Squeeze the Most out of Every Local Click
Evan Kramer, Head of Digital and Customer Acquisi:on for LifeShield/
DirecTV
Local Online Engagement Opportunity
• LifeShield Background • LifeShield “Local” Digital Strategy • “Squeeze the Click” – LifeShield Case Study
Click to Lead – Optimize The Funnel
Squeeze the Local Online Click
Sale
Click
Click
Click Web Site
Local Search
Convert as Many Local Clicks Into Leads 4 Stages To Engagement Optimization
SERP CTRs Landing Page UX
Funnel Op:miza:on
tools
Remarke:ng Effec:veness
How EFFICIENT are you with each click?
Stage #1 – SERP CTR • LifeShield local pages last 30 days – June, 2013 • Top queries by clicks • Dive deeper to the “engagement” and evaluate causa:on for CTR
Query Impressions Clicks Average Posi7on CTR
520,633 % of Total: 94.66% (550,000)
14,525 % of Total: 90.69% (18,000)
24 Site Avg: 23 (2.00%)
2.79% Site Avg: 3.27% (-‐54.75%)
1. Home Security Systems 60,000 2,000 11 3.33%
2. Home Alarm Systems 27,000 1,300 4.9 4.81%
3. Home Security 40,000 1,300 18 3.25%
4. Home Security Companies 18,000 400 3.7 2.22%
5. Alarm Systems for Home 2,500 320 2.4 12.80%
6. Home Alarm Companies 2,500 250 2.2 10.00%
7. Home Security System 18,000 250 8.8 1.39%
8. Brinks Home Security Systems 6,500 200 3.2 3.08%
9. House Alarm System 2,500 200 3.7 8.00%
Stage #2 – LP Experience– CTR to Lead
• Loca:on based Keywords
• Local Relevancy
• Local Reviews
• Local Offers
• Engage Deeper
• SEO Impact – + Advanced SEO – Local Author Rank – Link Building – Rich Media – Rich Snippets – Local Reviews – Etc.
% Total Unique Leads
% Total Leads
Engagement Rate
Local Places 11.07% 279 23.23% 10.10%
Local LifeShield 24.91% 608 50.62% 9.78%
Non Brand Organic -‐ LifeShield 64.02% 314 26.14% 1.97%
Organic Total 100.00% 1201 100.00% 4.81%
Stage #3 – Funnel Optimization
• “Local Long Tail” – Opportunity for Organic Visitor Growth
35% of Local Visits generate nearly 75% of leads
Local MAGNIFIED – 5x Engagement
Impact
Lead Distribution Mix by Type
Phone Leads (70%)
Landing Page
Web Leads (30%)
Sales Conv (14%)
Sales Conv (16%)
Phone Leads (60%)
Landing Page
Web Leads (40%)
Sales Conv (15%)
Sales Conv (22%)
22% Increase in Sales Conversion: Just by Re-‐distribu:ng EXISTING LEAD GEN
Oct 2012 to Jun 2013
Alternative Web Leads – Based on Buyer’s Intent
57%
43% of Web Leads Now From
Alterna7ve Forms 1
2
3
4
Alternative Web Leads – Based on Buyer’s Intent
57%
43% of Web Leads Now From
Alterna7ve Forms
Alternative Web Leads – Based on Buyer’s Intent
57%
43% of Web Leads Now From
Alterna7ve Forms 1
2
3
4
Alternative Web Leads – Based on Buyer’s Intent
57%
43% of Web Leads Now From
Alterna7ve Forms
Alternative Web Leads – Based on Buyer’s Intent
57%
43% of Web Leads Now From
Alterna7ve Forms 1
2
3
4
Alternative Web Leads – Based on Buyer’s Intent
57%
43% of Web Leads Now From
Alterna7ve Forms
Alternative Web Leads – Based on Buyer’s Intent
57%
43% of Web Leads Now From
Alterna7ve Forms 1
2
3
4
Alternative Web Leads – Based on Buyer’s Intent
57%
43% of Web Leads Now From
Alterna7ve Forms
Manage Buyer’s Intent Web Leads Conv 16% to 22%
18%
15%
20%
30%
50%
Stage #4 -‐ Remarketing the Click
• Site Retarge:ng – “Middle Touch” • Email Marke:ng
– Over 20% CTR on “Local” emails – Next: Match loca:on dynamically
What is next
• Local Chat
• Phone Lead Diversifica:on – IVR Sekngs – Mobile Script – A/B CTA
