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Lead Generation, Conversion, Measurement & Marketing ROI for Online Businesses

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Material presented at International Conference on Travel Technology (ICTT), in Kovalam, Kerala; 7-9 June 2013 organized by the Association of Travel Trade Organizations, India (ATTOI) supported by the Govt. of Kerala, Tourism Department.

Are you a Business that is already Online? Or, looking to migrate a core part of your Business (say, Registrations application) Online? Or are you still an offline (or bricks-and-mortar) Business thinking of moving Online soon? Whatever be the case, your Business can only benefit from moving Online in terms of driving business growth, more international exposure and profitability. Understand the key points for being successful Online - what is Value? why Value is necessary for creating a Successful Business Online? What is Guy Kawasaki's DICEE? Understanding the Lead Generation Funnel. What are KPIs driving your Business? How to Assess them? What to do to optimize the Conversions happening on your Business Website? More strategic insights into Key Levers for your Business. And finally, a practical way of Calculating your Business' Marketing ROI.

Published in: Business, Technology

Lead Generation, Conversion, Measurement & Marketing ROI for Online Businesses

  1. 1. SUBHASISH GHOSHsubhasishg@aditi.com1
  2. 2. SuccessfulBusinessesCreateValue2
  3. 3. 10 ActionablePoints3
  4. 4. 4DICEE
  5. 5. 1,00,000 visits to site via:SMS campaigneDM campaigndisplay adssocial mediaSEO2-5% avg. Conversions(1)if visits = 1,00,000; assuming 2% leads(e.g. signups) = 2,000# of leads2-4% avg. Conversions(2)if signups = 2,000; SQL; assuming 4% =80# opportunities1,00,0002,00080$$$# of visits to site4050% avg. Conversions(3)CUSTOMERS5
  6. 6. Profitability = f (CPA, Basket Size, Activity)# of Leads = f (Activity, Value)6
  7. 7. SEOVisitors Leads SalesSOCIAL MEDIASOCIAL MEDIA - PPCCPM BANNER ADSRE-TARGETED ADSBLOGEDM…N7
  8. 8. RawInquiriesQualifiedLeadsMarketingQLsSalesAcceptedLeadsSalesQLs $$Nurturing Sent to Sales Sales finds Value Deems Valuable8
  9. 9. DATA ANDANAYTICSTeleCallingMARKETING QL DRIP STAGES NOT “CONTACT US”PLAN AND OFFERVALUEEmailOffersSMSValue9
  10. 10. DATA ANDANAYTICSUseVerbsSTRONG CTA VALIDATION CTA ATTRIBUTES EXAMPLESBe ClearBePositiveDirectValue10
  11. 11. DATA ANDANAYTICSClearPageKEY FOR CONVERTING TRAFFIC INTO LEADS TEST, TEST, TESTA/B TestMetric(CTR)Hypothesis00:04:00HeadlineForm Field Names# of Form FieldsForm Button ColorForm Button SizeForm Button CopyImagesCaptions on ImagesHeadline Font SizeTestimonials… n11
  12. 12. DATA ANDANAYTICSKEY FIELDS. Total Site Traffic (e.g. 100,000). Total Investment = Web Dev + Hosting + PPC/mth+ SEO + Social Media (e.g. 10,000/- + 100/- + 0 +20,000/- + 0 = 30,100/-). % Responses = 5% of 100,000 = 5,000. % Conversions = 5% of 5,000 = 250. Basket Size (avg sale) = 10,000/-. Gross Profit Margin = 5% 12
  13. 13. DATA ANDANAYTICSVisit: http://www.blitzmediadesign.com/seo/web-roi.htmlROI = 314%13
  14. 14. DATA ANDANAYTICSQ&A14

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