Deloitte – Sales Funnel for eBook Download

Problem:

Deloitte faced the challenge of creating an effective tool for lead generation and increasing eBook downloads as part of a marketing campaign. The key issues included:

• A low conversion rate on the campaign page.
• Lack of user path optimization, leading to form abandonment.
• Limited automation of follow-ups, resulting in poor retention of potential clients.
• No advanced analytics to track the campaign’s effectiveness in real-time.
• Poor lead quality, affecting the efficiency of subsequent sales activities.

An effective campaign required an optimized sales funnel integrated with analytical tools and automated follow-ups.

Actions:

1. Analysis of campaign and business needs:
   • Audited existing sales funnels and communication channels.
   • Identified key user touchpoints and areas requiring optimization.
2. Sales funnel design:
   • Built an optimized sales funnel consisting of:
   • A landing page with an eBook download form.
   • A Thank You Page.
   • Automated email follow-ups.
   • Tailored content and CTAs (Call-to-Action) to the target audience’s expectations.
3. Integration with analytical tools:
   • Integrated the funnel with analytics tools (Google Analytics, Hotjar, HubSpot).
   • Enabled tracking of key metrics such as CTR (Click-Through Rate), conversion rate, and traffic sources.
4. UX/UI optimization:
   • Streamlined download forms for simplicity and ease of use.
   • Ensured the funnel’s responsiveness on mobile devices.
5. Follow-up automation:
   • Implemented automated email follow-up sequences after eBook downloads.
   • Designed personalized follow-up messages based on user behavior (e.g., email opens, link clicks).
6. Dynamic monitoring and optimization:
   • Monitored the campaign in real-time, analyzing data continuously.
   • Conducted A/B tests on various versions of forms and landing page content.
7. Lead segmentation:
   • Implemented a Lead Scoring mechanism to identify the most valuable contacts.

Solution to the Problem:

The sales funnel we created became a key tool for generating leads and eBook downloads, offering:

• User path optimization: A clear download form and optimized Thank You Page reduced the time needed for conversion.
• Follow-up automation: Email sequences improved retention and re-engagement with users.
• Precise analytics: Real-time data monitoring enabled ongoing campaign optimization.
• Lead segmentation: High-value contacts were directed to the sales team.
• A/B tests: Adjustments to funnel elements based on test results improved the conversion rate.

Client Achievements:

• 70% increase in eBook download conversion: Achieved through an optimized sales funnel and a clear user path.
• Follow-up automation: Reduced the number of lost leads with personalized email sequences.
• Higher lead quality: Improved through segmentation and Lead Scoring mechanisms.
• Enhanced campaign visibility in real-time: Analytics tools provided precise tracking of campaign performance.
• Campaign cost optimization: Focusing on the most effective traffic sources reduced the cost per lead (CPL).

Why Us?

• Expertise in sales funnel optimization: We create optimized user paths that maximize conversions.
• Advanced analytics: Our solutions integrate seamlessly with leading analytical tools.
• Personalized follow-ups: We effectively use communication automation to improve lead quality.
• UX/UI optimization: We prioritize intuitive and responsive solutions.

Further Cooperation:

• Continued funnel optimization: Future A/B tests and user path optimizations based on collected data.
• CRM integration: Full funnel implementation into a CRM system for real-time lead management.
• Remarketing campaigns: Automating remarketing campaigns targeting users who abandoned the eBook download process.

New Opportunities:

• AI implementation: Analyzing lead quality with artificial intelligence to improve campaign targeting.
• Dynamic content on landing pages: Personalizing landing page content based on traffic source and user interactions.
• Campaign expansion to new markets: Adapting the funnel for international campaigns and different target groups.
• Premium CRM system integration: Automatically directing high-quality leads to appropriate sales departments.