Reducing lead scrubbing

Lead scrubbing is an important step to maintain the integrity of any offer or lead generation campaign.  It basically just means removing leads or sales that contain bogus, inaccurate, or incorrect information.  These leads are useless and kill the ROI for any campaign. There seems to be a lot of confusion over lead scrubbing.  Some affiliates think that it involves a network stealing leads from them after they have been reported,  but that is usually called lead shaving.  Lead scrubbing is a necessary step to make sure all leads or sales going to the advertiser or client are valid.   Without valid leads the advertisers doesn’t make money and closes the offer, and everyone loses.

Typical scrub rates vary for certain industries.  Mortgage leads usually average about a 15% scrub rate, while certain free offers can run 50% or more. Everyone wants to keep scrubbed lead rates as low as possible.  So how can you reduce the percent of leads scrubbed?

From the perspective of the affiliate:

Much of the lead scrubbing is done on the actual offer page, which is out of the hands of the affiliate.  But there are several things you can control to affect scrub rates of your traffic.

1.  Pre-qualifying your clicks is very important to weed out random clicks.

2.  Accurate demographic targeting is another.  By closely matching the  demographic of the person to the offer, you increase the chances of valid information.

3.  Correct GEO targeting.  If you send traffic from outside the accepted geographic area, the leads will be scrubbed.

4.  Using quality traffic sources.   Pay per click traffic will always yield lower scrub rates than un-targeted display traffic.

From the perspective of the advertiser or local lead gen:

If you are running a local lead gen or private affiliate offer, you want scrub rates as low as possible since you are paying for each lost lead.

Form validation is your first line of defence against bad leads.  There are 2 basic methods of form validation: client side (Javascript) and server side (PHP).  I prefer to use a mix of both.  The key is to validate every field as much as possible to not leave anything to chance for the user.  Check for blank fields, invalid entries, phone numbers, credit cards, invalid email addresses, URLs, invalid field lengths, numbers only, etc.  Basically you need to think of every possible way someone could mess up a form and get them to enter it correctly before they hit submit.   Proper form validation can make the difference between a successful offer and and failure.  It really is that important.   If you are running your own lead gen campaign, you also need to look at your traffic sources, as discussed above, to reduce scrub rates.

You can never get rid of scrubbed leads completely, but by setting up the forms correctly and sending quality traffic, you can greatly decrease scrub rates.

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Posted in Affiliate Marketing, General, Lead Generation by cdfnetworks on 11|04|09
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Comment by Sushimaster
2009-11-04 22:29:04

Great stuff as always. I never really knew what this meant before

Comment by alvin
2009-11-05 16:19:08

Your posts always seem to come at the right tme.
True value on your blog Chad.
Thanks for the effort


Comment by Jonathan Volk
2009-11-05 18:49:49

Again with the great info.

Thanks Chad. :)

Comment by Aluminum Briefcase
2009-12-03 20:10:42

This makes me wonder how many of my leads are being scrubbed. Is this information normally given out by affiliate networks? I would think it would happen in the background and never know about it.

Comment by Skin Care Solution
2009-12-05 00:05:54

I like your view of that and in fact you have given me a sort of bravery to go and have a try. I have been confused just because of the reasons you listed. A guy says this works and just the next day another guy says it doesn’t. Confusion is what it all leads to. Anyway thanks for this eye opener.

Comment by cash back cards
2009-12-06 02:21:40

Great information….so what would you suggest as the best Pay per click traffic source?

Comment by vektör
2009-12-13 22:42:57

Great stuff as always. I never really knew what this meant before

Comment by pen tablets
2010-01-06 08:36:43

Some interesting thoughts about lead scrubbing. There is always something new that can be very handful to learn.

Comment by electric radiators
2010-01-11 12:07:17

One mans scrubbing is another mans stealing!

Comment by Hard Laptop Cases
2010-03-22 19:44:06

I actually did not know the difference between lead scrubbing and lead shaving. I have no problem with scrubbing as it only makes sense to not credit fake leads. I do have a problem with networks that shave leads. In the past I remember an affiliate manager telling me that an offer had a 4% network conversion rate. After sending 400 qualified visitors to that offer I did not make a single sale. So I lost all trust in that affiliate network & that specific niche.

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