Over the past two months at Marketing Architects, we have seen some tremendous leaps forward in customer response and conversion in the form of web attribution from Direct Response TV campaigns. In several campaigns, we have now been able to see correlations between a media airing and web traffic response spikes – paralleling that which we have traditionally seen in toll free phone response. This may not be breaking news to you. However, we now have the ability to attribute the traffic directly to a specific station or network. We then use that information to measure media performance to bolster our creative and media intersection testing for drive-to-web direct response campaigns in ways previously unavailable to advertisers on TV. Using tightly targeted and controlled buys, we have been able to accurately predict response rates and model future campaign growth when we scale campaigns.
We recently took this learning and applied it to a demographic that we have not traditionally targeted – the elderly. I have been reading lately about the shifting demographic of internet usage, specifically social media platforms like FaceBook™, and it is clear that the post-retirement U.S. population is both growing in number as well as the proportion of them that are active on the internet. We recently ran a market test for a mobility device, and to our surprise we achieved a 63% response rate directly attributable to the web. We also saw double digit web conversion rates during that same period.
It is somewhat of a holy grail for us to be able to match stellar toll free number conversion rates using Voce with a rocking web conversion platform. We have since established an aggressive target of 40-60% of all orders attributed to the web. We are confident that we will get there with hard work, tenacity and lots of multivariable conversion funnel analysis.