Make qualification explicit
Agree valid-contact, audience-fit and consent criteria with the business. Keep product information and any required disclosures under the appropriate review process.
FINANCIAL SERVICESILLUSTRATIVE CASE STUDY
Look beyond the cheapest lead.
A lead-quality and conversion concept for a financial-services acquisition journey.
Performance Marketing + AnalyticsThe business challenge.
A financial-services business receives a growing volume of enquiries, yet sales teams report poor fit and invalid contact details. Media reports focus on cost per lead, while the reasons enquiries fail to progress remain in call notes.
How could acquisition decisions reflect useful conversations rather than form volume alone?
The insight behind the approach.
An inexpensive enquiry can still be expensive to process. Campaign evaluation needs a consistent view of qualification and the customer journey after the form.
The proposed solution.
Follow the journey
Review ad-to-page consistency, form abandonment and usability. Test clearer information and appropriate qualification questions without adding unnecessary friction.
Return useful signals to marketing
Connect campaign sources with agreed CRM stages and rejection reasons. Review cohort quality and follow-up performance alongside media cost.
Proposed scope
- Acquisition review
- Landing-page UX
- Measurement plan
- CRM qualification stages
- Creative testing framework
What success would need to show.
These are proposed measures, not reported results. A real engagement would establish a baseline and agree targets before implementation.
- Qualified enquiry cost
- Spend relative to enquiries meeting the agreed qualification criteria.
- Invalid-contact share
- Enquiries with unusable or incorrect contact information.
- Journey progression
- Qualified enquiries moving to the next agreed sales stage.