Post on 12-May-2015
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8/05/2009 www.marqui.com
7 Ways to capture more leads with your website
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Agenda
1. The 7 ways to capture more leads…
2. How Marqui can help (2 mins)
3. Questions (5 mins)
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1.Have a clear definition of a web lead.
“If you can not measure it, you can not improve it”
• The term “lead” is applied interchangeably to mean:– A name on a purchased list– Analytics goal conversion– Somebody who fills in any web form– Somebody who downloads a whitepaper or attends a webinar– Somebody who passes some BANT questions– Somebody who wants to talk to a sales rep
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Simple web lead scorecard
Year-to-date This month
Web 2.0 subscribers 1,000 200
Form conversions 10,000 500
Active nurture / drip 2,500 150
Visitor conversion ratio 1% 1.32%
Sales-ready leads 2,000 280
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2.Make a good first impression.
Quickly!
2. Make a good first impression
• What does your website say about you?– Ask customers or prospects
• Benchmark against your competitors• Be clear about your site’s objectives
– Build trust or lead generation engine
• Choose usability over design– Be wary of agencies selling ‘flash’ sites
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3.Know what your visitors want.
3. Know what your visitors want
• If you don’t have website analytics set up – do it today!– Set aside an hour a week to look at your site’s web analytics
• Top questions analytics can answer:– What was the visitor looking for?– Which page did they arrive at and did they stay?– What page did they leave from and is it a logical exit?– Where should I place my calls-to-action?
• Look at site search data as well
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4.Give them what they want and keep it fresh.
4. Ideas to make creating content easier
• Try and stick to one topic / concept per page • Lists (like this one) are quick to write and easy to read• How-to guides are useful and demonstrate your knowledge• Case studies help people vizualize your product solving a
problem like theirs• Breakup text with headings• Remember to use lots of intra-site links and make sure each
page has at least 200 words
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4. Write for your audience
• Be customer centric– What was the visitor looking to get from this page?– Is it easy to read? http://shop.niace.org.uk/readability.html– Problem / solution
• Use customer centric language– http://www.futurenowinc.com/wewe.htm
• Get ideas from your subject matter experts and combine with good copywriting skills
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Take advantage of the medium
• Keep your site current and dynamic, it’s not brochureware– add a “last updated on xx.xx.xxxx”
• The pages that get the most visitors should change most frequently
• Make people accountable for different parts of the site• Start a blog and ideally update daily. Weekly at worst.• Invite guest experts from your industry
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5.Make calls-to-action personal & persuasive
Map calls-to-action to the buying process
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Diagnostic checklist, case studies
Best practice guides, analyst reports
Feature sheets, online demos
ROI calculator, RFP template, objection handlers
Maintain balance with call-to-action questions
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• Think of each CTA as a transaction• Avoid unnecessary questions• Limit distractions• Offer to email a link• Match number of steps to persona• Consider a ‘briefcase’ or account
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6.Be persuasive a little at a time.
6. Micro-persuasion
• People consume information across multiple channels:– RSS feeds / Feedburner– Blog– Twitter– Social bookmarking– Encourage subscription with ShareThis and AddThis
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Trust, Credibility, Reliability, Intimacy, Self interest
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7.Always be testing.
6. Always be testing
• Test page copy• Test images• Test keywords• Test form design & questions
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Using Google Website Optimizer to test landing pages
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No testing After a cycle of optimization
10,000 visitors per month 10,000 visitors per month
5% CTA clicks 6% CTA clicks
20% lead conversions 22% lead conversions
100 leads 132 leads
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32% improvement
7 Ways to capture more leads with your website
1. Have a clear definition of a web lead2. Make a good first impression3. Know what you visitors want4. Give them what they want and keep it fresh5. Make calls-to-action personal and persuasive6. Be persuasive a little at a time7. Always be testing
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How Marqui can help - customer Funnel
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Attract
Engage
Nurture
Capture
Sales-cycle
Lead score
Revenue
Web ContentManagement
CampaignManagement
CRM / SFA
MarketingAutomation
Questions?
Richard Sharp, VP Marketing richard.sharp@marqui.com604.4848543
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