Lead Generation - Buffer Strategy

In certain categories, it's quite hard to reach our expected volumes of leads.

We have decided to develop a feature that could solve this issue with a good balance between volume and quality.

1. What is buffer?

The Dolead buffer feature is an accelerator for reaching our volumes.

Broadly speaking, when an advertiser is marked as closed but with the buffer enabled, our system will continue generating and assigning leads. These leads are reserved but not yet sent. They will be sent when it is most suitable for the advertiser and, when possible, also for the prospect..

2. What about Quality?

Indeed, the quality of buffered leads is lower than live leads. However, we are really concerned about this key point, which is why we consider that this solution should not be used all the time.

To consider an advertiser as eligible for this feature, it is mandatory to define a daily volume. This helps maintain a good balance between live leads and buffered leads. Additionally, to ensure there is not a significant drop in quality, we need to get some conversion feedback from our advertisers. It's really important to follow leads generated by the buffer to analyze:

• Billable rate
• Contacted conversion rate
• Sale conversion rate

Another consideration when comparing live leads to buffered leads is that, for live leads, when a user fills out a survey, they typically expect to be called within a few minutes. Therefore, the reachability rate is quite high. Conversely, for buffered leads, even if users who fill out surveys outside working hours are often aware that they won't be called directly, they don't know when they will be contacted. As a result, the reachability rate is not optimal. This brings us to the next point we are currently exploring: Appointments.

3. Mixing buffer feature with appointment feature

We believe there is significant potential to improve the quality of buffered leads if we combine it with an appointment feature. This will allow users to select a specific day and time (in harmony with the working hours of our advertisers) when they would prefer to be called.

Multiple advantages:

• User Side: Better user experience on the landing page.
• Advertiser Side: It should improve the contacted rate, thereby also improving the quality of buffered leads.

4. Evaluating Advertiser or Call Center Reactivity

Another factor that could reduce the conversion rate is the delay between the lead transmission to the advertiser and the actual call.

This is even more critical in the case of appointments. If the user sets an expected time to be called but the call does not occur as planned, the chance of converting the lead decreases.

Currently, it's quite hard to track these metrics since they are on the advertiser/call center side.

However, spoiler alert: in the mid-term, we plan to develop a new way of triggering calls, so we will be able to gather those metrics. ;)

5. Conclusion

The buffer feature is a valuable tool for managing lead volumes, but it must be used judiciously to maintain lead quality. By combining this with an appointment scheduling option and future enhancements in call triggering and metrics tracking, we aim to optimize the lead generation process further. This balanced approach ensures that we meet advertiser needs while maintaining a positive experience for prospects.

Frequently Asked Questions

What is lead generation?

Lead generation is the process of attracting and converting strangers and prospects into individuals who have shown interest in your company's product or service.

When releasing buffered leads, isn't it overloading the advertiser?

Don't worry, if the advertiser doesn't have the capacity to absorb multiple leads at the same time, we have the possibility to send them smoothly.