As this is a short week in the US, this will be a short post.
Self-selection - helping prospects easily select into your lead process - is a great way to improve funnel efficiency and sales velocity. A good way to do this on your web site is to be right up front. Put your segments right there for people to click on as soon as they come to your page organically. Don't make them work for it. (they won't) Nothing frustrates me more, or makes me bounce off a site faster, than having to figure out if the product or solution relates to me.
ServiceMax has a site that does a good job of helping you self-select. (Full disclosure: I don't know ServiceMax from Adam, I just found their site one day and liked how it's organized) Their catch phrase makes it obvious that if you aren't about field services, this company is not for you. The Solutions option right in the middle is the perfect next step. You click on your industry to learn more how this can help you and your particular problems. VERY easy to figure out and click to the next step. The segments are also unambiguous. There's no possibility that a Residential Services prospect will accidentally go to the Life Sciences Manufacturing section.
Contrast that with McAfee. They are okay on helping you self-select based on company size, but after that, you are on your own. Clicking on the Products link for each segment gives you a withering array (all different) of products to choose. Company size may be how McAfee segments its sales channels but is a poor way to segment its web site. A prospect has to know what they are looking for BEFORE they hit the site in order to find a solution. Segmenting the site by job function or problem-being-experienced would be two options to help prospects navigate quicker.
You still need resonant, well-written messages once your prospects reach the right part of your web site but your prospects will be more likely to stick around if you let them quickly find what they need.
This also translates directly for your sales team, too. If they understand the segments, they will spend less time finding prospects and less time talking to non-prospects.
Key take-away: Make it easy for your customer segments to figure out if your stuff is for them - on your web site and in all your marketing materials.
Next up: PLEASE put some rational thought into your company descriptions!
No comments:
Post a Comment