1. 5 Killer Lead Generation
Tactics for E-Commerce
Presented by Tyler Garns
Director of Marketing, Infusionsoft
@tylergarns

2. Housekeeping
• A/V Check
• You’re all on mute
• This is not a demo of Infusionsoft
Go to: http://www.infusionsoft.com/demo
• Ask questions through GoToWebinar - I’ll handle
them at the end, Quick survey when you leave
• Feel free to tweet if you like the content
• I will make you think & do math (pencils ready!)
• How to get the best deal on Infusionsoft
@tylergarns

3. 3 Mistakes
you’re probably making and don’t even realize it
@tylergarns

4. 1
@tylergarns
e-Commerce sites
focus too much on
the sale & miss
opportunities to
capture leads

5. @tylergarns

6. Volume vs. Quality
Low Resistance High Resistance
High Volume Low Volume
Lower Quality Higher Quality
@tylergarns

7. Volume vs. Quality
Inverse Relationship
80
60
Volume
40
20
0
High Medium Low
Quality
@tylergarns

8. @tylergarns Lead Generation Driving The Future Of E Commerce Russ Pechman, LinkShare, 2009

9. 67% percent of ad
responders who will
purchase within 1
year
@tylergarns

10. 2 unprofitable
discounting - you
could be making life
harder for yourself by
severe discounting
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11. Daily Deals
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12. @tylergarns

13. 3
@tylergarns
focusing more on
traffic than
conversion

14. The Tactical Triangle
...while ignoring
conversion...
Most people focus
almost all their efforts ...and economics.
on traffic...
http://www.tacticaltriangle.com
@tylergarns

15. @tylergarns Lead Generation Driving The Future Of E Commerce Russ Pechman, LinkShare, 2009

16. Let’s do some math :)
@tylergarns

17. Your missed opportunity
• T = How many site visitors do you get each month?
• C = How many people become NEW customers
each month?
• L = How many leads do you capture each month
that don’t become customers in the same month
• V = What is a customer worth you to (lifetime value
of a customer)?
• Assume we only capture & convert 2% of the lost
traffic
• Lost Opportunity = (T - ( C + L )) * .02 * V
@tylergarns

18. How much monthly revenue are
you missing out on?
• $1,000
• $5,000
• $10,000
• $25,000 or more
@tylergarns

19. 5
@tylergarns
Killer Lead
Generation Tactics
for E-Commerce

20. 1
@tylergarns
The Daily Deal

21. This has less to do
with “daily” and more
to do with “deal”
@tylergarns

22. Poor economic
situations create deal
seeking buyers
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23. Daily Deals
@tylergarns

24. The problem with the daily deal:
Deal Fatigue
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25. What’s your strategy?
• High-volume sales for profit?
• Generate awareness? Get buzz?
• Lead generation?
@tylergarns

26. @tylergarns

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29. @tylergarns

30. If I were doing daily deals...
• Sign up for weekly email
• In that email show the daily deals for the week
• Let people click “remind me about this deal”
• Allow them to choose how they’re reminded
- Email
- Text Message
- Social Network (FB message, Twitter DM, etc)
• Use availability to drive urgency
“only 3 left at this price”
@tylergarns

31. 2
@tylergarns
Free Shipping

32. @tylergarns

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35. @tylergarns

36. If I were offering free shipping...
• Give people a reason to sign up for free
shipping
• Give people a reason to sign up for free
shipping NOW, even it they’re not currently
ready to make a purchase
- “Lock in free shipping for life. Sign up now”
- “Free bonus item - shipped free right now, if you
sign up for free shipping. No purchase
necessary.”
• (This is lead gen, not sales. Make sure the economics work.)
@tylergarns

37. 3
@tylergarns
Live Chat

38. @tylergarns

39. @tylergarns

40. If I were doing live chat...
• Offer a discount, bonus, or add-on if people chat
• This gives them a reason to chat, even if they
weren’t planning on it
• Capture name, email, & phone
- “In case chat gets disconnected, I’ll give you a call” - I’d
have the rep ask for the phone
• Put people into an email autoresponder after the
chat based on the scenario - get permission in chat
follow-up
• Always have live chat show available, capture the
info, THEN let them know you’re offline & you’ll
follow up
@tylergarns

41. 4
@tylergarns
Wish List

42. @tylergarns

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44. @tylergarns

45. If I were using a wish list...
• Allow people to add items to their wish list
without registering
• Ask them if they want to “save” their wish list
before leaving (saving = registering)
• Allow “wish list” & “cart” or “bag” be the same
thing
• Generate offers based on particular items
already in their wish list (if someone puts item
A in their wish list and doesn’t purchase for a
week, send them an offer for item A)
@tylergarns

46. 5
@tylergarns
QR Codes

47. What the?
@tylergarns

48. QR Codes
• Drive offline traffic
online via mobile
phone
• Visual link
• Mobile bar code
@tylergarns

49. QR Codes
• If your target market:
- Uses smart phones
- Is educated
- Has a decent income
• You’ve got a good
change of QR codes
working
@tylergarns

50. Why use QR codes?
• Get a deal
• Find out more
• etc.
@tylergarns

51. If I were using QR codes...
• Always offer a text option as well
(you already know they’re on a phone)
According to the InsightExpress “Digital
Consumer Portrait” SMS is the preferred way
to receive mobile coupons
• Drive people to a mobile friendly page that
requests a cell phone number or email
address to get to the offer
• Drip mobile coupons via SMS, drive people to
SMS coupons via email
@tylergarns

52. 3
@tylergarns
Other good ideas

53. 1
@tylergarns
Free education

54. @tylergarns

55. @tylergarns

56. Social lead capture
• Use education to
get people to opt-
in
• If you’re driving
traffic from social
sites, capture a
social handle
• Follow up via that
social channel
@tylergarns

57. 2
@tylergarns
Contests

58. @tylergarns

59. Contests are usually not simple
• Make sure your terms & conditions are
buttoned up tight
• Make sure your contest relates to your
product, educates about your product, or
drives people to the product
• Financial incentive will not always drive the
behavior you want
- Fame, glory, exposure, etc are often better
@tylergarns

60. 3
@tylergarns
Mobile

61. Square - Mobile CC Processing
• Get off your butt &
go to events, trade
shows, etc.
• Sell in person with
mobile
• http://squareup.com
@tylergarns

62. Mobile is the new way
• Make it easy to
purchase on a
mobile device
- Global mobile
doubles annually
- U.S. m-commerce
was $2.4B in
2011, expected
$119B in 2015
@tylergarns

63. Lead Capture is only
the beginning
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64. Framework for Strategy:
The Perfect Customer Lifecycle
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65. @tylergarns

66. @tylergarns

67. All-In-One
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68. Would you like more information
about how Infusionsoft can help
you capture leads & more of the
opportunity you have on your
site?
• Yes
• No
• I’m already a customer
@tylergarns

69. Get the best deal
on the demo:
http://www.infusionsoft.com/demo
@tylergarns

70. Questions?
Call 866.800.0004 Ext. 1
@tylergarns