B2B Website Conversion Strategies
I’ve always really liked the team over at FindandConvert, which offers first-class internet marketing services like SEO, PPC and Social Media development. The CEO, Bernie Borges publishes an excellent blog, “Web Marketing Strategies, SEO, Social Media Marketing and Podcasting”.
Bernie just published a podcast with me discussing B2B conversion strategies.
Here’s a summary of the podcast from Bernie’s point of view:
When a visitor comes to your website due to your well planned SEO or SEM strategy he or she is not necessarily ready to convert into a buyer, or to fill out a form, or ready to talk to a salesperson. This is especially prominent in B2B websites.
Buyers have many options when they do their research on the web and therefore, they are harder to engage. Many marketers struggle with how to engage a website visitor.
Marketers must look at their website from the customer’s point of view. Visit your website as a prospective customer. Ask yourself if your website content and calls to action are engaging for visitors at different stages of their buying cycle.
Most marketers have not done a good job of engaging visitors based on where the visitor is in their buying process. Some of the calls to actions marketers have offered such as white papers, are not very compelling or they are sometimes freely available. They often don’t address needs of the buyer at the current stage when they visit the website.
EchoQuote is a group of IT sales people. They came up with a method to provide a website conversion through self service budgetary pricing without displaying pricing on the website. By offering the website visitor the promise of budgetary pricing without having to contact the company or talking to a salesperson, many visitors are willing to engage.
Often a website visitor wants to know the general price range of your products or services. By offering the ability to provide budgetary pricing the request rates can be very high. But, just because someone requests pricing information doesn’t make them a qualified sales prospect.
When someone asks for pricing info using a link from your website to EchoQuote, the first detail captured is an email address. Therefore, this email address can be nurtured for future sales potential. This method is a good way to build your email list.
Once someone requests pricing they are a “suspect” and it’s a good idea to have a sales person contact the visitor to explore their criteria in order to avoid a situation where they scope your products or services without your input.
EchoQuote is a patented system whose clients are businesses interested in B2B lead generation. Most of them sell a complex product or service with a direct sales force or a knowledgeable channel partner.
EchoQuote client example: a 20 year old company who traditionally does a lot of email marketing. They had noticed a drop in leads from the contact form. When they implemented the EchoQuote self service pricing their lead form conversions picked up by 30%. The client attributed it to giving visitors the ability to receive budgetary pricing in a self service model.
Dale summarizes the podcast interview by pointing out that all situations are different but suggests that all marketers visit their website with your customer’s perspective and assess if you’re providing compelling calls to action relevant to different stages of the buying cycle.
Listen to the podcast for the full interview between me and Bernie.
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