Top tips for driving leads and optimising conversions in 2020
Download as PPTX, PDF1 like190 views
The document outlines key strategies for optimizing digital marketing through effective lead management, focusing on both front-end and back-office user journeys. It emphasizes the importance of understanding user behavior, setting clear objectives, and implementing continuous testing to enhance conversion rates. Additionally, it details a structured approach for auditing and improving lead management processes within an organization to ensure better data accuracy and integration.
Top tips for driving leads and optimising conversions in 2020
- 1. 1 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by Top tips for driving leads and optimising conversions in 2020 Philip McGuin Director of Demand Generation Stickyeyes @ Digital Marketing Priorities 2020 brought to you by Will Garbutt UX and CRO Manager Stickyeyes @stickyeyes
- 2. 2 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by Looking at the front-end user journey Section 1 Will Garbutt UX and CRO Manager @stickyeyes Digital Marketing Priorities 2020 brought to you by @stickyeyes
- 3. 3 *** A fully formed strategy for optimising lead management consists of 2 key areas: End-to-end lead management Getting users to engage with the website & proposition & ensuring that they are routed key acquisition where quality data is captured. FRONT END USER JOURNEY BACK OFFICE USER JOURNEY This is about transitioning the user acquisition data across various sales life cycle stages or gates so they can become a customer.
- 4. 4 *** This section looks at how we can analyse the user journey to increase conversions. End-to-end lead management Getting users to engage with the website & proposition & ensuring that they are routed key acquisition where quality data is captured. FRONT END USER JOURNEY BACK OFFICE USER JOURNEY This is about transitioning the user acquisition data across various sales life cycle stages or gates so they can become a customer.
- 5. 5 Front-end user journey • How do we get users engaged with the site? • How do we ensure they are routed to the key acquisition point on the website? • How do we ensure we capture the right user information that is relevant for business success?
- 6. 6 *** The key to answering those questions involves following a process similar to the below: The process DEFINE OBJECTIVES Ensure you have a clear view of what success looks like STEP 1 UNDERSTAND YOUR USERS What do they want? What are they doing? How are they doing it? STEP 2 OPTIMISE EXPERIENCE Continuous testing & learning STEP 3
- 7. 7 Step 1 Ensure you have clear objectives
- 8. 8 1 - Define your objectives • What are you trying to achieve? • How are you defining success? • Is everything in place to track end-to-end success? *** It’s important to be structured in your approach and ensure all stakeholders understand the objectives.
- 9. 9 Step 2 Gain an understanding of your users
- 10. 10 2 - Understanding your users Ask yourself WHY: • Why should they choose your offering over others? • Why should they trust you? • Why should they take the time to fill out this form?
- 11. 11 2 - Understanding your users *** There are a number of other tasks that can be carried out in order to gain an understanding of your users, how they interact with your site, and what they are looking for. Analytics Heatmaps Competitor Research Live Chat / Customer Service Customer Surveys User Testing Howtheycurrentlybehaveon-site Whattheyseeon othersites Whattheysaytheywant
- 12. 12 2 - Understanding your users Current on-site behaviour: • Where are people entering your site? • What pages are most important to conversion? • How are people engaging with key pages?
- 13. 13 Analytics tells you WHAT Your users tell you WHY
- 14. 14 2 - Understanding your users Customer research: • Customer Surveys • User Testing • Interviews (internal + user)
- 15. 15 Your users spend 99.9% of their time on OTHER WEBSITES
- 16. 16 2 - Understanding your users Benchmarking competitors: • Strength of messaging • Proposition • Content quality • Ease of task completion • Mobile experience
- 17. 17 Step 3 Optimise the experience
- 18. 18 3 - Optimise the experience After identifying any potential issues with your site: • Create new designs • Test the solution • Measure the results This should form part of a full CRO Strategy
- 19. 19 Best Practices Remember, these should still be tested on YOUR users
- 20. 20 Data capture best practices • Concise bulleted list of reasons to sign up. • Preview of what the users gets in exchange. • Clear trust signals. • Persistent CTAs (calls to action). • Minimal number of required fields.
- 21. 21 Smart Insights - example • Preview of what users get in exchange. • Clear trust signals. • Minimal number of required fields.
- 22. 22 Smart Insights - example Preview of what users get in exchange. • Clear trust signals. • Minimal number of required fields.
- 23. 23 Smart Insights - example • Preview of what users get in exchange. Clear trust signals. • Minimal number of required fields.
- 24. 24 Smart Insights - example • Preview of what users get in exchange. • Clear trust signals. Minimal number of required fields.
- 25. 25 The only way you can be certain that something will work is by testing on YOUR USERS.
- 26. 26 Data quality vs quantity How much are you willing to give up for a conversion?
- 27. 27 Increasing conversion rate is easy – just give away everything for FREE.
- 28. 28 Data: quality vs quantity QUALITY OF DATA EASE OF FORM COMPLETION
- 29. 29 Data: quality vs quantity • How much will you give up for a conversion? • Are you offering a fair value exchange? • Explain the value in the data – eg: to get more personalised information. • Ask for a little early on, and then more information as the relationship is fostered.
- 30. 30 In summary…
- 31. 31 In summary… • Ensure you have clear, measurable objectives. • Ask yourself why…? • Perform research to understand your users. • Focus on what value you can give your users. • Test, test, test.
- 32. 32 #DigitalPriorities Digital Marketing Priorities 2018 brought to you by Looking at the back-office user journey Section 2 Philip McGuin Director of Demand Generation @stickyeyes Digital Marketing Priorities 2020 brought to you by @stickyeyes
- 33. 33 *** Within this section we now look at the back-office optimisation of the lead management process. End-to-end lead management optimisation Getting users to engage with the website & proposition & ensuring that they are routed key acquisition where quality data is captured. FRONT END USER JOURNEY 1 BACK OFFICE USER JOURNEY 2 This is about transitioning the user acquisition data across various sales life cycle stages or gates so they can become a customer.
- 34. 34 Optimising the lead management back-office is about understanding the life cycle of a lead & its journey within the business. We then identify key improvements within these life cycle stages through better processes & user management, data accuracy, data integration & software usage.
- 35. 35 Types of optimisation scenarios *** There are typically three types of lead management & audit deployment scenarios. FIX IT Corrective action on existing processes & infrastructure. SCENARIO 1 EXPAND IT Incremental components need to be added to existing processes & infrastructure. SCENARIO 2 BUILD IT Implementation of a new set of processes & infrastructure. SCENARIO 3
- 36. 36 *** Stage two is all about mapping out the pre-existing lead management process & identifying key problems. Defining clear benefits for the business CAMPAIGN & CHANNEL BENEFITS 1. Campaign & channel accountability. 2. Better manage campaign investment. 3. Align marketing & sales management efforts. 4. Support campaign & website optimisation. 5. End-to-end campaign reporting. BUSINESS & OPERATIONAL BENEFITS 1. Improve lead capture & accuracy. 2. Improve lead data quality. 3. Better support the customer life cycle. 4. Improve internal processes & efficiencies. 5. Improve software & related systems.
- 37. 37 Explaining lead management terminology *** Below are a number of key terms that are used within lead management. LEAD DATA This is the individual data points that make up a lead. This will differ between B2B & B2C, but they typically include prospect contact information & area / product / services of interest. LIFE CYCLE STAGES The key stages or gates a lead goes through within the business to become a customer. For example the B2B marketing life cycle stage include Lead, MQL, SQL, Opportunity & Sales. USER JOURNEYS This is the range of users involved within the management process. In essence there are typically a range of user journeys with different people dealing with the data in very different ways. PROCESS FLOWS Visual steps for completing a lead process. Process flows will include user flows, document flows, manual & automated flows as well as how software solutions are utilised. DATA FLOWS Visual flow of lead data through an information system. For example this includes physical data flows as well as logic / conditional information data flows.
- 38. 38 Back-office optimisation methodology *** There are 6 key stages to back-office lead management optimisation, these include the following: Stakeholders & Project Objectives User Processes & Data Audit Solution & Systems Audit Scenario Planning & Selection Design New Solution Architecture Deploy New Solution Architecture Identifyleadmanagementoptimisationproblems Developmentnewleadmanagementsolution 1 2 3 4 5 6 Identify leadmanagementoptimisationproblemsviaa series of systems & processaudits Developmentof new optimisationleadmanagementsolutionvia the implementationof a series of new systems & processes
- 39. 39 Stage 1 Objectives & Project Stakeholders
- 40. 40 Identifying key project stakeholders *** It’s essential to build a cohesive project team that brings in a range of stakeholders across the business. MARKETING STAKEHOLDERS SALES STAKEHOLDERS TECHNICAL STAKEHOLDERS OPERATIONAL STAKEHOLDERS EXECUTIVE STAKEHOLDERS&SPONSORS 1 2 3 4 6 ENDUSERS STAKEHOLDERS 5
- 41. 41 Defining clear project objectives & outcomes It is essential to put in place a road map that plans out what will be achieved, how and why. Lead Processes & Road Blocks Objective / Outcome 2: Identify key lead process problems & issues that impact lead quality & hinder the sales & customer process. Lead Management Architecture Objective / Outcome 1: Map out the current lead management landscape, from lead capture through to sales closure & customer onboarding. Process RAG Recommendations Objective / Outcome 3: Produce based a detailed RAG recommendations, identifying a range of short, medium and long terms fixes. Data Management Improvements Objective / Outcome 4: Look specifically at data management and identify how it can improve the life cycle of a lead within the business. Systems / Software Improvements Objectives / Outcome 5: Look specifically at systems/software & identify how they can improve the life cycle of a lead within the business.
- 42. 42 Stage 2 Process & Workflow Audit
- 43. 43 *** Stage two is all about mapping out the pre-existing lead management process & identifying key problems. Life cycle, users, process & data flows LIFE CYCLE, USERS & PROCESS FLOWS 1. Map out the life cycle of lead data. 2. Identify users journeys with the lead data. 3. Map out key visuals processes & data flows. 4. Identify relevant solution & systems. 5. Build visual process maps & data flows. PROBLEM IDENTIFICATION AREAS 1. How leads are captured & stored? 2. How leads are routed through the life cycle? 3. How leads are processed & validated? 4. How does software facilitate the life cycle? 5. Which processes are manual / automated?
- 44. 44 *** The process map below is an example of how you start to bring the pieces of the jigsaw together. Example visual process map MARKETING AUTOMATION CAMPAIGN DEPLOYMENT MARKETING TEAM NEW LEAD GENERATION & LEAD NURTURE & WEB ASSETS CAMPAIGN STRATEGY SALES ENGAGEMENT MEETING / DEMO SALES NURTURE START WORK / DELIVERABLES DIRECT SALES TEAM REQUEST QUOTE SUBMIT PROPOSAL / QUOTE NO YES QUOTE AGREED NEGOTIATION / REVIEW CONTRACT SIGNED YES NO END OF SALES PROCESS NO SALES AUTOMATION CUSTOMER NEEDS QUALIFICATION OUTBOUND SALES TEAM YES NO OR RELATIONSHIP MANAGEMENT
- 45. 45 Stage 3 Solutions & Systems Audit
- 46. 46 The core technology stack *** Core technology stack consists of two key platforms - 1) marketing automation and 2) sales / CRM automation Online ContentMarketing Automation Solution Automated management of lead data capture, marketing campaigns & lead nurture process. Bringing the lead to the door step of the sales team. Sales Automation Management of the lead & sales life cycle & relationship process i.e. convert the lead to a customer. Core Technology Stack
- 47. 47 Solution feature set & capability *** It is important to checklist key features & then see if they are being used & if not, why? Email Marketing Capability Landing Pages & Forms List & Workflow Capability Personalisation Capability Custom Field Creation Reporting & Data Management API & Data Management Contact / Pipeline Management Call / Email Management Activity / Task Management Workflow Capability Custom Field Creation Reporting & Data Management API & Data Management SALESAUTOMATION MARKETINGAUTOMATION Integration?
- 48. 48 Identifying the wider technology stack *** As part of the audit you will need to consider the wider technology stack & integration points. Insert Marketing Automation Solution ESP / Marketing Automation systems to manage ongoing email campaigns and communications Insert SalesAutomation Solution eCRM to manage the on-boarding process of volunteers & other reader stakeholders Insert API/Integration Solutions Rest API to manage technical integrations between the various software solutions Insert 3rd Party Solutions Capability to integrate with 3rd Party business tools such as sage, Eventbrite, Magento Core Technology Stack Wider Technology Stack
- 49. 49 Bringing it together into a global schematic *** This is a detailed visual presentation that breaks down all key processes areas & identifies exact problem areas. 1) WebAssets 2) LifeCycleStages 3) DataCaptureMethods 4) User Journeys&Goals 5) ProcessSteps/Methods 6) DataTransferMethods 7) IntegrationPoints 8) Software/SystemIntegration
- 50. 50 Stage 4 Scenario Planning & Selection
- 51. 51 Developing a range of optimisation scenarios *** You need to produce a number of scenarios. Each will have different risks, costs dependencies & outcomes. SCENARIO1 Minimal fixes to key processes & data areas. SCENARIO2 Extensive re-configuration of existing processes & software systems. SCENARIO3 Full process replacement & upgrade to new software solution. Shorter Deployment Time Frame Longer Deployment Time Frame Lower Cost & Lower Business Impact Higher Cost & Higher Business Impact
- 52. 52 RAG base scenario score card *** This compares & contrasts the impact of each scenario & their propensity to deliver the desired outcome. Key Recommendations: 1. Data Recommendations. 2. Workflow Recommendations. 3. Software Recommendations. 4. Asset Recommendations. 5. Process Recommendations. 6. Administration Recommendations.
- 53. 53 Stage 5 Design New Solution Architecture
- 54. 54 Scenario selection process *** It is essential to select a scenario that is the most realistic to deploy but also scales with the business SCALABILITY Does the scenario have the feature capability & flexibility to scale with the business API INTEGRATION Does the scenario have capability to integrate with solution and will it leverage API PROCESS IMPROVEMENT Does the scenario definitively seek to improve a relevant process FEATURE CAPABILITY Does the scenario seek to meet the necessary feature requirements BRAND QUAILITY Does the scenario focus notable, established or a reputable solutions SOLUTION PRICING Does the scenario pricing potentially make it a minimum viable outcome
- 55. 55 *** New architecture involves check listing all the problems & identifying resolutions based on the selected scenario. Problem, impact & resolution check listing Problem: Limited or incorrect lead data captured Impact: Poor lead qualification & lead validation resulting in excessive wastage impacting time & ROI Resolution Build new data points into web assets & automate capture into the eCRM solution stack POOR DATA QUALITY Problem: Key parts of the life cycle process are reliant on manual intervention Impact: Impacts resource time, process accuracy, decision making quality & customer response times Resolution Provide automated eCRM workflows & validation trapping at each life cycle stage EXCESSIVE MANUAL PROCESS Problem: Supporting solutions unable to facilitate a range of key actions for the marketing & sales teams Impact: A key impact is that the business being unable to scale & flex the marketing & sales process to ongoing business needs Resolution Implement new eCRM solution that addresses their capability LIMITED SYSTEMS CAPABILITY Problem: Limited or poor communication between the various web assets, software solutions & 3rd party tools Impact: A key impact is data quality as well as leading excessive manual tasks such as data inputting & reporting Resolution Implement a new tool that integrates all these via API scripts & workflows management WEAK SYSTEMS INTEGRATION
- 56. 56 Developing the new solution architecture *** The final element is then to develop a new global schematic that showcases the new architecture & resolutions. Marketing Solution SalesSolution Integration solutions Website Assets 3rd Party Solutions i.e.Sage, SMS, Events & Survey Solutions Transactions
- 57. 57 Stage 6 Deploying New Solution Architecture
- 58. 58 Optimisation deployment process *** The optimisation deployment process contains five sequential key areas each with a range of tasks & outcomes. DataFramework User &DataMapping DefiningDataTypes DataDictionaryBuild DataExtraction AREA1 DataCleaning User/SystemsAdmin DataObjectConfiguration UserInterfaceConfiguration DataFrameworkMigration AREA2 CAMPAIGNSSTREAMSSolutionConfiguration SystemsTesting DataImport DataBinding/Relationships DataValidation Data Submission AREA3 CAMPAIGNSSTREAMSDataMigration DataTesting Pre-ScriptConnectionTesting SolutionFeatureChecklisting SolutionWorkflowPlanning SolutionScriptDevelopment AREA4 CAMPAIGNSSTREAMSAPI/ 3rd PartyIntegration ScriptTesting ReportWireframes ReportingDataDictionary Report/DashboardBuilds DataImport/Population AREA5 CAMPAIGNSSTREAMSReporting&Dashboards ReportTesting
- 59. 59 Architecture testing process *** Successful deployment of the new optimised architecture is predicated on robust & iterative testing. AUTOMATION TESTING Testing automated actions such as setting field logic and decision making outcomes. USER ROLE TESTING Testing functionality specific to user roles such as fields that should & should not be visible to an individuals roles & task. CRUD TESTING Testing the simplest functionality of the system: creating, reading, updating and deleting records. FIELD TESTING Testing individual field functionality to ensure that individual parts work as intended. USER ACCEPTANCE TESTING Testing with end users to complete their user journey and see where processes are falling down. COMPREHENSIVE TESTING Testing all previous steps together to ensure that all combined features work.
- 60. 60 Solution rollout, BAU & iteration *** Final rollout needs to including sign-off & user training, but also provide for ongoing process iteration & support. STEP 1 Testing Sign-off STEP 2 User Training STEP 3 Systems Rollout STEP 5 Support Services STEP 4 BAU & Iteration
- 61. 61 Want more insight? Access our free guides and webinars now: https://www.stickyeyes.com/resources/