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Day Parting for COD Offers? (7)

10-11-2018 07:56 PM #1 p rand (Member)
Day Parting for COD Offers?

Since COD offers are called and confirmed, and since it's considered a best practice to call leads when they're hot, it seems logical that running COD offers from around 8-9 local time would be ideal.

Does anyone run them 24/7 with good results during the off hours?

10-11-2018 08:10 PM #2 newslanoco1986newslanoco1986 (Member)

From my experience running COD 8-9 local time is the best practice.

A lot of call centers have their own working hours (you can ask your AM about it) and it's better to send traffic when they are live and the lead is hot.

10-12-2018 01:18 AM #3 maynzie (Moderator)

Does anyone run them 24/7 with good results during the off hours?

Yeah we're 24/7, have never looked into day parting (I'd prob have a nervous breakdown if I added more stuff to watch out for haha) but even the following day or 2 you see leads turning to sales. I'm sure you could churn out more profit if you paid attention to these stats, but you don't have too they will still turn a lot to sales when the call centres open.

10-12-2018 05:11 AM #4 erikgyepes (Moderator)

In most GEOs running 24/7 just works fine.

Leads are called on the 2nd day.

But I have one GEO where I have to day part heavily, it is strange, but after specific hours it just stops getting holds and conversions (even it is during the CC working hours).

So the easiest way is to check your stats and see how it looks on the day parting report.

Make sure you have at least 1 week of data (the longer period the better) as there are those delays (or exclude the current day at least).

10-13-2018 08:44 AM #5 johner911 (Member)

I did some charting a while ago of approval rates.. it looks kinda like a sigmoid curve,
it starts decaying slow, then their is a rapid exponential-ish decline, then the decay slows and continues to fall linear.
It kinda looks like this https://i.stack.imgur.com/PGdLz.png
y - approval rates, x - time elapsed between lead and call
Model is for COD.

If the call is made withing 1hr then approval is around 90%,
within 1 day its 85%, 2nd day its 80%, 3rd day 70%,, etc.. then it stabilizes around 30% for 7+ days.

The reasoning is that people forget about making the purchase..
It does not take a lot of commitment to submit lead data and people have a lot of
stuff on their mind these days.

I would not suggest limiting by call center working hours.
The decay of performance is not drastic if call is made withing 1 day.

What does make sense is limiting it in case of holidays or weekends (if call center doesnt work).
But only if the holidays /non working days.. last more than 2 days.

Decay becomes an issue on 3+ day after the lead is made.

10-13-2018 01:36 PM #6 qkvaterpipe (Member)

Running 24/7, because for example adult products got most leads on night hours. Approval rate really depends on network and their cc. Cuting times only for cc working hours is wasting traffic potential in my opinion.

10-14-2018 01:10 AM #7 maynzie (Moderator)

Nice share man cheers! Oh yeah for sure after 3 days there isn't much hope left haha, I wonder how much better the call centres could get at selling though which was a topic touched on another thread... there sure are geos with sub-par approval rates. In fact with COD we simply work with metrics of guaranteed approvals and anything that comes in later for us is just bonus. Prefer to work on the creative/funnel side then the traffic limitations

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