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How to Convert More Prospects on Your Website Marketing Articles | May 6 John Tavares Canada Jersey , 2009
One of the most important goals of a business-to-business website is to capture visitors? contact information. Yet there is a huge barrier standing in the way. It?s your web form. Chances are excellen...
One of the most important goals of a business-to-business website is to capture visitors? contact information. Yet there is a huge barrier standing in the way. It?s your web form. Chances are excellent you?re asking for too much information.
Recently one of our clients, Adam Washington (not his real name), achieved a 24% increase in website visitors signing up for his software demo just by simplifying the web form. And it was relatively painless.
Adam got rid of a bunch of questions that weren?t necessary and asked only for information he really needed: the visitor?s name and email address. He also got rid of additional distracting offers and options on the form page.
The original form was a salesperson?s dream ? asking for every conceivable piece of information to make it easy for the sales team to distribute leads and follow up. The original form included fields for:
Name
Email address
Company
Phone number
Mailing address?Country
Industry
It also included two marketing questions: ?where did you hear about us? and ?would you like to receive our newsletter?.
Some of the information was not required Joe Thornton Canada Jersey , but the effect was still the same. Many prospects saw it as too much of a hassle to fill out the form. They moved on.
The new form asked for only three pieces of info:
Name
Email address
Country
It also allowed the prospect to opt into the mailing list.
The 24% increase in the number of people filling out the form was nearly instantaneous.
From a marketing perspective you won?t get much push back about changing your form. After all, a 24% increase speaks for itself. And there are much more accurate ways of learning how a prospect found out about you than asking on a web form.
Most sales teams, on the other hand Jeff Carter Canada Jersey , will object to eliminating some of the information required on a web form. The two most common complaints seem to be:
They need geographical or industry information so they know which sales person gets the lead.
They want a phone number to call the person direct. They believe email addresses collected on these forms are usually junk.
These objections indicate a process problem more than a form problem. Website contacts should never dump directly to an outside sales force without further qualification ? either by marketing or an inside sales group. And phone numbers and mailing addresses are no more likely to be ?real? than an email address is. But that is a subject for a different article.
The point of this article is that instead of spending a ton of money to drive more people to your website, you should take advantage of what you?re already driving there. You can do this with a few simple changes.
Is Adam?s success with the demo form experiment a fluke? It could be ? time will tell whether or not the modified form maintains its high performance level. But based on decades of experience with other clients like Adam, I know it will almost certainly continue to provide Adam?s company with increased prospects week after week after week.
? 2009 Tatum Marketing Inc.
How do you begin a piece of music? That's a question I'm often asked. The answer I usually give is that you begin as soon as you start playing - that is Jean Beliveau Canada Jersey , if you're trying to "compose" something, the piece begins the moment it has energy and is something you want to capture. If it's an improvisation, the piece begins the moment you set your fingers on the keys and hit the first note. It's like free flow writing and writing a chapter to a novel.
The writer can both improvise and enjoy the process or can structure the ideas more - or Jay Bouwmeester Canada Jersey , as I like to do, combine both procedures into one. I start out by improvising - always. Then, if I want to memorialize a musical idea Jamie Benn Canada Jersey , I write down the first two bars of melody along with the chord(s) I'm playing. I throw this on a chart and voila - the idea remains fresh until I want to either expand on it, or ignore it completely.
If the idea is a rhythm pattern I write down (Left hand = whatever the pattern is) so I can remember it later. I never stop improvising though because that would stop the flow and who knows what could come out of it. Don't forget that an improvisation is a piece of music in and of itself. There is really no need to impose structure on something as beautiful and organic as spontaneous expression. In fact, these spur of the moment fantasies are often more inspiring than any contrived composition. There is something more alive to them because there IS more life to them.
Endings pose another problem Jake Muzzin Canada Jersey , namely the problem of when to stop playing. For improvisation, the answer is when energy (inspiration) starts to wane down. That's a good time to bring your music to an end. You'll know when this is happening when you become bored. That's the sign it's time to stop.
Composition is a different story. The form of the piece already dictates when you should stop. For example, an ABA form tells you to play the A section once or twice Guy Lafleur Canada Jersey , go to B, back to A then bring the piece to an end. Of course the amount of repetition and contrast is a personal decision but the form establishes both beginning and ending. It's a nice safe way to say that yes, I have a piece of music here. Now Duncan Keith Canada Jersey , improvisations can have form as well. The big difference is that you don't consciously think about putting the music into a predefined shape.
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