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[Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions

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Copyright © 2013, SiteTuners - All Rights Reserved.
The Zero-click Website
Personalizing Your B2B Site For Higher Conversi...

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Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
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[Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions

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How would your B2B website change if you knew as much about each visitor as Amazon knows about you? Join Tim Ash, CEO of SiteTuners, and Greg Ott, CMO of Demandbase, for this one-hour presentation and you'll learn how to deliver the right content to the right visitor at the right time by leveraging visitor IP data and your CRM tool.

How would your B2B website change if you knew as much about each visitor as Amazon knows about you? Join Tim Ash, CEO of SiteTuners, and Greg Ott, CMO of Demandbase, for this one-hour presentation and you'll learn how to deliver the right content to the right visitor at the right time by leveraging visitor IP data and your CRM tool.

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[Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions

  1. 1. Copyright © 2013, SiteTuners - All Rights Reserved. The Zero-click Website Personalizing Your B2B Site For Higher Conversion #ZeroClick @tim_ash @gregott
  2. 2. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott • Conversion-focused website blueprints (full-site redesign or quick facelift) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002 About SiteTuners
  3. 3. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Part I Conversion Optimization Maturity
  4. 4. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Is B2B Really Different? • Decisions are made based on risk-avoidance • Longer sales cycles – not impulse buy • Multiple decision makers & gatekeepers • Each click counts (high-value low-volume) • Multiple audiences with radically different needs • Care more about relevant in-vertical experience
  5. 5. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Walk, Crawl, Run – More Effort, More Reward The path to higher profits: 1. Un-optimized 2. Basic optimization 3. Basic segmentation 4. Real-time anonymous targeting 5. Real-time advanced personalization
  6. 6. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Stage 1 - Un-optimized Content was created without any regard for the web visitors or their needs. Common characteristics: • Brochureware – static information recycled from print or other media • Decisions made by HIPPO (highest paid person’s opinion) • Focus on the company and it’s products or offerings • Website behavior not tracked • Designed for a single audience
  7. 7. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
  8. 8. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Stage 2 - Basic Optimization Content was created specifically for the web visitors or their needs. Common characteristics: • Considers the stage in the buying cycle • Considers UX, trust & credibility, visual design, call-to-action, copywriting • Tracks results with analytics • May be doing basic split testing of static pages • Gathers voice-of-customer with surveys, user testing, in-page analytics
  9. 9. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
  10. 10. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Stage 3 - Basic Segmentation Static content was created specifically for different traffic sources. Common characteristics: • A different messaging & experience for various traffic acquisition sources • SEO • PPC • Direct – type-in • Affiliate • Social • Dedicated landing pages for in-house mailing list campaigns • Retargeting based on pages visited or content downloaded
  11. 11. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
  12. 12. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Stage 4 - Real-time Anonymous Targeting Dynamic content is created on the fly based on third-party knowledge of visitor segments. Common characteristics: • Dedicated content ready in advance for key audience segments • Ability to change site experience in real-time for each visitor • Basic business rules to change aspects of site experience • Need to explicitly ask for less information since you already know it
  13. 13. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Stage 5 - Real-time Advanced Personalization Site experience is dynamically tailored to everything known about the visitor. Common characteristics: • Content changes across multiple visits to the site • Content changes based on • Third-party real-time data • Behavioral targeting (what the user actually does on the site) • Lead scoring from marketing automation system • CRM or customer database
  14. 14. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Part II Getting Started with Real-time Dynamic Content
  15. 15. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott • Technology that uniquely identifies the companies on your website • Visitor identification plug in to existing tools – Display ads, Website, CRM • Patent protected IP Address to Company database • More than 200 leading B2B digital marketing as customers About Demandbase
  16. 16. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Three Leaders w/ Different Approaches Amazon.com Personalized experiences for millions of online buyers Multi-$Billion Online Sales GE Capital Single experience for consumers, businesses, and their competitors < 0.5% Conversion Salesforce.com Dynamic experiences across business audiences 15% Conversion B2BB2C
  17. 17. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Example – Un-optimized • Brochureware • Where’s Waldo • Generic message • Library model Impact: Low engagement
  18. 18. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Optimizing Web Customer Experience for B2B “All Marketing is more effective when you know who you are talking to.” - Shantanu Narayan - CEO, Adobe
  19. 19. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Example - Optimized for a Single Audience 300% increase in form completion rate due to the hiding of form fields for which information is already known. Over $1,000,000 in new revenue.
  20. 20. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Example – Segmenting by Audience Utilities Medical Government Finance • 200% increase in clicks to most valuable content • More leads with higher lead scores • Better insights into what is relevant to whom
  21. 21. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Example – Company-level Personalization
  22. 22. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Example (Continued) – Company-level Personalization Automatically redirect people from the list of direct-competitor companies to the Akamai Careers page.
  23. 23. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Getting to the Next Level of Customer Experience (CX): 1. Define your Sweet Spot 2. Engage through personalization 3. Remove from the Zero Moment of Truth 4. Upgrade your analytics sophistication
  24. 24. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Special Offer – SiteTuners Express Review • Unflinchingly honest interactive review of landing page or website • 45- or 90-min video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of your page http://Express-Review.com – Starts at $699 $100 off when you mention ZEROCLICK Offer valid until 5/2/2013.
  25. 25. Learn, Grow and Profit from the Secrets of the Highest Converting Websites “The Conversion Conference was like taking 4 years of advanced study in two days” - SF Attendee Save $150 on Registration with Promocode ZERO150 www.ConversionConference.com
  26. 26. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott Q&A Tim Ash – CEO, SiteTuners tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1 Greg Ott– CMO, Demandbase gott@demandbase.com twitter @gregott

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