Architect Use Case: Lead Generation

Lead Generation is one of the ways of having a welcome journey. The key to success in your business is visitor engagement. Once you get visitors to your site, you want to keep them there and want them to interact with your content. 

A lower lead generation rate directly would affect the revenue generated. For any online business, it’s a crucial number, as it also shapes the direction of the business. The lower number of leads mostly leads to less revenue and operating income for a company.

For instance, once readers start engaging with content on a subscription-based news website, they are prompted to subscribe to continue reading which may lead to high bounce rates. In this case, you need to reduce this rate and encourage more people to subscribe.

An effective way to handle such a bounce rate is driving your users to subscribe to your brand and send them warm welcome messages while creating a nice first impression.

You can create Lead Generation journeys to drive your customers back to your site and increase website page visits by offering relevant content.

Goals

Thanking your users for subscribing and keeping them engaged with Lead Generation journeys will help you improve User Retention. Each targeted and converted user will help you:

• Increase website page visits,
• Increase life cycle value of users,
• Gain more revenue,
• Boost user base,
• Increase retention,
• Improve bounce rate.

Requirements

• You should have Insider Tag integrated on your website.
• You should have Insider Object integration completed on your website.
• If you have a mobile app, you should have SDK Integration completed.
• Before starting to use any channel in your journeys, integrations for the respective channels should be completed. Depending on the channels you want to use in your journeys, additional integrations might be required.

• You should have an active lead collection campaign. This campaign should have an email or phone number field, and the respective input types.
• You should have a GDPR consent checkbox on the campaign.

If your company obtains your users' consent in compliance with the local regulations, make sure to pass the GDPR opt-in field to Insider. If you want to stop collecting and processing the data of an identified user, GDPR opt-in field should have the false value. Insider cannot be held liable if these obligations are not fulfilled and reserves the right to seek compensation from your company.

• You should check the Send user data to database box on the launch step of your campaign to share the user data with the unified customer database.
• You should use Mobile app lead collection template and activate the campaign on the mobile app suite.

Creating a Lead Generation Journey

You can target your users back when they submit a lead collection form on your website with a ready-to-use Submit the Form segment under the On Event starter.

You can also target users who submit your lead collection form on your mobile app. You can select lead collection template in the app template store.

Let's say Jane has subscribed to a lead collection campaign on your website. You want to thank her for subscribing and to encourage her to make purchases. You send an email with new arrivals and offer her a voucher for her first purchase. After creating and launching the lead collection campaign, you can continue designing your journey flow. 

1.1 Create a web lead collection campaign

1. Go to Experience > Optimize > Web Templates to create a campaign, and select your template.
2. Click the Use button in the right bottom corner.
   
3. On the Design step, select email or phone number validation. Add a GDPR consent checkbox.
4. Select your segments, rules and goals.
5. Check the Send user data to database box on the launch step. Launch your campaign with the active status.

1.2 Create Mobile App Lead Generation

1. Go to Experience > Optimize > App Templates and select Lead Collection.In the Design step, select the email or phone number types.
2. Add GDPR consent checkbox.
3. Define Segments.
4. Select the required In-App campaign options.
5. Launch your campaign.

2. Select a starter

On Event starter tracks user events and takes users immediately into the journey when they perform a specified event.

In case you have more than one lead collection campaigns on your website or your mobile app, you can use the event parameters of the lead_collected event and choose which campaign and variation you want to consider.

Before taking users on the journey, you can check if they complete the desired goal.  You can filter users by using Optional Segment Filters in the starter. For example, you can target the users who submit the lead collection form but did not make a purchase in the last 30 minutes.

3. Add flow logic

After sending a message, you can check if the users complete your desired goal. You can add a Wait element to give users some time, and the Check Conditions element to check if the users perform the specified action in the given time. This logic helps you send more relevant and contextual messages by branching your journey flow into different paths.

For example, you select the purchase segment to see whether a user has not made a purchase based on the waiting duration (1 hour).

You can also use the standard segments to filter users out.

4. Creating content

You can send email or SMS in your journey based on the user data (e.g. email, phone number) that you collect in the lead collection campaign. 

If you are collecting any additional information (e.g. gender, first name, etc.), you can have a more personalized message or email.

Advanced Lead Generation Journey

You can send users a second message with different content after sending the first message based on the goal completion.

The Wait element helps you have a break between two messages. The first welcome message may be sent immediately. However, adding a wait element before the second message will avoid bothering users with a few messages in a short time.

You can check if the users interact with the messages you sent from the journey to take actions accordingly. For example, if a user clicks the URL inside the email or SMS, it means that they respond to your campaign and you can continue to interact via the same channel.

You can set special goals besides purchase for the users who enter the lead generation journey (e.g. ride booking, redeeming coupons, adding items to cart, etc.). You can have a custom event to set goals or you can use default events as well as their event parameters.