The 3 main ways to ruin web conversion: 📅 1. No meeting booking on your website If you require a demo to buy your product, make sure the prospect can schedule a meeting right there in the conversion flow. Emailing back and forth to schedule is ridiculous in 2024. > I recommend RevenueHero to add scheduling to your site. 💰 2. No plans & pricing page Prospects are looking for this page to make their decision, it's not optional. Start with a plans page w/o pricing if needed! > I (selfishly) recommend you read my latest newsletter to help you handle objections to adding transparent pricing to your website. 🏆 3. Undifferentiated positioning Your homepage needs to tell people who your product is for, what your product is, & why it’s better—preferably in the hero. > I recommend Ignition to help you do the audience & competitive research necessary to nail positioning. My 4th reasons is bad design, but trying to keep this list to things marketers can fix themselves. ⬇ Links to my latest newsletters on pricing & positioning, plus one from last year on web conversion in the comments.
Pricing newsletter: https://newsletter.mkt1.co/p/pricing-pages Positioning newsletter: https://newsletter.mkt1.co/p/positioning-guide Conversion/book a meeting newsletter: https://newsletter.mkt1.co/p/youre-making-it-way-too-hard-for
It's interesting how from a visual perspective "bad design" can be slightly subjective, but for the most part, when a website feels "outdated" or full of stock images it sets a bad tone. When you have less design support, less "design complexity" is better. But from the UX side, how people navigate your site is definitely an area some marketers can do quick fixes on. Is the pricing page only in your footer? Or not at all? Throw it up in the main nav or a sub nav (depending on your IA). Helping customers find what they want faster is sometimes half the battle too.
Displaying pricing is one of the easiest ways to make buying simple for your prospects. Absolutely loved this piece, especially the objection handling bit 🙏
Re: meeting booking, I needed help on a project and had heard of this startup that I thought might help. Our general counsel took a look at their website and was like "I'm not sure, but they have an open slot at noon..." I booked a meeting, talked to their CEO, confirmed they could help, and hired them that afternoon
Thanks for sharing! You gave me a great idea. I was waiting for the audience to build to launch a plan page, but I think I should not hesitate coming up with a Plan/Pricing page.
100% And especially if any of your direct or indirect competitors are providing these three points. And, increasingly, they are.
I appreciate the constraint of what marketers can control themselves…but I agree on #4. People do judge a book by its cover.
4. A product demo video or interactive walkthrough demo. Time to stop hiding your product!
It’s important for smooth conversions and customer satisfaction
RevenueHero Also did some interesting research around conversion flows for 1000 b2b companies: https://www.revenuehero.io/blog/b2b-lead-response-times