The Start of a Bad Lead

Jun 02 2015

The Start of a Bad Lead

We specialize in instant data verification so we are seeing several hundred thousand bad leads everyday across all of our clients. So what is the major cause of bad leads? Well it certainly comes down to where you are getting your data.
If you are getting data from multiple sources such as affiliates via media buying it is likely a higher chance that your data will have more invalids. If you are going to be working with a variety of sources to drive the leads into your site, we recommend that you monitor your sources closely. It is common to find that a good affiliate may turn bad and start pushing you fictitious contact data to get you to pay for the lead.
Affiliate fraud is a big source of bogus leads however, it is not the only way you can acquire bad data. According to a recent web statistic, only 44% of website traffic is actual human visitors. A whopping 56% is bot traffic, while not all bots are bad, it is found that on average 29% of bots that visit sites are malicious. These ones fill out your web form with garbage information or maybe try to find exploits in your website that can lead to it becoming hacked.
Human error is another form of failed data entry. If your company operates a call center, then your rep asks the customer for their email address, and they hear a “B” instead of a “P” it is going to result in a bad email and another hard bounce. Also, if the customer is directly filling out their information in your web form and accidently fat-fingers something, which happens all the time, you are going to get yet another bounce. We have found that poor data coming into your system from typos 12% of the times your form is filled out.
Mobile data is also a big cause for typos because of “dumb-thumbs” and built in “auto-correction” that actually changes email addresses into auto-mistakes! The more we are seeing an increase in mobile website visitors the more it is incrementing up the number of invalids that our clients are getting.
So, just what kind of invalid rates should you expect to see once you have XVerify live on your incoming data? It should be right around 20% or less. If you are seeing higher rates then that it is likely, you have a bigger problem on your hands. Our tools do feature built in fraud protection to help minimize your risk as well as affiliate statistics to help you optimize your traffic sources and make the most out of your data so that you can see a return on your investment.

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