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Zacks Research Wizard is a very versatile program, allowing the user to choose from 650 different criteria to screen over 8,800 stocks for fundamental and technical indicators that show whether or not the user is likely to want to buy or sell those stocks.
The possibilities for stock picking strategies are nearly infinite.
The program also tests stock strategies against historical data to see how they would have performed in different market conditions.
These powerful screening and backtesting capabilities make the Research Wizard truly unique, and the materials promoting the product tried to express this endless range of possibilities.
Matching the Materials to the Objective
A closer look at the objective behind of our lead generation campaign revealed that the "everything and the kitchen sink" approach was not converting enough visitors to the page into leads.
The customer acquisition model began by generating traffic to the landing page from online ad campaigns, and mentioning the product in free content articles related to the subject of screening and backtesting.
Research Wizard was offered as a free trial, to show the user firsthand how powerful and useful it could be in picking stocks. Once a user registers for a free trial, they are contacted by a dedicated sales force via phone and email. These sales representatives are skilled in talking customers through the features of the software, and demonstrating the breadth of capabilities it offers.
According to the sales representatives who sold the product, the easiest way to get a customer started with the Research Wizard was to show him the built-in screens. The product comes loaded with over 15 strategies that have already been developed and tested- with highly successful results.
Focus on the Benefit that's Clearest, and most Accessible
In redesigning the campaign for Research Wizard, we identfied the built-in strategies as the clearest, most easily understood benefit of the program. Using these strategies to pick stocks literally takes just a few minutes, compared to the hours or even days the user might spend to construct his own strategy.
How then to quickly and efficiently sell the user on the built in strategies?
We made the strategies themselves the key attraction to sign up for a free trial. Our product manager put together 10 of the best performing strategies into a downloadable report, which outlined all of the criteria that were used to create these stock-picking recipes, good for up to 72% average annual returns.
Then, instead of throwing every product benefit at the customer and then asking for his contact information, the campaign simply promised something for free in exchange for a name, phone number and email. The report itself did much of the heavy lifting in showing the customer how well the Research Wizard could pick stocks, and the sales force got a much higher number of leads to convert to sales.
The new campaign crushed the old at every level. "Top Ten Stock Screening Strategies" worked over twice as well as any previous display ad or text ad concept. The streamlined landing page, offering a free report in exchange for registration, more than tripled the conversion rate of the longer, more detailed sales piece. |
