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

Copyright © 2013, SiteTuners - All Rights Reserved.

The Zero-click Website Personalizing Your B2B Site For Higher Conversion

#ZeroClick

@tim_ash @gregott

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


Part I

Conversion Optimization Maturity


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


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


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



Stage 2 - Basic Optimization

Content was created specifically for the web visitors or their needs.


• 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



Stage 3 - Basic Segmentation

Static content was created specifically for different traffic sources.


• A different messaging & experience for various traffic acquisition sources

• SEO

• PPC

• Direct – type-in

• Affil iate

• Social

• Dedicated landing pages for in-house mailing list campaigns

• Retargeting based on pages visited or content downloaded



Stage 4 - Real-time Anonymous Targeting

Dynamic content is created on the fly based on third-party knowledge of visitor segments.


• 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


Stage 5 - Real-time Advanced Personalization

Site experience is dynamically tailored to everything known about the visitor.


• 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


Part II

Getting Started with

Real-time Dynamic Content


• 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


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

B2B B2C


Example – Un-optimized

• Brochureware

• Where’s Waldo

• Generic message

• Library model

Impact: Low engagement


Optimizing Web Customer Experience for B2B

“All Marketing is more effective when you know who you are talking to.”

- Shantanu Narayan - CEO, Adobe


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.


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


Example – Company-level Personalization


Example (Continued) – Company-level Personalization

Automatically redirect people from the list of direct-competitor companies to the Akamai Careers page.


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


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.

http://express-review.com/





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


Q&A Tim Ash – CEO, SiteTuners

[email protected]

(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

[email protected]

twitter @gregott