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Summary

Planning and Design

Methods of data capture
Advantages and disadvantages
Design of method

Implementation and Testing

Examples
Function overview
Testing

Analysis and Review

Success measured
Tracked analysis
Review possible changes

Introduction

Good morning and welcome, in this presentation I will be demonstrating the steps of implementation I would take to introduce further data capture to the L and C website, without reducing the number of enquiries normally received.

I will be breaking down the presentation into 3 steps, planning and design, in which we will be looking at the methods that could be used, their advantages and disadvantages and general design.

Then onto implementation and testing, where I will be showing examples of how the data capture methods could look and function and the testing of them.

And finally analysis and review, where we will be looking into how the methods can be analysed and measured, then lastly how possible changes could be reviewed and implemented further.

Given the specification of further data capture on the website without impacting the number of enquiries normally received, we have some form of base to start. From there we can expand to the passive forms of data capture like website analytics and traffic monitoring or the more active form, of webforms and the different implementation that could be done with them.

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Planning and Design

Passive Capture

With no visitor input we collect data
Existing solutions

Function:

Website visit > Script > IP > Database lookup

Disadvantages

Costly
Not B2C targeted
Inaccurate information

Passive Capture

So passive capture, data capture doesn’t require input from the website visitor, but also gets us their contact details and further information. Now this could be something that solves our specification given. There are solutions that already exist like Canddi and Lead Forensics that would enable this.

They function by running specific scripts in the background of the website, so when a visitor loads website, the script runs, and pulls information from their visit. This would include their IP address, location, browser that they are currently using, what page they are on, and so on and so forth. These solutions mentioned do go a step further than normal analytics though. They take the information gathered from the visit and by comparing it against data that the solutions own themselves, they are able to look up contact information that they know to be true, name, telephone number, email address, physical address and company. Everything that we are interested in so that we can qualify them as a lead.

However this option does have it’s pitfalls, both being costly with normally a high setup fee and ongoing monthly subscription to the service and also with the limited functionality of the solution. These specific solutions work best in B2B markets where IP addresses can be tied to entire campuses, where those campuses have public directories or have been data harvested long ago, not the audience we are interested in of B2C where IP addresses can change just because a router was reset. This all leads to a costly exercise that could result in possible inaccurate information.

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Planning and Design

Active Capture�

Webforms

Possible value exchange

Examples:

Intention popup forms
Abandoned cart campaigns
Resource lock forms�
Disadvantages

SEO
User experience

Active Capture

Let’s look at the other option then, with active forms of data capture. This would be a form that a visitor completes, possibly for some form of value exchange, be it a resource or otherwise.

Keeping in mind our specification we should be looking at data capture forms currently not implemented on the website, in order to not impact the number of enquiries normally received. In this case I’ve chosen to focus on three methods, that I’ve been able to research are in use on competitors websites and are also considered industry standard in their form and function. These are;

Intention popup forms

Which are forms triggered to be presented based on various scenarios for example upon exit, upon scrolling down a page or upon idle.

Abandoned cart campaigns

This is when a visitor abandons a function that was locked behind input form and from that an campaign is launched.

Resource lock forms

This is where a resource is offered and in order to access that resource the visitor must complete a form inputting their details.

Using one or a combination of these methods of active data capture, would meet the specification required. Although pitfalls with these, are apparent and should be considered, these include hindering SEO efforts, with several updates of new signals to the google search algorithm meaning that websites with popups obstructing content are penalized and ranked lower than normal, to methods implemented poorly resulting in a bad user experience for visitors and ultimately negatively impacting the number of website visitors.

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Planning and Design

Design Summary

Visual
Function

Each method planned

Intention popup forms
Abandoned cart campaigns
Resource lock forms�

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Planning and Design

Intention Popup Forms

Many triggers
Most common found

Intention to leave
Without having done call to action
Whilst navigated past initial page

Look and feel

Website themed
Draws focus
Small footprint

Intention popup forms

For intention popup forms we have a host of options available to choose from, but in this case, from my research, the majority of instances found to have good results within the industry, are popup forms that appear when a user shows intention to leave the website. Now this would be shown only when the visitor has not completed any call to action, but has navigated past the initial page that they entered on.

So this would leave us with options of how the popup would look and feel to the visitor, in this case we would need to ensure that the popup remains part of the website theme, as to not break the visitor’s immersion and journey on the website. It should both bring focus to the popup by adding an overlay to the current page, but also have the content remaining visible behind. And it should also be small enough that the form has enough space for the visitors key information but doesn’t make the visitor feel as if we have forced this upon them leaving them unlikely to complete it.

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Planning and Design

Abandoned Cart Campaigns

Capturing abandoned leads

Little functionality
Only one possible trigger
Leaving before completion

Look and feel

Website themed

Simple form, only email

Email campaign

Website themed again
Ensure did not convert

Abandoned cart campaigns

With abandoned cart campaigns it’s less about the function, as there is only one option for it to trigger. This is when a user has input their information into a form to gain access to a new function, for example a new assessment calculator could be launched that is more advanced and smarter, but the visitors we want to target are the ones leaving the website before completing the entire assessment.

So we would need to insure that the form the visitor completes is simple enough as to not cause a loss of traffic to the new function, which in this case we could get away with just an email address. But we would also need to insure that both the email campaign that the visitor receives afterwards follows the theme of the website as well as making sure that the visitor definitely left without completing, and is not a client.

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Planning and Design

Resource Lockout Forms

Capturing relevant leads

Less about the function
Only one trigger
Value exchange

Look and feel

Website themed
Resource most important part
Resource correlated with form detail
Form questions related to resource

Resource Lock Forms

This brings me onto the resource lock forms, which again is less about the function, as in order to get the visitor to the form, the only trigger is the visitor opting to complete it for value exchange. That value becomes the almost the most important thing, anything from a guide on “things they didn’t know are factors when applying for a new mortgage” or “hints and tips on how they can improve their chances of getting the offer they need”.

So we again need to ensure the form keeps within the theme of the rest of the website to provide continuity, but here is where we can take advantage of the fact a resource that is being provided to them. If the resource is of good enough value, the form can almost be as long as we see fit. From financial to background information, general questions, we could ask all the information we need to can allow us to qualify the visitor as a prospect. Having said that what, what works best as an industry practice, tends to be if the resource is centered around a specific topic and having those questions also targeted accordingly.

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Implementation and Testing

Action of Design

Each three methods

Examples of design
Detailing journey
Value exchange
Messaging used

Testing

�

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Implementation and Testing

Intention Popup Form�

Intention popup forms

Here is my example of the intention popup form, as you can see I have kept it in the theme of the website and and short enough as to not impact on the existing user experience. The popup would be targeted initially at a very specific audience of visitors. In this case, visitors having found us through specific methods, then navigated to the “first time buyer” pages and would only be displayed upon the visitor's mouse being moved out of the window, showing intention to close the website.

The wording I’ve chosen in this example is based purely on the intended audience. This method would meet the specification of capturing more data without impacting existing enquires, as at current this audience isn’t being targeted. After completion of the form the data would only need to be be passed to the same route of normal inbound leads and qualified by the sales team.

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Implementation and Testing

Abandoned Cart Campaign�

Abandoned cart campaign

Here is the example I have created to show how an abandoned cart campaign might look. I have again created it following the theme of the website for continuity. The form would function by capturing the data input on each section of the new assessment calculator, regardless of if the assessment is fully completed and specifically if it is not finished the campaign would launch based on that.

This campaign could be anything be anything we wanted, in this example a pre built email campaign would launch, trying to entice the visitor to back to where they left off. Again this would meet the specification given as I wouldn’t be impacting the number of normal enquiries. I’ve chosen the wording based purely on the example I’ve placed it in of a “moving home mortgage assessment” and only asks for the visitors email address for the campaign purpose. The campaign would be targeted specifically at a small number of abandons initially to judge response, but could be expanded if the reception is acceptable.

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Implementation and Testing

Resource Lock Form�

Resource Lock Form

This is my example of a resource lock form, again just like the previous two examples, I have kept it within the theme of the website. This form would function by providing the visitor with a value exchange, in this example in return for their contact information we would be providing them with a resource that is of interest to them.

In this example the data captured would need to be put into a warming campaign of any kind be it phone or email, to then see if the visitor that completed the form is indeed a qualified lead. I have created this example on the buy to let pages, focused the resource around that and left the form short enough as to make sure that no visitors are put off. The audience for this form is predefined by the resource so would not need limiting further, however the warming campaign should be tailored for the audience, to ensure that as much of the data captured, stands as best a chance as possible of converting.

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Analysis and Review

Various new forms available

Summary:

Passive capture

Not in scope, too big a risk

Active capture

Fits requirements, with little cost

Recommendation:

Intention popup form

Specific small target, upon exit

Analysis and Review

That leads me onto the final step of analysis and review. So in recap, we could implement various forms of new data capture methods to the L and C webiste. However passive forms have their disadvantages being out of scope and also costly, whereas active forms meet the specifications required and do so with little cost. Which brings to analyze the previous three mentioned methods of intention popup forms, abandoned cart campaigns or resource lock forms, which be done very easily in showing that the latter two mentioned require something further to be created than just the webform, either being a resource or new website function.

In conclusion my suggestion stands that an intention popup form would yield the results we are after along with requiring very little to be able to implement. We would need to insure that it functioned in the intended way and didn’t impact the visitor's journey on the website, but I feel that this would capture an audience currently not targeted. We could also drive more relevant traffic to the specific section of the website we implement on, through various social media or email campaigns and measure the success it has through normal website analytics.

Thank you for your time. Do you have any questions?

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