Project: Optimization of Customer Journey in Online Marketing
to increase the Lead Generation, for higher registration numbers for Events, and the reduction of the Bounce Rate
Situation in the company: Sales targets are very high and cannot be achieved with the previous methods of lead generation.
My role: Project management
Overall target: Increase the KPI figures for lead generation by at least 15%.
Measures:
- optimisation of online advertising measures, newsletters and invitations to events
- optimisation of website and landing pages
- optimisation of lead qualification
Results:
- reduction of costs per lead
- better control of success – clear definition of KPI’s with continuous monitoring and promptly optimisation
- higher registration rate for events
- better lead qualification
- reduction of bounce rate
Task 1: Optimisation of online advertising measures, newsletters and invitations to events.
- analysis of customer touchpoints
- analysis of pages with a conspicuous bounce rate
- analysis of customer preferences by comparing top to flop advertising media
- CTA rate of adverts
- read rate of newsletters
- registration feedback on event invitations
- websites and landing pages with a high bounce rate
Activities:
- optimisation according to analysed customer preferences
- customer touchpoints designed more optimally
- advertising material designed in a more attractive way
- CTA points set-up more simply
- newsletter designed more attractively and sent according to optimised target group
- websites and landing pages designed more simply
- event invitations more clearly designed and sent according to optimised target group
Results:
- CTA rate increased
- lead rate increased
- KPIs redefined and processes agreed for optimisation
- registration rate for events increased
- bounce rate reduced
- cost per lead reduced
Task 2: Optimisation of lead qualification
- analysis of promising data
- optimisation of process to analyse relevant data
- analysis of the best time window
- analysis of best source
- analysis of possibilities for automation
Activities:
- implementation of automated qualification measures via Autobot (check of email data, address data, robot queries …)
- optimisation of qualification on newly defined, relevant data
- lead qualification at best times (day and time)
- lead qualification of best sources first
Results:
- increase of lead rate
- reduction of costs per lead
- reduction in work effort per lead
Due to the confidentiality of the measures, the company name will not be mentioned. I would be happy to give you the name of a contact person in the company who can provide information on the project within the framework of confidentiality. Please contact me.
