How,Convert,More,Prospects,You marketing How to Convert More Prospects on Your Website
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
One of the most important goals of a business-to-business website is to capture visitors contact information. Yet there is a huge barrier standing in the way. Its your web form. Chances are excellent youre asking for too much information. Recently one of our clients, Adam Washington (not his real name), achieved a 24% increase in website visitors signing up for his software demo just by simplifying the web form. And it was relatively painless.Adam got rid of a bunch of questions that werent necessary and asked only for information he really needed: the visitors name and email address. He also got rid of additional distracting offers and options on the form page.The original form was a salespersons dream asking for every conceivable piece of information to make it easy for the sales team to distribute leads and follow up. The original form included fields for:Name Email address Company Phone number Mailing address Country IndustryIt also included two marketing questions: where did you hear about us and would you like to receive our newsletter.Some of the information was not required, but the effect was still the same. Many prospects saw it as too much of a hassle to fill out the form. They moved on.The new form asked for only three pieces of info:Name Email address CountryIt also allowed the prospect to opt into the mailing list.The 24% increase in the number of people filling out the form was nearly instantaneous.From a marketing perspective you wont get much push back about changing your form. After all, a 24% increase speaks for itself. And there are much more accurate ways of learning how a prospect found out about you than asking on a web form. Most sales teams, on the other hand, will object to eliminating some of the information required on a web form. The two most common complaints seem to be:They need geographical or industry information so they know which sales person gets the lead. They want a phone number to call the person direct. They believe email addresses collected on these forms are usually junk.These objections indicate a process problem more than a form problem. Website contacts should never dump directly to an outside sales force without further qualification either by marketing or an inside sales group. And phone numbers and mailing addresses are no more likely to be real than an email address is. But that is a subject for a different article.The point of this article is that instead of spending a ton of money to drive more people to your website, you should take advantage of what youre already driving there. You can do this with a few simple changes. Is Adams success with the demo form experiment a fluke? It could be time will tell whether or not the modified form maintains its high performance level. But based on decades of experience with other clients like Adam, I know it will almost certainly continue to provide Adams company with increased prospects week after week after week.© 2009 Tatum Marketing Inc.
How,Convert,More,Prospects,You