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Conversion Thru Data
What We Did With Inntopia & Honeycomb
R. A. BurrellPrincipal at Internet Honey
What We Did & Why You Care
Connected to Inntopia API & Created Closed Loop Behavioral Marketing
Lessons For Growth
Nurturing More Leads More EffectivelyDefined Critical Path To Conversion & FailureChanged Efforts Accordingly
Why You Care
InntopiaIncrease Opt-Ins
The Unavoidable Facts Of Growth
Growth must come from:1. Increased Reach• Increased Opt-In Rate• Increased Leads• Increased Conversion Rate
So, data can help #2 and #3.
Offers to Leads must be specific and tailored to your brand and their interests
Nurturing More Leads More EffectivelyDefined Critical Path To Conversion & FailureChanged Efforts Accordingly
Refine Options
More Specific Options for Soft Conversion
Social
Families
Trains
Summer
More Specific Options for Soft Conversion
More Specific Options for Soft Conversion
You've got 72 hours.
Dashboard for Lead processingHandle Exceptions - No touch in 48 hoursHandle individual responsesTesting Response to refine message and follow up
Now What? Rule of 72
Use Reporting To Save Time
Growing Leads
The Unavoidable Facts Of Growth
Growth must come from:1. Increased Reach• Increased Opt-In Rate• Increased Leads• Increased Conversion Rate
So, data can help #2 and #3.
Increase Options For Conversions
1.Birthday Specials2.Social Media3.Deals4.Gas Cards
Capture this data to increase Leads. Yes, some will be poor quality
More Specific Options for Soft Conversion
More Specific Options for Soft Conversion
Filter Leads
Process Leads based upon the data captured:• Capture only data that helps
o InterestsoTime of ArrivaloFamily
• Respond intelligently• Automate where possible• Report To Optimize
InntopiaIncrease Conversion Rates
The Simple Facts To Increase Conversions
1.Increase Reach2.Increase Leads3.Increase Conversion Rate
So, data can help #2 and #3
Expand The Leads Behaviors
Second: Which Leads Convert?
Critical Path To Conversion
The common behaviors and timing that produce conversions.
Use the Data to identify the common Behaviors in every conversion and their timing.
Conversions
Critical Path To Failure
Too Late, No Touch
6 Touch Rule
Message To Behavior Match
Active To Active• Biking and SkiingPassive to Passive• Snowmobiling and ATVs• Foodie and Art Leads
Conversions
Message To Behavior Match
Leads
Conversions
Message To Behavior Match
Leads
Conversions
Specifics On Delivery
Message Over Design
Thank You
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