SugarCon April 2010 email@example.com - VP of Global Sales and Products The Inbound Marketing Funnel
Zimbra in 30 seconds… Open Source Leader in Messaging and Collaboration Email, address book, calendar and file sharing 150,000 organizations. 55+ million mailboxes, 90+ countries Customers include Bechtel, Comcast, Vodafone, Digg, Mozilla, NTT Private and public cloud server product Desktop email client that works with Gmail and Yahoo! Division of VMware
Agenda Generate traffic Partners Community PR Engage the user (registration is not engagement) Convert Metrics! Test and test again! Other great ideas
Metrics – Measure What Matters New form launched with ZCS 6 (9/30) Improved top line lead numbers; quality level of additional leads still inconclusive 2 A/B tests performed in Oct Old vs New form with fewestpossible fields New form with and without Phone field
Metrics - Improved Conversion Rate Significant overall top line improvement: Conversion rate increase from 5.9% to 10.4% Based on previous averages this will net about 500 more trial leads per month A/B test: Old vs New trial form
Impact of Adding More Fields Adding “phone” drops conversion 1 – 1.5% ~110 leads per month drop from top line potential A/B test: New form with and without phone field Note: 4 fields, 2 checkboxes were dropped from old form. 4.5% conversion lift between old / new form roughly maps to 1% per field.
Does Phone Increase Lead Quality? Inconclusive thus far Presence of phone does not appear to over-index in conversions and opportunities Table- Sales uses quality of name, email, company to qualify more opportunities Anecdotal insight: many phone numbers provided (pre 9/30) are garbage; phone is helpful less often though in some cases a high quality phone number (eg well formed (650) 453-3400 x34) clearly helps gauge interest.
Next Steps Phone field is left in the form as optional field Take the middle road Address new issues associated with higher lead volume Monitor sales open / unread counts Lead alerts
Great Ideas… Dave McClure – Founders Fund Kill a feature rather than add a feature Focus on one metric Acquire, Active, Retain, Refer, Revenue Eric Ries – Lean Start Up Drop shadow beliefs Continuously develop your website not waterfall