How to Ensure Lead Quality while using CPA Ad Networks and Affiliate Traffic for Lead Generation?

Whether you are a veteran in the internet lead generation and distribution business or just a rookie, driving affiliate traffic via CPA Ad Networks should be a key part of your leadgen strategy.  You may take a look at my earlier post How to Use CPA Ad Networks for Lead Generation and reduce dependence on Google Adwords PPC, if you are yet to get into the game!

Lead Quality is Key

The success of the leadgen business depends on the lead quality and resulting ability to retain the lead buyers as customers in the long term. If you are using your own traffic generation modes such as SEO, Google Adwords, Facebook Advertising, Banner Ads, etc., you will have pretty good control over the nature of traffic and resulting lead quality.

When you are using CPA Ad Networks, essentially you are outsourcing the traffic generation. In such a condition, you have very little control over the quality of the web traffic driven to your landing pages. As a result the lead quality may suffer, which will affect your business in the long term. This holds good even if you are using the leads generated for your own purpose (and not reselling leads).

Here are some key factors to be taken care of (while using CPA Networks) in the lead capture process, which will help you ensure lead quality to a great extent.

• Research, test and choose a right Ad Network in the first place.
• Design and test Landing Pages for proper / good conversion. Conversion rate alone should not be criteria.
• Track the leads by source. If you are using multiple networks, you should be able to analyze the performance of each network based on lead quality.
• If required, you may use multiple landing pages depending on your offer and ad network used.
• Depending on the quality of leads delivered, stop  / start using those ad networks. Typically, ad networks provide a 10% cushion for bad / invalid leads. However, this may not be acceptable to your customer!
• Customize landing pages as required; do not go with a basic lead capture form. Include filters, dropdowns, etc. so that the information captured will be relevant.
• Make sure that basic validations such as phone number, etc. are handled in the lead capture page in order to avoid bogus entries.
• You may also include security features such as CAPTCHA entry, which helps avoiding bot based submissions.
• Include additional lead verification processes after capturing the lead profile data in your lead capture, distribution and delivery system such as LeadPro247. Based on the verification results, you may filter out the leads to the lead buyer. Note that the lead verification process using 3rd party provider services such as TargusInfo, ServiceObjects, etc. incurs additional expenses (on per lead captured basis).

While implementing these ideas would not acheive 100% quality, it will certainly help improve the quality significantly, save money and retain customers.