Websites & Return on Investment


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This presenation gives an overview of where technical buyers are today in utilization of the internet for their research and buying process. It also defines the impact it has had on the sales process and how to design your website for effectiveness with technical buyers. It also discusses how to measure your site's effectiveness and define it's ROI.

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Websites & Return on Investment

  1. 1. Websites &Return on Investment<br />Kathy Hokunson<br />Regional Sales Manager,<br />Site-Seeker, Inc.<br />
  2. 2. A Show of Hands<br />How many of you…<br /> …are currently successfully generating opportunities online?<br />…think you could be doing a better job generating online opportunities?<br />…are not sure where to start?<br />
  3. 3. Buyer’s Perspective<br />5 to 20+ hours a week<br /> -- amount of time buyers spend<br /> online searching for information<br />- Source: Outsell, Inc<br />
  4. 4. Buyer’s Perspective<br />Based on B2B Survey by:<br />Of 1,082 Technical buyers who participated in the survey . . . <br />“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.”<br />“… 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.”<br />
  5. 5. How products used to be purchased . . .<br />I need a …<br />Where do I get it?<br />Shop<br />Months<br />Evaluate<br />Negotiate<br />Buy<br />
  6. 6. … Today (in the Internet era)<br />I need a …<br />Where do I get it?<br />Online<br />Shop<br />Evaluate<br />Negotiate<br />Prospect contact <br />Buy<br />
  7. 7. What does this mean to you?<br /><ul><li>Prospects don’t call as much
  8. 8. They are more informed when they do call
  9. 9. You must place your website in the path of prospects
  10. 10. Your website must be your best sales person</li></li></ul><li>How Buyers use the internet . . .<br />Based on the survey performed by Enquiro:<br /><ul><li>Google holds a dominant position – 77.7% of respondents start in Google
  11. 11. 74.4% choose an organic link
  12. 12. 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads
  13. 13. Top 4 organic listings captured 52.6% of all click throughs with 27.1% going to the #1 position</li></li></ul><li>What buyers expect to find online?<br />Information relevant to their need . . .<br />Do you have what I searched for?<br /><ul><li>Online Catalog or Product Pages
  14. 14. Searchable Technical Content – easy to navigate
  15. 15. Product Manuals or Spec Sheets</li></ul>Can you help me?<br /><ul><li>Technical Support
  16. 16. Contact Information – easy to find
  17. 17. What do other people think about this product or service?</li></ul>“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.”<br />
  18. 18. Clear Contact Points<br />Products Organized by Type AND Application<br />
  19. 19. Engineering Tools<br />Case Studies<br />
  20. 20. Engage your visitors with easy to use Contact Forms<br />
  21. 21. Case Study<br />Riverhawk Company<br />“Our Internet marketing program is the single best marketing investment we have made.” <br />– Kevin Sanger, VP Sales & Marketing<br />
  22. 22. The Company<br />Riverhawk Company<br /><br />Industry: <br />Hydraulic Mounting Equipment Manufacturing<br />Custom Manufacturer <br />&<br />Engineering Services<br />
  23. 23. The Problem<br />4 year old website<br />Not optimized for organic search<br />No standard terminology to describe offering<br />Not reaching prospects with solutions <br />Existing traffic not converting<br />Poor website navigation<br />
  24. 24. The Plan<br />Optimize for organic search<br />Streamline website navigation<br />Increase brand awareness as engineering resource / solution provider<br />Improve use of website real estate<br />Develop valued content <br />Establish website performance baseline and competitive analysis<br />Implement web analytics to evaluate improved website performance<br />ROI as success metric<br />
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  26. 26. April new site<br />published<br />Site baseline: <br />May-June<br />New site data: <br />May - June<br />Approximately 53% more traffic since new site was launched<br />
  27. 27. Client found for “name” searches<br /># of Visitors that searched by NAME – stayed the same<br />
  28. 28. Client found for <br />“non-name” searches<br />95% increase in prospect group traffic<br />
  29. 29. Visitors that searched by name are now finding more value and staying on site longer.<br />
  30. 30. When you combine the site’s ability to engage users <br />and increase traffic the results can be dramatic.<br />
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  35. 35. The Payoff<br />53.2% increase in overall site traffic<br />94.4% increase in prospect traffic<br />174.3% more prospects stayed on the new website<br />50 new inquiries per month (phone and email) with a 26% close ratio<br />First year revenue in excess of $750K<br />ROI = 345%<br />Next steps<br />