Sales says: “We want to drive more Demos. We want the offer of a Demo to be everywhere on the website.”
You check the Analytics. You discover:
- Only about 5% of all website visitors click the “Request a Demo” button on the website currently — which likely means 95% of website visitors aren’t ready to “Request a Demo”.
You see the Demo button is in the website’s masthead — so it appears on every page.
During the last revision of the website, the Demo button was also added to the bottom of every product page.
So within the Product section of the website, the Demo button appears at the top and bottom of every page.
And it’s also featured prominently on the Home page.
Isn’t it already “everywhere”? What else can you do to make Sales happy?
Marketing’s job is to choose the best direction to help Sales achieve its goals
Marketers, consider yourself as a “marketing consultant” to Sales — listen to what Sales is trying to achieve, and review all the options before deciding how to proceed.
Sales says they want more Demos. Is adding more “Request a Demo” buttons around the website the best solution? There may be other options:
- Maybe the masthead button is missed because it blends in too much. (In general, bright, primary colors for buttons tend to get more attention than muted, softer, or darker colors.)
- Maybe there should be a Request a Demo button in other places on each product page other than masthead and bottom of page. Once visitors have gone past the Home page, they may not notice anything in the masthead on interior pages — so a call to action button in the masthead may be missed.
- A small percentage of visitors usually read all the way to the bottom of the page. Placing a prominent “Request a Demo” early in the page — but below masthead and main menu — should help alert more visitors to this available next step.
There are likely some simple changes that you can easily test to see if they have any effect on Demo requests. But what if you don’t see any effect?
Analysis of the “Request a Demo” as Offer: Most visitors likely want to know what your software can do before they demo it. In a B2B situation, the visitor may have a list of requirements they want the software to meet — or they may be trying to identify software to consider further. So “Request a Demo” for many first-time visitors may be too far down the path for them.
You need offers for visitors in the earliest stages of the buying cycle — so you can capture them early and be the one to educate them over time
It’s true that:
- Not everyone who visits your website is ready and willing to talk to a salesperson today.
- You want to capture contact information from as many visitors to the website as you can — so you need an offer with wider appeal.
- By focusing only on a Demo offer, with no lower-commitment offer, you’ll miss capturing contact information for a huge percentage of visitors.
- By adding some lower-commitment offers, you can educate the audience, prove your company’s expertise and prove why your software offers unique benefits.
Potential Lower-Commitment Offers to Consider
Offer a Special Report or White Paper that gives the prospect more detail about your solution — and educates them about why your solution is so great.
- Position it as a helpful resource, not a pitch. Consider a Special Report on the “Top X Things the Most Successful Companies are Doing with CRM Systems” — or something similar that will be considered a valuable read. (In this example, you might highlight things that only your CRM system can do — or that your CRM system makes easier to do).
Maybe all visitors to your website are looking at many different CATEGORIES of solutions — perhaps a report that compares the different types of solutionswould be attractive to this audience.
Offer an archived webinar that demonstrates the product as a brief introduction.
Maybe your special report offer will help them choose the right type of solution — like a “Top 7 Things to Look For in . . .”
- With this type of document, you can establish the decision criteria for your prospects to use that puts your software or services in the best light.
“But we want more Demos.”
Tell Sales you want to capture contact information from more of the 95% of visitors who aren’t ready for a Demo today.
Tell Sales you’ll create a series of email messages to those visitors, so you can educate them over time and be their solution provider of choice when they ARE ready for a Demo.
Tell Sales you can deliver more Demos over time — by making some lower-commitment offers along with the Demo on the website.
What about Visitors to the “Request a Demo” page who don’t complete the form?
Have you compared the number of visits to your “Request a Demo” page versus the number of complete “Request a Demo” forms you receive? What if your completion rate is less than 50%? That may indicate:
- You’ve asked for too much information on your form. The more information you ask for, typically the lower your completion rate. Do you really need all of that information? Could you just as easily ask for less and look up other details online? The discussion with Sales should be: We can ask for more information — and keep our completion rate where it is. Or we can ask for less and you’ll likely get more Requests for Demos.
- The visitor might be assuming the “Request a Demo” would work differently. For example, if visitors have to provide contact info and wait for Sales to contact them to arrange a Demo, that’s a very different assumption than providing contact info and receiving access to an online Demo or software they can download for trial. POTENTIAL ACTION: If you don’t want to offer an online Demo or download because of competitive reasons, could you create a short summary video, showing some of the major benefits of your software?
- The procedure and amount of information you’re requesting isn’t perceived to be worth the benefit you’re offering to the visitor. POTENTIAL ACTION: Could you enhance the benefits listed on the Request a Demo page that might convince more visitors to complete the form? This kind of change should be easy to test.
What about asking one of your happy customers to lead a summary webinar to demonstrate your product? So the “Request a Demo” offer could become “Join our next Demo” — likely to be perceived as a much lower commitment offer. And you can pitch “Led by a customer, see how (company name) uses it — and ask direction questions.”
If you tried these steps, do you think your Sales department will go along with this plan?