July 13, 2003 — Chicago, IL
At the most recent AD-Tech show in Chicago, it was remarkable how many times I heard executives stress the importance of the all-mighty conversion. With advertisers spending thousands per month driving traffic to their sites, forms, applications, etc. it’s no wonder they clamor for better ways to convert their traffic into action. There are a number of technologies and styles an advertiser can use in improving their landing page. To date, Landing Page Optimization “LPO” has largely been passive – how much copy, number of fields, and so forth. But a new entrant into the LPO space, shopping its wares at ADTech Chicago, has taken a different, more overt approach.
Conversive Inc., through its EasyAgent and AnswerAgent Converter products, tries to actively engage and guide prospects through your landing page by having an animated agent “talk” to them. It is a new approach that is showing strong results.
Conversive has been delivering virtual agents for online customer service for years. The company recently started working in the promotional space with a sweepstakes campaign for Qantas Airlines. Qantas used the AnswerAgent product to convert traffic for a contest in April of this year called “Vic’s Daily Give-Away.” People arriving at the landing page were greeted by an animated Koala, Vic, who talked about the contest and prompted them to enter.
After registration, Vic would ask if the user would like to answer a short survey. People could also ask Vic questions about Qantas and travel. Conversive was able to ensure that Vic answered the questions accurately through their patented, natural-language processing engine. Conversive CEO, Rob Rappaport, declined to give an exact number of conversions but said, “Vic’s Daily Giveaway was extremely effective” noting that, “of those that took the survey, almost 85% of those people agreed to take an additional marketing Survey, with almost 95% of those people completing that additional survey. Overall, Qantas USA achieved an opt-in rate for their e-Travel Club of over 82%.”
These are impressive numbers for any online campaign. After all, millions are spent every month driving clicks and hoping one or two percent of the traffic registers etc. In the his column in revenue, Jay Conrad Levinson writes that “If you stay in touch with your customers and prospects…you’ll see that they stay in touch with you.” Perhaps starting a dialogue – even an electronic one – is a good way to increase the conversion rate.
For information on Conversive go to www.conversive.com or call 310-456-6566.
Network
