October 25, 2011: This blog post is part of short series of posts meant to highlight and recap information learned from the B2B Marketing Summit in Boston this year.
A compelling presentation by Dr. Flint McLaughlin, CEO of MECLABS discussed value propositions and how a clear message can improve web conversions.
Here are some key takeaways:
- Any landing page that has a call to action should have a clear value proposition:
If I am a prospect why should I take this action rather than other actions?
- Everyone likes a good statistic:
- What makes your product or service appealling?
- Why it is exclusive?
- How can you establish credibilty?
- Does your message provide clarity for interested buyers?
This case study performed by MarketingSherpa shows a change in value proposition bringing this client up to 600% more web conversions.
Control is how the web page was positioned originally; the treatment is an updated, quantitative value proposition:
- Control: Searching for the Most Accurate Mailing Lists? Your Hunt is Over!
- Treatment: We Make 26 Million Phone Calls a Year to Ensure You Get The Most Accurate Mailing Lists Available!
Getting the Information (Form Submission Best Practices)
- Don’t confuse readers with too many calls to actions on one page.
- Shorter contact forms should increase conversions.
Only ask for contact information you will use.
A case study performed by MarketingSherpa reduced the amount of fields on a form submission to only the first, last and email. The change increased web conversion rates by 500%.
The control is how the form submission was originally positioned. It had 8 fields on the form, once the form was submitted, it moved the lead to a new page with a second step that required 3 fields.
The treatment is a form with 3 fields to get to a second step with 5 fields. This way, the company still gets the name and email for follow-up, even though more information would be required to get the contact into the sales cycle.
Converting the Lead
- 69% of web inquiries need emails within 24 hours of the request in order to convert. Source
- Velocity definitely matters when responding to web leads. A case study performed by MECLABS for an industrial manufacturer’s tradeshow and PPC leads found the follow results:
Take a look at any pages you want to pull in lead data from – a white paper form, a contact form, a product purchase page. Here are some key questions to ask:
- Do you have a clear quantifiable value proposition on the page?
- Is the amount of information you require to get to the next step reasonable?
- Is your system of responding to leads timely?
Try reducing form fields and rethinking a value proposition. If your method of responding to leads is slow, look into marketing automation solutions.
If you’re having trouble passing the changes internally, refer to the MarketingSherpa case studies above for more information and reference material to back up your recommendation. Lucky for us, they’ve already done the homework!