This document discusses how to optimize a company's website to better capture, convert, and close web leads into sales. It outlines the author's experience with various lead generation strategies on their website that did not work well, such as long descriptions of services with hidden contact information. The author then demonstrates how they used Mimiran's online proposal and lead capture tools to create targeted proposals and calls to action that improved conversion rates. The key lessons are to make it easy for visitors to take the next step, provide solution-specific proposals, and continuously test and improve conversions.

1. Capture, Convert and Close More Web Leads
How to make your services website a more productive member of your sales team — by learning from my mistakes.
!
Reuben Swartz, Founder, Mimiran Online Proposals

2. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Mimiran Background
Mimiran has helped Global 2000 leaders in:
Computers
Consumer Goods
Financial Services
Healthcare
Manufacturing
Semiconductors
Telecom
• Helping companies sell better since
2001
• Started as consulting on pricing
strategy
• Discovered that pricing results are
more about sales tools than
strategy
• Developed Mimiran Online
Proposals to make it easy for reps
to close good deals

3. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
My Personal Path to Sales

4. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Buying Process and the Selling Process

5. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
“Let’s let the website sell stuff for us!”

6. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Expectation

7. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Reality

8. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Flashback… to the early aughts

9. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
“Let’s describe our services in detail so people
understand the value.”

10. MIMIRAN Online Proposals
Giant Wall of Text
Barely legible contact
info bured in footer

11. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
“Let’s allow people to contact us.”

12. MIMIRAN Online Proposals
Too many options, divorced from
the actual services
See that contact
info? I can’t either…

13. All That Traffic Wasted
People come, leave, and never
come back.

14. There’s nothing to do…
(Unless they are so desperate they call you. But how do they get there?)

15. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
“Let’s make it easy to contact us…”

16. MIMIRAN Online Proposals

17. Who uses this form?
Spammers, mostly.

18. What if they’re not ready to “contact us for a free
quote”?
And, if they are, how long does it take you to get back to them?

19. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
“Let’s put a signup box on the blog…”

20. MIMIRAN Online Proposals
People don’t like
forms.

21. Does gather email addresses
Most are “marketing” leads that require extensive qualification and nurturing.

22. What about people who might want to buy?
But aren’t ready to signup and put in a credit card?
What can we do to help them take the next step?

23. MIMIRAN Online Proposals
Clear call to action. No form.
No distractions.
Person. Looking at action.

24. MIMIRAN Online Proposals
Simple form to optimize
conversions (can ask for
more fields)

25. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Lessons Learned
• Be specific to your visitor’s state of mind
• Be helpful/valuable
• Make it easy to take the next step
• And the next step after that— don’t count dead ends as
wins

26. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Small Changes Can Add Up
• Possessives: “My” vs “Your”
• Specificity “Download My Report” vs “Submit”
• Targeted opt-ins— specific services, blog posts
• Forms vs buttons— the violation of the “step rule”
• Imagery— guide people to the forms with other people
• Test, test, test

27. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Results
• Conversion rates up to 25%
• 5-8% more typical
• Much better than the < 1% conversion before
• Higher conversion rates and more productive leads than
other lead capture mechanisms
• (Median B2B Conversion rates ~2%. Top decile: ~12%.)

28. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Most websites are not optimized for sales
• Designed to look nice and present “the brand”
• Collect email addresses for mailing
• Contact/interaction hidden behind links
• Slow response hampers conversion

29. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
What if we could optimize for sales?
• Make it easy for the
prospect to take the next
step
• On the same page
• Aligned with how they got
there
• Easy to setup

30. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Let people get a “proposal”
Full Proposal
(sign & start)
What this means depends on your situation
Cookie-cutter
projects
Full Proposal
with Options
(sign & start or
call &
customize)
Select from menu
Sample
Proposal with
“starting
from…” prices
(call &
customize)
Custom solutions
Illustrative
Proposal with
no prices
(call &
customize)
Solutions so custom,
you don’t want to start
talking about price

31. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Can have different options on different pages
Assessment
Get Free Proposal
Solutions
Get Free Proposal
Sign & Start
Proposal
Accept
Call & Customize
Proposal
Next Step
Invoice or
Payment Page
Invoice or
Payment Page

32. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
What should we put in there?
• Prices? Can help (dis)qualify.
• Enough to make them take the next step (sign or discuss)

33. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
A Proposal is a Story, Not a Brochure
• Follow the rules of storytelling
• Not a history of your company
• Not a history of the prospect’s company
• Not a product data sheet
• Not a time to show off your SAT vocab words
• As long as necessary, but no longer

34. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Most Proposals Suck— it’s easy to stand out

35. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
The Story
• What sets the story in motion? Why is it gripping?
• How do we get to the goal?
• (Approximately) what happens and when?
• Who is responsible for what (especially the customer)?
• What is NOT included?
• What awesome products and services are you providing?

36. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Who (What) is the Villain?

37. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Who’s the hero?
Technology Tool VendorCustomer

38. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Let’s see it in action
1. Set up a simple services proposal
2. Set up a Lead Capture Widget
3. Install Widget on web page

39. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Demonstration

40. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Recap: What did we see?
1. Set up a simple services proposal
2. Set up a Lead Capture Widget
3. Install Widget on web page
All in about 30 minutes!

41. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Easy to start, flexible to extend
• Built-in templates and snippets make it simple to get up
and running.
• Lots of power as you grow.

42. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
How is this different from other lead capture tools?
• Designed for sales leads
• Know when someone is reading your content (unlike email
and one-time downloads)
• Efficient path to deal close
• Can offer multiple “quotes” or options for customer to
select (increases win rate and average deal size)
• Complimentary to marketing automation: unqualified
leads that need nurturing can go back to marketing

43. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
(Dis)Qualifying Leads (Fast)
• Provide some minimum pricing, if possible
• Provide some options, if possible
• Call/email when they are reading your content
• Responding within 5min increases conversion rates
5000% compared to responding in a day

44. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Close Hot Prospects Faster
Option 1:
Qualify with inside sales
Turn over hot leads to sales
Option 2:
Close with Mimiran.
Prospect can accept &
sign online.
Can easily customize
automatic proposals.

45. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Example: B2B Services
Create Proposal
Request Discount
Approval
Get Approval Send
Customer Signs
Online
Minimum 2 Days 1-7 Days
Before Mimiran
2:44
After Mimiran
That’s 2 minutes, 44 seconds.

46. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Impact of small changes
Scenarios
Visitors/
Leads
Conversion
to Contact
Conversion
to Proposal
Proposal
Win Rate
Average
Selling
Price Revenue
Baseline 10,000 2% 50% 50% $50,000 $2,500,000
Improve Web
Conversion 10,000 5% 25% 50% $50,000 $3,125,000
Improve Proposal
Conversion 10,000 5% 25% 60% $50,000 $3,750,000
Improve Average
Selling Price 10,000 5% 25% 65% $55,000 $4,468,750
Now we can afford
more marketing! 12,000 5% 25% 65% $55,000 $5,362,500

47. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Typical technical services web page
Giant wall of text
Here’s the “fold”. On a 15
inch MacBook Pro
Tiny phone number and link
to “Contact Us” page. No
direct call to action.

48. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
What we want to see
Solution
Key pain points
Key issues
Why we’re great at solving
Customer
Image
Customer Quote Get Free
Proposal

49. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Take it all the way back to Google
Solution
Key pain points
Key issues
Why we’re great at solving
Customer
Image
Customer Quote Get Free
Proposal
Paid
Keywords
Organic
Keywords

50. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Don’t forget blog posts
• Might be some of your highest traffic pages, with people
looking to find out about a specific problem.
• If you have a solution, you can put a Lead Capture
Widget at the bottom of the post.

51. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Action Items
• Remove walls of text
• Make it easy for customers to take next step(s) and
connect with you
• Provide solution-specific proposals

52. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Make 2015 a Record Year
• Get one or more lead widgets on your site by 2015
• Start capturing, converting and closing more leads

53. MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Get Started
• Start your free trial at https://
www.mimiran.com/signup/Growth
• Are you letting at least one lead get away?
“Setting it up was easy. It only took me a few minutes to
configure the Mimiran side and another hour to build and
deploy a page I was happy with on my own site to put the
button on.”
— Matt Konda, Founder, Jemurai