What Exactly is Lead Quality? (5)
Let's use email submits and sweeps as an example.
I hear a lot about advertisers removing caps and scrubbing less if the quality is better. What exactly does this mean?
Does it mean the submitted information looks legit?
Does it mean the users go on to fill out more offers after submitting their info?
Basically, to the advertiser, lead quality refers to how much they can monetize from the sign ups.
AFAIK, the 2 main things that will determine lead quality are 1)traffic type, and 2)the message conveyed in banners and landers.
For example, pop traffic is usually lower-quality than display traffic, because pops are forced upon the user, whereas when a visitor clicks on a banner it usually means they're interested in your offer, such that your banner is "pre-qualifying" the visitor, which will result in higher customer-retention rate.
And if your banners and landers "jive" with what's on the offer lander - i.e. the visitor sees a consistent message throughout - then they'll be more likely to stay subscribed to the offer. In contrast, if you make promises in your creatives that the offer/advertiser can't keep, then the use is likely to bail after they sign up, when they find that things aren't what they had expected.
Sometimes you can do everything right and the advertiser is still not satisfied with your quality. This is why it would be wise to only do low volumes first, then scale after confirming lead quality to be acceptable.
Anyone else care to elaborate?
Amy
Great explanation Amy!
To further elaborate on other examples of "lower quality" traffic: incentivized traffic also fits.
Incent-based marketing focuses on offering a user a specific incentive in order to complete a conversion. A good question to ask yourself to understand whether your traffic is incentivized would be: “Is this user converting due to a genuine interest in the offer I am promoting or are they motivated by some outside benefit/reward?”
In addition, the conversion process that the advertiser determines can also help weed out lower quality leads. From my experience, a Single-Opt-In offer can sometimes tend to have more chances of lower quality traffic vs. a Double-Opt-In offer (which involves more action/commitment from the user).
For subscription based / recurring billing membership sites (dating, etc), one of the largest factors advertisers gauge to determine lead quality is the ratio of leads to conversions. All advertisers have target CPAs for new user acquisitions so if an offer is paying $3.00 CPL SOI and the target CPA is $60-65, then the expectation will be that around 1:20 leads will convert to a paid subscription. If the ratio is better that may merit a payout increase; conversely lower conversions may result in a reduction per lead based on lead quality.
Hope that is helpful.
Moving this thread to the "What does *** mean?" subsection. 
Amy
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