Download - Mimiran lead capture, convert, close for consultants and service companies

Capture, Convert and Close More Web Leads

How to make your services website a more productive member of your sales team — by learning from my mistakes. !Reuben Swartz, Founder, Mimiran Online Proposals

MIMIRAN Capture, Convert, and Close More Deals in the Cloud

Mimiran Background

Mimiran has helped Global 2000 leaders in:

Computers

Consumer Goods

Financial Services

Healthcare

Manufacturing

Semiconductors

Telecom

• Helping companies sell better since 2001

• Started as consulting on pricing strategy

• Discovered that pricing results are more about sales tools than strategy

• Developed Mimiran Online Proposals to make it easy for reps to close good deals


My Personal Path to Sales


Buying Process and the Selling Process


“Let’s let the website sell stuff for us!”


Expectation


Reality


Flashback… to the early aughts


“Let’s describe our services in detail so people understand the value.”

MIMIRAN Online Proposals

Giant Wall of Text

Barely legible contact info bured in footer


“Let’s allow people to contact us.”


Too many options, divorced from the actual services

See that contact info? I can’t either…

All That Traffic Wasted

People come, leave, and never come back.

There’s nothing to do…

(Unless they are so desperate they call you. But how do they get there?)


“Let’s make it easy to contact us…”

Who uses this form?

Spammers, mostly.

What if they’re not ready to “contact us for a free quote”?

And, if they are, how long does it take you to get back to them?


“Let’s put a signup box on the blog…”


People don’t like forms.

Does gather email addresses

Most are “marketing” leads that require extensive qualification and nurturing.

What about people who might want to buy?

But aren’t ready to signup and put in a credit card?What can we do to help them take the next step?


Clear call to action. No form. No distractions.

Person. Looking at action.


Simple form to optimize conversions (can ask for

more fields)


Lessons Learned

• Be specific to your visitor’s state of mind

• Be helpful/valuable

• Make it easy to take the next step

• And the next step after that— don’t count dead ends as wins


Small Changes Can Add Up

• Possessives: “My” vs “Your”

• Specificity “Download My Report” vs “Submit”

• Targeted opt-ins— specific services, blog posts

• Forms vs buttons— the violation of the “step rule”

• Imagery— guide people to the forms with other people

• Test, test, test


Results

• Conversion rates up to 25%

• 5-8% more typical

• Much better than the < 1% conversion before

• Higher conversion rates and more productive leads than other lead capture mechanisms

• (Median B2B Conversion rates ~2%. Top decile: ~12%.)


Most websites are not optimized for sales

• Designed to look nice and present “the brand”

• Collect email addresses for mailing

• Contact/interaction hidden behind links

• Slow response hampers conversion


What if we could optimize for sales?

• Make it easy for the prospect to take the next step

• On the same page

• Aligned with how they got there

• Easy to setup


Let people get a “proposal”

Full Proposal (sign & start)

What this means depends on your situation

Cookie-cutter projects

Full Proposal with Options

(sign & start or call &

customize)

Select from menu

Sample Proposal with

“starting from…” prices

(call & customize)

Custom solutions

Illustrative Proposal with

no prices (call &

customize)

Solutions so custom, you don’t want to start

talking about price


Can have different options on different pages

Assessment

Get Free Proposal

Solutions

Get Free Proposal

Sign & Start Proposal

Accept

Call & Customize Proposal

Next Step

Invoice or Payment Page

Invoice or Payment Page


What should we put in there?

• Prices? Can help (dis)qualify.

• Enough to make them take the next step (sign or discuss)


A Proposal is a Story, Not a Brochure

• Follow the rules of storytelling

• Not a history of your company

• Not a history of the prospect’s company

• Not a product data sheet

• Not a time to show off your SAT vocab words

• As long as necessary, but no longer


Most Proposals Suck— it’s easy to stand out


The Story

• What sets the story in motion? Why is it gripping?

• How do we get to the goal?

• (Approximately) what happens and when?

• Who is responsible for what (especially the customer)?

• What is NOT included?

• What awesome products and services are you providing?


Who (What) is the Villain?


Who’s the hero?

Technology Tool VendorCustomer


Let’s see it in action

1. Set up a simple services proposal

2. Set up a Lead Capture Widget

3. Install Widget on web page


Demonstration


Recap: What did we see?

1. Set up a simple services proposal

2. Set up a Lead Capture Widget

3. Install Widget on web page

All in about 30 minutes!


Easy to start, flexible to extend

• Built-in templates and snippets make it simple to get up and running.

• Lots of power as you grow.


How is this different from other lead capture tools?

• Designed for sales leads

• Know when someone is reading your content (unlike email and one-time downloads)

• Efficient path to deal close

• Can offer multiple “quotes” or options for customer to select (increases win rate and average deal size)

• Complimentary to marketing automation: unqualified leads that need nurturing can go back to marketing


(Dis)Qualifying Leads (Fast)

• Provide some minimum pricing, if possible

• Provide some options, if possible

• Call/email when they are reading your content

• Responding within 5min increases conversion rates 5000% compared to responding in a day


Close Hot Prospects Faster

Option 1: Qualify with inside sales

Turn over hot leads to sales

Option 2: Close with Mimiran.

Prospect can accept & sign online.

Can easily customize automatic proposals.


Example: B2B Services

Create Proposal Request Discount Approval Get Approval Send Customer Signs

Online

Minimum 2 Days 1-7 Days

Before Mimiran

2:44

After Mimiran

That’s 2 minutes, 44 seconds.


Impact of small changes

ScenariosVisitors/Leads

Conversion to Contact

Conversion to Proposal

Proposal Win Rate

Average Selling Price Revenue

Baseline 10,000 2% 50% 50% $50,000 $2,500,000

Improve Web Conversion 10,000 5% 25% 50% $50,000 $3,125,000

Improve Proposal Conversion 10,000 5% 25% 60% $50,000 $3,750,000

Improve Average Selling Price 10,000 5% 25% 65% $55,000 $4,468,750

Now we can afford more marketing! 12,000 5% 25% 65% $55,000 $5,362,500


Typical technical services web page

Giant wall of text

Here’s the “fold”. On a 15 inch MacBook Pro

Tiny phone number and link to “Contact Us” page. No

direct call to action.


What we want to see

SolutionKey pain points Key issues Why we’re great at solving

Customer Image

Customer Quote Get Free Proposal


Take it all the way back to Google

SolutionKey pain points Key issues Why we’re great at solving

Customer Image

Customer Quote Get Free Proposal

Paid Keywords

Organic Keywords


Don’t forget blog posts

• Might be some of your highest traffic pages, with people looking to find out about a specific problem.

• If you have a solution, you can put a Lead Capture Widget at the bottom of the post.


Action Items

• Remove walls of text

• Make it easy for customers to take next step(s) and connect with you

• Provide solution-specific proposals


Make 2015 a Record Year

• Get one or more lead widgets on your site by 2015

• Start capturing, converting and closing more leads


Get Started

• Start your free trial at https://www.mimiran.com/signup/Growth

• Are you letting at least one lead get away?

“Setting it up was easy. It only took me a few minutes to configure the Mimiran side and another hour to build and deploy a page I was happy with on my own site to put the button on.” — Matt Konda, Founder, Jemurai

https://www.mimiran.com/signup/Growth

Download - Mimiran lead capture, convert, close for consultants and service companies

Top Related