Not all leads are created equal

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This topic contains 4 replies, has 3 voices, and was last updated by  Fred Raley 1 year, 3 months ago.

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  • #990

    A just-published article on Forbes made some points worth pondering. In particular, the article highlighted the importance of focusing on and tracking unique users:

    “When it comes to lead generation, repeat sessions from the same user are typically not beneficial, because additional visits from one person usually don’t generate additional revenue. A majority of companies make the mistake of focusing solely on the number of sessions on the site to determine whether their website is successfully designed.

    “When creating a lead generation site, companies should be increasing the number of unique users that visit their site, enticing them to perform the desired action.”

    It’s a reasonable point — but it presumes that a single visit leads to a sale, which is not necessarily the case. It’s definitely important to track unique users, but it’s just as important to track the number of visits they make to your site before they click the buy button. Depending on the industry, the product and the consumer need, the number of visits required to convert a prospect can be very, very different.

    A longtime view in the advertising industry, supported by decades of research into traditional media exposure, was that the ideal frequency to achieve effective reach was (for most consumer products) in the 3-7 range. Too few exposures and the prospect was unconvinced; too many led to over-exposure, wastage and (sometimes) annoyance.

    The neat thing about the web is that we can actually measure the results and determine the right frequency for our products and our offers.

    What’s the ideal frequency in your product category?

  • #997


    What software do you use to track visitors? Google Analytics, or some sort of WordPress plugin? Also, do you recommend any particular tracking Pixel for remarketing later?

  • #1013

    I recommend that you use Google Analytics, accompanied by pixels for both Facebook and Google retargeting. There are more sophisticated (i.e. “expensive”) packages, but if you accept my contention that both reach and frequency are usually important, then the basic three should provide sufficient tracking, especially in the early stages.

    What becomes more important, especially with retargeting, is that you identify the specific conversion events you want to track (eg visits to your sales page, followed — or not — by visits to your post-sale “thank you” page).

  • #1024

    Two thoughts.

    1. When you find what # of touches produce your most sales, stick with it. Testing will tell you over time what your sweet spot is. Old email rule I never could verify says 80% of sales are made between the 5th and 12th contact. Some, more recent #s put the max at 20 or over. I’ve had people on my list for over 5 years in some cases and sometimes they just “wake up” and inquire or buy. Value of continued email.

    2. Ask the prospect. Now that you have him in your email program and he has not purchased in your “normal” time, write a short email asking what he is looking for and to please reply to let you know. Or words to that effect. You won’t get them all but you might get some which is better than nothing from a free email. If they respond at all you know there is SOME interest.

  • #1025

    Target your preferred audience with your squeeze page.

    Don’t accept all comers.

    Use the headline and byline to narrow down the interested parties to JUST the people you WANT on your list and subsequently buying your product.

    Between the Headline & Byline and your form, you should be able to weed out the losers and keep the winners.

    “Not all leads are created equal” –> Just target the ones that are…

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