Are you running a Lead Campaign and struggling to optimize conversion rate? If that's the case, this article is for you. We have been passionately testing many different strategies in and out for ranging Conv. rates of 5-25% on an average scenario. Going beyond this conversion rate sometimes takes as a challenge for compromised quality/spam/fraud. Still, sometimes we use to skyrocket, even having great control on how qualitative users are coming on the website.
Still, for any test, a 100% Conversion rate is the wish, and that's everyone's dream/focus, but we also know
that's not that easy/realistic possibility to have.
But keeping myself motivated and positive, We don't think that's not achievable. There's undoubtedly a peak in
difficulty to achieve and less than 0.01% chance to reach 100% - but yes - at some extent, it might be possible,
and with this only hope, we try to optimize even high Conv. Rates of 40-50% to optimize even further.
Before diving into opportunities for optimization, let's first understand the need. Why do we need 100%, or 80%,
or 40%, or any number we aim to?
And behind this, there's the simple answer We can think for - for every user coming on my digital property. We
need more data - and that's something we try to achieve via setting up analytics tools, say Google Analytics,
Clarity by Microsoft, Hubspot Sales Tracking Integration, to name a few. And the whole point of getting that
data is about getting and understanding more patterns etc.
So if we can look back to this again, we can split that "Need More Data" statement as - Quantitative Data with
non-personal information & with personal information.
We indeed have an 80-90% conversation rate in achieving this objective for non-personal information for getting
some insights (assuming 10-20% are those who add adblockers / delete cookies / break session in the middle due
to some unknown technical issues - which is reasonably acceptable. But if we look at another part, i.e., with
personal information, that's the challenge, and that's the focus to optimize. The reason could be to get more
personal sale follow-ups, personalized feedback/surveys. Use Cases for personal information are endless.
Some tactics we usually apply to maximize that "personal information" data
hygiene checkup for contact us form if possible in the first fold of the landing page
A separate landing page with the minimalistic connection between the main website
focusing and optimizing content more around optimizing for high intent sales pitches etc.
That is something 95% of Markets work.
But if we go and think even beyond, taking assumption especially in paid campaigns - says Google / Bing / Social
Ads majorly - if somebody opted - they have Intent, and we need "personal information" for that visitor - and
that's what the whole game was planned and surrounded. Let's think users without personal information to us is
complete, not useful. We sometimes try tactics include popup to fill the form on the landing / leaving page -
but that have different issues with an ad network for user experience/ It works most of the time, majorly for
exit-intent popups. However, still, We think there's a better opportunity to deal with that.
We are just making an image of going to a trade fair. The most significant transformation We have experienced is
that they have your personal information when you enter the trade fair. Few share that to all exhibitors, or
other shares an opportunity to scan a QR code to fetch that personal information.
We could learn from this if somebody is interested in a particular solution. If we can take that "personal
information" way before then its actual user journey starts - if he's looking for something especially - it
could be the best-case scenario.
Again, the question comes how to do that? Compatible products we had earlier were lead ad forms available on FB,
Linkedin, but that wasn't very clear. People were not actively intended to look for something; they can drop
details but could be misleading and lack correctness and validation. We tested many use cases around that, it
undoubtedly empowered to some extent taking user journey in mind, but it indeed has some flaws in user intent.
We were looking for a solution to add some validation for the intent side - say lead ad form extension in Search
It seems reasonable as a lead ad form in Search Ads. Yet, that has a limitation. Firstly, its extension (means
100% visibility is not guaranteed), and not many people click on it (because of being an extension). We tested
various combinations but found that hardly 2-5% of total clicks coming from lead ad extension - which doesn't
look right, quality/level of Intent-was much higher than social because of search intent quantity - have a
significant issue of scalability.
But the question is, what's the solution? Then finally, good news landed on Feb 10, 2021, which brought a bit of
a smile to our faces. We finally got blessed with a great marketing weapon by which we can forcefully set up the
lead ad as the only option in search ads.
The Search Intent + Personal Information before offering detailed solution + kind of 100% conversion rate (as we
have data before people visiting a website). The best thing, even from click to lead form fill - we got more
than 60% success rate, which is quite remarkable.
We are not sure whether it's the start of the new era to restructuring 360-degree funnel strategy, but we think
that's undoubtedly going to make a massive impact in the future.
What you think about the same, do share your thoughts at firstname.lastname@example.org, we will be
waiting to hear insights from your side.