B2B Website Conversion Strategies: Self Service Calls to Actions
Posted by Bernie Borges on Mar 19 2009
EchoQuote talks to Bernie Borges about B2B conversion [ 19:51 ] Play Now | Play in Popup | Download (515)
In this podcast I interviewed Dale Underwood, CEO of EchoQuote to discuss B2B website conversion strategies. Dale is a 20 year veteran of the IT industry. About three years ago Dale began implementing internet marketing strategies providing tools to convert website visitors into sales opportunities. Here’s an excerpt of the interview. To hear the full 20 minute interview, click or download the podcast above.
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 convert to leads. 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 offer such as white papers, are not very compelling. They often don’t address needs of the buyer at the current stage of his or her evaluation when they visit the website.
Often a website visitor wants to know the general price range of your products or services. By offering your website visitor the ability to self-service request budgetary pricing the requests can be very high quality.
When someone asks for pricing info using a link for budgetary pricing the first detail captured is an email address. Therefore, this email address can be nurtured for future sales potential. This is also a good way to build your email list.
Once someone requests pricing they are a “suspect” and it’s generally advisable to have a sales person contact the visitor to explore their criteria in order to avoid a situation where they price your products or services without your input.
This approach to converting website visitors to high quality leads works best for B2B sellers with complex products or services and a direct sales force or a knowledgeable channel partner.
Example: a 20 year old company who traditionally does a lot of email marketing had noticed a drop in leads from the contact form. When they implemented the self service budgetary pricing their website conversions picked up by 30%. The client attributed it to giving visitors the ability to receive budgetary pricing in a self service model.
Of course, all B2B sales leads situations are unique but it’s advisable to visit your website with your customer’s perspective and assess if you’re providing compelling calls to action relevant to different stages of the buying cycle.
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4 Comments to B2B Website Conversion Strategies: Self Service Calls to Actions
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Bernie,
Nice interview. Thanks so much for sharing.
- Drew -
One of the largest B2B (business to business) websites across the world is Needsee with special social network services.
You can make friends around the world and do worldwide deal. You can find all the suppliers and buyers on Needsee. And you can find the best products with the most competitive price. The quality and the price are both perfect.
If you register as our member, you can have an international domain name and a international Google account. Everyone can find your products through Google Ads Words. If your products are perfect ,and of course ,the price is not very high, there must be a great number of customers.
What’s more, there also a business community on our web. You can make friends with your business partners around the world.Friendship is everywhere!
You can communicate with them if only you have Internet Connection. Your friends can bring you more deals and more business partners.
Business partners can be your good friends, and your good friends can be your business partners!
Tomorrow is a better day, and it is in your hand!
Needsee is waiting for you!
The world is waiting for you!
Come on, friend! -
Really fantastic information can be found on blog . “Time discovers truth.” by Lucius Annaeus Seneca.
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