leveraging call intelligence for marketing domination - progrexion

Jason Owen,Head of Marketing@jasonrowen

Mission: Change the way Americans think about credit.

Where we’re goingWhere e were10%40%

10% 40%

Offline

StrategicPartners

Online

Partners

How our clients find us:

Why is Testing Critical for Marketers?

QuestionIf you are able to double website conversion through testing, what is the Marketing CPA of those additional sales?

$0

Example Marketing Funnel:

Visits

Leads

Calls

LTV

OtherSEO DIRECTPPC

User Signups

Paid Sales

Fulfilment

Form fills UserSignups

InboundCalls

If you are not measuring all response drivers on your website, are you running a true test?

Example Funnel:

Current Funnel Test FunnelImpressions

750,000 Impressions

750,000

Click Through Rate 5%

Click Through Rate 5%

Visits

37,500 Visits

37,500 Ecommerc

e Calls Ecommerce Calls

Response Rate 1.50% 5.00% Response Rate 1.50% 7.00%

Leads 563 1,875 Leads 563 2,625

Sales Conversion 100% 40% Sales Conversion 100% 40%

Sales 563 750 Sales 563 1,050

Pay Rate 85% 85% Pay Rate 85% 85%

Paid Sales 478 638 Paid Sales 478 893

638 89339.96% Increase in Paid Sales

Another way to look at increased efficiencies: because incremental volume requires $0 additional marketing spend, those units are especially attractive

Current Unit Economics Future Unit Economics

  CPA   CPA

Marketing Cost $75.00 Marketing Cost $-

Product Cost $50.00 Product Cost $50.00

Sales Cost $25.00 Sales Cost $25.00

Other / G&A $10.00 Other / G&A $10.00

Cost Per Paid Sale $160.00 Cost Per Paid Sale $85.00

-$75 per Paid Sale or -46% Reduction in avg. cost per Sale

Now let’s say that you do 50,000 sales per month….

50,000X $75$3,750,000 Per Monthin Contribution Margin

1) Not all traffic is created equal2) “Marketing is Math”3) Five Words….

Three areas of focus:

SegmentDepartmen

t Brand Source Type Device1 Paid Search Lexington Law Google Brand Mobile2 Paid Search Lexington Law Google Brand Desktop3 Paid Search Lexington Law Google Non-Brand Mobile4 Paid Search Lexington Law Google Non-Brand Desktop5 Paid Search Lexington Law Bing Brand Mobile6 Paid Search Lexington Law Bing Brand Desktop7 Paid Search Lexington Law Bing Non-Brand Mobile8 Paid Search Lexington Law Bing Non-Brand Desktop9 Paid Search Lexington Law Yahoo Brand Mobile

10 Paid Search Lexington Law Yahoo Brand Desktop11 Paid Search Lexington Law Yahoo Non-Brand Mobile12 Paid Search Lexington Law Yahoo Non-Brand Desktop13 Paid Search CreditRepair Google Brand Mobile14 Paid Search CreditRepair Google Brand Desktop15 Paid Search CreditRepair Google Non-Brand Mobile16 Paid Search CreditRepair Google Non-Brand Desktop17 Paid Search CreditRepair Bing Brand Mobile18 Paid Search CreditRepair Bing Brand Desktop19 Paid Search CreditRepair Bing Non-Brand Mobile20 Paid Search CreditRepair Bing Non-Brand Desktop21 Paid Search CreditRepair Yahoo Brand Mobile22 Paid Search CreditRepair Yahoo Brand Desktop23 Paid Search CreditRepair Yahoo Non-Brand Mobile24 Paid Search CreditRepair Yahoo Non-Brand Desktop25 Natural Search Lexington Law google.com   Mobile26 Natural Search Lexington Law google.com   Desktop27 Natural Search Lexington Law bing.com   Mobile28 Natural Search Lexington Law bing.com   Desktop29 Natural Search Lexington Law yahoo.com   Mobile30 Natural Search Lexington Law yahoo.com   Desktop31 Natural Search CreditRepair google.com   Mobile32 Natural Search CreditRepair google.com   Desktop

1) Not All Traffic is Created Equal• Not all testing

is created equal

• Not all traffic acts the Same

Brand vs. Non Brand Hero Test

Brand Non Brand

Hypothesis: Would an individual that has found us through non-brand search queries respond different to our website?

2) Marketing is Math

3) Five Words1. MAKE2. THE3. PHONE4. NUMBER5. BIGGER

YOU THINKI AM JOKING?

Thanks!Any

questions?