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COMMERCIAL IN CONFIDENCE
Gain a competitive advantage using simple CRO tweaks
cohort.global
Turning Clicks into Leads
COMMERCIAL IN CONFIDENCE
Agenda
TURNING CLICKS INTO LEADS
Lead Generation
Mobile First
Page Elements
Conversion Elements
Qualification Elements
Landing Page Technology
Lead Management Technology
Q&A
2
COMMERCIAL IN CONFIDENCE
Digital Marketing Mix
3
COMMERCIAL IN CONFIDENCE
CRO Focus
4
Lead Conversion
Social
Display
Search
Traffic
COMMERCIAL IN CONFIDENCE
Mobile First
5
COMMERCIAL IN CONFIDENCE
Art & Science
6
COMMERCIAL IN CONFIDENCE
Key Page Elements
CHECK LIST PART 1
The Message
Headline
A supporting sub-header
The Content
3 Benefits & 3 Features
A closing argument statement
Call to Action (CTA)
The Form
In Page or Light Box
Form Headline
Form explanatory and value exchange statement
7
COMMERCIAL IN CONFIDENCE
The Message
Headline
A supporting sub-header
The Content
3 Benefits & 3 Features
A closing argument statement
Call to Action (CTA)
The Form
In Page or Light Box
Form Headline
Form explanatory and value exchange statement
Key Page Elements
CHECK LIST PART 1
8
COMMERCIAL IN CONFIDENCE
Conversion Elements
CHECK LIST PART 2
What They Expect
Look and feel
Dynamic content
An Offer
Unique benefit
Deadline for urgency
Content
Imagery for branding
Customer testimonial for social proof
Video for visual thinkers
Phone Number for trust
Other Elements
Navigation (no distractions)
Load Time (CTL starts dropping after 2.5 seconds of load time)
9
COMMERCIAL IN CONFIDENCE
What They Expect
Look and feel
Dynamic content
An Offer
Unique benefit
Deadline for urgency
Content
Imagery for branding
Customer testimonial for social proof
Video for visual thinkers
Phone Number for trust
Other Elements
Navigation (no distractions)
Load Time (CTL starts dropping after 2.5 seconds of load time)
Conversion Elements
CHECK LIST PART 2
10
COMMERCIAL IN CONFIDENCE
Qualification Elements
CHECK LIST PART 3
Additional Form Elements
Date of Birth
Amount of Cover
Best Time to Call
Reason for Enquiry
Commitment
From £20.00 per month
Enter Credit Card Details
11
Verification
Email Double Opt-in
SMS Double Opt-in
Enter Code (sent via SMS)
3rd Party Lead Verification
Bot Traps
Captcha / reCAPTCHA
Honey Trap
COMMERCIAL IN CONFIDENCESource: unbounce.com
Landing Page Technology
BUILD , TEST & OPTIMISE
Templates
COMMERCIAL IN CONFIDENCE
Landing Page Technology
BUILD , TEST & OPTIMISE
Templates
Form Platform or CMS
COMMERCIAL IN CONFIDENCE
Landing Page Technology
BUILD , TEST & OPTIMISE
Templates
Form Platform or CMS
A/B Variant Testing
Multivariate Testing
14
COMMERCIAL IN CONFIDENCE
Landing Page Technology
BUILD , TEST & OPTIMISE
Spot the 100% difference
15
Source: Secret Escapes
COMMERCIAL IN CONFIDENCE
Landing Page Technology
BUILD , TEST & OPTIMISE
Start with Large A/B Changes
16
Source: 37signals
COMMERCIAL IN CONFIDENCE
Landing Page Technology
BUILD , TEST & OPTIMISE
Then Iterate
17
Source: 37signals
COMMERCIAL IN CONFIDENCE
Landing Page Technology
BUILD , TEST & OPTIMISE
Image vs Video vs 360 Image
18
Source: Optimizely
COMMERCIAL IN CONFIDENCE
Landing Page Technology
BUILD , TEST & OPTIMISE
Static Image
Video +27% over static image
360 Image +39% over static image
19
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
Revenue Per Visitor
Photo
Video
360 Image
Source: Optimizely
COMMERCIAL IN CONFIDENCE
Lead Management Technology
VERIFICATION & FRAUD PROTECTION
CPL/A Fraud Types (beware)
Incentivised Leads
Amateur Fraud
Professional Fraud
3rd Party Verification
Digital Finger Print – “fraud scoring”
Country IP – “where is the user”
Email – “does email account exist”
Phone – “is the number active, is it turned on!”
Name – “is it a real name”
Address – “is the address correct”
Appended Data – “additional insights”
Tracking
SourceID & SubID
Invalid Rates, Contact Rates, Response Rates, Conversion to Sale Rates
20 20
COMMERCIAL IN CONFIDENCE
www.CohortGlobal.com
www.JonOstler.com
Cohort.Global
Jon Ostler
Questions?
