Life After The Click – Converting Ad Responders Into Customers

www.act-on.com | @ActOnSoftware | #ActOnSW

LIFE AFTER THE AD CLICKHOW TO TURN RESPONDERSINTO CUSTOMERS


Janelle JohnsonDirector, Demand [email protected]@janelle_johnson

Linda WestManager, Demand [email protected]@misslindawest

Today’s Presenters


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


The Evolution of Advertising

• Saturation has been the focus of advertising since the ‘50s• Messaging centered around conformity & narrow ideals


The Evolution of Advertising

Access

+ Choice

_________________

Shift to Consumer Control


Three Stages of the Conversion Funnel


FOCUS ON CALLS-TO-ACTION

1


What Makes a CTA Awesome?

Here’s a Quick Checklist…

Create Killer CTAs


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.


56% of advanced B2B marketers said

content-based offers were their most

successful campaigns.

- Demand Gen Report Research

Create Killer CTAs


CTAs: Mix Them Up!


CAPTURINGWEBSITE VISITORS

2


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


How do I Capture Visitors?


How do I Capture Visitors?


Identifying Anonymous Visitors


LANDING PAGES: OPTIMIZATION3


Don’t Get Stuck On Your Homepage

44% of clicks for B2B companies are

directed to a home page, not a landing

page

- MarketingSherpa


For 2 years running, A/B Testing is the most used method for Improving Conversion.

- Econsultancy

Test, Test, Test!


What to Test

Subject Line Headline Copy Length

Offers Button copy Colors

Images Form placement

# of Form Fields


Live Experiment: Control


Live Experiment: Treatment Overview

Treatment 1 Treatment 2


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


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

✓


QUALIFICATION:LEAD SCORING4


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


All Pages Are Not Equally Important


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


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?


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


INSIGHT:SALES INTELLIGENCE

5


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


• 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


TRACKING &REPORTING

5


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


Revenue Impact Analysis

TOTAL CLICKS: 1,000

TOTAL LEADS: 500

TOTAL SALES: 100

(Value of Sales Generated - Ad Spend) Ad Spend _______________________________

= ROI

50%

20%


Offer Performance Analysis

OFFER A: 500

OFFER A: 251

OFFER A: 80

OFFER B: 500

OFFER B: 249

OFFER B: 20


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


Janelle JohnsonDirector, Demand [email protected]@janelle_johnson

Linda WestManager, Demand [email protected]@misslindawest

Q&A