How to improve conversion from my this B2B Lead capture page

by giddu
10 replies
  • CRO
  • |
Hello,

It appears that getting a B2B leads have become little tougher this days. I am trying hard to improve leads from this page http://www.experiture.com/demo/

Please suggest what more I can do to improve conversion rate

Your suggestions are greatly appreciated,
#b2b #capture #conversion #improve #lead #page
  • Profile picture of the author RogozRazvan
    Hello,

    The following suggestions are made without prior research in your marketplace, nor am I a prospect for your product.

    Instead, I am just trying to cover a few general principles.

    1) The language. A common cliche in B2B writing is trying to use passive voice and overly complicated language. The truth is that every single copywriting book tells you the same thing - use easy to understand language. I do understand what "personalized multichannel" means but isn't there an easier way to say this?

    If you would meet with me for a beer, would you say ...

    "Razvan, Expertiture platform goes beyond marketing ..." or simply tell me "Razvan, it automates your marketing and uses multiple channels to do this. Most other platforms use only one. The advantage of this is that you can reach the same prospect in different ways and build a presence of your brand in his mind".

    See the difference?

    2) Drop the 1999-circa video. Tell me that I'm in the right place, that I'm the prospect. Tell me what is the problem directly, tell me what you can do for me. These type of videos work great when you are Lockhead Martin, not so much when they don't know you. Your copy is suffering from a bad case of "fancytitis" .

    3) The benefits - you say that this is done in a differet way yet you present the same benefits as every other platform, from ACT! to SaaSs found today.

    OK, in my experience with B2B, a degree of sophistication is required. Nothing wrong in that. But this is considered direct marketing so you need to talk directly with your prospect. This is where you fail. You talk about the product, you talk about how good it is but you fail to do a basic thing ...

    ... tell me how this damn thing will help me earn more money
    .

    Does it make sense Giddu?

    Best regards,
    Razvan
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    • Profile picture of the author marcoreeves
      Originally Posted by RogozRazvan View Post

      Hello,

      The following suggestions are made without prior research in your marketplace, nor am I a prospect for your product.

      Instead, I am just trying to cover a few general principles.

      1) The language. A common cliche in B2B writing is trying to use passive voice and overly complicated language. The truth is that every single copywriting book tells you the same thing - use easy to understand language. I do understand what "personalized multichannel" means but isn't there an easier way to say this?

      If you would meet with me for a beer, would you say ...

      "Razvan, Expertiture platform goes beyond marketing ..." or simply tell me "Razvan, it automates your marketing and uses multiple channels to do this. Most other platforms use only one. The advantage of this is that you can reach the same prospect in different ways and build a presence of your brand in his mind".

      See the difference?

      2) Drop the 1999-circa video. Tell me that I'm in the right place, that I'm the prospect. Tell me what is the problem directly, tell me what you can do for me. These type of videos work great when you are Lockhead Martin, not so much when they don't know you. Your copy is suffering from a bad case of "fancytitis" .

      3) The benefits - you say that this is done in a differet way yet you present the same benefits as every other platform, from ACT! to SaaSs found today.

      OK, in my experience with B2B, a degree of sophistication is required. Nothing wrong in that. But this is considered direct marketing so you need to talk directly with your prospect. This is where you fail. You talk about the product, you talk about how good it is but you fail to do a basic thing ...

      .

      Does it make sense Giddu?

      Best regards,
      Razvan
      I second this
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      Just an all-round swell dude who teaches fellow home business owners and internet
      marketers how to really make a 6-figure monthly income online.


      Not getting the results YOU want? Let's Skype - schedule a free strategy session right here.
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  • Profile picture of the author josias
    I'm not a Landing Pages expert, but maybe you can A/B test with a variant with less fields in the web form. Maybe you already are, but try to ask only what is necessary for the sales rep to know. Maybe agency leads need a more specific form, and general marketers need another more directed form.

    There are some softwares that will tell you more about your leads. So for examples to can "eliminate" the "Title" field and automatically get that information from their email (usually linked to Linkedin).

    Also, if possible, any kind of message personalization would be appreciated by the prospect to become lead.

    From a design and content placement perspective, maybe it will help to showcase some of your clients at a glance.

    I hope this helps!
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  • Profile picture of the author rkp2014
    Hi Giddu,

    I just checked your capture page.
    1) In my experience then more information you ask from your visitors the less Opt-ins you get.
    So make sure you minimize the optin form to 1 or 2 max. only first name and email address will be fine.
    Because people don't want to give more info in the very beginning.

    Then once they subscribe you can send them to a page with more fields to collect more info about them only after giving them enough value.

    2)Make sure you change your main headline to Red colour preferably, as red is the high intensity colour and grabs your visitors attention instantly.


    Do Connect with me if you wanna create high converting capture page.
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  • Profile picture of the author AdscendMichael
    I was thinking similarly to RogozRazvan's feedback concerning language - especially the stand-out selling points for your product. The most prominent text on the page I see - "The Next Generation of Marketing Automation" / "Request a Live Demo" - I feel like the actual value of your service is missing and/or hard to find on the page. I feel sharing more specifics about your product speaking to your targeted audience can lead to more clicks into the video / calls / demo requests. Just as an example, this is a very specific functionality of your service that might stand out to your target audience, but it's toward the bottom of the page and people might not be seeing it as well as other specific aspects of your service - "Automate Follow-ups with highly personalized multichannel messaging that keeps customers and prospects engaged"
    Signature

    Michael Thompson
    Adscend Media
    Skype - Michael.Adscend

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    • Profile picture of the author savidge4
      The first test I would want to try... right below the video sign-up block is the "Win More Deals... Generate Leads... Nurture Ongoing Relationships" I would place this right below the header so right off the bat.. you are expressing what is your service does... then right below that, the video and demo sign-up.
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      Success is an ACT not an idea
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      • Profile picture of the author AdscendMichael
        I was thinking along those lines as well and agree with you savidge4
        Signature

        Michael Thompson
        Adscend Media
        Skype - Michael.Adscend

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  • Profile picture of the author Phillip Jackson
    Originally Posted by giddu View Post

    Hello,

    It appears that getting a B2B leads have become little tougher this days. I am trying hard to improve leads from this page http://www.experiture.com/demo/

    Please suggest what more I can do to improve conversion rate

    Your suggestions are greatly appreciated,
    "The Next Generation of Marketing Automation"

    This is the first thing people read when they get to your page and it says absolutely nothing about your offer. Change THAT!
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  • Profile picture of the author clickshift
    Banned
    [DELETED]
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    • Profile picture of the author gmort27
      Hey Giddu,

      A few suggestions here:

      Test centering the logo and remove the phone number in the header. Try to have your prospects focus on taking one action here, that is requesting your live demo.

      Headline: The current headline "The Next Generation of Marketing Automation" doesn't mean much, and it doesn't make me want to read more.
      For your main headline, it is crucial to put in the key benefit/value that you are offering. Similarly for the supporting subhead, it should be an extension of how your prospects can potentially benefit from your product.

      Hero Shot: Agree with RogozRazvan on the video. Consider making a snappy video that shows clearly how your product actually works in simple steps so your prospects can visualize themselves using it.

      Form: Test reducing the width of your form. Currently the whole section looks a bit crammed. Again, don't waste the form headline with only "Request a Live Demo". Use a key benefit in your 'request demo' form headline, followed by a short description as subhead.

      To reduce friction, test using a 2-step form, ask them something along the line of what's their biggest struggle currently, something that shows you care about solving their problems (something they can answer with a few words). Then ask for their personal/company details only on the 2nd step.

      CTA: For the CTA button, blue against green background is not good. If you really need the green background, choose a button color that gives good contrast. Have a little 3D or rollover effect to make sure it looks like a button.
      For the CTA button copy, test with "Get My Live Demo" to make it more personal.
      Same for your CTA on the last page section.

      Benefits: It's nice to see your benefit section early, a lot of people put features first, then benefits, which is the wrong order, so kudos to you. Consider having a second benefit-driven headline before jumping into each of the key benefits. Tip: If possible, have a reinforcement headline/statement for each page section, because many prospects may scan your page first, so you can use those headlines to capture their attention.
      Also, I think the copy for your benefits can be improved, currently I don't feel excited reading them. This Copyblogger post may be useful for you.

      For the third (customers) section, some of the logos are not loading, perhaps check your images again.

      For your fourth (features) section, revise the current headline to a benefit-driven headline.

      Similarly, for the final section, revise the current headline to repeat your main value proposition, instead of learn more and request demo. Include a supporting benefit-driven subhead.
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  • Profile picture of the author Jason Kanigan
    There are only two sides to the sales equation:

    Traffic

    and

    Conversion.


    So how can you get more leads from this page?

    1. Traffic. What source(s) are you using now? How pre-qualified are the visitors?

    What can you do to start blending in a better qualified traffic source?

    2. Conversion. Nobody wants a live demo. I've written on my blog at length why SaaS companies go broke trying to sell demos. People don't buy demos. They buy solutions to serious problems.

    Above the fold, I'm not seeing what the serious problem is that you solve.

    Again, back to traffic source...where do arrivals here come from? Do they know what you're doing, or are they unceremoniously dumped off here without so much as a complimentary ketchup packet?

    Lots of buzzwords in that headline and text on the left...which I had to force my head to look at and then read. It wasn't easy, on both counts.

    Try changing the cover image of your video to something more meaningful and provocative. I have zero interest in pressing Play the way it is now.

    Below the fold, with all my experience, all I get is that this is some sort of CRM.

    I'm your target market. And I don't really understand what you're offering here.
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