Case Study: Generating better lead qualification and more newsletter sign-ups
A SurveyGizmo user dramatically boosts conversion: A whopping 69% of those viewing a newsletter sign-up page join, and of this group, an enormous 81% complete a pre-qualification sale form.
This simple but highly effective case study builds on our previous articles on using SurveyGizmo for Contact forms. You can go back and catch up on those if you need to: Part One and Part Two.
Jeff Nelson of Loan Office Marketing had what seemed like a straightforward request for his email service provider. He wanted to ask a few prequalification questions right after the Loan Office Marketing newsletter signup page. Those questions would help him follow up with qualified leads more effectively.
Most newsletter services let you redirect your signups to a ‘thank you’ page. So it would have been really simple to redirect the subscriber to a survey after submitting their newsletter request. But here’s the kicker: he didn’t want the user to leave his web site, and most certainly he didn’t want to ask for name and email twice. After having just collected this information, it’s a poor practice to ask for it again a second later… Oh yeah — and he wanted to have conversion rates of visitors -> sign-ups -> survey question takers preferably all in one report.
Jeff asked his email service provider, but they couldn’t help. Thankfully he, being the clever guy he is, solved these problems by managing the entire process in SurveyGizmo. Here is how he did it:
Step 1: Build the first page of the contact form
We helped Jeff create a contact form using SurveyGizmo. The first page contained only a newsletter sign-up and some sales text describing the newsletter. The web form was embedded in a page on his web site (just like Google AdWords, using javascript). The user is never aware that the content being shown is being dynamically generated.
Step 2: The follow-up questions
Jeff then created a second page to the survey/signup form that contained follow-up questions. As an incentive, he used a discount on his services to help boost conversion. Note: respondents who stop here are already subscribed to the newsletter because SurveyGizmo pushed it to his email service provider automatically. So if they continue, great, but if they don’t, he can at least continue to market to them through his newsletter.
What happened (i.e. the conversion statistics)
A whopping 69% of the people viewing the newsletter sign-up page completed the form and joined. And, of those who joined the newsletter, an enormous 81% completed the pre-qualification sale form to receive the discount on services.
This case study reiterates last week’s lesson on Contact Forms: Increase conversions with multi-step web forms. Multipart staged conversions can produce dramatically better results than longer single step forms.
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Excellent example of how to get qual data *after* you make the initial “sale.” Very exciting to see that SurveyGizmo offers this degree type of flexibility.
What do you do with leads once you generate them?
This question is overlooked by almost everyone. It is often the cause of failure in what would otherwise be effective web marketing campaigns. The common-sense answer is easier said than done: Have your best employees respond to them quickly and consistently to qualify them into prospects.
Many companies spend thousands of dollars every month with Google, Yahoo, and MSN to generate clicks to their website. These same companies invest tens of thousands in building a web site to attract visitors. They even use analytical tools like Omniture, WebSideStory, or WebTrends to track these visitors and turn them into leads, only to let those leads sit in some sales manager’s inbox for 48 hours before they are contacted.
One elegant solution is to embed a web-form onto a website that captures the lead and pushes it real time into a database. It then quickly routes the lead to the best suited sales rep, a telephony tool immediately gets the rep on the phone and automatically calls and connects the lead to the rep.
Our research shows that the average salesperson only makes four to five attempts to contact them the first week. This means only 55% of a company’s web leads will actually get contacted.
It goes back to Lead Response Management: Acquire a system that immediately and systematically pushes the leads to the best qualified salespeople. A system that also allows the salespeople to immediately and frequently respond to leads and turn them into prospects. Again, this simple but overlooked approach can boost net results by 20 to 200%.
Darin Dixon
Insidesales.com
Only 2%, maximum 3% of all your B2b visitors will ever fill out a form.
Thus you miss out 97% of all your potential customers.
On a B2B website, your visitors should come from a company. Thus start with discovering the name of the company.
Then visitor needs to be qualified as a lead.
To do so there are two sources to be combined:
- Your website visit data
- The different sources on companies on the Internet;
The website visit data:
- Origin: the previous website or the search terms used
- Visit data: the pages visited with time, the returning visits and the number of unique visitors from a company.
This data and the information about the company should allow you to qualify the visitor as lead (or not interesting).
The next step is to communicate with the company.
If no contacts within the company known, then again use the Internet to get names.
Cold calling on an interested company is not so cold anymore. There is less risk (and fear) of rejection.
There are several web services provoding this type of information.
Just Google “website visitor identification”
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