Squeezing the Most out of a Click: Local Funnel Optimization by Evan Kramer, LifeShield/DirecTV - SIMposium 2013
 

Squeezing the Most out of a Click: Local Funnel Optimization by Evan Kramer, LifeShield/DirecTV - SIMposium 2013

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With online marketing for “local” there are often fewer impressions for search than more broad category terms. It is important to get the most return out of every click to your website in order to ...

With online marketing for “local” there are often fewer impressions for search than more broad category terms. It is important to get the most return out of every click to your website in order to maximize your marketing efforts online. This discussion will present several available tactics to enhance your click to lead or lead to sale ratios for your business with local. The discussion will include examples from LifeShield/DirecTV home security marketing efforts as well as available tools to leverage.

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Squeezing the Most out of a Click: Local Funnel Optimization by Evan Kramer, LifeShield/DirecTV - SIMposium 2013 Squeezing the Most out of a Click: Local Funnel Optimization by Evan Kramer, LifeShield/DirecTV - SIMposium 2013 Presentation Transcript

  • Squeeze  the  Most  out  of     Every  Local  Click   Evan  Kramer,  Head  of  Digital  and   Customer  Acquisi:on  for  LifeShield/ DirecTV  
  • Local  Online  Engagement  Opportunity   •  LifeShield  Background   •  LifeShield  “Local”  Digital  Strategy   •  “Squeeze  the  Click”  –  LifeShield  Case  Study  
  • Click  to  Lead  –  Optimize  The  Funnel   Squeeze  the  Local  Online  Click   Sale   Click   Click   Click   Web  Site   Local  Search  
  • Convert  as  Many  Local  Clicks  Into  Leads   4  Stages  To  Engagement  Optimization   SERP  CTRs   Landing  Page   UX   Funnel   Op:miza:on   tools   Remarke:ng   Effec:veness   How  EFFICIENT  are  you  with  each  click?  
  • Stage  #1  –  SERP  CTR   •  LifeShield  local  pages  last  30  days  –  June,  2013   •  Top  queries  by  clicks   •  Dive  deeper  to  the  “engagement”  and  evaluate  causa:on  for  CTR   Query   Impressions   Clicks   Average  Posi7on   CTR   520,633   %  of  Total:  94.66%  (550,000)   14,525   %  of  Total:  90.69%  (18,000)   24   Site  Avg:  23  (2.00%)   2.79%   Site  Avg:  3.27%  (-­‐54.75%)   1.  Home  Security  Systems   60,000   2,000   11   3.33%   2.  Home  Alarm  Systems   27,000   1,300   4.9   4.81%   3.  Home  Security   40,000   1,300   18   3.25%   4.  Home  Security  Companies   18,000   400   3.7   2.22%   5.  Alarm  Systems  for  Home   2,500   320   2.4   12.80%   6.  Home  Alarm  Companies   2,500   250   2.2   10.00%   7.  Home  Security  System   18,000   250   8.8   1.39%   8.  Brinks  Home  Security  Systems   6,500   200   3.2   3.08%   9.  House  Alarm  System   2,500   200   3.7   8.00%  
  • Stage  #2  –  LP  Experience–  CTR  to  Lead   •  Loca:on  based   Keywords   •  Local  Relevancy   •  Local  Reviews   •  Local  Offers   •  Engage  Deeper   •  SEO    Impact   –  +  Advanced  SEO   –  Local  Author  Rank   –  Link  Building   –  Rich  Media   –  Rich  Snippets   –  Local  Reviews   –  Etc.  
  • %  Total   Unique   Leads   %  Total   Leads   Engagement   Rate   Local  Places   11.07%   279   23.23%   10.10%   Local  LifeShield   24.91%   608   50.62%   9.78%   Non  Brand  Organic  -­‐  LifeShield   64.02%   314   26.14%   1.97%   Organic  Total   100.00%   1201   100.00%   4.81%   Stage  #3  –  Funnel  Optimization   •   “Local  Long  Tail”  –  Opportunity  for  Organic  Visitor  Growth   35%  of  Local  Visits   generate  nearly   75%  of  leads   Local  MAGNIFIED  –   5x  Engagement   Impact  
  • Lead  Distribution  Mix  by  Type   Phone   Leads  (70%)   Landing  Page   Web   Leads  (30%)   Sales  Conv   (14%)   Sales  Conv    (16%)   Phone   Leads  (60%)   Landing  Page   Web   Leads  (40%)   Sales  Conv   (15%)   Sales  Conv    (22%)   22%  Increase  in  Sales  Conversion:   Just  by  Re-­‐distribu:ng  EXISTING  LEAD  GEN   Oct  2012  to  Jun  2013  
  • Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms   1 2 3 4
  • Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms  
  • Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms   1 2 3 4
  • Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms  
  • Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms   1 2 3 4
  • Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms  
  • Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms   1 2 3 4
  • Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms  
  • Manage  Buyer’s  Intent   Web  Leads  Conv  16%  to  22%   18%   15%   20%   30%   50%  
  • Stage  #4  -­‐  Remarketing  the  Click   •  Site  Retarge:ng  –  “Middle  Touch”   •  Email  Marke:ng     –  Over  20%  CTR  on  “Local”  emails   – Next:  Match  loca:on  dynamically  
  • What  is  next   •  Local  Chat   •  Phone  Lead  Diversifica:on   – IVR  Sekngs   – Mobile  Script   – A/B  CTA