life after the click – converting ad responders into customers
TRANSCRIPT
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LIFE AFTER THE AD CLICKHOW TO TURN RESPONDERSINTO CUSTOMERS
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Janelle JohnsonDirector, Demand [email protected]@janelle_johnson
Linda WestManager, Demand [email protected]@misslindawest
Today’s Presenters
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1. The Evolution of Advertising
2. 6 Must-Have’s in Your Conversion Funnel
1. Focus on CTA
2. Website Visitor Tracking
3. Landing Pages & Optimization
4. Lead Scoring
5. Sales Insights
6. Tracking & Reporting
Agenda
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The Evolution of Advertising
• Saturation has been the focus of advertising since the ‘50s• Messaging centered around conformity & narrow ideals
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The Evolution of Advertising
Access
+ Choice
_________________
Shift to Consumer Control
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Three Stages of the Conversion Funnel
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FOCUS ON CALLS-TO-ACTION
1
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What Makes a CTA Awesome?
Here’s a Quick Checklist…
Create Killer CTAs
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Your CTA Checklist
Format – match it to your medium
Language - be clear and direct; Use active.
Content - Make it engaging and encouraging.
Size - Make your CTA big enough to grab attention.
Color - Use color to draw attention to your CTA
Placement - Put your CTA on prime real estate.
Repetition - Repeat the suggestion to click if space allows.
White space - Let your CTA have room to breathe.
Icons and images - Incorporate visual clues.
GET YOUR CHECKLIST
Free Checklist – 9 Elements of Killer Calls-To-Action.Get your checklist, and start creating killer CTA’s today.
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56% of advanced B2B marketers said
content-based offers were their most
successful campaigns.
- Demand Gen Report Research
Create Killer CTAs
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CTAs: Mix Them Up!
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CAPTURINGWEBSITE VISITORS
2
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Website Visitor Tracking vs Website Analytics
Web analytics
• Broad focus on website optimization and performance
• Measures traffic patterns to help optimize site functionality & online experience
• Common metrics include:– Unique visits & page views– New visitor rates – Bounce rates– Average time on site
Website visitor tracking
• Narrow focus• Individuals’ behaviour while
they’re on your website• Includes:
– Who they are– Where they came from– What precisely they’re clicking on
and engaging with
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How do I Capture Visitors?
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How do I Capture Visitors?
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Identifying Anonymous Visitors
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LANDING PAGES: OPTIMIZATION3
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Don’t Get Stuck On Your Homepage
44% of clicks for B2B companies are
directed to a home page, not a landing
page
- MarketingSherpa
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For 2 years running, A/B Testing is the most used method for Improving Conversion.
- Econsultancy
Test, Test, Test!
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What to Test
Subject Line Headline Copy Length
Offers Button copy Colors
Images Form placement
# of Form Fields
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Live Experiment: Control
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Live Experiment: Treatment Overview
Treatment 1 Treatment 2
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Live Experiment: Predicted Winner
Control Treatment 1 Treatment 20%
10%
20%
30%
40%
50%
60%
70%
20%
64%
16%
Predicted Winner
Treatment 1Screen Shot
Treatment 1
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Live Experiment: Actual Results
Versions CR Rel. Diff Stat. Conf
Control – Single Offer, Short Form 58% -- ---
Treatment 1 – Choice of Offer, Short Form 57% -1.3%
Treatment 2 – Choice of Offer, Long Form 51% -11.9%31%
99%
Control Treatment 1 Treatment2
✓
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QUALIFICATION:LEAD SCORING4
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Lead scoring gives your company an objective system for ranking your leads.
Group 1: Profile Group 2: Behavior Is the user qualified to buy? Is the user engaged w/ the brand?
Demographics
Persona
Behavior
Lead Scoring
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All Pages Are Not Equally Important
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Behaviour Point Value
Visitor visited the pricing page. 10
Visitor downloaded the How Do We Compare To Our Competition white paper 5
Visitor browsed company website multiple times in the past 7 days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor clicked on company's Jobs web page. -5
Behavioral Lead Scoring: Online Engagement
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Source: Gartner Research
UP T
O 70
%of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.
Why Use Lead Scoring?
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Source: MarketingSherpa - Jan 2012
The average lead generation ROI for organizations using a lead scoring process is
138%lead generation ROI from those surveyed who were not using a lead scoring process.
78% VS.
Impact of Lead Scoring
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INSIGHT:SALES INTELLIGENCE
5
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Real-time notifications
• Know when prospects or customers visit the site (or even a key page)
Timely engagement
• Be alerted when prospects are most likely ready for a conversation
Sales Intelligence
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• Use every engagement opportunity to learn more
• Share profile data with sales – both demographic and behavioral information
• Gathering intelligence will save sales time and allow them to tailor their conversation to the individual
Sales Intelligence
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TRACKING &REPORTING
5
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What to Track
What To Track:• Total Clicks by offer and
by ad medium• Click through rates by
offer and by ad medium
What To Track:• Total Page Conversions by
offer and by referral source• Conversion rates by offer
and by referral source
What To Track:• Total Sales by offer type
and referral source• Sales conversion rates by
offer and by referral source
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Revenue Impact Analysis
TOTAL CLICKS: 1,000
TOTAL LEADS: 500
TOTAL SALES: 100
(Value of Sales Generated - Ad Spend) Ad Spend _______________________________
= ROI
50%
20%
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Offer Performance Analysis
OFFER A: 500
OFFER A: 251
OFFER A: 80
OFFER B: 500
OFFER B: 249
OFFER B: 20
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Learn More about Act-On
Interested in a Demo?Call +1 (877) 530-1555Email [email protected]
Web www.act-on.com
THE FORRESTER WAVE™ LEADERS
QUADRANT
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Janelle JohnsonDirector, Demand [email protected]@janelle_johnson
Linda WestManager, Demand [email protected]@misslindawest
Q&A