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Posts Tagged ‘lead generation optimization’

Marketing 101: What is the happy path?

December 11th, 2017
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The happy path is a quick, linear path to the purchase of a product or service where the customer doesn’t get sidetracked, either by their own distracted actions or by a company’s poorly designed process or because the customer has a more complex use case. Let’s take a closer look at why this is important and how it might look.

The Value Exchange Happy Path

Often, companies require users to fit within certain criteria to be eligible for the simplest outcome.

An example of a happy path that MECLABS optimized with one of our Fortune 20 Research Partners would be the “Happy Path Upgrade Funnel.” The happy path would be what is experienced by a customer who chose to start the upgrade process with the following conditions:

  • Fully paid off their old device
  • Was upgrade eligible based on the rules of their phone plan
  • Had no account problems they had to resolve in order to upgrade today

This would allow them to complete the upgrade funnel in the shortest, simplest number of steps possible and with the least amount of cost experienced as part of the value exchange.

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Lead Generation Optimization: How Expedia CruiseShipCenters’ increased previous customer conversions 22% by removing its lead capture form

March 1st, 2013
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Optimizing form fields in emails can be tricky as sales and marketing departments don’t always agree on how to create an effective lead flow process that captures important customer information while minimizing elements of friction.

So, today’s MarketingSherpa Blog post will share two case studies featured at MarketingSherpa Email Summit 2013 and how one marketing team increased its conversion rate 22% by removing its capture form. Our goal is to share with you some real-world email campaigns you can use to aid your lead generation optimization effort.

First, let’s get some backstory on the role segmentation played in these case studies …

According to Dave Mossop, Manager of Interactive Marketing, Expedia CruiseShipCenters, segmenting between prospects and return customers early on in the campaign was key to allowing the team to offer more relevant content in its messaging.

“We did a very simple split of prospects versus customers and that alone gives you enough information to talk to these audiences very differently,” Dave explained.

By segmenting between prospects and return customers, the team was able to deliver a greater relevance for:

  • Price points – Lower for new prospects and higher for return customers
  • Itineraries – Specific destinations for new prospects and a broader range of destinations for return customers
  • Information – Answer first time cruise information for new prospects and explain the benefit of “Why book with us?”
  • Special offers – Exclusive bonus offers for prior customers

“As our team grew, we started going one level deeper by going to customer segments,” Dave explained.

Additional segmentation of past customers allowed the team to:

  • Focus messaging, sales offers and itineraries
  • Discover upsell and cross sell opportunities
  • Prevent down-selling to luxury cruise clients

The team took its segmentation efforts even further by grouping past customers based on previous cruise lines. Expedia CruiseShipCenters discovered past customers were likely to book on the same cruise line again.

By understanding past customer behaviors, the team was also able to:

  • Promote cruise line loyalty program offers and exclusives
  • Write content from perspective of experience

“We see phenomenal results as we get completely relevant and completely personal with the customer we have this data on,” Dave concluded. “Personalization makes a difference, but who we send to matters even more.”

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