Squeeze	
  the	
  Most	
  out	
  of	
  	
  
Every	
  Local	
  Click	
  
Evan	
  Kramer,	
  Head	
  of	
  Digital	
  and	
 ...
Local	
  Online	
  Engagement	
  Opportunity	
  
•  LifeShield	
  Background	
  
•  LifeShield	
  “Local”	
  Digital	
  St...
Click	
  to	
  Lead	
  –	
  Optimize	
  The	
  Funnel	
  
Squeeze	
  the	
  Local	
  Online	
  Click	
  
Sale	
  
Click	
 ...
Convert	
  as	
  Many	
  Local	
  Clicks	
  Into	
  Leads	
  
4	
  Stages	
  To	
  Engagement	
  Optimization	
  
SERP	
  ...
Stage	
  #1	
  –	
  SERP	
  CTR	
  
•  LifeShield	
  local	
  pages	
  last	
  30	
  days	
  –	
  June,	
  2013	
  
•  Top...
Stage	
  #2	
  –	
  LP	
  Experience–	
  CTR	
  to	
  Lead	
  
•  Loca:on	
  based	
  
Keywords	
  
•  Local	
  Relevancy	...
%	
  Total	
  
Unique	
   Leads	
  
%	
  Total	
  
Leads	
  
Engagement	
  
Rate	
  
Local	
  Places	
   11.07%	
   279	
 ...
Lead	
  Distribution	
  Mix	
  by	
  Type	
  
Phone	
  
Leads	
  (70%)	
  
Landing	
  Page	
  
Web	
  
Leads	
  (30%)	
  
...
Alternative	
  Web	
  Leads	
  –	
  
Based	
  on	
  Buyer’s	
  Intent	
  
57%	
  
43%	
  of	
  Web	
  Leads	
  
Now	
  Fro...
Alternative	
  Web	
  Leads	
  –	
  
Based	
  on	
  Buyer’s	
  Intent	
  
57%	
  
43%	
  of	
  Web	
  Leads	
  
Now	
  Fro...
Alternative	
  Web	
  Leads	
  –	
  
Based	
  on	
  Buyer’s	
  Intent	
  
57%	
  
43%	
  of	
  Web	
  Leads	
  
Now	
  Fro...
Alternative	
  Web	
  Leads	
  –	
  
Based	
  on	
  Buyer’s	
  Intent	
  
57%	
  
43%	
  of	
  Web	
  Leads	
  
Now	
  Fro...
Alternative	
  Web	
  Leads	
  –	
  
Based	
  on	
  Buyer’s	
  Intent	
  
57%	
  
43%	
  of	
  Web	
  Leads	
  
Now	
  Fro...
Alternative	
  Web	
  Leads	
  –	
  
Based	
  on	
  Buyer’s	
  Intent	
  
57%	
  
43%	
  of	
  Web	
  Leads	
  
Now	
  Fro...
Alternative	
  Web	
  Leads	
  –	
  
Based	
  on	
  Buyer’s	
  Intent	
  
57%	
  
43%	
  of	
  Web	
  Leads	
  
Now	
  Fro...
Alternative	
  Web	
  Leads	
  –	
  
Based	
  on	
  Buyer’s	
  Intent	
  
57%	
  
43%	
  of	
  Web	
  Leads	
  
Now	
  Fro...
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	
  Mark...
What	
  is	
  next	
  
•  Local	
  Chat	
  
•  Phone	
  Lead	
  Diversifica:on	
  
– IVR	
  Sekngs	
  
– Mobile	
  Script	
...
Squeezing the Most out of a Click: Local Funnel Optimization by Evan Kramer, LifeShield/DirecTV - SIMposium 2013
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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 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

  1. 1. Squeeze  the  Most  out  of     Every  Local  Click   Evan  Kramer,  Head  of  Digital  and   Customer  Acquisi:on  for  LifeShield/ DirecTV  
  2. 2. Local  Online  Engagement  Opportunity   •  LifeShield  Background   •  LifeShield  “Local”  Digital  Strategy   •  “Squeeze  the  Click”  –  LifeShield  Case  Study  
  3. 3. Click  to  Lead  –  Optimize  The  Funnel   Squeeze  the  Local  Online  Click   Sale   Click   Click   Click   Web  Site   Local  Search  
  4. 4. 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?  
  5. 5. 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%  
  6. 6. 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.  
  7. 7. %  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  
  8. 8. 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  
  9. 9. Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms   1 2 3 4
  10. 10. Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms  
  11. 11. Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms   1 2 3 4
  12. 12. Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms  
  13. 13. Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms   1 2 3 4
  14. 14. Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms  
  15. 15. Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms   1 2 3 4
  16. 16. Alternative  Web  Leads  –   Based  on  Buyer’s  Intent   57%   43%  of  Web  Leads   Now  From   Alterna7ve  Forms  
  17. 17. Manage  Buyer’s  Intent   Web  Leads  Conv  16%  to  22%   18%   15%   20%   30%   50%  
  18. 18. Stage  #4  -­‐  Remarketing  the  Click   •  Site  Retarge:ng  –  “Middle  Touch”   •  Email  Marke:ng     –  Over  20%  CTR  on  “Local”  emails   – Next:  Match  loca:on  dynamically  
  19. 19. What  is  next   •  Local  Chat   •  Phone  Lead  Diversifica:on   – IVR  Sekngs   – Mobile  Script   – A/B  CTA  
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