How To Build A Website Experience That'll 10x Your Conversions: 5 Tweaks To Make
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The B2B buyer has changed. With a limitless world of information, endless options, and reviews at their fingertips, your buyer now holds all the cards. However, most businesses haven’t accounted for this shift in the balance of power. They continue putting out generalized marketing content to customers who want and expect a personalized experience. So determined to change that, we partnered up with Drift to explain the new way to market to customers in the digital age. Watch Drift’s Dan Murphy and Marketo’s Paulo Martins run through the simple tweaks you can make to your website experience to engage more prospects and skyrocket your conversions.
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How To Build A Website Experience That'll 10x Your Conversions: 5 Tweaks To Make
- 1. Director of Product Marketing Drift.com How to Build A Website Experience That'll 10x Your Conversions: 5 Tweaks To Make Daniel Murphy Head of Global Digital Marketing Marketo Paulo Martins
- 2. Before we talk website experience, Let’s about your buyer.
- 4. Now, the B2C buyer has all the power
- 6. They buy whenever they are ready, wherever they are, and get it as fast as they want.
- 7. And this has changed B2B buying, too.
- 10. You don’t even need stats to know this. You are the B2B buyer.
- 11. The buyer’s journey has changed.
- 12. Most marketers build campaigns thinking the buyer’s journey looks like this... Buyer’s Need Customer
- 13. But in reality the buyer’s journey is more like this... CustomerBuyer’s Need
- 14. But in reality the buyer’s journey is more like this... CustomerBuyer’s Need
- 15. Conversations.
- 16. The #1 Marketing Automation Platform Meets The #1 Conversational Marketing Platform
- 17. Tweet at me (@_danieljmurphy) and I’ll send you a Drift t-shirt “Listening to @Drift + @Marketo on how the B2B buyer has changed. ”
- 18. The #1 Marketing Automation Platform Meets The #1 Conversational Marketing Platform
- 20. Today we’re going to show you 5 different ways to adapt your website experience for today’s buyer.
- 21. 1) Customize the experience
- 22. Reduce the funnel leaks Your main goal is driving as many users as possible to your final goal. 2% 100% 45 % 20% Home Product Contact Submit WEBSITE PAGES 100% 75% 50% 25% 0% WEBSITE CONVERSION FUNNEL %WEBSITETRAFFIC
- 23. Relevant info Web personalization to deliver relevant information to the audience.
- 24. 2) Make it easy and fast for your buyer to get what they need.
- 30. 3) A/B test everything
- 31. Previous Marketo Website The base for us to build some hypothesis.
- 32. New Website Developed with focus on conversion rate.
- 33. Drive traffic to the right place Drive the traffic to the areas of your website that make the difference. CRO can drive real benefits to your business. 800%+ traffic to the demos
- 34. Testing Steps Follow a structured process for better results 01. ANALYSIS (Data) 02. HYPOTHESIS 03. DEFINE TEST 04. EXECUTION 05. LEARNING REPEAT
- 35. 4) Be persuasive
- 36. We’ve lost our way. It’s not just about having a landing page, it’s about having a persuasive landing page.
- 37. This is Dr. Robert Cialdini, author of “Influence: The Psychology of Persuasion
- 38. There are six principles of persuasion...
- 39. Apply every principle to every email, landing page, tweet you write.
- 40. 5) Simplify complex scenarios
- 41. Transform complex scenarios into something easier to digest. Video is a great tool to improve the conversion rate. The Content/CTA around the video also play an important role in the conversion optimization.
- 42. Transform complex scenarios into something easier to digest. The live chat option to facilitate the understanding of the product.
- 43. Drift is the world’s leading conversational marketing & sales platform.
- 44. Drift helps you connect with the people who are ready to buy _
- 45. This is not a selling platform for your team -- it’s a buying platform for your customers. Drift is how your potential customers want to buy.
- 46. The best marketing and sales teams are focused on removing the friction and making it easy for people to buy.
Editor's Notes
- We need to make the user feel safe and comfortable to go ahead and convert in a website. One of the effective ways to achieve this is by customizing the experience.
- I want to start this topic with the basics about the conversion funnel, in this slide you can see an example of a website flow. Here in grey you can see the path that we expect the visitors to go through, they’d start in the Home Page, move to the Product Page, contact and then Submit the info via the form. That’s the path we all hope the users would take while using our website. But then, the purple bars are showing what really happens: As you can see, we lose the traffic during the journey. And what we really want to do is reducing this funnel leaks and bring more people as we can to the last step, which is filling up your form or even buying from you. We need to understand the reasons for this process to happens, and for that reason, the tweak #2 is CUSTOMIZE THE EXPERIENCE.
- We want to make the users feel confident to move forward down the funnel we saw on the previous slide. If your prospect visits your website and you find in the clients list companies that are from the same industry, same business sizes or somehow relate to their own business… that you’ll make that prospect feel more confident that he/she is in the right place and enquiring about the right product. That’s why web personalization is one of the tips for you.
- If you’re not currently A/B testing anything, you’re missing the chance to improve your results. This is the last item here, but probably the #1 point to consider while thing about CRO.
- Our objective here was driving traffic to our DEMOS, we want people to experience a bit of what Marketo can do… With the change of colors, CTAs, buttons, With all those changes, we’ve got this result. – 800%+ Traffic to the Demos.
- I’d like to close the testing topic by sharing with you the steps I usually use to structure the tests I do. The step 01 is the analysis of the data… what’s the data telling you about the users behavior in your website? Which parts of your website needs more attention and fixing? Second step is about creating the hypothesis, based on step one, what and how do you believe you can fix it. Defining the test is the third and very important step, what are you going to test. For example, if your users are not converting in a landing page, your test could be changing the CTA, reducing the number of form fields, etc. To execute the A/B test you’ll need a testing tool… There are a number of options out there, including VWO, Optimizely and also Marketo that can A/B test your landing pages. You’ll need to run the test for a while until you have a conclusive winner, and the volume of traffic to the page will influence on the speed of the test results. Learning: The last but probably the most important part of the test, here is when you learn what works better, implement it as a permanent solution to your website and document the results for future references.
- Imagine yourself landing in a website that is confusing and difficult to fully understand what that business/product can do to help you. You probably won’t convert. And sometimes the products are way too complex and we need some help to explain the scenarios to the visitors. Some of those techniques can increase the conversion rate to a whole different level.