Convert More Web Traffic and Demand Investment into Tangible Business

Intelligent Digital Self ServiceAnalysis & Opportunity

Andy McCartney

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Andy McCartney Managing Partner Founder

Personifeye Solutions Group DigitalConverts

• 25 years experience in marketing, analytics and software

• 15 years of ‘eMarketing’ - leadership and practitioner

• 2 time VP of marketing

• 2 time VP of strategy/services for eMarketing Agencies

• Thought leader with CCO, Econsultancy, CMI, DigitalConverts

• Focus on digital, demand generation and lead management

• 20 years in US, dual nationality (British), Atlanta based

Implementation

TechnologyDigital Strategy

Conversion

Training

Digital Sales and Marketing Solutions

So you use a variety of online and offline tactics to generate demand for your online presence

How Effective is Your Conversion and CRO?

Oh Yes The Funnel

Which Metric(s) Fail, & Why

A Solution Approach

Return on Digital InvestmentTODAY

Digital Priorities for 2012?

Source: Econsultancy Quarterly Digital Intelligence Briefing: Digital Trends for 2012600 client-side and agency respondents

B2B and B2C, US and Europe

Conversion – What Is It?

• Very Ambiguous Term. In web terms:

o Is it ‘% of Visitors who fill in a Form’?

o Is it ‘% of Visits to Close’?

• It can be many things, but in essence it is the conversion from one status to another, via a single or combination of steps to fulfill an online/stated objective.

A to B

A to B to C to D

Email recipients

Customers

Webinar Signup

Web Visitors

Digital Marketing

Ads, Blogs, SocialSEO/SEM

Email / MobileWebsites, Microsites

Traditional Marketing

Print/Ads

TV/RadioEvents/Expos

Telesales

Interest / TrafficTo Web ‘Zones’

Awareness & Demand Generation

Industry Score = B

Engagement, Capture & Conversion into ‘Tangible Assets’

(Contacts, Prospects, Leads, Business and

Ongoing Relationships)Industry Score = D-

Need to do both well, or little end result!

Other …Content, Video…

SituationAnalysis

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Outcome from Online Visits?Next Step: 2-3%Sales: 0.2 - 0.3%

Source: Marketing Sherpa

A Significant Statistic to Care About

• 97-98% of online visits do NOT result in a next step

• WHY?

1000/monthPlus social site visits

next step

20-30/monthX 970-980

The World Has ChangedDecision Making Has ChangedWHY?

Source: Marketoe.g. B2B

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Visitors are not Clicking / ConvertingWHY?• “Nowadays people don’t want to talk to sales

until they are 60-70% along their decision cycle” (Sirius Decisions)

• Therefore if the only next step or CTA is ‘talk to sales’ then very likely no contact, no prospect.

• Common Problem = minimal next step options (or leaky websites with random next steps)

“I’m not ready to talk, but I might engage earlier in the (AIDA) cycle if there was reason to ….”

A Good Example

• Typical web site, sales phone and contact us/email

14% of Clicks

86% of Clicks

Minimal Options for Conversion

The Only CTA and Next Step

Minimal Options for Conversion

Phone Number and Email

Incredible Missed Opportunity

No engagement, interaction or next steps with 97-98% of visitors

Solution=

“Intelligent Digital Self Service”

Create an Engagement and Conversion Zone:• Offer More Engagement Options, Next Steps and Calls-

To-Action along all stages of the AIDA decision cycle

• Make Options available in all places (no leaks!)

• For B2Bs and more complex sales cycles: Leverage, map & deliver content based on decision cycles.

• Transform all web ‘zones’ into lead generation engines, and drive educational and promotional traffic there.

Take a ‘Brochure Site’ with Minimal Engagement

Solution? Add a Conversion ‘Zone’Mockups and live examples below

Transform a ‘brochure’ style site ... into a prospect engagement and lead generation site

http://www.personifeye.com/demos/wp http://www.mikewittenstein.com/

http://www.banyancapital.com/http://www.personifeye.com/

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Think Conversion from Any Digital Location

Source: Creative Traction

Social ConversionAdd a ‘trapdoor’ link

from any social or digital location straight

into your white paper conversion zone, e.g. http://bit.ly/yueTPD

Success Benchmarks

OUTCOME • 3X as many prospects engaging and taking next steps• Twice as much business sourced from digital

OUTCOME• 400% bigger funnel, 3x as many sales ready leads• Growth of prospecting database and ability to form

ongoing business relationship (initially via digital)

OUTCOME• Before: 2-3 promising leads from website per month

(limited universe)• Now: 10-15 prospects engaging with content packs,

assessments, requesting meetings

Traditional Marketing

Print/Ads

TV/RadioEvents/Expos

Telesales

Collate primary and secondary Calls-To-Action,

content requests, engagement tools and

contact options.

Connect at all stages of the AIDA funnel and from any

digital location via:

Intelligent Digital Self Service.

See ConversionMagnet at www.digitalconverts.com

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Sales and Marketing Engine

EngageTactics

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Digital Marketing

Ads, Blogs, SocialSEO/SEM

Email / MobileWebsites, Microsites

Traditional Marketing

Print/Ads

TV/RadioEvents/Expos

Telesales

Interest / TrafficTo Master Website

Other …Content, Video…

Supercharge Your Digital Business Engine with a

Conversion Zone