[Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions

Copyright © 2013, SiteTuners - All Rights Reserved.
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

Part I
Conversion Optimization Maturity

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

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

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

Stage 2 - Basic Optimization
Content was created specifically for the web visitors or their needs.
• 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

Stage 3 - Basic Segmentation
Static content was created specifically for different traffic sources.
• A different messaging & experience for various traffic acquisition sources
• SEO
• PPC
• Direct – type-in
• Affiliate
• Social
• Dedicated landing pages for in-house mailing list campaigns
• Retargeting based on pages visited or content downloaded

Stage 4 - Real-time Anonymous Targeting
Dynamic content is created on the fly based on third-party knowledge of
visitor segments.
• 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

Stage 5 - Real-time Advanced Personalization
Site experience is dynamically tailored to everything known about the visitor.
• 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

Part II
Getting Started with
Real-time Dynamic Content

• 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

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
B2BB2C

Example – Un-optimized
• Brochureware
• Where’s Waldo
• Generic message
• Library model
Impact: Low engagement

Optimizing Web Customer Experience for B2B
“All Marketing is more effective
when you know who you are talking to.”
- Shantanu Narayan - CEO, Adobe

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.

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

Example – Company-level Personalization

Example (Continued) – Company-level Personalization
Automatically redirect
people from the list of
direct-competitor
companies to the
Akamai Careers page.

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

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

Q&A
Tim Ash – CEO, SiteTuners
tim@sitetuners.com
(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
gott@demandbase.com
twitter @gregott

[Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions

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[Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions