A digital solutions firm provides marketing and technology solutions to drive website conversion for high tech companies. The presentation discusses improving conversion by developing dynamic personalized experiences through technologies like CMS, analytics and marketing automation that identify visitor context. It also recommends testing and optimizing websites, nurturing leads through multi-channel engagement, improving search to boost findability, and developing an online community. The goal is engaging customers at each stage of the buying cycle across devices and channels.

1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
Driving the Conversion Engine
Web Site Conversion Best Practices for High Tech Companies

2. 1
1. Why does conversion matter?
2. The challenge with conversion?
3. How do you drive conversion?
Agenda
Our focus is on driving conversion in high tech websites

3. 2
Comprehensive Offering that Enables Needs of
High Tech Digital Marketers
Increase
brand
awareness
Increase
lead
acquisition
&
conversion
Lower cost
of
acquisition
Lower cost
to serve &
improve
customer
service
Improved
EBITDA
Site
Conversion
Tactics
UX and IA
Creative
Experience
Content
Strategy
Email Mobile
Marketing
Automation
CMS Analytics CRM Social Media Community
Demand
Generation
Strategy
Personaliza-
tion Strategy
Optimization
Strategy
Social Media SEO and SEM
Campaign
Planning
Strategy
Experience
Technology

4. 33
What is Conversion?

5. 4
In eCommerce, a transaction is treated
as conversion.
Our focus is on driving conversion B2B
High-Tech buyers on your website…
 ROI is typically measured in leads.
No real ad or e-retail monetization.
This makes it harder to optimize.
 No impulse buying – a longer
sales/buying cycle where decision
is made at an organization level.
 High value low volume Revenue
 Examples - downloading white
paper, appointment with sales,
becoming a lead, etc.
What is conversion?
Conversion - an event that leads a prospect to take a pre-defined action which provides
insight into the customer profile and eventually significantly contributes to revenue
Source: eMarketer

6. 55
Why conversions
matter?

7. 6
How Important are Conversions, anyway?
For B2B high tech companies, conversions are still the most important analytic
to measure
Source of Incoming Leads
Source: eMarketer
 The majority of B2B High
Tech companies prospects
engage with the Web site.
 If your Web site isn’t leading
to conversions, you’re losing
potential customers.
 The more work your Web site
can do in qualifying and
nurturing leads, the more
your sales staff can focus on
closing.

8. 77
Challenges with
Conversion

9. 8
According to eMarketer, 39% of marketers are not happy
with conversion. Spend is $23 Bn, conversion is low 3%
 Buyers have too many options - very little time to select and
convert
 Sites offer confusing and irrelevant content
 Simply increasing traffic is not the answer
 Lack of multi-channel engagement Website and email
automation/CRM not integrated
 Not enough focus on conversion. Spend on cost to traffic to
conversion is 92:1 (source: Omniture)

10. 9
Most prospects are finding you through your Web site, which leaves them in
control of the conversation.
Web Sites have One-way
dialogue
 Static information
repositories
 Prospect searches your site
until they either find the
information they want/need,
or they leave;

11. 10
Websites are Everything for
Everyone
 Prospect searches your site
until they either find the
information they want/need,
or they Prospects have to
find information through a
rubble of content

12. 11
Email, Web and Mobile channels
don’t work together to engage
prospects
 Inconsistent messaging
confuses customers
 Technologies don’t work
together
 Data is siloed

13. 12
Quality of leads is poor
 Lead to customer conversion
is difficult
 Lack of prioritization
 Friction between sales and
marketing – they say its all
junk!

14. 13
So what is it all
about…
Getting the right
message to the
right person at th
right time…on th
right device

15. 1414
Where are B2B high tech
websites headed?

16. 15
1995
Informational
•Brochure-ware
•Webmaster
bottleneck
2000
Transactional
•IT-driven
•Commerce
•Portals
•Personalization
2007
Persuasive
•Marketing-driven
•Focus on
business solution
2012+
Engaging,
Contextual &
Collaborative
•Social
•Personal
•Interactive
•Mobile
Changes in the Direction of Websites
The content and experience of next generation websites is driven
by the visitor context
Engaging Websites
Focus:
• Relevant 1-to-1
conversations
• Building Customer
profile KPI’s
• Deep relationships are
formed with advocates
Goals:
• One view of customer
• Integration to CRM
• Online and offline
automation
• Up/cross sell
• Effective onboarding
• Increased LTV

17. 16
B2C sets the benchmark
We can really learn from these guys…. they get it!
Source: ENDECA

18. 17
The road to success
to drive conversion

19. 18
• Under the hood of a website - CMS, Search and Analytics
• CRM, Marketing Automation
Digital Technology that
drives conversion
• The right message to the right person at the right time
through the right channel
Dynamic Personalized
Experiences
• Combining channels to drive engagementMulti-channel Engagement
• Moments of truth converted to revenueCall to action
• The most important driver of conversionTesting and optimization
• Finding product and information on the site
Website Search is a
differentiator
• Engage with your customersCommunity
How can you improve conversion

20. 1919
Digital Technologies that
drive conversion

21. 20
What technologies impact conversion
Several platforms engage to drive conversion
Source: eConsulancy

22. 21
Trends to watch
 CMS drives personalization
 Marketing suites that allow
marketers to manage the
experience
 Multi-channel engagement – web,
email and mobile
 Social capabilities
Web Content Management System
WCMS is typically the center of a digital platform strategy that becomes the
foundation for other surrounding solutions
Considerations
 Key technology platform
 Focus on how rather what
 Marketing capabilities
 User expectations
 Ease of use
 Same features, different approach
Platforms
 Sitecore, Day, SDL Tridion, Microsoft,
Drupal , Autonomy, Fatwire, Ektron

23. 22
Trends to watch
 Solutions are providing unified
search across platforms
 Semantic search will quickly
become common place
 Faceted search is now available in
most search solutions
Site Search
Site search has typically been included as part of many CMS platforms, but
search must now work across digital platforms
Considerations
 Will the CMS-integrated search work
across platforms
 Structure bias of your content
 Control over the search results
 Sophistication of visitors
 Out-of-the-box connectors
Platforms
 FAST, Coveo, Autonomy, Endeca,
Lucene

24. 23
Industry Trends
 Vendors focus on driving actions,
not just reports
 Support of integrated marketing
across channels is common
 Social media listening tools are
gaining notice and value
 Measurement of visitor engagement
across sessions
 Mobile analytics become an
integrated part of the picture
Analytics
Analytics is becoming more common within CMS platforms, but cross-platform
analytics may warrant an external solution
Considerations
 Will pre-integrated CMS Analytics
work across platforms
 Using platform-specific Analytics
platforms
 Out-of-the-box connectors
 Fewer options
Platforms
 Omniture, Unica, Coremetrics,
Webtrends, Nedstat

25. 24
Industry Trends
 Testing blending into Analytics and
CMS
 Ability to rapidly test
 Integration with Social Media
Experience Testing
Ability to test experiences is critical to testing conversion
Considerations
 A/B Testing
 MVT
 Optimization
Platforms
 Omniture, Sitecore, Autonomy

26. 25
The Tri-fecta for Richer Engagement
Unifying three technology platforms delivers an customer experience based on
a common context
Web CMS
Marketing
AutomationCRM
Common
Customer
Context

27. 2626
Dynamic personalized
experiences drive
conversion

28. 27
this technology is now
commoditized

29. 28
Personalization Matters
Users need data relevant to them. The more effective you are at delivering it,
the more likely you’ll turn that visitor into a lead
 When you deliver content that matters to the
visitor, in real-time, visitors take notice.
 The less time a user spends searching, the
closer they are to converting.
 When you align the data to the customer’s
expectations, you’re leading them down the path
to conversion.

30. 29
Do you segment and target your marketing based
on an integrated view of the consumer’s behaviour?
The Integrated View
Top performers use an integrated view to deliver personalization across
multiple channels
Forbes | Insights Bringing 20/20 Foresight
To Marketing 2011
What information does this integrated view include?

31. 30
Get Personal
So how do you put it into practice?
1. Understand customer context, develop holistic view of
the customer
2. Develop the content that matters against the buying
lifecycle
3. Deliver the content and engage the customer in real-
time with aligned, unified, multichannel messaging

32. 31
Contextual websites
 Matching content to context
 Visitor-aligned channel
 Listen and then respond
How context drives engagement
 Informs delivery of relevant content
 Informs the experience expectations
 Creates a reflective dialog
 Builds commitment
Context drives Engagement
Context places the experience in the control of the visitor,
aligning to their expectations, leading them to the next steps
Informational: First-generation
websites that were digital recreations
of brochures
Transactional: Creation of web-based
interfaces to business applications
Persuasive: Web becomes the
primary engagement channel for
customers

33. 32
Visitor generated: Implicit information captured from the website journey—the
“digital footprints” left by the visitor
 Indicators of preference, predispositions, lead maturity
Visitor supplied: Explicit information supplied by the visitor as they complete
questionnaires, quizzes and other facilities
 Common demographics—name, age, gender, interests
Externally supplied: Information captured by external service providers, emerging
context-enriched services
 Location, presence, social attributes, cross-vendor buying habits
How do you Identify Visitor Context?
Context can be identified through implicit, explicit or external means.

34. 33
Define the buying lifecycle and wrap the website
experience around it
Identify content that addresses customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms
The main types of segmentation carried out are: demographic (39%)
geographic (36%) and behavioral (33%). *
*eMarketer

35. 34
When is the Best Time to Engage?
Engaging customers at their point in the buying cycle, with relevant content
that promotes action, is key

36. 35
Personalization Example
Based on user behavior and digital footprint you can segment users…
Determines user is
customer depending on
footprint
User is
an
existing
customer

37. 36
Personalization Example
Based on user behavior and digital footprint you can segment users…
User is a
prospect
interested in
Worksmart
product
Navigates to
a product
page several
times

38. 3737
Improve call to action

39. 38
 Merchandise your product –
make whitepaper seem like a
significant item
 Create Scent - Cues that
people use to drive if path is
interesting
 Simple and persuasive content
 Obvious and Engaging call to
action
 Simple forms
 Relevance, value and what
happens next
Call to action tips the prospects
Call to action is key to driving conversion

40. 39
 Call to action buttons, offers, copy and navigation
What tactics drive conversion?
Simple tactics drive leads

41. 4040
The #1 way to improve
conversion…

42. 41
- Several capabilities in marketing's hands
- A/B, Analytics review and Segmentation
are must haves for B2B marketers
- 53% said it was “highly valuable” and
a further
- 42% said they believed it was “quite
valuable”.*
- MVT is not widely used despite
effectiveness
- If you do this – you will see improvement
- “The majority of client-side
respondents (70%) reported
improved conversion rates in the
past 12 months.”
*eMarkerter
Test, Test and test some more!
Testing and optimizing is the most important strategy to improve testing;

43. 4242
Nurturing leads

44. 43
Importance of Nurturing
Moving people from consideration to commitment is the one of the
most important path of the sales process — also the most necessary
Marketing Sherpa B2B Benchmarking Report

45. 44
Nurturing a Lead
How do we nurture a lead until they are ready to buy?
 Scoring strategy
 Remain engaged across multiple channels
 E-mail
 Blogs
 Social
 Demos
 Consistency and relevancy remain important.
 Leverage the same tactics as Web site personalization – segment and
target to ensure delivery of relevant content.

46. 4545
Multi-Channel, Multi-
Device Engagement

47. 46
Relevant and adaptable engagement
wherever the user is
Key Tactics
 Utilize web behavior data to drive
campaigns
 Insert dynamic recommendations in
emails
 Drive personalized web behavior
using behavior in CRM and
Marketing automation system
 Test and optimize email and site
content together
Benefits of integration and multi channel
engagement
Forrester study …an avg. of 48% increase in online sales, 36% increase in customer
satisfaction, a 28% reduction in operating costs, and 25% increased profitability
Web & mobile
Marketing
Automation
& Email
CRM
Trifecta - Key to engagement

48. 47
 Leverage the same
customer context from
your personalized Web
site engagement efforts to
deliver personalized content
across your other channels.
 It’s important that your
marketing platforms are
aligned to use the same data
and deliver consistent
messaging.
Share the Common View of the Prospect
Consistent personalization across multiple channels requires that each
channel has the same customer view
Coremetrics and Bloomberg BusinessWeek
Report on Optimizing Online Marketing 2009

49. 48
Multi-channel Publishing
 Presentation of content is performed on-demand depending
on the device and format
 Easily add new device types as without touching content

50. 4949
Search… Improve
findability

51. 50
Challenges
 Customers must differentiate
products and find what they expect
quickly or they leave
 Thousands or even hundreds of
products can all “look the same” to
customers
 Navigation and information
architecture is overwhelming to
users trying to find resources and
product details
 Customers become frustrated
quickly when search expectations
are not met
Findability as Differentiator
Enabling visitors to quickly find products and resources is a key opportunity
for manufacturing companies on the web
“Instead of the search function being
relegated to afterthought status, we are
already seeing leading sites put search,
navigation, and promotion strategies at
the core of their business operations. The
key to success in achieving the goal of
enhanced visitor experience is rethinking
the meaning of relevance.”
Next-Generation Site Search:
Redefining Relevance for a
Personalized Era
IDC, December 2010

52. 51
Type-ahead
 Enable people to understand the
available content while entering
search terms
Guided Navigation
 Suggestive recommendations by
integrating personalization
capabilities with the user’s search
experience
Faceted Search
 User quickly filter search results
with common parameters
Search Opportunities
The opportunities provided by today’s search technologies and user
experience design high tech organization on the web

53. 52
Investments in Search
 Technology: Contemporary search
platforms—including FAST,
Lucene/SOLR, Coveo and others—
provide type-ahead, guided and
faceted search cost effectively
 User Experience: Creating a client-
expected experience through proper
information architecture and design
leverages search technology to
meet customer expectations
B2B organizations Eye Search
Investment in search technologies and implementation are top ranking of
digital initiatives with manufacturers for 2012
B2B Manufacturing Website Trends for
2012
Endeca, January 2010

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Community

55. 54
- Customers become evangelists
- Lower costs of servicing
- Engagement
- Drives innovation
DELL
- Commitment to being social as an
organization
- Ideastorm drives ideas
- 5 million page views/month
- Highest ROI Marcom touchpoint
Community
High tech companies are using communities to drive engagement

56. 55
 Communities
bring to
convenience
of users
How do you plan your community
What objectives should you set for your community

57. 5656

58. 57
1. Define your prospects’buying cycle and create
segments
2. Create a dynamic personalized engaging experience
that targets the buying lifecycle
3. Create a targeted content strategy
4. From the beginning think multi-channel, multi-device
5. Integrated web, email and mobile marketing strategy
6. Connect your trifecta – CMS, Marketing Automation
and CRM
7. Test and optimize
How do you get going..
To take your Conversion Rate to the next level, start with these simple steps…

59. 58
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