qualification andconversion Essential to stay on top of Call Center experienceo Ensures client doesnt have 90 days of poor quality traffic in thepipeline #convcon@MediaWhizLLC 9. Two Types of Form Field Navigation #convcon @MediaWhizLLC 10. Case Study: Liberty University Poorly laid out sight with auto advance navigation Text heavy In spite of: Poor call-to-action Small video imbed Text heaviness Color scheme thatblends Action in withframe Conversions were 63% higher than with standard form#convcon@MediaWhizLLC 11. Case Study: Liberty University Approached the site with more engaging graphics Made auto advance navigation a contrasting color with rest of the site#convcon @MediaWhizLLC 12. Case Study: Liberty University Every time a selection is made on navigation shield, the graphics slide to the left The navigation advances one further step#convcon @MediaWhizLLC 13. Case Study: Liberty University 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#convcon@MediaWhizLLC 14. Case Study: Bryant & Stratton Nicely performing EDU landing page Conversion to Call Center: 18.7% Focused on Criminal Justice Visuals matchconsumer traffic Pre-selected degreefield Imbedded Video Regulatory issues prevent stronger call-to-action How to go mobile?#convcon@MediaWhizLLC 15. Case Study: Bryant & StrattonMobile 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#convcon@MediaWhizLLC 16. Case Study: Bryant & StrattonPreferred Method: Code site so it lookslike 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#convcon @MediaWhizLLC 17. Case Study: Bryant & StrattonFaux 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#convcon @MediaWhizLLC 18. Case Study: Bryant & StrattonAdditional 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#convcon@MediaWhizLLC 19. Long-Form Challenges Payday is one of the toughest long-form challenges o 19 questions o Highly sensitive information (SS#, bank account #, etc.) o Lenders determine field valueso Form field validation is critical o 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 best o Fewer pages with high number of questions would scare off consumers#convcon @MediaWhizLLC 20. Case Study: Rescue Cash Navigation Bread crumbs Macro level visibility Additional info easilyfound Results First-page bounce rate:48% Overall completion rate:23% Abandonment after 1stpage consistentacross remaining pages #convcon@MediaWhizLLC 21. Dont forget that Google doesnt like auto- chat and may delist your site #convcon @MediaWhizLLC 22. Case Study: Rescue Cash Navigation No bread crumbs Macro level visibility Additional info noteasily found Results First-page bounce rate:19% Overall completion rate:47% #convcon@MediaWhizLLC 23. Case Study: Rescue Cash Conclusions that we drew: These consumers are highlymotivated they wantmoney When they can see all ofthe questions at a singleglance, they can collect thenecessary information forform completion The likely optimal length isprobably between 2 & 8pages. We are still testing. #convcon @MediaWhizLLC 24. Case Study: The Auto Insurance Scout How hard could a zip submitbe? 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 insurancelead buyers Put in the three steps #convcon@MediaWhizLLC 25. Case Study: The Auto Insurance Scout Substituted a car for people Put zip submit on left side of page Put logos on right side of page Added additional text aroundprocess All to no avail ... #convcon @MediaWhizLLC 26. Case Study: The Auto Insurance Scout Then put zip field first withcursor defaulting to field Auto-populated insuredquestion with a yes Conversion rates jumped by275% Sometimes the answer is staringyou in the face #convcon @MediaWhizLLC 27. Case Study: Home Depot What to do when clients legalteam designs landing page? Time for A/B testing with legalapproval Version 1 from legal team: Call-to-action is request No sense of urgency Covers everything from repair to maintenance #convcon @MediaWhizLLC 28. Case Study: Home Depot B version included smallbadge for special financingsame as cash This should be the real sense of urgency Moved customer rating higheron page Included names of topmanufacturers to lend furthercredibility Conversions improved 61% Legal approved as Version A #convcon@MediaWhizLLC 29. Case Study: Home Depot Continued to A/B test with Legalpermission Special financing for 12months is now clearer Not large enough, in ouropinion Introduced tag line thatreferenced deal Call-to-action is now Get AFREE Consultation. Included consumer informationaround maintenance andfinancial savings Conversions improved #convcon additional 44%@MediaWhizLLC 30. Finally, always Use automated tools to check for obvious offendersremember Foreign traffic masked by U.S. proxy serversquality Unusual spikes in traffic o Always check referring URLreports: o Typically a sign of bottraffic Make sure traffic comes from expected source o Search traffic is not actuallymasked email traffic#convcon @MediaWhizLLC 31. Talk to Clients About KPIs Downstream KPIs o Leads to call center conversions o Call center conversions to information packets o Info packets to sales o Return rates o Optimize sites and traffic around all of these KPIs #convcon@MediaWhizLLC 32. Questions? #convcon @MediaWhizLLC 33. CONTACT JEREMY LEONARDSVP, STRATEGY & OPERATIONSMEDIAWHIZ @MediaWhizLLCjleonard@mediawhiz.com #convcon@MediaWhizLLC