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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
Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
Part I
Conversion Optimization Maturity
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
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
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
Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
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
Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
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
• Affil iate
• Social
• Dedicated landing pages for in-house mailing list campaigns
• Retargeting based on pages visited or content downloaded
Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
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
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
Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
Part II
Getting Started with
Real-time Dynamic Content
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
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
B2B B2C
Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
Example – Un-optimized
• Brochureware
• Where’s Waldo
• Generic message
• Library model
Impact: Low engagement
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
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.
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
Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
Example – Company-level Personalization
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.
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
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.
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
Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
Q&A Tim Ash – CEO, SiteTuners
(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
twitter @gregott