Lead-Value Feature

26. February 2021 I

Example

You sell solar panels and in your slider you ask the following:

• Question 1: Is there shading on your roof?
• Question 2: In which direction is your roof oriented?
• Question 3: Do you own the building?

In this case, one could assign these values:

Question 1: Is there shading on your roof?

• Yes -> answer value: 0.7 (as shading is unfavourable)
• No -> answer value: 1 (a free roof is perfect)

Question 2: In which direction is your roof oriented?

• North -> answer value: 0.3
• East -> answer value: 0.7
• South -> answer value: 1,3
• West -> answer value: 0,7

Question 3: Do you own the building?

• Ja -> answer value: 1
• Nein -> answer value: 0

Let’s see what happens:

Customer A gives the following answers

• No shading (1)
• West (0,7)
• Owner (1)

Lead-Value = 0,7 -> good lead, but not optimal

Customer B gives the following answers

• No shading (1)
• South (1,3)
• Owner (1)

Lead-Value = 1,3 -> optimal lead

Customer C gives the following answers

• No shading (1)
• South (1,3)
• Not the owner (0)

Lead-Value = 0 -> bad lead, not worth calling!

Set the lead value in your slider

First, you can set the multiplier you want to use in the module “Tracking (sub&track)” in the tab “General” under “Lead-Value Settings”. The default setting is “1”. If you want to stay with our example calculation above, you should keep this value.

Below this, you can now enter the name under which the lead value is to be transferred to your backend/CRM. By default, “lead_answer_weigths_total” is specified here.

In the next step, you go through answer by answer and assign the answer lead values (sample calculations in an Excel spreadsheet help). The input field is located in the questions in the tab “Content” and then for the respective answer under “Lead-Value”.

Now the lead value is calculated and transferred with your leads and you can prioritise your leads based on the responses.

Facebook and AI Audience Optimisation

Facebook is specifically mentioned here because you can transfer a lead conversion value with Facebook’s lead event (which we of course support and automatically calculate for you and transfer with the lead event).

Facebook runs an AI that optimises the audience of your ad campaign based on this lead conversion value and thus automatically optimises the costs and lead quality for you.

Google Ads/Analytics

Of course, you can also optimise the audience based on a value. To do this, a conversion value must be defined. Here, too, it is important to choose this value according to your business goals.

Opt for a short-term conversion value if new customer acquisition is your main goal. If you want to maximise your growth in the long term, use a lifetime conversion value.

With the Lead Conversion Value feature, you not only improve the work of the sales team, but also optimise your marketing costs and you can use your precious time for other things. So what are you waiting for?