turn your drupal site into a lead machine
DESCRIPTION
If your organization is relying on a Drupal website as a strategic component of its marketing and new customer acquisition strategy, you won’t want to miss this webinar. Most B2B or B2C websites today have a visitor-to-lead conversion rate of less than 5%. Many factors account for these dismal results and millions of marketing dollars are being wasted, but there is a fast, cost-effective solution to this challenge. Join Acquia and Evergage to learn how to easily deliver a real-time personalized experience for every website visitor (including anonymous), based on their behaviors not static personas. By delivering relevant content to the right person at the right time, you can increase conversions of anonymous visitors by 300+%. In the webinar, we will explore: -How other organizations are personalizing the experience for anonymous visitors and the impact this personalization is having on conversion - A methodology for turning your website into your best consultative salesperson - How you can empower marketing to take an iterative, low effort approach to personalizationTRANSCRIPT
G U @kaixerart
fb.com/kaixerstudio
G U @kaixerart
fb.com/kaixerstudio
YOUR WEBSITE
YOUR CUSTOMER
@evergage
Marketers spend $45 BILLION/YEAR trying to get to “YES” online.
@evergage
Yet conversion rates are PAINFULLY LOW. $10B
2%
G U @kaixerart
fb.com/kaixerstudio
YOUR WEBSITE
YOUR CUSTOMER
@evergage
“B2B prospects are completing 70% to 85% of their research before raising their hand.”
-Marketing Sherpa
PEOPLE WANT TO STAY ANONYMOUS
@evergage
“71 percent of people who fill out a form give false answers.” - Marketing Sherpa
PEOPLE DON’T WANT YOUR EMAIL OR CALL
G U @kaixerart
fb.com/kaixerstudio
YOUR WEBSITE
YOUR CUSTOMER
G U @kaixerart
fb.com/kaixerstudio
YOUR WEBSITE
YOUR CUSTOMER
@evergage
SECRET #1
OUR REAL-TIME RESPONSE TO PEOPLE’S BEHAVOR MATTERS
… OFFLINE AND ONLINE
G U @kaixerart
fb.com/kaixerstudio
“Users leave Web pages in 10-20 seconds … a clear value prop can hold attention much longer” - Neilson Norman Group
RESPOND OR I’M GONE
@evergage
@evergage
HELP ME AND I’LL BUY
@evergage
@evergage
FACTOR IN MY PAST AND RESPOND TO MY PRESENT
@evergage
@evergage
@evergage
THIS IS FOR GIVING ME IRRELEVANT CONTENT (and for displaying a popup again after I dismissed it)
@evergage
THANKS FOR YOUR REAL-TIME RESPONSE
@evergage
SECRET #2
YOUR WEBSITE CAN BE YOUR BEST SALESPERSON
@evergage
GIVE A WARM AND RELEVANT WELCOME
Very low conversion from Pinterest channel
3x increase in revenue from the Pinterest channel.
RELEVANT WELCOME B
Who else?
Car)ng rate has increased 162% since launching this modal.
RELEVANT WELCOME
@evergage
HELP PEOPLE TAKE ANOTHER LOOK
Wanted to increase time on site.
B
10x increase in time on the site over the control group
BOUNCE PREVENTION B
People leave without anyone talking to them
2x increase over the control group ultimate capture of email
BOUNCE PREVENTION
@evergage
BUILD TRUST OVER TIME
GENERATE INTEREST
… increased leads generated by 7%.
GENERATE INTEREST
@evergage
STRIKE WHILE THE IRON IS HOT!
Sta)c CTA
Wasted Real-‐Estate
333% increase in conversions to demo request compared to not switching out the CTA
PROGRESSIVE CALL TO ACTIONS
@evergage
SECRET #4
TIPS, TRICKS, LESSONS LEARNED
@evergage
1. RESPOND TO YOUR WEB ANALYTICS
@evergage
1. RESPOND TO YOUR WEB ANALYTICS First time Visitors vs Repeat Visitors
Referring Source, Geo Visit and Page Visit Time High Bounce pages
@evergage
2. START SMALL AND ITERATE
@evergage
Welcome back. Enter your email to hear the latest from DrupalCamp:
@evergage
Here is what you’ll be missing:
@evergage
Right in your backyard. No flight. No hotel. Just conversion goodness.
Sign up today! Sign up Today
@evergage
3. TREAT EACH CLICK AS A CONVERSION
… AS THE NEXT STEP IN A CONVERSATION
@evergage
1. Respond to actions on your existing site
@evergage
1. Respond to actions on your existing site
“I’ve never seen a conference aSended by such intelligent and powerful people. Your
best leads are here.” -‐ Karl Wirth, Evergage, Sponsor 2013
@evergage
Like this Topic
Great Topic
Like this Topic
2. Build “each click is a conversion” functionality right into your site
@evergage
4. SET A GOAL
@evergage
CLICK REVENUE
$$$ LEAD
@evergage
5. MEASURE AGAINST A CONTROL
@evergage
MESSAGE: UPSELL SHOW IF: VISITED RELATED AREA TWICE GOAL: PURCHASE
GROUP VISITORS GOALS ACHIEVED
RATIO LIFT
MESSAGE 1450 200 14% 42% CONTROL 1449 140 9%
@evergage
6. TAKE A LOOK AT EVERGAGE
Evergage enables marketers to understand and respond to what each visitor, user, or account is doing—in real time…without IT.
50M Daily users
60+ Clients
3 year history
L
Boston, San Francisco and India
@evergage
BEFORE YOU GO!
Connect with Evergage…. Blog: www.Evergage.com/Blog TwiCer: www.twiSer.com/evergage LinkedIn: www.linkedin.com/company/evergage Free Conversion Resources: www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-‐a-‐demo
G U @kaixerart
fb.com/kaixerstudio
RESPOND IN REAL-TIME TO PEOPLE’S BEHAVIOR