- Why personalisation matters when considering your website as a sales channel - Why your website visitor’s customer journey needs to be accounted for the best results - What actions you can start taking immediately

1. KEYNOTE
Jan Barthelemy
VP OF GLOBAL SALES
LEADOO
LONDON, UNITED KINGDOM ~ AUGUST 31 - SEPTEMBER 1, 2023
DIGIMARCONUK.CO.UK | #DigiMarConUK
Turn Your Website Into
Your Best Performing
Sales Channel

2. Turn your website into
your BEST performing
sales channel
Are you ready?!

3. The next 20
or so
minutes…
Digital native buyers own all the cards
How to win in the new Digital Economy
How you can enable your website to
convert more

4. ● 18 years in Marketing
Technology across US, UK &
Europe and APAC
● Part of senior leadership
team at Leadoo. The
Conversion Platform
● Husband and Father to 3
hyperactive humanoids!
Hi there, I’m Jan!

5. Create QUALIFIED
demand
Make sales EASIER

6. Buyer Behaviour Has
Changed

7. 83%
Online and
independently
83% of buying actions
are done online and
independently.
5

8. Digital native buyers
hold all the cards
Distribution of buying groups’ time by key
buying activities
17%
Meeting with
potential
suppliers
16%
Other
22%
Meeting with
buying group
27%
Researching
independently
online
18%
Researching
independently offline
Empowered
buyers
6

10. 96% of visitors who
come to your
website for the
first time…
ARE NOT READY TO
BUY*
*source: Marketo
96%

11. Static UX

12. The Reality…
More than 98% of
your website
visitors leave
without converting
98%

13. More traffic or higher conversion rate? ��
Conversion %
Traffic
No of
conversions
per month
Immediate
value per
conversion
(300€)
Costs
Cost per
visitor
1%
10.000 100 30.000 £ 40.000 £ 10.000 £
1£/visitor
1%
15.000 150 45.000 £ 60.000 £ 19.500 £
1,3£/visitor
1,4%
10.000 140 42.000 £ 11.000 £
1.1£/visitor
ROI = 3
ROI = 5
ROI = 4
Revenue
56.000 £

14. How to WIN in the new
Digital Economy

15. Hyper-personalise the website
experience with conversations
The easiest way to add personalised CX is to add a conversational
element - using interactive bots, visual and inpage tools
● Company demographics (revenue, industry, headcount,
location)
● Visitor Behaviour (traffic source, interests, UTM tags, past
sessions)
● CRM data (account owner, buying stage)
Tip # 1

16. Use data such as:
● Revenue
● Industry
● Headcount
● Page visits
● Previous discussion data
● Any CRM data
○ Existing client / New
Client
○ Sales rep
○ Client stage
● Previous conversion
Hyper Personalised Experiences

18. D-tech
International
Sessions Conversions
2020 - 2021 29 698 101
2021 - 2022 28 000 653
546%
Increase
Results for

19. Website personalisation facts
…of consumers
spend more money
on your website
when their
experience is
personalised
48% 68%
74%
…of companies
have made
delivering
personalised
experiences a
business priority
…of visitors get
frustrated when not
offered personalised
experiences
Source: Bain & Company,
Forrester

20. Offer multiple engagement
opportunities - activate!
● Tests/Quizzes
● Price calculators
● Product guides
● Surveys
Tip # 2

22. Stop using “traditional” CRO
tactics
● Start with WHY
● Make it easy to find stuff
● Focus on customer journey
Tip # 3

23. .
Tip # 3
STOP making your
Book a Demo button bigger

24. No salesperson
Ever.
"I love not having any
f*cking idea what my
prospects are doing on
my website”

25. Digital native buyers
hold all the cards
Distribution of buying groups’ time by key
buying activities
17%
Meeting with
potential
suppliers
16%
Other
22%
Meeting with
buying group
27%
Researching
independently
online
18%
Researching
independently offline
Empowered
buyers
6

26. Empower your sales reps with
real-time insights
● Who’s on the website and when
● Visitor tracking
● Live chat
● Friction-less meeting booking
Tip # 4

27. How you can enable your
website to convert more

29. Enable your website to convert visitors
IDENTIFY
1st visit or
returning visitor
What company does
the visitor represent
What is the
visitor’s
motivation for
being here?

30. Enable your website to convert visitors
IDENTIFY
1st visit or
returning visitor
What company does
the visitor represent
What is the
visitor’s
motivation for
being here?
Help navigate & find
what they are
looking for
Offer personalised
help at scale or live
Engage to learn
more
Activate with
tests
Answer FAQs to
remove blockers
ACTIVATE

31. Enable your website to convert visitors
IDENTIFY
1st visit or
returning visitor
What company does
the visitor represent
What is the
visitor’s
motivation for
being here?
Help navigate & find
what they are
looking for
Offer personalised
help at scale or live
Engage to learn
more
Activate with
tests
Answer FAQs to
remove blockers
ACTIVATE CONVERT
Help to choose the
right product or
service
Qualify buyers
Calculate prices
(or estimates)
Offer different
conversion types
Make the final
conversion as
smooth as possible

32. Enable your website to convert visitors
IDENTIFY ACTIVATE CONVERT ANALYSE
1st visit or
returning visitor
What company does
the visitor represent
What is the
visitor’s
motivation for
being here?
Help navigate & find
what they are
looking for
Offer personalised
help at scale or live
Engage to learn
more
Activate with
tests
Answer FAQs to
remove blockers
Help to choose the
right product or
service
Qualify buyers
Calculate prices
(or estimates)
Offer different
conversion types
Make the final
conversion as
smooth as possible
● What was the buyer’s
journey like? (How long?
How many
touchpoints? What kind
of touchpoints?)
● What efforts
contributed to the
conversion?
● Which traffic sources
attributed to the
conversion?
● Which traffic sources
convert the best?
Fastest?

33. Recap…
● Buyer journeys are complex - be
empathetic
● Activate visitors into a conversation or
other experiences like quizzes,
calculators
● Make it as easy and seamless for them
to navigate the problem - start with
why
● Leverage the tracking and attribution
data to drive go-to market efficiencies
● Humanise the EXPERIENCE
○ Make it hyper-personalised
○ Make it low friction

34. On a Mission

35. 74%
Average
increase in
conversion
rate in first 12
months
To humanise website
experiences through
conversation,
interactivity and
personalisation
To make websites
generate new revenue
opportunities
To enable time and
resource efficiencies
5

36. Explore For Yourself
Leadoo’s BIG Conversion Meet-up My LinkedIn

37. Thank you!
+44 (0)7507 442551
jan@leadoo.com
Jan Barthelemy