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