Leveraging Call Intelligence for Marketing Domination - Progrexion
Transcript of Leveraging Call Intelligence for Marketing Domination - Progrexion
Jason Owen,Head of Marketing@jasonrowen
Mission: Change the way Americans think about credit.
Where we’re goingWhere e were10%40%
10% 40%
Offline
StrategicPartners
Online
Partners
How our clients find us:
Why is Testing Critical for Marketers?
QuestionIf you are able to double website conversion through testing, what is the Marketing CPA of those additional sales?
$0
Example Marketing Funnel:
Visits
Leads
Calls
LTV
OtherSEO DIRECTPPC
User Signups
Paid Sales
Fulfilment
Form fills UserSignups
InboundCalls
If you are not measuring all response drivers on your website, are you running a true test?
Example Funnel:
Current Funnel Test FunnelImpressions
750,000 Impressions
750,000
Click Through Rate 5%
Click Through Rate 5%
Visits
37,500 Visits
37,500 Ecommerc
e Calls Ecommerce Calls
Response Rate 1.50% 5.00% Response Rate 1.50% 7.00%
Leads 563 1,875 Leads 563 2,625
Sales Conversion 100% 40% Sales Conversion 100% 40%
Sales 563 750 Sales 563 1,050
Pay Rate 85% 85% Pay Rate 85% 85%
Paid Sales 478 638 Paid Sales 478 893
638 89339.96% Increase in Paid Sales
Another way to look at increased efficiencies: because incremental volume requires $0 additional marketing spend, those units are especially attractive
Current Unit Economics Future Unit Economics
CPA CPA
Marketing Cost $75.00 Marketing Cost $-
Product Cost $50.00 Product Cost $50.00
Sales Cost $25.00 Sales Cost $25.00
Other / G&A $10.00 Other / G&A $10.00
Cost Per Paid Sale $160.00 Cost Per Paid Sale $85.00
-$75 per Paid Sale or -46% Reduction in avg. cost per Sale
Now let’s say that you do 50,000 sales per month….
50,000X $75$3,750,000 Per Monthin Contribution Margin
1) Not all traffic is created equal2) “Marketing is Math”3) Five Words….
Three areas of focus:
SegmentDepartmen
t Brand Source Type Device1 Paid Search Lexington Law Google Brand Mobile2 Paid Search Lexington Law Google Brand Desktop3 Paid Search Lexington Law Google Non-Brand Mobile4 Paid Search Lexington Law Google Non-Brand Desktop5 Paid Search Lexington Law Bing Brand Mobile6 Paid Search Lexington Law Bing Brand Desktop7 Paid Search Lexington Law Bing Non-Brand Mobile8 Paid Search Lexington Law Bing Non-Brand Desktop9 Paid Search Lexington Law Yahoo Brand Mobile
10 Paid Search Lexington Law Yahoo Brand Desktop11 Paid Search Lexington Law Yahoo Non-Brand Mobile12 Paid Search Lexington Law Yahoo Non-Brand Desktop13 Paid Search CreditRepair Google Brand Mobile14 Paid Search CreditRepair Google Brand Desktop15 Paid Search CreditRepair Google Non-Brand Mobile16 Paid Search CreditRepair Google Non-Brand Desktop17 Paid Search CreditRepair Bing Brand Mobile18 Paid Search CreditRepair Bing Brand Desktop19 Paid Search CreditRepair Bing Non-Brand Mobile20 Paid Search CreditRepair Bing Non-Brand Desktop21 Paid Search CreditRepair Yahoo Brand Mobile22 Paid Search CreditRepair Yahoo Brand Desktop23 Paid Search CreditRepair Yahoo Non-Brand Mobile24 Paid Search CreditRepair Yahoo Non-Brand Desktop25 Natural Search Lexington Law google.com Mobile26 Natural Search Lexington Law google.com Desktop27 Natural Search Lexington Law bing.com Mobile28 Natural Search Lexington Law bing.com Desktop29 Natural Search Lexington Law yahoo.com Mobile30 Natural Search Lexington Law yahoo.com Desktop31 Natural Search CreditRepair google.com Mobile32 Natural Search CreditRepair google.com Desktop
1) Not All Traffic is Created Equal• Not all testing
is created equal
• Not all traffic acts the Same
Brand vs. Non Brand Hero Test
Brand Non Brand
Hypothesis: Would an individual that has found us through non-brand search queries respond different to our website?
2) Marketing is Math
3) Five Words1. MAKE2. THE3. PHONE4. NUMBER5. BIGGER
YOU THINKI AM JOKING?
Thanks!Any
questions?