EMC runs paid display ads to drive lead generation, but wanted a solution that could get more ROI and contribute to data capture. The team at EMC decided to use Jebbit’s platform to create an interactive landing page for a campaign promoting their XtremeIO eBook.
EMC distributed the Jebbit campaign through paid media buys on various industry publishers. Prospects who clicked the ads came to a Jebbit-powered interactive landing page that asked them two quick questions to unlock the eBook. The first question educated readers about the eBook’s content and the second segmented participants by job title. Once the viewer entered their email, they would receive the eBook download and be redirected to a page most relevant to their job title. EMC immediately noticed a decreased bounce rate and increased lead capture rate.
To further optimize the campaign, EMC and the Jebbit strategy team set up unique tracking links to monitor publisher performance in the media buys. With the tracked relaunch, EMC soon determined that one publisher was dramatically outperforming the others: Of the prospects who fully engaged with the interactive landing page, 64% gave their emails and downloaded the eBook. Using interactive content allowed EMC to glean more insights than the usual paid display campaign because the team could look beyond a just clicks and impressions and measure real engagement data after the click. With Jebbit’s analytics, the EMC team could get lead efficiency metrics: Which publisher delivered the most leads, the highest quality leads, and the highest leads-to-visitors ratio. Using the data from Jebbit, EMC determined that while one vendor had the most views, it had the lowest engagement and conversion rates. Another vendor had fewer views, but the average engagement of each of those views was 4X the other publishers and the traffic from that publisher converted leads at 2.4X the rate.
With Jebbit, EMC increased its click-to-lead rate by 140%. Overall, 63% of prospects who completed the interactive experience entered their email. EMC captured thousands of unique data points while driving eBook downloads and lead generation. The campaign also increased attribution, which helped EMC more efficiently allocate their ad spend for optimal lead capture. EMC was able to adjust its paid media strategy to get the most effective lead generation.