3. Managing the Sales Funnel
• Methods of acquisition
– PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer
based, etc.
• Once there – what’s important?
– Prove you can Add Value
• Qualify Leads with intent
– You want users who are amenable to your message – Its ok for
users to self-select opt out
• Monetise towards latter end of the Funnel
– After user sees value and expresses intent
– Push low-cost options in the middle of funnel
– High cost ones at the end of your funnel
4. Customer Lifecycle
• Understand the customer lifecycle
– The various stages of a customer over a time period
– Create indicators to track their intent
– As they begin to lag – make sure you target them
• Identify high repeat behaviour
– Identify a common characteristic – and track this
• e.g. have visited more than 3 time and purchase
• Track rising and falling repeat rates
– Have early warning systems in place
• Track repeat rate by media source
– Search Engine, PPC, Banner Ad etc..
5. Customer Lifetime Value
• Segment customers into acquisition channels
• Identify the potential lifetime value per channel
• Identify length of customer lifecycle per channel
– Low cost channels could have shortest lifecycle
• Compare the relative potential value
– Consider: length of lifecycle, potential revenue per
Customer
• Allocate money towards higher potential value customers
• By corollary - away from lower potential value
customers
6. Understanding “Recency”
• Tracking Recency
– Time since a customer last engaged in a behaviour
• Recency is # 1 most powerful predictor of future behavior
– Can predict likelihood of purchases, visits, game plays, or
“other action-oriented” behaviour
• The more Recent a customer is, the higher their potential value is
• Segment Repeat segment into past and present (30 days)
– Apply a recency filter for real-time view
• Longer a customer has stopped engaging the less likely they are
to repeat
• Take adjustive measures to increase in quality recency repeat
customers
13. Key Take-Aways
• Remove Clutter – focus on key goals all the time
– Remove any obstacles
• Provide lots of visual feedback
– Users know that actions have been successful
• Adhere to affordance rules – make them obvious
– Big Buttons, Clear Large Links
• Anticipate and Answer questions upfront
– Embed as part of user experience
• Knit USPs in copy and images of site
– Emphasise all your differentiators
14. Website Optimisation
• Dynamically Test key elements of site
– Test Copy, Calls to Action, Images, Placement
– The $300,000,000 Button
• Both Split (A/B) and Multi-Variate Test
– Google Website Optimiser or Proprietary tools
• Define and set up conversion points
– Need to track and measure user actions
• Clear calls to action significantly augment optimisation goals
– Don’t force user to think – TELL THEM WHAT TO DO
15. Test Process
• Never stop testing and tracking user actions on website
• A/B Split Testing
– Define specific site goals (sale, sign-up etc..)
– Test two specific pages (typically high volume landing pages)
– Commercial tools (Vertster) or Google Optimiser
– Monitor which test is performing better
– Use Variable rate or throttle testing to vary the percentage of traffic
that gets routed to the various pages
• Multi-Variate testing
– Enables variable testing of elements within single pages
– Different copy text, form layouts and even landing page images and
background colours together
– Track combinations that achieve predetermined goals