Websites & Return on Investment

Websites &Return on Investment
Kathy Hokunson
Regional Sales Manager,
Site-Seeker, Inc.

A Show of Hands
How many of you…
…are currently successfully generating opportunities online?
…think you could be doing a better job generating online opportunities?
…are not sure where to start?

Buyer’s Perspective
5 to 20+ hours a week
-- amount of time buyers spend
online searching for information
- Source: Outsell, Inc

Buyer’s Perspective
Based on B2B Survey by:
Of 1,082 Technical buyers who participated in the survey . . .
“We found a heavy reliance on online research in all aspects of the purchase cycle. We also found that as prospects become aware of potential offerings through offline channels, they naturally turn to online sources to find out more about them.”
“… we were struck by how integral online research is and how it virtually mirrors the influence of traditional highly influential factors, such as word of mouth, trade shows and trade publications.”

How products used to be purchased . . .
I need a …
Where do I get it?
Shop
Months
Evaluate
Negotiate
Buy

… Today (in the Internet era)
I need a …
Where do I get it?
Online
Shop
Evaluate
Negotiate
Prospect contact
Buy

What does this mean to you?
Prospects don’t call as much
They are more informed when they do call
You must place your website in the path of prospects
Your website must be your best sales person

How Buyers use the internet . . .
Based on the survey performed by Enquiro:
Google holds a dominant position – 77.7% of respondents start in Google
74.4% choose an organic link
18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads
Top 4 organic listings captured 52.6% of all click throughs with 27.1% going to the #1 position

What buyers expect to find online?
Information relevant to their need . . .
Do you have what I searched for?
Online Catalog or Product Pages
Searchable Technical Content – easy to navigate
Product Manuals or Spec Sheets
Can you help me?
Technical Support
Contact Information – easy to find
What do other people think about this product or service?
“When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”

Clear Contact Points
Products Organized by Type AND Application

Engineering Tools
Case Studies

Engage your visitors with easy to use Contact Forms

Case Study
Riverhawk Company
“Our Internet marketing program is the single best marketing investment we have made.”
– Kevin Sanger, VP Sales & Marketing

The Company
Riverhawk Company
www.riverhawk.com
Industry:
Hydraulic Mounting Equipment Manufacturing
Custom Manufacturer
&
Engineering Services

The Problem
4 year old website
Not optimized for organic search
No standard terminology to describe offering
Not reaching prospects with solutions
Existing traffic not converting
Poor website navigation

The Plan
Optimize for organic search
Streamline website navigation
Increase brand awareness as engineering resource / solution provider
Improve use of website real estate
Develop valued content
Establish website performance baseline and competitive analysis
Implement web analytics to evaluate improved website performance
ROI as success metric

April new site
published
Site baseline:
May-June
New site data:
May - June
Approximately 53% more traffic since new site was launched

Client found for “name” searches
# of Visitors that searched by NAME – stayed the same

Client found for
“non-name” searches
95% increase in prospect group traffic

Visitors that searched by name are now finding more value and staying on site longer.

When you combine the site’s ability to engage users
and increase traffic the results can be dramatic.

The Payoff
53.2% increase in overall site traffic
94.4% increase in prospect traffic
174.3% more prospects stayed on the new website
50 new inquiries per month (phone and email) with a 26% close ratio
First year revenue in excess of $750K
ROI = 345%
Next steps

Websites & Return on Investment

by Kathy Hokunson on Oct 26, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 2

Statistics

Websites & Return on Investment — Presentation Transcript