Post on 09-May-2015
Lead Nurturing TestedNew research reveals how slight script tweaks increased response by 31%
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Today’s speakers
Dave GreenDirector Partner RelationshipsMECLABS@DaveGreenLeads
Austin McCrawDirectorContent ProductionMECLABS@McOptimize
Background: A large well-known insurance carrier.
Goal: To increase the number of lead responses to a scripted voicemail.
Research Question: Which voicemail script will generate the most lead responses?
Test Design: A/B single factor split test
Experiment ID: PendingRecord Location: MECLABS Research LibraryResearch Partner: (Protected)
Experiment: Background
Experiment: Treatment A
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Treatment A
Experiment: Treatment B
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
Experiment: Side-by-sideTreatment A
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
Treatments Conversion Rate % Rel. Change
Control Voicemail 50% --
Treatment Voicemail 65% 30.8%
Increase in lead responses31%The treatment voicemail increased broker handoffs by 30.8%.
Experiment: Results
Experiment: Treatment
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
Why did the wording in Treatment B outperform Treatment A?
FKey Principles
1. Lead nurturing is a process, not an event. The necessary timing allows for the necessary forming – the forming of the final conclusion.
What you need to understand
Only 36% of marketers nurture leads
The potential ROI of lead nurturing
On average, organizations that nurture leads experiencea 45% lift in lead generation ROI over organizations that do not.
ROI WITH NURTURING
ROI W/OUT NURTURING
45%IN AVG. ROI
FKey Principles
1. Lead nurturing is a process, not an event. The necessary timing allows for the necessary forming – the forming of the final conclusion.
2. The “final conclusion” is different from the macro-yes, for the conclusion must precede a macro-yes. In the nurturing process, the marketing team fosters a conclusion – the sales team converts it to a “yes.”
What you need to understand
g=
9.8
1m
/s2
1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision.
The inverted funnel
g=
9.8
1m
/s2
1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision.
2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted.
The inverted funnel
1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision.
2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted.
3. People don’t travel down the center of the funnel. People are climbing up the sides.
g=
9.8
1m
/s2
The inverted funnel
(Mi)YES
(Ma)YES
Y
Val
ue
Pro
po
siti
on
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business
PPC Ad
Landing Page
Sales Call
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
The inverted funnel
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
Treatment B
How was the wording in Treatment B more effective at fostering a conclusion?
Experiment: Treatment
Today, we are going to walk through the three cognitive levers we pulled in the voicemail to foster a conclusion.
LEVER #1 LEVER #2 LEVER #3
LEVER #1 LEVER #2 LEVER #3
LEVER #1: We ANCHORED THE MESSAGE TO THE CONTEXT
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Not this
LEVER #1: Anchor the message to the context
LEVER #1 LEVER #2 LEVER #3
• The first script from the experiment begins selling right away without any context for the call.
• Our analysts hypothesized that by providing more context and justifying the reason for the call, prospects would be more likely to respond.
LEVER #1: Anchor the message to the context
LEVER #1 LEVER #2 LEVER #3
• In the new script, context is immediately provided by mentioning a previous call.
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a
broker for your price quotes for the group life
benefits. Since we do not nationally advertise
and may not have had the opportunity to work
with your consultant; we would like to share
our information with them. I would like to get
your broker contact information in order to be
in consideration when they next do their
evaluations for you.
But this
31%In Conversions
Experiment IDs: TP2083Record Location: MECLABS Research LibraryResearch Partner: (Protected)
Background: A large event management software provider.
Goal: To increase total lead inquiries (phone calls and form sign-ups) from visitors who abandoned the free trial sign-up process.
Primary Research Question: Which email tone will result in a higher rate of lead inquiries?
Approach: A/B single factor split test
LEVER #1 LEVER #2 LEVER #3
Experiment: Background
Subject Line: Your Free Company Access
Dear [Name],
You’re just one step away from getting FREE access to [company], our award-winning Event Registration and Management Software. Quickly make an event website, try our event marketing tools, build a registration form template or even generate custom name badges.
Click here to finish your profile and get started. Your personal profile is kept secure and we promise NEVER to sell or misuse your information.
Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access over the phone.
Sincerely,Jon PowellCustomer Service Representative
• The original nurture email gives little to no reason for the message. Again, the first paragraph goes directly to selling.
LEVER #1 LEVER #2 LEVER #3
Experiment: Control
Subject Line: Your Free Company Access
Hi [First],
I noticed that you started the process of getting free access to [Company] but weren’t able to finish. Are you concerned about giving out your phone number? Are you worried about high pressure sales tactics or mandatory contracts?
We believe our product sells itself, so we’re just here to provide you with whatever assistance you need in getting your event up and running -- in whatever way works best for you. We promise NEVER to sell or misuse your information.
Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try again online, use this link instead.
Thank you in advance for your trust!
Sincerely,Jon PowellCustomer Service Representative
• The treatment provides an exact reason for the email send. (I noticed you started … but weren’t able to finish.)
• Furthermore, the context provided perfectly sets up the prospect to receive the rest of the email.
LEVER #1 LEVER #2 LEVER #3
Experiment: Treatment
Dear [Name],
You’re just one step away from getting FREE access to [company], our award-winning Event Registration and Management Software. Quickly make an event website, try our event marketing tools, build a registration form template or even generate custom name badges.
Click here to finish your profile and get started. Your personal profile is kept secure and we promise NEVER to sell or misuse your information.
Have questions? Call us direct at 1-800-XXX-XXXX -- we can even set up your free access over the phone.
Sincerely,Jon PowellCustomer Service Representative
Hi [First],
I noticed that you started the process of getting free access to [Company] but weren’t able to finish. Are you concerned about giving out your phone number? Are you worried about high pressure sales tactics or mandatory contracts?
We believe our product sells itself, so we’re just here to provide you with whatever assistance you need in getting your event up and running -- in whatever way works best for you. We promise NEVER to sell or misuse your information.
Call me direct at 1-800-XXX-XXXX and I can help get you rolling. If you’d rather just try again online, use this link instead.
Thank you in advance for your trust!
Sincerely,Jon PowellCustomer Service Representative
ControlTreatment
LEVER #1 LEVER #2 LEVER #3
Experiment: Side-by-side
Design Conv. Rate
Control 1.58%
Treatment 7.08%
% Relative Change: 349.41%
Relative increase in lead inquiries 349%The treatment increased lead inquiry rate by 349.41%
LEVER #1 LEVER #2 LEVER #3
Experiment: Results
Live optimization
LEVER #1 LEVER #2 LEVER #3
Primary AudienceCustomer experience research council members
Primary ObjectiveEvent invite
http://bit.ly/1msZtTT
LEVER #2: WE CONNECTED THE VALUE PROPOSITION TO THE PROSPECT
LEVER #1 LEVER #2 LEVER #3
1
3
2
Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors?
Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors?
Question: If I am [PROSPECT A], why should I buy this product rather than any other product?
Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad?
Prospect B
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Primary Value
Proposition
Conversion steps associated with a specific product
PRODUCT
#2
The Value Proposition Spectrum
PROSPECT-LEVEL
PROCESS-LEVEL
PRODUCT
#1PRODUCT
#1
PRODUCT-LEVEL
LEVER #2: Connect the value prop to prospect
To learn more about derivative value propositions, see the MELCABS course:
MECLABS.com/ValueProp
1
3
2
Question: If I am [PROSPECT A], why should I buy from you rather than any of your competitors?
Question: If I am your ideal prospect, why should I buy from you rather than any of your competitors?
Question: If I am [PROSPECT A], why should I buy this product rather than any other product?
Question: If I am [PROSPECT A], why should I click this PPC ad rather than any other PPC ad?
PRODUCT
#3
PRODUCT
#4
PRODUCT
#1
PRODUCT
#2PRODUCT
#3
PRODUCT
#4
PRODUCT
#2
PRODUCT
#3
PRODUCT
#4
Conversion steps associated with a specific product
PRODUCT
#2
The Value Proposition SpectrumPROCESS-LEVEL
PRODUCT
#1PRODUCT
#1
PRODUCT-LEVEL
LEVER #2: Connect the value prop to prospect
Prospect B
Primary Value
Proposition
PROSPECT-LEVEL
To learn more about derivative value propositions, see the MELCABS course:
MECLABS.com/ValueProp
If I am the CEO, why should I be interested in your product rather than any other solution?
If I am a business manager tasked with finding a solution, why should I be interested in your product rather than any other solution?
If I am an IT server admin, why should I be interested in your product rather than any other solution?
LEVER #2: Connect the value prop to prospect
• The original voicemail messaging focused on the primary-level value proposition of the company.
• However, after conducting qualitative research concerning the specific motivations of the prospect, we hypothesized that they:
1. Had a high degree of anxiety when they felt they were “being sold”
2. Had little interest in learning about an insurance company
3. Simply desired to redirect us to their broker
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. We are currently
the fifth largest life insurance carrier in the
nation offering competitive rates and
solutions to help ease administration
burdens. When we last spoke, you told me
that you work with a broker for your price
quotes for the group life benefits. I would
like to get your broker contact information in
order to be in consideration when they next
do their evaluations for you.
Not this
LEVER #2: Connect the value prop to prospect
LEVER #1 LEVER #2 LEVER #3
• The treatment script included a new sentence that further justified why we were calling and made a more prospect-level appeal of letting us “work with your consultant” instead of doing the work yourself.
But this
Hello, ___, my name is Lisa and I am calling
with [Insurance Company]. When we last
spoke, you told me that you work with a broker
for your price quotes for the group life benefits.
Since we do not nationally advertise and may
not have had the opportunity to work with
your consultant, we would like to share our
information with them. I would like to get your
broker contact information in order to be in
consideration when they next do their
evaluations for you.
LEVER #2: Connect the value prop to prospect
LEVER #1 LEVER #2 LEVER #3
31%In Conversions
Experiment ID: TP1483Record Location: MECLABS Research LibraryResearch Partner: Sermo
Background: The largest physicians-only social network that allows pharmaceutical companies to conduct survey research and promote products to their audience.
Goal: To increase lead rate on the content marketing landing page.
Research Question: Which landing page will capture the most leads?
Test Design: A/B multifactor split test
Experiment: Background
LEVER #1 LEVER #2 LEVER #3
• The control page focused mainly on the product-level value proposition of a single free report.
• While it follows many of the best practices of a landing page, the researchers at Sermohypothesized that they might be focusing on the wrong level of value proposition.
Experiment: Control
LEVER #1 LEVER #2 LEVER #3
• In the treatment, the researchers at Sermofocused on the broader prospect-level value proposition.
• The content on the page displays several reports that the prospect might be interested in.
Experiment: Treatment
LEVER #1 LEVER #2 LEVER #3
Control
Treatment
197%In Lead Rate
Experiment: Side-by-side
LEVER #1 LEVER #2 LEVER #3
First Visit Repeat Visits
Design Lead Rate Rel. Diff Lead Rate Rel. Diff
Control 33.3% - 18.2% -
Treatment 27.2% - 6.1% 54.1% 197%
% Relative Change: 197%
Increase in lead rates197%By increasing the number of available reports, there was an increase in lead rates for returning visitors by 197%.
Experiment: Results
LEVER #1 LEVER #2 LEVER #3
The answers to prospect-level value propositions will vary based on:
Factor CEO Manager IT Admin
ObjectiveWhat are the prospects main goals and desired outcomes?
I must increase the financial performance of
my organization
I must achieve X amount of revenue by the end of
the year
I must implement and manage all technology
solutions/products
MotivationWhat core motivations drives this prospect’s actions?
I want to be featured as a key leader in the industry
I want to get a significant promotion by
the end of the year
I would like to get home at a decent hour
ExperienceWhat are the past experiences of the prospect?
Has tried many similar solutions in the past
Has not tried any related solutions in the past
Has heard that solution is difficult to
manage
AuthorityWhat level of authority does the prospect have to make decisions?
Has full authority
Must get expressed permission for any expense exceeding
$10,000
Can only provide feedback on resource
requirements
PersonalityWhat is the personality of the prospect?
Serious, Dominant, Aggressive, Decisive
Analytical, Empathetic,Energetic, Relational
Cynical, Sarcastic, Indecisive
Prospect-level value propositions
LEVER #1 LEVER #2 LEVER #3
See the MECLABS courses
MECLABS.com/Training/Online-Course
Live optimization
LEVER #1 LEVER #2 LEVER #3
Primary Audience
Primary Objective
Lead capture form
Team event planners
http://bit.ly/1h6c0Jy
LEVER #1 LEVER #2 LEVER #3
LEVER #3: WE ALIGNED THE ARGUMENT TO THE “ASK”
Exposition
Climax
Resolution
Beginning (The Setup) Middle (The Confrontation) End (The Resolve)ACT 1 ACT 2 ACT 3
Climax
Rising Act.
Resolution /Exposition
Falling Act.
SUB STORY
People’s thoughts arrange themselves in story, therefore you must ensure that you no only have the right message, but that it is sequenced at the right time.
LEVER #3: Align the argument to the “ask”
LEVER #1 LEVER #2 LEVER #3
Experiment: Control
We are currently the fifth largest life insurance
carrier in the nation offering competitive rates and
solutions to help ease administration burdens.
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
I would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
LEVER #1 LEVER #2 LEVER #3
The voicemail opens with a normal introduction.
1
Experiment: Control
We are currently the fifth largest life insurance
carrier in the nation offering competitive rates and
solutions to help ease administration burdens.
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
I would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
LEVER #1 LEVER #2 LEVER #3
However, the next logical step is not the next sentence. It is buried further down.
2
1
Experiment: Control
We are currently the fifth largest life insurance
carrier in the nation offering competitive rates and
solutions to help ease administration burdens.
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
I would like to get your broker contact information
in order to be in consideration when they next do
their evaluations for you.
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
LEVER #1 LEVER #2 LEVER #3
The next logical step would be to state the company value just before the final “ask.”
23
Only then could we make a logical “ask.”
1
4
• The treatment script logically aligns every sentence into a careful argument.
• That argument is just enough to give the final ask 31% more force than the control.
But this
Hello, ___, my name is Lisa and I am calling with
[Insurance Company].
When we last spoke, you told me that you work
with a broker for your price quotes for the group
life benefits.
Since we do not nationally advertise and may not
have had the opportunity to work with your
consultant; we would like to share our
information with them.
I would like to get your broker contact
information in order to be in consideration when
they next do their evaluations for you.
LEVER #1 LEVER #2 LEVER #3
1
2
3
4
31%In Conversions
Experiment: Treatment
Background: A physicians-only social network that allows medical product companies to conduct first-hand research on potential purchasers.
Goal: To increase the number of leads from a rented trade publication list.
Research Question: Which email design will generate the most opens, clicks?
Test Design: Multifactorial sequential test on a trade publication list
Research Partner: SermoRecord Location: MECLABS Research LibraryExperiment ID: TP2081
Experiment: Background
LEVER #1 LEVER #2 LEVER #3
Control
• This email, though above average in many respects, still has conflated its objective with the objective of the landing page.
• It’s also asking for too much at this stage in the conversion process.
Experiment: Control
LEVER #1 LEVER #2 LEVER #3
Treatment
• This email, however, uses each section of the content to guide the reader through a logical series of micro-conversions.
• The call-to-action asks for just the right amount of commitment at this stage of the conversion process.
Experiment: Treatment
LEVER #1 LEVER #2 LEVER #3
Control Treatment
Experiment: Side-by-side
LEVER #1 LEVER #2 LEVER #3
Design Clickthrough Rate
Control 1.55%
Treatment 3.16%
% Relative Change: 104%
Relative increase in lead inquiries 104%The treatment increased nurture email clickthrough by 104%.
Experiment: Results
LEVER #1 LEVER #2 LEVER #3
Live optimization
Primary Audience
Primary Objective
Click to website to get more details
Projects that require in-house fabrications
http://bit.ly/1juZkz3
LEVER #1 LEVER #2 LEVER #3
Summary: Putting it all together
FKey Principles
Lever #1: Anchor the message to the context Is the message clear to your prospect?
Have you justified the reason of the message?
Lever #2: Connect the value proposition to the prospect Is the message relevant to the prospect?
Does the message appeal to your prospect?
Lever #3: Align the argument to the “ask” Is there a clear and logical argument in your material?
Does the “ask” logically flow from your argument?
Next Clinic: Background
Background: A large, well-known financial consultancy.
Goal: To increase the number of clickthroughs on the landing page.
Research Question: Which page will generate the highest clickthrough rate?
Test Design: A/B multifactorial split test
Experiment ID: TP1464Record Location: MECLABS Research LibraryResearch Partner: (Protected)
Next Clinic: Version AVersion A
Next Clinic: Version B
Version B
Next Clinic: Side-by-sideVersion A
Version B
Live April 9 at 4:00 p.m. EDT
• The exact page changes with before and after versions• The transferable key principles behind the changes• How to apply the same principles to your pages
Join the special one-hour Web clinic
To see the results
To join live, register at the link below:
MarketingExperiments.com/LiveOptimization52
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