Case Study: BellyBallot Votes Tool 'Efficient'
What it was lacking — before the organization used CAKE marketing software in June 2014 from Accelerize, a firm based in Newport Beach, Calif. — was lead routing, reporting and vetting, as well as integrating with advertisers’ APIs.
Challenge: Increase lead gen and routing efficiency
Solution: CAKE marketing software
- 500% YOY decrease in client onboarding times
- 30% YOY revenue increase
- 20% YOY revenue per lead rise
“We already knew how to generate the leads and to optimize the conversion on the front-end,” says Lucie Strachonova, editor at BellyBallot, also known as BabyNames.net.
Her company had been trying to handle all of the leads in-house and do the back-end work manually. However, the site — that’s known for allowing users to create “Belly Ballots” of five-name polls to send via social media to friends and family — grew so popular since its founding in 2012 that more and more advertisers wanted to get data about its 20 million viewers.
Expectant parents can create polls to send to their family and friends to get input on possible baby names.
Once the pregnant visitors pick their favorite baby names, they see this on BabyNames.net.
This is how the Belly Ballot appears on my Facebook account. [Author’s note: I’m not pregnant.]
Friends and family of expectant parents click on a link in Facebook, Twitter or Google+ to vote on baby names.
While the site’s main marketing revenue still comes from display advertising, Strachonova says the software allows BabyNames.net to include lead-generation ads that serve visitors opt-in offers. This helped the site rake in 30 percent more revenue by June 2015.
“We’re pretty particular about what we offer on our website,” she says. “But if we are approached with an offer that we think will be appealing to our visitors, then we go for it and we offer it.”
Then clients get information about leads who are most likely going to spend $14,000 on their child during the first year, whether they name her Abby or Zelda.