Editor’s note: The following is an excerpt of an interview with Jeremy Leonard, SVP of strategy and operations at MediaWhiz, that was published Oct. 9, 2012, in Website Magazine. Read the full interview here.
If you’re looking for an edge (and who isn’t) check out Website Magazine‘s interview of Jeremy Leonard, the SVP of Strategy and Operations at digital media agency MediaWhiz and a real whiz when it comes to conversion optimization.
Numerous well-known names fill the MediaWhiz client roster including Nielsen, Home Depot, Discover and many others – and Leonard’s experience with these brands and their challenges shines through in the interview below, providing Website Magazine readers with compelling insights into high-level lead generation and conversion optimization, some guidance on the debate over form length, and how traffic quality and mobile devices are forcing advertisers to shift their approach quickly.
WM: FOR THOSE IN OUR AUDIENCE THAT AREN’T FAMILIAR WITH MEDIAWHIZ, DISCUSS THE AGENCY’S ROLE IN THE DIGITAL LANDSCAPE.
JL: MediaWhiz is an integrated digital media agency that works with brands to help them more profitably engage, acquire and retain customers. Clients include a broad range of leading advertisers such as Unilever, Nielsen, CarpetONE, The Lasik Vision Center, Home Depot, Discover and First PREMIER Bank.
Historically an online performance marketing agency we have evolved into a digital customer acquisition agency focused on direct response and lead generation. We have practice areas in affiliate marketing, search, creative display advertising, email, data acquisition and social media.
WM: WHY SHOULD AN AGENCY (OR ANYONE) BE CONCERNED WITH CONVERSION OPTIMIZATION WITHIN LEAD GENERATION SPECIFICALLY?
JL: Great question with several compelling answers:
Everyone should be concerned with conversion optimization for a very simple reason: consumer traffic to your website isn’t free. Even if your site traffic is coming from SEO or Facebook “Likes,” you spend time and money to generate that traffic. Marketers should naturally demand a return on that investment. That ROI should be in the form of consumers completing a specific call-to-action. In the world of lead generation, that call-to-action will be in the form of a qualified lead or sale.
Some advertisers may look at lead generation specifically and think, “Well, I’m only paying a publisher for a lead – why would I need to go to the trouble of making a site optimize properly? I don’t pay for anyone who doesn’t convert.” This couldn’t be further from the truth. Performance-based lead generators have hundreds of advertising offers that they can run to their display inventory, drop to their email lists or make SEM bids. The offer represented by your website is no better than if the publisher can’t generate a fair return on its media investment.
Poorly converting sites will result in a high number of clicks but a low number of leads; this instantly tells the publisher that the problem is not with its traffic but with your site. Your offer will be taken out of rotation, and you will be lucky if anyone sends traffic to your site again.
Read the rest of the interview here.