Think your website or marketing campaign has it all: Sparkling copy, dazzling design, and enough oomph to convert just about every visitor into a confirmed, solid sales lead? Well, think again.
During Tuesday morning’s Virtual Velocity IPTV broadcast, Luanne Tierney (VP of WW Partner Marketing) hosted Dr. Flint McGlaughlin who is Director of MECLABS and Director of Enterprise Research at the University of Cambridge.
Dr. McGlaughlin provided a host of tips on how you can drive better ROI from marketing campaigns based on his company MECLABS’ extensive research. MECLABS conducts more than 200 digital marketing experiments every year, which are focused on helping companies optimize sales and marketing performance.
During his presentation, he used real-world examples from current Internet campaigns as well as campaigns provided by Josh Krasnegor of FusionStorm, a Cisco partner.
(If you didn’t get a chance to watch the live broadcast, we’ll be posting a full replay for partners soon. “Like” the Cisco Channels Facebook page or follow us @Cisco_Channels on Twitter to get a replay link when it’s available.)
I got a chance to talk with Dr. McGlaughlin after the broadcast about what he identifies as the three principles to drive effective essential tips for lead generation. He also talked about where to place information on your webpage for maximum effect.
So what are those three principles you need to use to guide the presentation of information on your website to maximize leads? Here’s a summary:
1) You Must Increase Specificity
Visitors to your website or those looking at an ad for your business must be able to answer the question: If I am ideal customer, why must I purchase from you rather than any of your competitors? Most businesses only have seven seconds to answer that question when they come to your page, otherwise your potential lead will click away.
Dr. McGlaughlin further noted that clarity trumps persuasion, and that people don’t buy from websites, people buy from people. To provide your site with a voice, make sure that you have accurate copy, a catchy headline and sub-headline, and steer clear of adjectives and adverbs that are not quantifiable (e.g. don’t call your business “the leader,” or “leading.”) Instead, use real numbers or data qualifying what you have achieved.
2) You Must Increase Continuity
Let’s say you placed an ad on Google mentioning IT services and that leads to a page on your website. If you mention IT services on your ad, it should be carried over to that page your potential customer reaches. That continuity builds trust, that trust is an anchor in the process, particularly in B2B marketing.
In addition, Dr. McGlaughlin talked about the need to see your page through the mind of the visitor, align with their thought, and guide them to the inevitable conclusion. All of these elements unify your effort—if you guide the thought sequence, you will intensify your conversion rate.
Five elements that control page design:
They are: size, color, shape, motion, and position–and you should consider each when crafting your page and its message. When designing your page, Dr. McGlaughlin highlighted some other points to keep in mind: Remember that thought sequence is chronological, and you should use your page in vertical format, because you want to create a vertical flow of thoughts. You need to drive eyes through critical text, and control a visitors’ eye path so it follows the objective of the page. The eye starts at the top left, goes across, and then down the page.
3) You Must Increase Relevance
To increase relevance, you need to identify who’s buying, and why do they purchase. You also need headlines that are designed to connect to motivations, as that relevance helps to achieve conversion.
It was certainly a highly-informative broadcast—I was scribbling notes throughout. Will you be making any changes on your site based on Dr. McGlaughlin’s advice? Be sure to share in the comments.