B2B Web Design And Inbound Marketing Blog | Design & Function | Market 8 https://www.market8.net/b2b-web-design-and-inbound-marketing-blog In-depth articles and essays about growing sales through Customer-Centric web design, UX, conversion research, for modern B2B marketers and CEOs. en-us Thu, 06 Jan 2022 23:28:29 GMT 2022-01-06T23:28:29Z en-us What makes users stick? | Finding the North Star Metric https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/what-makes-users-stick-finding-the-north-star-metric <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/what-makes-users-stick-finding-the-north-star-metric" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/searching.jpg" alt="What makes users stick? |&nbsp;Finding the North Star Metric" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p>In 2012, <a href="https://www.123formbuilder.com/">123FormBuilder</a> was just beginning to gain traction. As a relatively new solution in the still-young e-signature market, FormBuilder enjoyed modest success — the young platform quickly rocketed to 10,000 users in just a few years. In an effort to grow, they even solidified their promise and optimized their onboarding process. As 123FormBuilder found, however, the promise was just the tip of the iceberg.</p> <p>In 2012, <a href="https://www.123formbuilder.com/">123FormBuilder</a> was just beginning to gain traction. As a relatively new solution in the still-young e-signature market, FormBuilder enjoyed modest success — the young platform quickly rocketed to 10,000 users in just a few years. In an effort to grow, they even solidified their promise and optimized their onboarding process. As 123FormBuilder found, however, the promise was just the tip of the iceberg.</p> <p>Boiled down, every SaaS business’s focus is the same: getting visitors to become customers. With our models built around lifetime value, <span style="font-weight: bold;">understanding retention and churn is essential to successfully growing a brand</span>. To give a better understanding of the customer experience, industry experts developed the concept of the <strong>North Star Metric</strong>. Used effectively, this marque metric can increase the lifetime of your users by offering key insights on the customer experience.</p> <p>This article will define the North Star Metric and explore its benefits, using 123FormBuilder as a consistent example. To learn more about defining and measuring your product’s promise, visit <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/the-one-metric-that-matters-most-for-gaining-traction">our previous edition</a>.</p> <p style="font-weight: bold;">Overview:</p> <ul> <li><a href="#North-Star-Metric">The North Star Metric</a></li> <li><a href="#How-to-identify">How to Identify your North Star Metric</a></li> <li><a href="#The-Importance-of-the-NSM">The Importance of the North Star Metric</a></li> <li><a href="#Moving-forward">Moving Forward</a></li> </ul> <a></a> <h2 style="font-size: 30px;"><strong>The North Star Metric</strong></h2> <p>Retention is the core difference between a SaaS company and e-commerce business. As SaaS experts, insight on churn and retention is crucial to driving a successful product.&nbsp;</p> <p>Simply defined, the North Star Metric is the minimum set of actions users complete in order to decide whether or not to continue with a product for the long term. For example, Facebook’s key metric is seven friends added; Slack’s benchmark is 2,000 messages sent. Uncovered using extensive user behavior data, this guiding light identifies specific behaviors that, when achieved, lead to significantly higher rates of retention and conversion.&nbsp;</p> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/The%20impact%20for%20defining%20your%20north%20star%20metric.png?width=1276&amp;name=The%20impact%20for%20defining%20your%20north%20star%20metric.png" alt="The impact of defining your north star metric" width="1276" style="width: 1276px;"></p> <p style="font-weight: normal;">Where your product’s promise was a result of design, the NSM is the result of discovery. Unlike your promise, which is defined and set in your activation process, the NSM is defined purely by the data — the behavior of your customers.</p> <a></a> <h2 style="font-size: 30px;"><strong>How to Identify your North Star Metric</strong></h2> <p>Like you, 123FormBuilder was unsure how to identify their own North Star Metric. Thankfully, the discovery process is five simple steps that build upon our previous work. This process is as follows:</p> <ol> <li>Define your onboarding/activation metric (your product promise)</li> <li>Define what the physical steps your users must go through to become activated</li> <li>Determine how long it takes for your users to become activated</li> <li>Find the common conversion activities</li> <li>Identify your North Star Metric</li> </ol> <p>When 123FormBuilder started to identify their own NSM they had over 10,000 sign ups, with an above average boarding rate and strong 1st week retention average.</p> <h3 style="font-size: 20px;"><strong>Defining the activation process</strong></h3> <p>Another name for onboarding, activation is the process users go through from activating their account until the moment they first receive the promise of your product. Unlike a product guide or email sequence, the activation process is the technical requirements that need to be achieved to experience your product. In our previous edition, we discussed onboarding in depth.</p> <p>For the North Star Metric, <span style="font-weight: bold;">activation is key to creating an accurate datapoint</span>. At its core, activation divides users into two groups: those who reached a product's promise and those who did not. The North Star Metric is most effective when it accurately portrays the behavior of users who have experienced your product’s promise; leveraging the activation process’s results allows the NSM to avoid polluted and irrelevant data (users who did not use your product).</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Defining%20your%20north%20star%20metric%20for%20SaaS.jpg?width=6720&amp;name=Defining%20your%20north%20star%20metric%20for%20SaaS.jpg" alt="Defining your north star metric for SaaS" width="6720" style="width: 6720px;"></p> <p>For 123Form Builder, their original activation process looked like:</p> <ol> <li>Created account</li> <li>Created form</li> <li>Publish Form</li> <li>Received submissions&nbsp;</li> </ol> <p>To make the most effective North Star Metric, 123FormBuilder would thus want to analyze the behavior of all clients who published a form AND received submissions. Anyone who has not accomplished these four basic steps would not offer reliable insight.</p> <h3 style="font-size: 20px;"><strong>Determining your activation flow</strong></h3> <p>The activation flow is the technical requirements that people need to go through in order to experience a promise. We know we sound like broken records, but <span style="font-weight: bold;">understanding and optimizing your product’s activation flow is vital to drive a successful experience</span>.&nbsp;</p> <p>Specifically, the activation flow of the onboarding process are the steps that must be done in order to be successfully onboarded — these touchpoints cannot be bypassed. This linear structure allows us to curate an onboarding experience that best showcases our product’s promise. In the case of the North Star Metric, this helps ensure the metric best reflects the customers that achieve the product’s promise.</p> <p>To optimize their activation workflow, and to thus identify a more accurate NSM, 123FormBuilder redefined their process as:</p> <ol> <li>Create account</li> <li>Create form</li> <li>Add fields</li> <li>Test form</li> <li>Receive submissions</li> </ol> <p>By altering their onboarding process, 123FormBuilder can ensure that their ideal customer base is successfully being introduced to their product’s promise.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Determine%20the%20time%20to%20activation%20for%20your%20SaaS%20users.jpg?width=4240&amp;name=Determine%20the%20time%20to%20activation%20for%20your%20SaaS%20users.jpg" alt="Determine the time to activation for your SaaS users" width="4240" style="width: 4240px;"></p> <p>&nbsp;</p> <h3 style="font-size: 20px;"><strong>Determining time to activation</strong></h3> <p>In this step, we are looking to calculate how long the average user takes to accomplish the technical requirements and complete the onboarding process — a step we’re sure most of you expected.&nbsp;</p> <p>Instead of merely measuring every user's time to activation and solving for an average, we recommend utilizing algorithms that filter outliers and other factors that may pollute results; for our series we have been using an <a href="http://innertrends.com">InnerTrends solution</a>. Using an advanced solution can help identify customer profiles with common behaviors, which can be analyzed for a better understanding of the ideal customer.</p> <p>Because the North Star Metric is dependent on an accurate perspective of the ideal customer, <span style="font-weight: bold;">having an optimized activation process, both qualitative and quantitatively, is essential</span>.</p> <p>When analyzing 123FormBuilder’s activation workflow, InnerTrends’ algorithm identified 39% of users that act with a common behavior. Because of their similarities, and backed by user data, these customers become our new “average user”, while the remaining 61% become outliers.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Time%20spent%20between%20onboarding%20steps-1.png?width=703&amp;name=Time%20spent%20between%20onboarding%20steps-1.png" alt="Time spent between onboarding steps-1" width="703" style="width: 703px;"></p> <p>This new approach allows us to come to the conclusion that the average customer completes their onboarding process in just 10 minutes. Without removing the atypical users, our average onboarding time would far exceed average behavior, which in turn would impact 123FormBuilder’s North Star Metric.</p> <h3 style="font-size: 20px;"><strong>Find common conversion activities</strong></h3> <p>After wading through our three previous steps, which were largely the same as our work on our product’s promise, we can begin the interesting part of discovering the North Star Metric. Using the population of “average users” and InnerTrends built in tools, we can analyze the behaviors of customers to identify common conversion activities.</p> <p>Common conversion activities are specific actions that users engage in on a noticeable level, which result in a purchase or sign-up. By identifying common conversion activities, we can answer the question: “what are differences in the actions of accounts that return versus the accounts that churn?”</p> <p>For 123FormBuilder, the <a href="https://www.innertrends.com/product">InnerTrends algorithm</a> formed the following report. Of its major findings, it identified “received submissions” as the primary core event with a high impact on retention. While perhaps obvious for a product like 123FormBuilder, this data gives confirmation to a reasonable assumption — far more valuable than just assuming submissions impact retention. Further, this insight suggests that after receiving submissions on <strong>two separate days</strong> that retention grows drastically.&nbsp;</p> <p><img src="https://www.market8.net/hs-fs/hubfs/InnerTrend%20generated%20report.png?width=720&amp;name=InnerTrend%20generated%20report.png" alt="InnerTrend generated report" width="720" style="width: 720px;"></p> <p>Unlike 123FormBuilder, your brand may not have such an obvious and simple conversion activity. Slack, for example, found their common conversion activity is 2,000 messages sent. Regardless of the behavior, it is important to try and minimize the action as much as possible — the less required to convert, the higher the impact of an event.</p> <h3 style="font-size: 20px;"><strong>Identifying your North Star Metric</strong></h3> <p>After putting in the excessive groundwork needed to get to this step, identifying your North Star Metric is as simple as a basic equation:</p> <p style="text-align: center;"><em>North Star Metric = Core Metric + Common Conversion Activity + Time Frame</em></p> <p>Within our example of 123FormBuilder, our equation would then look like:</p> <p style="text-align: center;"><em>NSM = Submissions Received + Receive Submissions + Two Different Days</em></p> <p>Rewritten, our North Star Metric is “form submissions received on 2 different days, after the first form is tested.” From this definition, we know that in order to convert users, 123FormBuilder must assist consumers in receiving two submissions on different days.</p> <h4 style="font-size: 20px;"><strong>Selecting the right metric</strong></h4> <p>In most cases, there are three or more competitors that emerge as a potential North Star Metric – how do you decide the right one, then? Like all other things, a methodical approach is best. To best select your North Star Metric, we recommend the following five steps:</p> <ol> <li>Set a goal for each contender</li> <li>Measure the retention of each action over time, compare</li> <li>Design experiments to impact each goal</li> <li>Execute experiments, analyze impact</li> <li>Establish a winner</li> </ol> <p>Like all other experiments, we recommend using advanced tools like InnerTrends. If you’d like help in evaluating your own North Star Metric, feel free to contact Joe directly.</p> <a></a> <h2 style="font-size: 30px;"><strong>The Importance of the North Star Metric</strong></h2> <p>So what is the importance of the North Star Metric? And is it really that impactful?</p> <p>From our experience with 123FormBuilder, we measured the retention of those who reached the North Star Metric, as well as those who did not. The results are staggering:</p> <p><img src="https://www.market8.net/hs-fs/hubfs/InnerTrend%20reports%20-%20onboarding%20vs%20goal%20reaching.png?width=720&amp;name=InnerTrend%20reports%20-%20onboarding%20vs%20goal%20reaching.png" alt="InnerTrend reports - onboarding vs goal reaching" width="720" style="width: 720px;"></p> <p>82% of accounts that received submissions in two different days returned in month 1; the retention rate of these accounts continued to hover around 80% for the entire first year. Accounts that simply completed the onboarding process, however, had a retention rate of 74% in month 1; throughout the remainder of the year, retention would hold around 70%.</p> <p>Just how different is 10 points? As the <a href="https://hbswk.hbs.edu/archive/the-economics-of-e-loyalty"><span>Harvard Review</span></a> notes, a 5% increase in retention can lead to a 25-95% increase in profit.</p> <a></a> <h2 style="font-size: 30px;"><strong>Moving Forward</strong></h2> <p>Like finding your product’s promise earlier, the North Star Metric is not the end of the road when it comes to making users stick. Instead, the NSM is just a measuring tool, capable of giving you an idea of the value users are actually experiencing.&nbsp;</p> <p>The best products allow users to experience the North Star Metric organically, holding the users hands instead of forcing them. For example, while Facebook’s metric is seven friends, they do not add them for users. Instead, Facebook gives users cues and guidance to discover and add their own friends – <span style="font-weight: bold;">giving users an organic experience</span>. Like Facebook, your organization must find methods to guide users towards organically experiencing your promise and common conversion activity.</p> <p>Like most other things in the SaaS world, the North Star Metric is a living metric and can be subject to change. As your product continues to grow, it is important to consistently test and measure changes that impact your North Star Metric. Facebook, for example, continuously worked on tweaking their algorithms to show more friends and contacts; after years of changes, they got their North Star Metric (7 friends) to result in a 99% conversion rate.</p> <p>Regardless of your metric, the most important part is ensuring that your North Star Metric stays consistent with the typical customer experience. As your product begins to grow and change, make sure to reflect upon its promise and common conversion activities. As long as you can keep your NSM relevant, it will serve as a reliable guiding light.</p> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2Fwhat-makes-users-stick-finding-the-north-star-metric&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> Mon, 03 Jan 2022 17:00:00 GMT https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/what-makes-users-stick-finding-the-north-star-metric 2022-01-03T17:00:00Z Joe Karim The One Metric That Matters Most for Gaining Traction https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/the-one-metric-that-matters-most-for-gaining-traction <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/the-one-metric-that-matters-most-for-gaining-traction" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/Defining%20your%20SaaS%20onboarding%20process%20feature.jpg" alt="The One Metric That Matters Most for Gaining Traction" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p>Focusing in on the onboarding process to gain more traction isn’t necessarily a groundbreaking idea. As marketing professionals, we all understand that the onboarding process is crucial — it’s how we introduce our products to our customers, afterall. Still, so many SaaS companies struggle to develop impactful programs that resonate with customers and push them to become buyers.</p> <p>Focusing in on the onboarding process to gain more traction isn’t necessarily a groundbreaking idea. As marketing professionals, we all understand that the onboarding process is crucial — it’s how we introduce our products to our customers, afterall. Still, so many SaaS companies struggle to develop impactful programs that resonate with customers and push them to become buyers.</p> <p>Marketing gurus and self-proclaimed experts have offered for years vague advice to improve our onboarding processes — improved UI, shiny graphics, the kitchen sink, gamification, and more. While helpful for some, these recommendations fall flat when faced with a simple truth: <span style="font-weight: bold;">no two products are the same, nor are any two products’ onboarding processes</span>. A vaguely worded solution simply does not offer an effective roadmap, especially when every company’s approach to onboarding is different.&nbsp;</p> <p>To curb this, we shifted our focus on data: an indicator of success that is universal to every business.</p> <p>Working collaboratively with our partners at InnerTrends, we have developed a framework to improve traction through a data-driven onboarding process. It is our hope that our framework can provide a roadmap for developing an effective onboarding process.&nbsp;</p> <p>To explain this framework we will define the onboarding process, as well as establish a tangible metric to measure its success. Further, we will provide a recommended strategy to improve low onboarding rates.</p> <p style="line-height: 1;"><strong>Overview</strong></p> <ul> <li><a href="#Defining">Defining the Onboarding Process</a></li> <li><a href="#Promise">Promise as a Metric</a></li> <li><a href="#Tackling">Tackling Low Onboarding Rates: A Framework</a></li> <li> <p style="font-weight: normal;"><a href="#Moving"><span style="background-color: transparent;">Moving Forward</span></a></p> </li> </ul> <h2 style="font-size: 30px;"><strong>Who is this framework for?</strong></h2> <p>While we believe aspects of our approach can be implemented by any company or brand, it would be disingenuous of us to claim such broad appeal. Instead, <span style="font-weight: bold;">our roadmap should be used as a blueprint to implement a successful onboarding process for your specific brand</span>.</p> <p>This particular framework is built on the assumption that an organization is a product-led growth company that uses a free trial or freemium strategy to attract more customers. Of these companies, this framework is best for those who are searching for data-led insights on early traction in order to better understand the consumer’s needs and offer a better trial experience.</p> <p>While this article has a specific audience in mind, it is our hope that companies of all shapes, sizes, and industries can find points that resonate with their needs. If you would like us to develop a framework closer oriented towards your business’s design, please feel free to contact us by <a href="https://www.market8.net/contact-us">visiting our website</a>.</p> <img src="https://www.market8.net/hs-fs/hubfs/Defining%20your%20SaaS%20onboarding%20process.jpg?width=3600&amp;name=Defining%20your%20SaaS%20onboarding%20process.jpg" alt="Defining your SaaS onboarding process" width="3600" style="width: 3600px;"> <a></a> <h2 style="font-size: 30px;"><strong>Defining the Onboarding Process</strong></h2> <p>Like all other things in the business world, the onboarding process has a vast amount of definitions, largely dependent on a product’s industry and purpose. For our specific framework, we’ve used the following definition:</p> <p style="padding-left: 40px;"><em>&nbsp;The onboarding process is the period from when a user creates their account to the moment when the promise of the product is delivered for the first time.</em></p> <p>On the front end, our definition does not differ much from other perspectives within the SaaS community; as product-led growth companies, almost all of our brands have an account. From our perspective, this logical start to the onboarding process is bookended by the moment where a product’s promise is first met.</p> <p>Simply put, <span style="font-weight: bold;">the promise of your product is the value that it can deliver in the eyes of the consumer</span>. Most often we loudly announce this promise by putting it upfront and center: it is our headlines, our hero sections — the things we brag about to get users to create a profile.&nbsp;</p> <h3 style="font-size: 20px;"><strong>The importance of targeting the onboarding process</strong></h3> <p>The onboarding process is the product-led version of handing out free samples. Like how stores prove their brands’ promises by allowing customers to taste their products, <span style="font-weight: bold;">SaaS companies can utilize the onboarding process to curate the customer journey</span>.</p> <p>Generally, the way customers convert from a free trial to a paid user follows a simple flow:</p> <p>Users first start their trial by creating the account. During their free trial, the users have the opportunity to use the product first hand. As expected, those who experienced the product’s promise are more likely to maximize their trial and upgrade to the paid product. Alternatively, those who do not experience the promise of a product will likely never hit their trial limit, let alone purchase the product. The process can be expanded to renewals.</p> <p>From a data perspective, this theory becomes obvious — illustrated below.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Result%20of%20users%20experiencing%20the%20value%20of%20your%20SaaS.png?width=720&amp;name=Result%20of%20users%20experiencing%20the%20value%20of%20your%20SaaS.png" alt="Result of users experiencing the value of your SaaS" width="720" style="width: 720px;"></p> <p>As the first chart (blue) shows, 44% of onboarded accounts return after their first week using a trial. This figure continues to drop until week 3, when the percentage of onboarded accounts finds a relatively stable point — around 20% retention. This means that of the users who have experienced the promise of a product, 44% returned to it after week 1 and a stable 20% returned consistently after week 3.&nbsp;</p> <p>The second chart (red) illustrates the percentage of users retained that did not complete the onboarding process, meaning they had not experienced the product’s promise. This visual paints an urgent message: <span style="font-weight: bold;">most users will decide if they want to continue using a product in less than 7 days from account activation</span>. Showcasing a slope that would terrify the most expert skiers, retention drops over 80 points in under a week.</p> <p>In a universal language, data presents a clear message: companies have hours, if not minutes, to begin showcasing their promise. As a result, a free trial or freemium plan must curate an experience that showcases the real value of a brand’s solution. If they don’t, products will simply be forgotten.</p> <a></a> <h2 style="font-size: 30px;"><strong>Promise as a Metric</strong></h2> <p>By placing the promise as the bookend to our framework, we are able to establish a clearly defined, observable data point: the users that met the promise of a product. This metric is essential to operating our framework.&nbsp;</p> <p>In order to measure promise, you must establish a tangible onboarding point. This data point is the moment in which a user has experienced the product’s promise, thus completing onboarding. This point should be a tangible action that completes the onboarding experience. Typically, this is the moment when users complete the job a product is designed to accomplish.&nbsp;</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Define%20the%20promise%20in%20your%20SaaS%20onboarding%20experience.jpeg?width=4665&amp;name=Define%20the%20promise%20in%20your%20SaaS%20onboarding%20experience.jpeg" alt="Define the promise in your SaaS onboarding experience" width="4665" style="width: 4665px;"></p> <p>Using the onboarding point, we can measure the amount of users that reached a product’s promises, which can be used to find an <strong>onboarding rate</strong>.</p> <p>The best way to define your promise is not with data, but by analyzing your product and your customer’s journey. To assist, Market 8 and InnerTrends partnered together to create <a href="https://www.innertrends.com/customer-journey-map"><span>a tool that can generate custom journey maps in minutes</span></a>.</p> <table style="border-collapse: collapse; table-layout: fixed; margin-left: auto; margin-right: auto; border: 1px solid #99acc2; height: 305.312px; width: 520px;" width="584"> <tbody> <tr style="height: 303.875px;"> <td style="background-color: #efefef; border: 1pt solid #ffffff; width: 518.688px; height: 304px;"> <p style="font-size: 16px;"><strong>Example</strong></p> <p style="font-size: 16px;">PandaDoc is a digital platform designed to allow users to digitally sign a document. Fittingly, their onboarding process begins with creating an account and ends once a user receives their first electronically signed document.&nbsp;</p> <p style="font-size: 16px;">The promise of the product is to allow users to electronically sign documents, which is the exact point when onboarding ends. If PandaDoc had a 40% onboarding rate, this would mean that 40% of users that create an account sign an electronic document.</p> </td> </tr> </tbody> </table> <h3 style="font-size: 20px;">&nbsp;</h3> <h3 style="font-size: 20px;"><strong>Onboarding rate in practice</strong></h3> <p>While every company will differ in their performance metrics, our research has found the following:<br>Among product-led growth companies that target the B2B market, an onboarding rate of 40-60% would be considered successful. This benchmark suggests that a successful onboarding process would see around half of all users reach a product’s promise. With thoughtful experimentation and reliable data, B2B operations can even reach an onboarding rate of over 70%.</p> <p>The B2C sector sees a lower standard for success, as consumers are typically more volatile and reactionary users. Keeping this in mind, a B2C focused operation can consider their onboarding process to be successful if 30-50% complete it.</p> <p>Just how important is a strong onboarding rate? Our research suggests that there is a correlation of 0.8 between experiencing the promise of the product and upgrading.</p> <a></a> <h2 style="font-size: 30px;"><strong>Tackling Low Onboarding Rates: A Framework</strong></h2> <h4>With promise defined as our key metric, we can now use our framework to improve the onboarding process. In this section we will demonstrate how to use our framework to tackle low onboarding rates.</h4> <p><img src="https://www.market8.net/hs-fs/hubfs/Define%20your%20SaaS%20onboarding%20touchpoints.jpeg?width=5522&amp;name=Define%20your%20SaaS%20onboarding%20touchpoints.jpeg" alt="Define your SaaS onboarding touchpoints" width="5522" style="width: 5522px;"></p> <h3 style="font-size: 20px;"><strong><span style="color: #434343;">Step 1: Define your onboarding process’s touch points</span></strong></h3> <p>It should go as no surprise, but the best way to improve low onboarding rates is to start by analyzing the onboarding process itself. Specifically, we recommend defining the touch points that customers experience during the onboarding process.&nbsp;</p> <p>These benchmarks should be in line with the technical requirements for the product, as well as demonstrate the product’s promise. Typically, these touch points are part of a sequence, requiring completion to continue on.</p> <table style="border-collapse: collapse; table-layout: fixed; margin-left: auto; margin-right: auto; border: 1px solid #99acc2; width: 520px; height: 354.312px;"> <tbody> <tr style="height: 353px;"> <td style="background-color: #efefef; border: 1pt solid #ffffff; width: 519.688px; height: 353px;"> <p style="font-size: 16px;"><strong>Example</strong></p> <p style="font-size: 16px;">To match their technical requirements and demonstrate their product’s promise, the PandaDoc team defined the following touch points in their onboarding process:</p> <p style="font-size: 16px; padding-left: 40px;">1. User creates an account<br>2. User uploads a document<br>3. Document is sent to second party<br>4. Document is signed.</p> <p style="font-size: 16px;">Notice how the process begins with creating an account and ends when the promise (the ability to sign documents digitally) is accomplished.</p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <h3 style="font-size: 20px;"><span style="color: #434343;">Step 2: Identify roadblocks</span></h3> <p>Our research shows that 20-50% of users will delay going through the onboarding process after reaching a point of friction. Typically, these roadblocks are directly related to technical requirements within the onboarding process. Steps that are overly problematic can disincentivize users to continue their trial experience, leading to higher churn.</p> <p>After defining the specific steps in your onboarding process, we recommend analyzing the customer’s journey and identifying potential bottlenecks. To do this, we recommend using a cohort analysis funnel. When doing so, analyze each step of the onboarding process as its own respective cohort; analysts should look to observe the amount of users that fail to continue the process after reaching each step.</p> <p>Generally speaking, a drop off of 10-20% is fairly normal; anything above should be considered problematic and worth further investigation.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Define%20the%20frustration%20and%20roadblocks%20in%20your%20SaaS%20onboarding.jpg?width=2048&amp;name=Define%20the%20frustration%20and%20roadblocks%20in%20your%20SaaS%20onboarding.jpg" alt="Define the frustration and roadblocks in your SaaS onboarding" width="2048" style="width: 2048px;"></p> <h3 style="font-size: 20px;"><span style="color: #434343;">Step 3: Identify what influences drop off rate</span></h3> <p>Once we have analyzed the steps of the onboarding process and noted points of severe friction, we can begin improving the onboarding process. Touchpoints that saw over 20% of users drop off should be the highest priority.&nbsp;</p> <p>The first step to improving our onboarding process is to legitimately understand why points of friction are occurring, specifically the actions of users during problematic touchpoints. Using add-ons and algorithms, such as <a href="https://www.innertrends.com/product">InnerTrends out-of-box product</a>, you can receive detailed analysis on every action users have between steps.</p> <p>Using the report created, you can then categorize the actions into three categories:</p> <ul> <li>Actions that are specific to accounts to reach the next step</li> <li>Actions that are specific to accounts that dropped off</li> <li>Actions that are not specific to either group</li> </ul> <p>Instead of trying to read the mind of the users, categorizing this data allows you to understand what their customers actually find important and problematic within your onboarding process. Actions that positively correlate with completing a step can be considered well-received by the user base. Contrarily, actions that correlate negatively with step completion represent points of friction for users. Actions that fall into the third category should not be disregarded, even though they’re not specifically impactful.</p> <p>Using this data, you should look to improve or eliminate the problematic steps in order to improve your onboarding process. The decision to do so should relate back to your customer journey map; if the action is not necessary to reach the promise of the product, it can reasonably be removed.</p> <table style="border-collapse: collapse; table-layout: fixed; margin-left: auto; margin-right: auto; border: 1px solid #99acc2; height: 332.312px; width: 520px;" width="520"> <tbody> <tr style="height: 331px;"> <td style="background-color: #efefef; border: 1pt solid #ffffff; width: 520px; height: 331px;"> <p style="font-size: 16px;"><strong>Example</strong></p> <p style="font-size: 16px;">In an earlier version of PandaDoc’s onboarding process, the development team added a step in which users can add their company’s branding to their e-doc. While the customizable feature on paper sounded like something consumers were interested in, data suggested differently.</p> <p style="font-size: 16px;">After analyzing the actions of their users, PandaDoc found that adding branding to a document had a negligible, if not negative impact, on the onboarding process. To provide a more streamlined process, the PandaDoc removed the branding step entirely.</p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <h3 style="font-size: 20px;"><span style="color: #434343;">Step 4: Tackle the onboarding time</span></h3> <p>After optimizing the physical onboarding process, it is time to tackle user onboarding time.</p> <p>Often, companies will try to utilize Average Onboarding Time as a metric to monitor their processes success. While a decent idea in concept, the data point does not accurately reflect the nature of user onboarding times. As the chart shows below, onboarding time regularly reflects a long tail curve, with outliers progressively throughout the process. As a result, an average does not accurately represent the bulk of users.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Tracking%20and%20optimizing%20onboarding%20time.png?width=720&amp;name=Tracking%20and%20optimizing%20onboarding%20time.png" alt="Tracking and optimizing onboarding time" width="720" style="width: 720px;"></p> <p>To avoid using tainted data, we recommend using an algorithm that automatically removes the longtail from the average and generates a new mean from the common user behavior. Doing so provides an accurate understanding of how long the common user engages in your onboarding process. Those that engage in common behaviors are an accurate representation of the average user.</p> <p>Typically, this step prompts further discovery into customer habits. For example, within our figure we identified 39% of accounts with a common behavior: an average of approximately 10 minutes to finish the onboarding process. As marketing individuals, we would want to see what key behaviors led to this common behavior; for example, our 39% of users may have been able to complete the onboarding process so quickly because they had completed some prerequisite or came with prepared material.</p> <p>Regardless of the data output or the story behind it, this exercise can be used to analyze the behaviors of your customers and adapt your onboarding process accordingly.</p> <h3 style="font-size: 20px;"><span style="color: #434343;">Step 5: Tackle influence of email onboarding</span></h3> <p>Within the product-led growth sector, email is one of the most common tactics used to drive the onboarding process. Along with product tools, email is central to most onboarding experiences. When it comes to measuring the success of campaigns, however, many companies fixate on traditional numbers like click-through-rate, open-rate, and more.&nbsp;</p> <p>While a solid approach for baseline metrics, we believe a deeper dive into onboarding-related emails can lead to a better overall process.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/The%20impact%20of%20email%20on%20onboarding.png?width=720&amp;name=The%20impact%20of%20email%20on%20onboarding.png" alt="The impact of email on onboarding" width="720" style="width: 720px;"></p> <p>For example, within the figure above we can see that 11% of users that opened one email completed the onboarding process. Depending on our goals and KPIs, this statistic may indicate a successful effort. The issue, however, is this approach ignores a significant number of users that began the onboarding process.</p> <p>When analyzing the users who never opened an onboarding email, we find that 8% of our sample still completed onboarding. Because the difference in converted users is at just 3 points, our data suggests that our email strategy did not have a statistically significant impact on the user onboarding process. Had we not dove deeper, we would have assumed our campaign was much more effective than it actually was.</p> <p>These in-depth statistics should be used to paint a clearer picture of your email campaign’s success. Analyzing and adjusting your campaigns appropriately will allow you to build better approaches that drive more onboarding completion.</p> <a></a> <h2 style="font-size: 30px;"><strong>Moving Forward</strong></h2> <p>At its core, a product’s promise is what the product actually does — PandaDoc let’s you sign documents digitally, DropBox lets you store and share files, etc. Oftentimes, our product’s promise is detailed in our headlines and our ads.</p> <p>As data suggests, the biggest reason people do not convert to paid users is because they do not experience the promise of a product. While a common occurrence, we decided to solve the problem with a new approach: data. As we continued to research, we designed a framework for product-led growth companies that use a freemium/free trial model.</p> <p>More of a blueprint than a guide, our framework is designed to help you better understand your onboarding process and the factors that cause users to churn. If you have any questions, or would like assistance or consulting, please visit <a href="https://www.market8.net/contact-us">our website and reach out</a>.</p> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2Fthe-one-metric-that-matters-most-for-gaining-traction&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> Mon, 27 Dec 2021 17:00:00 GMT https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/the-one-metric-that-matters-most-for-gaining-traction 2021-12-27T17:00:00Z Joe Karim How to Keep Your SaaS Customers Coming Back For More | Market8 https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-to-keep-customers-coming-back-for-more <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-to-keep-customers-coming-back-for-more" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/how-to-keep-customers-coming-back-for-more--featured-img.jpg" alt="How to Keep Your SaaS Customers Coming Back For More | Market8" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p>Keeping an old customer is <a href="https://www.invespcro.com/blog/customer-acquisition-retention/"><span>5 to 25 times cheaper</span></a> than acquiring a new customer, and that’s an important fact to keep in mind.</p> <p>Keeping an old customer is <a href="https://www.invespcro.com/blog/customer-acquisition-retention/"><span>5 to 25 times cheaper</span></a> than acquiring a new customer, and that’s an important fact to keep in mind.</p> <p><strong>But it’s not just about money.</strong></p> <p>Keeping your customer coming back for more is faster, it helps you <a href="https://www.market8.net/saas-growth/positioning">position</a> yourself as an authority in your market, and above all:</p> <p>It breeds brand ambassadors.</p> <p><em>Need I say more?</em></p> <p>Cost efficient, time efficient and it increases your word by mouth promotion efforts.</p> <p><strong>Retaining old customers is a gold mine.</strong></p> <p>So let’s see how to keep your customers coming back for more.</p> <br> <h2>Notice Churn In Advance</h2> <p>Churn (or rate of attrition) is the rate at which customers stop doing business with you. For SaaS companies, it’s usually expressed as the percentage of subscribers who discontinue their subscription in a given time period.</p> <p>So here’s the most basic tactic to keep your customers coming back for more - don’t let them leave.</p> <p>Yeah, easier said than done.</p> <p>For eCommerce sites it’s easy. Just round up all the customers that haven’t returned in the past year and a half, send them a personalized message and see the numbers rolling in.</p> <p>For a SaaS business, you may need to think a bit out of the box.</p> <p>For example, you could track usage over time of your tool.</p> <p>Think about how much mileage users can get out of it - for example, track the average session duration, and contact users that have consistently been under that average session time for the past 6-12 months.</p> <p><strong>Don’t just ask them to stick around.</strong></p> <p>Think of a special offer you can send them to prevent them from leaving, like a 10% discount for a renewed subscription, or a private session to showcase a new tool.</p> <p>Even better yet - don’t guess what your current customers want.</p> <p>Take the “at risk of churn” contacts you have and send them a feedback form to figure out what they want from your platform.</p> <p><strong>Just try not to make it a long form.</strong></p> <p>If they’re at risk of leaving your business for someone else, chances are they don’t want to invest too much time in a feedback form.</p> <p><strong>Lastly, try to be innovative.</strong></p> <p>Think about your business, your clients and what makes people choose you in the first place. Keep track of your strong points and double down on them.</p> <p>It’s basically impossible to completely eliminate churn.</p> <p>But you can make it less of a problem.</p> <p>And once you’re done with that...</p> <br> <h2>Improve Customer Experience</h2> <p>This is the next step to keep your customers coming back for more.</p> <p><strong>People don’t just buy products.</strong></p> <p>They buy the experience you serve them.</p> <p>And yeah, you probably know by now that you should be nice to them and try to serve them at every step.</p> <p>But how do you do that?</p> <br> <h3>Personalize as Much As Possible</h3> <p>One of the biggest trends in eCommerce for the coming years is personalization.</p> <p><em>Seeing not just who visits your site…</em></p> <p>But specifically what product variation they want, and then helping them enjoy it with a discount.</p> <p><strong>Creating feeds of the things they’d like.</strong></p> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/creating-feeds.png?width=1600&amp;name=creating-feeds.png" alt="creating-feeds" width="1600" style="width: 1600px;"></strong></p> <p>Installing bots that help them navigate your website at their own pace.</p> <p>And of course, setting up a content marketing platform that helps them understand your company and convinces them to buy more.</p> <p>If you’re reaching out to customers that left you for a different business, don’t just be empathic. Personalize your message to their needs and desires.</p> <p>And that’s not just a tactic.</p> <p>It’s a principle your SaaS business should embody if it wants to stay competitive in the long run. It’s just a short-term side effect that you also have customers coming back for more.</p> <p>And this translates to all means of promotion.&nbsp;</p> <p>For example, if you promote through affiliate marketing, make sure you choose the <a href="https://www.authorityhacker.com/best-affiliate-programs/"><span>best affiliate programs</span></a>, and do your due diligence to work with websites that will embody the same principles.</p> <br> <h3>Reward VIP Clients</h3> <p>Reducing churn is also a numbers game.</p> <p>Whether you have 50 employees and 5 offices, or you’re just getting started with a 5 strong team, your resources are limited.</p> <p>You can’t focus on everybody, so you’ll need to prioritize the attention and service you provide.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/reserved.jpg?width=1600&amp;name=reserved.jpg" alt="reserved" width="1600" style="width: 1600px;"></p> <p>And the best way to do that is to focus on your bottom line: the clients that bring in the most amount of money for your company.</p> <p>Make a list of them and increase the amount of focus your representatives put on them.</p> <p>Moreover, reward their loyalty.</p> <p>Discount future purchases, add a bonus to their subscription, invite them to a beta…</p> <p>The specifics will differ based on your niche.</p> <p>But the underlying task stays the same - pick your top payers and offer excellent service to them.</p> <br> <h3>Solve Issues. Fast.</h3> <p>If we’re realistic, most of your clients won’t jump ship just because a competitor has a sale going over the weekend.</p> <p>As long as you stay true to your offer and work to improve your SaaS, a lot of your customer base will be satisfied.</p> <p><strong>That’s as long as you don’t have glaring issues that go unsolved.</strong></p> <p>Your churn can increase fast if you don’t solve all issues that arise as soon as humanly possible.&nbsp;</p> <p>We’re not saying you should have an intervention team ready at all times, although that may help if you can afford it.</p> <p>Just make sure you stay on top of problems and get hands-on when something threatens the satisfaction of your customers.</p> <br> <h3>Create an On-Boarding Program</h3> <p>Take a SaaS like Zapier - the amount of things you can automate with it is huge.</p> <p>So it only makes sense that they have an equivalent number of on-boarding documents and tutorials.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/onboarding-programme.png?width=1541&amp;name=onboarding-programme.png" alt="onboarding-programme" width="1541" style="width: 1541px;"></p> <p>You should do the same.</p> <p>Draft all of your software’s functionalities and create an on-boarding program or document that helps customers understand everything they can use your SaaS for.</p> <p>If you have the resources, this can also take the form of demo videos for all of your features.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/demo-videos.png?width=600&amp;name=demo-videos.png" alt="demo-videos" width="600" style="width: 600px; display: block; margin: 0px auto;"></p> <p>The benefits of good on-boarding are twofold.</p> <p>First, your customers can make the most of your tool, maximizing their ROI and keeping them coming back for more.</p> <p>Second, the time spent going through an on-boarding program is going to make them more invested in their collaboration with you, decreasing your churn overall.</p> <br> <h3>Always Optimize</h3> <p>Technology is moving very fast in today’s world.</p> <p>And if you stay idle, you will fall behind your competitors and churn will only grow over time.</p> <p>One good example of that is Jaaxy, a very good keyword research tool… in 2015.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/jaaxy-keyword-research-tool.png?width=512&amp;name=jaaxy-keyword-research-tool.png" alt="jaaxy-keyword-research-tool" width="512" style="width: 512px; display: block; margin-left: auto; margin-right: auto;"></p> <p>Right now, because they haven’t spent the time updating their platform, new tools like Ubersuggest or the KWFinder are capitalizing on its churn.</p> <p>You want to avoid that by staying on top of market trends and adapting to new technologies.</p> <p><strong>However, there’s a catch.</strong></p> <p>Don’t just integrate with the newest API because you like what it does.</p> <p>Only rely on customer feedback (especially the feedback of lost customers) to decide what you should add to the platform next.</p> <br> <h2>Improve User Experience on Your Platform</h2> <p>Besides what your customers experience in terms of customer service, you should always strive to increase the user experience of anyone on your platform.</p> <p><em>UX is a big part of why clients choose you or a competitor.</em></p> <p>A software is only as good as how well it can be navigated and used for the real needs of your customers.</p> <p><strong>So how do you improve User Experience?</strong></p> <br> <h3>Establish Systems of Support</h3> <p>The last thing you want is your customers feeling lost on your platform.</p> <p>Sure, on-boarding will help decrease that.</p> <p>But if you want to make sure users have a good experience on your SaaS, establish systems of support across all your dashboards.</p> <p>A chat bot is great at taking care of that.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/chat-bot.png?width=500&amp;name=chat-bot.png" alt="chat-bot" width="500" style="width: 500px; display: block; margin-left: auto; margin-right: auto;"></p> <p>But it’s not enough.</p> <p>Another thing you can do is use intuitive hints next to more complex features, or next to features that are part of a new update.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/features.png?width=383&amp;name=features.png" alt="features" width="383" style="width: 383px; display: block; margin-left: auto; margin-right: auto;"></p> <p>This way, your customers will be able to make the best out of your software, making it less likely they’ll jump ship.</p> <br> <h3>Improve The User Flow</h3> <p>Optimizing your user flow is not just an exercise in the development stage.</p> <p>After a product is launched, aim to improve the user flow as much as possible. If you can cut a use case, do it.</p> <p>For example, keyword research tools often have a SERP checker for a query you’re researching.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/search-result.png?width=500&amp;name=search-result.png" alt="search-result" width="500" style="width: 500px; display: block; margin-left: auto; margin-right: auto;"></p> <p>But KWFinder took it a step further and started displaying that screen in the main dashboard of their tool as well.</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/dashboard.png?width=512&amp;name=dashboard.png" alt="dashboard" width="512" style="width: 512px; display: block; margin-left: auto; margin-right: auto;"></p> <p>This makes it easier for your users to work, in turn keeping them happy and coming back for more.</p> <br> <h3>Help Your Users Feel Achievement</h3> <p>No matter how hard people focus to be productive, a little fun and excitement can always help.</p> <p><strong>So, do try to make use of that in your UX.</strong></p> <p>Employ messaging and visuals that help your users feel like they’re achieving something in their work.</p> <br> <h2>And Always Remember</h2> <p>That while you can’t make everyone stay, there’s always a way to improve your bottom line.</p> <p><strong>And it mostly has to do with data.</strong></p> <p>Every little tip we gave you today is powered up when you use information about your users to figure out the implementation details.</p> <p><em>So default to that.</em></p> <p>And let us know if we helped you learn how to keep your customers coming back for more.</p> <p><a class="cta_button" href="https://www.market8.net/cs/ci/?pg=33787c0f-cb41-42bd-8355-e4f7fceefa67&amp;pid=23553&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="Get the Market8 Challenger System Now" src="https://no-cache.hubspot.com/cta/default/23553/33787c0f-cb41-42bd-8355-e4f7fceefa67.png"></a></p> <p>&nbsp;</p> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2Fhow-to-keep-customers-coming-back-for-more&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> Thu, 17 Sep 2020 14:09:32 GMT https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-to-keep-customers-coming-back-for-more 2020-09-17T14:09:32Z Gael Breton Is Your SaaS A True Challenger? Make It So. https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/saas-challenger-brand <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/saas-challenger-brand" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/Blog_posts/saas-challenger-brand--featured-img.png" alt="Is Your SaaS A True Challenger? Make It So." class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p><i>From Zoom’s overnight acceleration to clawing back market share from bigger competitors – the companies that make the biggest impact are those that are unafraid to throw down the gauntlet, and enter the market as a ‘challenger’ brand.</i></p> <p><i>From Zoom’s overnight acceleration to clawing back market share from bigger competitors – the companies that make the biggest impact are those that are unafraid to throw down the gauntlet, and enter the market as a ‘challenger’ brand.</i></p> <p>If there’s one thing that all businesses can be 100% certain of right now, it’s change. We’ve seen how fast things can move in just a few short months – and how we as individuals and as employees and business owners can adjust just as quickly.</p> <p>Generally, when change takes place, there are winners and losers. Take the audio conferencing segment – <a href="https://learn.g2.com/coronavirus-changes-the-way-we-use-software">which has experienced no less than 565% growth</a>!&nbsp;</p> <p>You don’t need to be a genius to figure out who commanded the lion’s share of this uptick – 91% of the entire market. Just one company: Zoom – who went <a href="https://www.cnet.com/news/zoom-security-issues-zoom-buys-security-company-aims-for-end-to-end-encryption/">from 10 million users in December 2019 to 300 million in April 2020</a> and saw year-on-year <a href="https://www.theguardian.com/technology/2020/jun/03/zoom-booms-as-teleconferencing-company-profits-from-coronavirus-crisis#maincontent">profits surge from $200K to $27 million</a> in just 12 short months.</p> <p>While that’s great where innovation and technology adoption are concerned, it does little to inspire competition. What do you do if you're one of the other players in this segment? When you have such a clear market leader, the perception is that, while, yes, there is opportunity, the best case scenario is to get acquired. And the worst case? Their market is completely cannibalized by one alpha brand.</p> <br> <h2><strong>Be A Giant Slayer!</strong></h2> <p>But – pandemic aside – what’s new here? The plucky little guy standing his ground to take on the bigger player is as old at the tale of David &amp; Goliath. However, there’s a valuable lesson here: the fact that, when the odds are stacked against you, with the right strategy, you can topple a giant.&nbsp;</p> <p>Everyone loves an underdog. Just look at the impact that fast food brand, <a href="https://www.thedrum.com/news/2020/06/16/burger-kings-secret-sauce-cmo-fernando-machado-shares-its-unique-creative-methods?utm_campaign=Newsletter_Daily_EuropeAM&amp;utm_source=pardot&amp;utm_medium=email">Burger King</a> has made through its consistently clever marketing in their efforts to topple McDonalds. But technology – particularly SaaS – is a different beast altogether, right? Surely not all cloud-based service providers can go head-to-head with Microsoft or Google?&nbsp;</p> <p>They don’t have to. You don’t have to. SaaS is a much more fragmented market – one where value is more likely to be realized as data encryption or user-friendliness; and where tapping into a pain point experienced by a specific role in a single industry can still pay dividends.</p> <p>But regardless of whether you’re selling burgers or bitcoin, <a href="https://www.linkedin.com/pulse/positioning-your-saas-correctly-key-unlocking-new-growth-esparza/">as we’ve discussed previously</a>, what matters most is that you have a customer base that really cares about your product.&nbsp;</p> <p>And if they don’t care, then you have to find a way to make them care. Luckily, when you have little to lose – at least from a brand equity point of view – you can proactively get your SaaS into an advantageous position.</p> <br> <h2><strong>A New Challenger Has Entered…</strong></h2> <p>Here at Market8, we’ve successfully helped dozens of SaaS businesses capture more market share from some of their biggest competitors. In fact, we’ve built an actionable process around doing exactly that. We call it the Market8 Challenger system.&nbsp;</p> <p>Let’s take a closer look.</p> <h3>1)<strong> Position Your SaaS To Win</strong></h3> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Position%20Your%20SaaS%20To%20Win.png?width=960&amp;name=Position%20Your%20SaaS%20To%20Win.png" alt="saas-challenger-brand--position-your-saas-to-win" width="960" style="width: 960px;"></p> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Position%20Your%20SaaS%20To%20Win.png?width=960&amp;name=Position%20Your%20SaaS%20To%20Win.png" alt="Position Your SaaS To Win" width="960" style="width: 960px;"></strong></p> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Position%20Your%20SaaS%20To%20Win.png?width=960&amp;name=Position%20Your%20SaaS%20To%20Win.png" alt="Position Your SaaS To Win" width="960" style="width: 960px;"></strong></p> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/SaaS%20Challenger_blog/Position%20Your%20SaaS%20To%20Win-1.png?width=960&amp;name=Position%20Your%20SaaS%20To%20Win-1.png" alt="Position Your SaaS To Win-1" width="960" style="width: 960px;"></strong></p> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/SaaS%20Challenger_blog/Position%20Your%20SaaS%20To%20Win-1.png?width=720&amp;name=Position%20Your%20SaaS%20To%20Win-1.png" alt="Position Your SaaS To Win-1" width="720" style="width: 720px;"></strong></p> <p><a href="https://www.linkedin.com/pulse/positioning-your-saas-correctly-key-unlocking-new-growth-esparza/">This was the core focus of our other blog</a> – but it’s a very important point. Knowing how you want your buyers to perceive your solution is particularly important – especially when they're comparing you to better established players in the market.</p> <p>You need to know how your brand fits into the wider landscape. Positioning your SaaS for success is the first step you need to take.</p> <br> <h3><strong>2) Define Your Special Offer</strong></h3> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Define%20Your%20Special%20Offer.png?width=960&amp;name=Define%20Your%20Special%20Offer.png" alt="Define Your Special Offer" width="960" style="width: 960px;"></strong></p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Define%20Your%20Special%20Offer.png?width=960&amp;name=Define%20Your%20Special%20Offer.png" alt="saas-challenger-brand--define-your-special-offer" width="960" style="width: 960px;"></p> <p>Defining your special offer means pinpointing the central feature that’s totally unique about your business: and building as close a connection as possible with your target buyers.&nbsp;</p> <p>Authenticity counts. Showing you have purpose, direction, and a human touch is a lot more effective than offering *everyone* a free trial. Connections lead to conversions. Empathy can help you stand out for all the right reasons</p> <br> <h3><strong>3) Marketplace Optimization</strong></h3> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Marketplace%20Optimization.png?width=960&amp;name=Marketplace%20Optimization.png" alt="Marketplace Optimization" width="960" style="width: 960px;"></strong></p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Marketplace%20Optimization.png?width=960&amp;name=Marketplace%20Optimization.png" alt="saas-challenger-brand--marketplace-optimization" width="960" style="width: 960px;"></p> <p>The category leaders – the ‘Zooms’ and ‘Slacks’ of the world – will always get top billing on marketplace and directory listings. But that’s why it’s even more important to make sure your business has a presence where your target customers go to evaluate all of the options available to them.&nbsp;</p> <p>Not only that, you also need to create a profile that actually stands out. Your listings need to be optimized and capture attention.&nbsp;</p> <br> <h3><strong>4) Website Optimization&nbsp;</strong></h3> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Website%20Optimization.png?width=947&amp;name=Website%20Optimization.png" alt="Website Optimization" width="947" style="width: 947px;"></strong></p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Website%20Optimization.png?width=947&amp;name=Website%20Optimization.png" alt="saas-challenger-brand--website-optimization" width="947" style="width: 947px;"></p> <p>Where’s one the first places your potential customers will go once they’ve heard about your SaaS? Your website of course! That’s why it needs to be calibrated for conversions.&nbsp;</p> <p>Think of your website as a portal&nbsp;– one where each visitor has a genuine interest in what you have to offer. What you need to do is remove the layers separating them from experiencing your product.&nbsp;</p> <p>Getting demos and sign ups should be as friction less as possible – and the whole process should be an engaging experience that keeps their energy and enthusiasm high. Capitalizing on traffic in the right way will stop you losing out to competitors.</p> <br> <h3><strong>5) Landing Pages vs. Competitors</strong></h3> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Landing%20Pages%20vs.%20Competitors.png?width=960&amp;name=Landing%20Pages%20vs.%20Competitors.png" alt="Landing Pages vs. Competitors" width="960" style="width: 960px;"></strong></p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Landing%20Pages%20vs.%20Competitors.png?width=960&amp;name=Landing%20Pages%20vs.%20Competitors.png" alt="saas-challenger-brand--landing-pages-vs-competitors" width="960" style="width: 960px;"></p> <p>Even giants have their weak spots. Show how your SaaS shines via landing pages that compare your services with competitors – side-by-side.</p> <p>Competitor comparison landing pages&nbsp; are about leveraging the cache given to the bigger brands in your sector and making sure your voice is heard alongside theirs.</p> <p>And if your product is better, well, it’s only right that people know, surely?</p> <br> <h3><strong>6) Search Engine Marketing</strong></h3> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Search%20Engine%20Marketing.png?width=960&amp;name=Search%20Engine%20Marketing.png" alt="Search Engine Marketing" width="960" style="width: 960px;"></strong></p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Search%20Engine%20Marketing.png?width=960&amp;name=Search%20Engine%20Marketing.png" alt="saas-challenger-brand--search-engine-marketing" width="960" style="width: 960px;"></p> <p>Step six is all about setting up paid campaigns that target buyers who are already looking for product-specific terms, or alternatives to popular competitors, or reviews.&nbsp;</p> <p>Getting them to sign up for more information means capitalizing on high-intent PPC search and remarketing campaigns. This will help you secure more leads at scale and is a great way of keeping prospects engaged and coming back.</p> <br> <h3><strong>7)&nbsp; Multi-Touch Outreach</strong></h3> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Multi-Touch%20Outreach.png?width=960&amp;name=Multi-Touch%20Outreach.png" alt="Multi-Touch Outreach" width="960" style="width: 960px;"></strong></p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Multi-Touch%20Outreach.png?width=960&amp;name=Multi-Touch%20Outreach.png" alt="saas-challenger-brand--multi-touch-outreach" width="960" style="width: 960px;"></p> <p>No marketing channel is an island. Nothing works in isolation. Especially not spammy emails and LinkedIn messages.&nbsp;</p> <p>Stop spamming, start connecting. Build relationships with buyers at scale who need your solution now.&nbsp;</p> <p>But how do you actually go the extra mile and reach out to those that you know are a good fit with a relevant message? Be yourself. Stay humble. Stay human and stay connected – across all channels.</p> <br> <h3><strong>8) SEO&nbsp;</strong></h3> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/SEO.png?width=960&amp;name=SEO.png" alt="SEO" width="960" style="width: 960px;"></strong></p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/SEO.png?width=960&amp;name=SEO.png" alt="saas-challenger-brand--seo" width="960" style="width: 960px;"></p> <p>Want content that scales and gets noticed? Ramp it up with SEO.</p> <p>A hard fact to accept is that no-one (apart from you) really cares about your blog posts. What they’re great at, however, is making sure you maintain a share of voice around key industry topics.&nbsp;</p> <p>A lot of SEO strategies take between three and six – even up to 12 – months to yield&nbsp; results. However, when you don't have the luxury of time – and when you need results, well, yesterday – there are several ways you can get a jumpstart. A great way to do this is to analyze the major keywords you’re already ranking for and double down on those. This involves crafting a strategy to laser focus on those terms.&nbsp;</p> <p>By doing so you’ll quickly start to see results. In this way you can dramatically improve your search rankings – and even start to get listed on page one. All it often takes is a few tweaks or a few pieces of content advantage.&nbsp;</p> <br> <h3><strong>9) Content Machine</strong></h3> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Content%20Machine.png?width=960&amp;name=Content%20Machine.png" alt="Content Machine" width="960" style="width: 960px;"></strong></p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Content%20Machine.png?width=960&amp;name=Content%20Machine.png" alt="saas-challenger-brand--content-machine" width="960" style="width: 960px;"></p> <p>Want to get your message everywhere fast? You need to create a custom content machine! Churning out content at a rate of knots looks complicated from the outside looking in. But all it really takes is a systematic approach&nbsp;– one that delivers your company’s message to the right audience at the right time, across all of the right platforms.</p> <p>The best thing about this approach is that it can be easily replicated without a lot of effort. You just need to make sure you streamline every part of the process – setting up the production, distribution, and engagement processes in ways that complement all of the other things you’ve been working hard to get right.</p> <br> <h2><strong>The Challenger System: What’s Next?</strong></h2> <p>By implementing the SaaS Challenger System, you'll be able to differentiate your offer in the right way and capture users that are already looking for your services – before your competitors get a look in. You’ll also learn how to reach your ideal buyers directly – in a way that cuts through the noise.&nbsp;</p> <p>Ultimately, we have a tried and true system that’ll help get your message out there in a scalable, easily repeatable way. And we're very excited to start seeing it deliver even more results!</p> <p><a class="cta_button" href="https://www.market8.net/cs/ci/?pg=33787c0f-cb41-42bd-8355-e4f7fceefa67&amp;pid=23553&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="Get the Market8 Challenger System Now" src="https://no-cache.hubspot.com/cta/default/23553/33787c0f-cb41-42bd-8355-e4f7fceefa67.png"></a></p> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2Fsaas-challenger-brand&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> Tue, 07 Jul 2020 19:20:44 GMT eduardo@market8.net (Eduardo Esparza) https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/saas-challenger-brand 2020-07-07T19:20:44Z 10 Psychological Techniques To Improve SaaS Marketing Effectiveness: https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/ten-psychological-techniques-to-improve-saas-marketing-effectiveness <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/ten-psychological-techniques-to-improve-saas-marketing-effectiveness" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/SaaS%20Marketing%20%20Feature%20Image%20800%20x%20450.jpg" alt="SaaS Marketing Feature Image 800 x 450" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p><span style="background-color: transparent;">How to use psychology to grow your SaaS business &amp; reduce churn:&nbsp;</span><span style="background-color: transparent;">Every month, more businesses commit to the recurring revenue model used by SaaS marketing companies. According to </span><a href="https://www.zuora.com/resource/subscription-economy-index/" style="background-color: transparent;">Zuora’s Subscription Economy Index (SEI)</a><span style="background-color: transparent;">, subscription business revenue is growing 8x faster than the average S&amp;P 500 company. </span></p> <p><span style="background-color: transparent;">The SaaS sector though is relatively young and ferociously competitive, which means companies have to use every tool at their disposal to survive in such a difficult business environment.</span></p> <div></div> <p><span style="background-color: transparent;">How to use psychology to grow your SaaS business &amp; reduce churn:&nbsp;</span><span style="background-color: transparent;">Every month, more businesses commit to the recurring revenue model used by SaaS marketing companies. According to </span><a href="https://www.zuora.com/resource/subscription-economy-index/" style="background-color: transparent;">Zuora’s Subscription Economy Index (SEI)</a><span style="background-color: transparent;">, subscription business revenue is growing 8x faster than the average S&amp;P 500 company. </span></p> <p><span style="background-color: transparent;">The SaaS sector though is relatively young and ferociously competitive, which means companies have to use every tool at their disposal to survive in such a difficult business environment.</span></p> <div></div> <div> <br> <p>There is a tendency to examine the SaaS marketing challenge from purely a rational perspective. However, research by <a href="https://en.wikipedia.org/wiki/Daniel_Kahneman">Daniel Kahneman</a>, the first psychologist to receive the Nobel Prize for economics, showed that even the most objective thinkers are prone to cognitive biases and rules of thumb. Such psychological tactics can be used to the advantage of SaaS marketing to nudge business people in the direction we wish to take them. In this post we will examine a number of these psychological <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/understanding-cialdini-s-6-principles-of-persuasion">weapons of persuasion</a> in detail to help you gain a competitive advantage with your SaaS marketing activity.</p> <h3>1. The Power of Free!</h3> <p>The free trial has become synonymous with SaaS marketing because it allows business people to try out your service risk free. As there is no upfront capital investment required people are afraid of missing out on something for free as they are loss averse. This is compelling because people hate the feeling of regret when they make a decision that leads to a negative outcome and people often perceive the value of free offers as significantly greater than they are in reality.</p> <p>This means that the cost of a free trial is usually outweighed by the extra sales and revenues you receive from such an offer. Further, by getting people to subscribe for free you benefit from the <a href="https://www.conversion-uplift.co.uk/glossary-of-conversion-marketing/endowment-effect/">endowment effect</a>. This is the tendency for people to over-value items that we own or partially own compared to those products or services they don’t possess. It also shows that you have confidence in your SaaS product and user experience as if customers are not satisfied with your product and after sales service they are unlikely to renew their subscription when they have to begin paying for the service.</p> <p>Finally, a free trial is also a great way of generating reviews and testimonials which encourages your story to be spread through word of mouth and social networks. Giving away something for free often triggers a desire to reciprocate and what better way than asking your new customers to provide a review of your SaaS product. Social proof is an important driver of decision making because it is often used as a short-cut to deciding who you can trust.</p> <h3>2. Always display your most expensive plan first:</h3> <p>Have you noticed how often SaaS companies show you their lowest priced offer first because they assume they need to appear price competitive? In fact this approach can be counterproductive because of a cognitive bias called anchoring. This refers to how people’s decisions are overly influenced by the first price they are exposed to and this then becomes a subconscious reference point for all subsequent judgments.</p> <p>&nbsp;</p> <div> <a href="https://www.survata.com/"><img src="https://www.market8.net/hs-fs/hubfs/SaaS%20Marketing%20Survata%20pricing%20page%20with%20price%20high%20to%20low.jpg?width=800&amp;name=SaaS%20Marketing%20Survata%20pricing%20page%20with%20price%20high%20to%20low.jpg" alt="SaaS Marketing Survata pricing page with price high to low" width="800" style="width: 800px;"></a> </div> <p>&nbsp;</p> <p>People automatically make decisions by adjusting away from the anchor price. This means that if a pricing page displays the highest priced plan first (lowest from left to right) this will create an anchor price that all other plans will be compared against. This ensures the company sets the highest anchor price possible and this will help make other plans appear more cost effective than if they had displayed the lowest price first.</p> <h3>&nbsp;</h3> <h3>3. Create a decoy pricing plan:</h3> <p>When people are presented with two distinct choices the introduction of third (a decoy) plan can change their preferences towards a more expensive option. The decoy plan must be a clearly inferior option to an existing premium plan to make the latter look more attractive.</p> <p>In this example the introduction of the plan on the far left (Print only subscription) draws attention away from the digital only option (far right). Experiments have shown that this persuades more prospects to select the digital + print plan (in the middle) because it makes it look more appealing. The decoy plan also makes the third option (Digital only) look like a foolish option.</p> <p>&nbsp;</p> <div> <img src="https://www.market8.net/hs-fs/hubfs/SaaS%20Marketing%20decoy%20effect.jpg?width=800&amp;name=SaaS%20Marketing%20decoy%20effect.jpg" alt="SaaS Marketing decoy effect" width="800" style="width: 800px;"> </div> <p>&nbsp;</p> <h3>4. Always display an odd number of pricing plans:</h3> <p>Another psychological phenomenon that SaaS marketing companies can benefit from is the center stage effect. This is our tendency that when presented with a number of choices we often select the middle option. This is most effective when the differences between the options presented are simple and clearly communicated.</p> <p>When combined with the anchor and decoy effect this makes for a very persuasive pricing page. The strength of the center stage effect is further enhanced when combined with social proof (e.g. Our most popular plan!) because people are heavily influenced by what they believe other customers are doing.</p> <h3>5. Become too good to lose:</h3> <p>In SaaS marketing the barriers to churn are often low. The only costs incurred are often training and transferring data. However, a high churn rate (e.g. over 30%) can destroy your business model. To reduce your churn rate you can use our natural fear of loss to increase the barriers to switching and thus make your customers more loyal and increase their life time value.</p> <blockquote> “Loss aversion is a powerful conservative force that favors minimal changes from the status quo in the lives of both institutions and individuals.” Daniel Kahneman, Thinking, fast and slow. </blockquote> <p>One way to achieve this is by increasing the perceived cost of switching by structuring your product as if it is modular. Hubspot use this approach by initially offering free access to their Marketing Hub. Once you have subscribed to one service it is a lot easier for them to promote other complementary services such as the CRM, Sales, and Service Hub. As a result of this your business becomes more dependent upon their SaaS product to work effectively and less likely to switch to another solution.</p> <p><a href="https://www.hubspot.com/pricing/marketing?selectedPackage=free"><img src="https://www.market8.net/hs-fs/hubfs/SaaS%20Marketing%20Hubspot%20pricing%20modules.jpg?width=800&amp;name=SaaS%20Marketing%20Hubspot%20pricing%20modules.jpg" alt="SaaS Marketing Hubspot pricing modules" width="800" style="width: 800px;"></a></p> <div> &nbsp; </div> <p>Integrations with other software vendors are often seen as a product cost rather than a marketing benefit. However, if you can get customers to integrate your software with their other key applications you turn your stand-alone software into an integral part of their business ecosystem. The more integrations, the more dependent customers become on your SaaS software and the greater the perceived loss if they churn.</p> <p>You can further increase the perceived barriers to churn by investing in an on boarding process that rapidly guides users to success. Ongoing support and training is also critical to ensure customers continue to realize the value they expected to achieve from your solution.</p> <p>If possible you should allow users to customize your service to their specific needs. This might be a personalized dash-board or changing default settings to align the user interface with their brand values. Psychological research has shown that people value things more when they have partially created them compared to items they have not been involved with building (see the <a href="https://www.conversion-uplift.co.uk/glossary-of-conversion-marketing/ikea-effect/">IKEA Effect</a>). This effect can be undermined if users fail to complete it successfully and so support in personalizing your solution can be especially productive.</p> <h3>6. Limit access to your software:</h3> <p>Isn’t it frustrating when you miss out on the last cookie in the jar? Scarcity is something we come across all the time and the psychologist <a href="https://www.influenceatwork.com/principles-of-persuasion/">Robert Cialdini</a> has conducted experiments which show that we place a higher value on items that are perceived to be scarce and a lower value on items that appear abundant. This is because as something becomes less abundant people perceive that they lose freedoms and people dislike that immensely.</p> <p>Scarcity is especially powerful when launching new functionality. It can be used to create a viral effect because it encourages existing users to sign up to the new functionality and reciprocate by recommending to peers in exchange for some kind of discount or benefit.</p> <p>SaaS marketing companies can use perceived or real scarcity as a powerful persuasive technique for growing their business more rapidly. One start-up SaaS company that used scarcity to its full effect was Hotjar, the user experience and survey tool. When Hotjar launched their free Beta they asked users who wanted early access to register to join a waiting list. Users were also informed that access to the Beta was by invitation only and thus potentially limited.</p> <p>&nbsp;<a href="https://www.hotjar.com/"><img src="https://www.market8.net/hs-fs/hubfs/SaaS%20marketing%20Hotjar%20Request%20early%20access-1.jpg?width=400&amp;name=SaaS%20marketing%20Hotjar%20Request%20early%20access-1.jpg" alt="SaaS marketing Hotjar Request early access-1" width="400" style="width: 400px; display: block; margin: 0px auto;"></a></p> <div> &nbsp; </div> <p>Once registration was completed prospects were informed of where they were in the waiting list and sent regular updates on progress towards getting access. However, users were also given the option to get instant access by getting 5 referrals. This used the power of scarcity to persuade prospects to find other potential customers for Hotjar and helped their campaign go viral. Hotjar rapidly grew its customer base as a result and is now an established B2B SaaS provider in a highly competitive market.</p> <p>&nbsp;<a href="https://www.hotjar.com/"><img src="https://www.market8.net/hs-fs/hubfs/SaaS%20marketing%20Hotjar%20cut%20the%20line%20to%20get%20instant%20access-1.jpg?width=600&amp;name=SaaS%20marketing%20Hotjar%20cut%20the%20line%20to%20get%20instant%20access-1.jpg" alt="SaaS marketing Hotjar cut the line to get instant access-1" width="600" style="width: 600px; display: block; margin: 0px auto;"></a></p> <div> &nbsp; </div> <p>&nbsp;</p> <h3>7. Become an authority in your space:</h3> <p>When you see your doctor you generally do what they suggest because we respect authority. Psychologists have found that even the appearance of authority increases the likelihood that people will adhere to advice or requests. We can’t all wear white coats but we can use the perception of authority to persuade prospects to sign up to our SaaS product.</p> <p>SaaS marketers can create the perception of authority in a number of ways. People respect technical knowledge and expertise which can give such individuals or brands greater authority over those without such skills. Make sure you prominently display awards, logos of established partners and professional bodies on your landing pages.</p> <p>Similarly information is power and organizations that control knowledge can exert power and influence by restricting access to such information. A high quality blog written by well-known expert writers can enhance your authority in your field. If you also limit access to some white papers or posts by asking users to provide contact details you can also use it to improve your prospecting activities.</p> <p>SaaS marketing companies can also project authority by demonstrating their credentials to operate in a sector. This may be that you are the first to introduce a new innovation into the market, your software integrates with more other SaaS software vendors than your competitors or you are the market leader. Organizational size or characteristics can also be used to show control over important resources or it may give you a competitive advantage (e.g. number of languages spoken by Customer Support).</p> <p>Finally, social connections can also be valuable as our level of authority can be greatly increased by demonstrating active support from large and influential social networks. This is not just the number of likes or shares, but testimonials from large and established B2B customers can be very persuasive in <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/effective-ways-to-build-trust-on-your-website">building trust in your site</a>.</p> <p>&nbsp;</p> <div> <a href="https://www.hotjar.com/"><img src="https://www.market8.net/hs-fs/hubfs/SaaS%20Marketing%20Hotjar%20authority%20using%20customer%20logos%20and%20social%20proof.jpg?width=800&amp;name=SaaS%20Marketing%20Hotjar%20authority%20using%20customer%20logos%20and%20social%20proof.jpg" alt="SaaS Marketing Hotjar authority using customer logos and social proof" width="800" style="width: 800px;"></a> </div> <p>&nbsp;</p> <h3>8. Focus on how close users are to achieving their goals:</h3> <p>People love to have regular feedback on their progress towards a goal as this helps motivate them to complete a task. But research conducted by the psychologist <a href="https://en.wikipedia.org/wiki/Clark_L._Hull">Clark Hull</a> demonstrated that as people get closer to achieving a goal they accelerate their behaviour to complete the task. This means people are more motivated by how close they are to completing the task rather than how much progress they have made.</p> <p>This is especially critical during the activation process of low-touch web sales type SaaS software. First impressions are important and so it with the first time a user experiences your solution. It is essential that your onboarding process rapidly guides users towards that “wow” moment to remind them why they signed up to your SaaS product.</p> <p>For SaaS marketing companies this confirms the importance of always giving users feedback on how much progress they have made towards completing a task. However, put more emphasis on how close they are to achieving a target rather than how much progress they have made. You can achieve this through progress indicators (e.g. steps completed on a sign up form), push notifications, SMS reminders and email updates.</p> <p>However, research shows that even the illusion of progress increases motivation and task completion. This can be achieved by always showing progress even on the first step of a task. Beak up a task so that it is easier to make progress on the first few steps so giving the perception of more rapid progress. This will help motivate users and lead to more rapid progress on the final few steps.</p> <h3>9. Only offer a few choices at anyone time:</h3> <p>Everybody loves to have choices, but research by psychologist <a href="https://en.wikipedia.org/wiki/Hick's_law">William Hick</a> showed that the more choices you present someone, the longer it takes them to make a decision. For SaaS marketing this means launching with a minimum viable product (MVP). Avoid mission creep by adding more options and features just because your engineers can. Use defaults for most settings that users will rarely need to change rather than making them an explicit choice for customers to make.</p> <p>&nbsp;</p> <div> Focus on customer needs rather than what your competitors are doing. Conduct usability research to see how easily customers can navigate and complete tasks without the necessity to shown them too many options to choose from. Get feedback from users and prospects before introducing new options and features to understand how valuable they are likely to be to users. If you have sufficient traffic on your site consider conducting A/B tests to measure the effect on behavior of giving more prominence to a new feature and how it influences key metrics. </div> <div> &nbsp; </div> <div> Many SaaS websites have learnt this lesson and limit options to one or two <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-to-create-a-high-converting-call-to-action-on-your-b2b-website">call-to-actions on their B2B landing page</a>. Removing or hiding navigation is another way of avoiding distractions and nudging users down a single flow. Here Pipedrive.com use this approach to minimize leakage in the conversion funnel. </div> <div> &nbsp; </div> <div> <a href="https://www.pipedrive.com/en-gb"><img src="https://www.market8.net/hs-fs/hubfs/SaaS%20Marketing%20Pipedrive%20landing%20page.jpg?width=600&amp;name=SaaS%20Marketing%20Pipedrive%20landing%20page.jpg" alt="SaaS Marketing Pipedrive landing page" width="600" style="width: 600px; display: block; margin: 0px auto;"></a> </div> <p>&nbsp;</p> <h3>10. Focus on the peaks and the end points of the customer experience:</h3> <p>What do you remember about your last holiday experience? I reckon that you remember the most intense point and the end of your holiday. This is a psychological heuristic known as the peak-end rule made famous by Daniel Kahneman in a 1993 paper on how people remember pain.</p> <p>What Kahneman discovered is that people’s memory of an event is mainly determined by the most intense stage of an experience (e.g. creating a new campaign in SaaS software) and the end of the experience (e.g. submitting the campaign for publication). Interestingly people’s perception of an experience largely ignores the time taken to complete the process.</p> <p>For SaaS companies this has important implications. It means don’t focus on how long something takes (e.g. a conversation with a Customer Services representative), but instead ensure you identify the most intense steps in a process and focus on making them a slick and positive experience.</p> <p>Increasingly SaaS companies are using artificial intelligence to identify when users are struggling with a process on their site. Offering Live Chat or a chatbot can provide positive assistance to customers needing help. A bot can also be trained to engage with new visitors to suggest a demo request to create a positive experience.</p> <p>Another way to benefit from the peak-end rule is to congratulate customers whenever they complete a task or end a process in your application. MailChimp for example displays a “High Fives!” message when a user sends out a new email campaign.</p> <p>&nbsp;</p> <div> <a href="https://mailchimp.com/"><img src="https://www.market8.net/hs-fs/hubfs/SaaS%20Marketing%20MailChimp%20peak%20end%20rule.jpg?width=600&amp;name=SaaS%20Marketing%20MailChimp%20peak%20end%20rule.jpg" alt="SaaS Marketing MailChimp peak end rule" width="600" style="width: 600px; display: block; margin: 0px auto;"></a> </div> <p>&nbsp;</p> <h3>Conclusion:</h3> <p>SaaS marketing has to be led by data and insights to be effective. As we have seen from the psychological insights business people are just as prone to being influenced by cognitive biases and heuristics as your average B2C customer.</p> <p>The free trial may be heavily criticized by management accountants, but it shows you have confidence in your product and it reduces the risk of regret for the customer. Remember pricing is heavily influenced by the first number we see. Always show your highest price first, create a decoy plan to nudge preferences towards a more expensive option and position that plan in the middle of the table.</p> <p>A high churn rate can be fatal to a SaaS marketing company and so use loss aversion to improve loyalty and life-time customer value. Give a high priority to enabling integrations with other SaaS vendors and legacy systems so that your software becomes a valued part of your customer's technology ecosystem. Provide the necessary training and support to help your customers rapidly achieve success and allow for customization of your software to increase perceived value.</p> <p>Don't allow unrestricted free access to your SaaS software as actual or perceived scarcity makes people value your product more highly. Become a thought leader by demonstrating that you hold technical knowledge and expertise which gives you greater authority in your field than your competitors. Leverage customer testimonials and business relationships to influence prospects to convert.</p> <p>Always give customers feedback on how they are doing when undertaking a task. Focus on how close they are to achieving a goal rather than how much progress they have made. Avoid giving customers too many choices and always focus on customer needs to avoid mission creep.</p> <p>Pay less attention to how long it takes for a customer to achieve a task, but instead be their for the most intense moments of the customer experience. Use customer feedback and technology to identify and respond to these moments of truth. This can help prevent an intense moment being perceived in a negative way.</p> <p>Finally, think about this.</p> <p>Does your SaaS software give appropriate feedback to users as they undertake tasks and does it congratulate them when they complete a project or significant process?</p> <p>If not, are you missing out on a valuable psychological tactic to improve the customer experience and reduce churn?</p> <p>&nbsp;</p> </div> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2Ften-psychological-techniques-to-improve-saas-marketing-effectiveness&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> Persuasion Consumer Psychology SaaS Marketing Thu, 20 Sep 2018 11:08:00 GMT eduardo@market8.net (Eduardo Esparza) https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/ten-psychological-techniques-to-improve-saas-marketing-effectiveness 2018-09-20T11:08:00Z 7 Additional Inbound17 Session Takeaways https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/7-additional-inbound17-session-takeaways <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/7-additional-inbound17-session-takeaways" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/Blog_posts/Inbound17%20One%20more%20takeaway/Inbound17%20ImgB.png" alt="7 Additional Inbound17 Session Takeaways" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <h2><strong></strong><span>7 More Inbound17 Session Takeaways</span></h2> <p>Just over two weeks after Inbound and at Market 8 we are still unpacking our minds from all the compelling keynotes and insightful sessions that we were able to attend. I know our team learned a lot and hopefully if you had the chance to join Inbound17 you did too.&nbsp; However, we know that speakers can only fit so much knowledge into a 45-minute talk, so we asked some of our favorite speakers for one additional takeaway that just didn’t make the final cut for their session.&nbsp;<br><br></p> <h2><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Inbound17%20One%20more%20takeaway/Inbound17%20ImgB.png?width=720&amp;height=405&amp;name=Inbound17%20ImgB.png" alt="Inbound17 ImgB.png" width="720" height="405"></strong><span>7 More Inbound17 Session Takeaways</span></h2> <p>Just over two weeks after Inbound and at Market 8 we are still unpacking our minds from all the compelling keynotes and insightful sessions that we were able to attend. I know our team learned a lot and hopefully if you had the chance to join Inbound17 you did too.&nbsp; However, we know that speakers can only fit so much knowledge into a 45-minute talk, so we asked some of our favorite speakers for one additional takeaway that just didn’t make the final cut for their session.&nbsp;<br><br></p> <div class="hs-responsive-embed hs-responsive-embed-youtube"> <iframe class="hs-responsive-embed-iframe" style="display: block; margin-left: auto; margin-right: auto;" src="http://www.youtube.com/embed/FnlO6vX9x0o" width="1200" height="800" allowfullscreen></iframe> </div> <p class="p-spacer">&nbsp;</p> <p>Michael Bartholow <br>Senior Account Manager <br>LunaMetrics<br>Session: Data-Driven Remarketing: 3 Funnel Flipping Insights for Targeting Your Personas</p> <p>Marketing teams need to stop treating remarketing as a separate campaign and start including it in their marketing efforts. Remarketing can help with budget waste and result in better customer experiences.&nbsp;</p> <p class="p-spacer">&nbsp;</p> <p>&nbsp;</p> <div class="hs-responsive-embed hs-responsive-embed-youtube"> <iframe class="hs-responsive-embed-iframe" style="display: block; margin-left: auto; margin-right: auto;" src="http://www.youtube.com/embed/tDlkEZUtczU" width="560" height="314" allowfullscreen></iframe> </div> <br>Brian Massey,&nbsp;Conversion Scientist <br>Conversion Sciences <br>Session: Everyday Behavioral Science <p>&nbsp;</p> <p>Data is indispensable when doing design work. If you have the data to back up any and all decisions you made while working on the design (or any other aspect of marketing) and can show these to executives you will have less friction and executives will understand better the choices made to help sway them your way.&nbsp;</p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <p>&nbsp;</p> <div class="hs-responsive-embed hs-responsive-embed-youtube"> <iframe class="hs-responsive-embed-iframe" style="display: block; margin-left: auto; margin-right: auto;" src="http://www.youtube.com/embed/EBzQRXsP0Ag" width="560" height="314" allowfullscreen></iframe> </div> <br>Josh Harcus,&nbsp;Chairman <br>Hüify <br>Session: How to Land Fortune 500 Brand Clients While Playing XBOX One <p>&nbsp;</p> <p>Sales in SaaS needs to stop jumping into the product demo and instead focus on their prospects needs and problems. By helping diagnose a prospect's issues, you build rapport and can then show how your product can help solve these issues.</p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <p>&nbsp;</p> <div class="hs-responsive-embed hs-responsive-embed-youtube"> <iframe class="hs-responsive-embed-iframe" style="display: block; margin-left: auto; margin-right: auto;" src="http://www.youtube.com/embed/vGiCX4_Ustg" width="560" height="314" allowfullscreen></iframe> </div> <br>Carmen Simon,&nbsp;Cognitive Neuroscientist <br>Memzy <br>Session: The Science of Storytelling: Beyond the Buzz <p>&nbsp;</p> <p>Storytelling by itself does not make you memorable, so as marketers we need to find a way to make it stick in our leads minds. We can do this by making our content perceptive, cognitive, and effective.</p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <p>&nbsp;</p> <div class="hs-responsive-embed hs-responsive-embed-youtube"> <iframe class="hs-responsive-embed-iframe" style="display: block; margin-left: auto; margin-right: auto;" src="http://www.youtube.com/embed/cg7ECCLGkZ0" width="560" height="314" allowfullscreen></iframe> </div> <br>Kelsey Cohen,&nbsp;Director of Marketing <br>FarmLogs <br>Session: Common Sense (Email) Trigger Control <p>&nbsp;</p> <p>Don’t think of each action your lead takes is a separate action but rather a journey they are taking where every step is cumulative to help get them to the end goal, becoming a customer. By following their behaviors, you can setup triggers to reach out with content to help move them along on their journey.&nbsp;</p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <div class="hs-responsive-embed hs-responsive-embed-youtube"> <iframe class="hs-responsive-embed-iframe" style="display: block; margin-left: auto; margin-right: auto;" src="http://www.youtube.com/embed/OS6H-Js7kLs" width="560" height="314" allowfullscreen></iframe> </div> <br>Sam Melnick,&nbsp;VP Marketing <br>Allocadia <br>Session: Solving the Mystery of ROI: How to Find Marketing's Impact on the Business <p class="p-spacer">&nbsp;</p> <p>Before trying to prove marketing's impact on ROI a company needs to define what measurements they will be using. Every business is different but to get a full picture try tracking 3 to 12 metrics and shifting them quarterly or annually. Focusing on these metrics will help paint a whole picture and help you make better decisions in marketing and sales.&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <div class="hs-responsive-embed hs-responsive-embed-youtube"> <iframe class="hs-responsive-embed-iframe" style="display: block; margin-left: auto; margin-right: auto;" src="http://www.youtube.com/embed/6-UXxcIL8zE" width="560" height="314" allowfullscreen></iframe> </div> <br>Gabe Wahab,&nbsp;Director of Interactive Services <br>Square2 Marketing <br>Session: Google Analytics Mastery: Turn Data Into Powerful Insights In 15 Minutes Or Less <p>&nbsp;</p> <p>It is not enough to just turn on Google Analytics and check the data every so often; instead, you should set goals within it.&nbsp; Business goals give you that context, and by setting these goals up, Google can show you just how you are performing to meet these goals.&nbsp;</p> <p>&nbsp;</p> <p><span style="background-color: transparent;">While we were unable to catch all our favorite speakers, we look forward to participating at Inbound18 and bringing you one more takeaway. In the meantime&nbsp;</span><a href="https://www.market8.net/maximize-sem-roi-with-conversion-optimization-awareness-lp" style="background-color: transparent;">learn how you can increase revenue with SEM+CRO in our ebook.&nbsp;</a></p> <p><a class="cta_button" href="https://www.market8.net/cs/ci/?pg=feef157a-7732-42e3-a109-d66b00ffccbc&amp;pid=23553&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="maximize-sem-roi-with-conversion-optimization -CTA" src="https://no-cache.hubspot.com/cta/default/23553/feef157a-7732-42e3-a109-d66b00ffccbc.png"></a></p> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2F7-additional-inbound17-session-takeaways&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> Conversion Optimization Email Marketing User Experience Fri, 20 Oct 2017 17:39:07 GMT tiffany@market8.net (Tiffany Christian) https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/7-additional-inbound17-session-takeaways 2017-10-20T17:39:07Z Is Growth-Driven Design a good fit for your organization? https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/is-growth-driven-design-a-good-fit-for-your-organization <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/is-growth-driven-design-a-good-fit-for-your-organization" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/Blog_posts/Is%20Growth-Driven%20Design%20a%20good%20fit/Is%20GDD%20Right%20for%20your%20company-%20%281%29.png" alt="Is GDD Right for your company- (1).png" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p><strong></strong></p> <p><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/growth-driven-design-all-you-wanted-to-know-about"><span style="font-weight: 400;">Growth-Driven Design</span></a><span style="font-weight: 400;"> is a web design methodology that’s rapidly gaining traction in the industry. Agencies and companies using this methodology to redesign their websites are experiencing faster time-to-value, and </span><a href="https://www.growthdrivendesign.com/report"><span style="font-weight: 400;">higher increases in visitors, leads, and customers</span></a><span style="font-weight: 400;">, than companies redesigning their sites following a traditional one-and-done approach.</span></p> <p><span style="font-weight: 400;">GDD is not a silver bullet, and it doesn’t work in isolation, nevertheless, </span><strong>you can be sure that if you think your company can measurably benefit from a website redesign, then your company is a good candidate for Growth-Driven Design. </strong><span style="font-weight: 400;">This article explores some of the factors that can help you determine if Growth-Driven Design is a good fit for your organization.</span></p> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Is%20Growth-Driven%20Design%20a%20good%20fit/Copy%20of%20Is%20GDD%20Right%20for%20your%20company-.png?width=720&amp;height=405&amp;name=Copy%20of%20Is%20GDD%20Right%20for%20your%20company-.png" alt="Copy of Is GDD Right for your company-.png" width="720" height="405"></strong></p> <p><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/growth-driven-design-all-you-wanted-to-know-about"><span style="font-weight: 400;">Growth-Driven Design</span></a><span style="font-weight: 400;"> is a web design methodology that’s rapidly gaining traction in the industry. Agencies and companies using this methodology to redesign their websites are experiencing faster time-to-value, and </span><a href="https://www.growthdrivendesign.com/report"><span style="font-weight: 400;">higher increases in visitors, leads, and customers</span></a><span style="font-weight: 400;">, than companies redesigning their sites following a traditional one-and-done approach.</span></p> <p><span style="font-weight: 400;">GDD is not a silver bullet, and it doesn’t work in isolation, nevertheless, </span><strong>you can be sure that if you think your company can measurably benefit from a website redesign, then your company is a good candidate for Growth-Driven Design. </strong><span style="font-weight: 400;">This article explores some of the factors that can help you determine if Growth-Driven Design is a good fit for your organization.</span></p> <p><span style="font-weight: 400;"></span></p> <strong><strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Is%20Growth-Driven%20Design%20a%20good%20fit/gdd-business-impact.jpg?width=720&amp;height=405&amp;name=gdd-business-impact.jpg" alt="gdd-business-impact.jpg" width="720" height="405" style="display: block; margin-left: auto; margin-right: auto;"><br></strong></strong> <p style="text-align: center;"><span style="font-size: 14px;"><a href="https://www.growthdrivendesign.com/report"><span style="font-weight: 400;">Image credit: 2017 State of Growth-Driven Design</span></a></span></p> <strong><strong><br></strong></strong> <h3><span style="font-size: 30px;"><strong>How to determine when your organization is ready for Growth-Driven Design?</strong></span></h3> <p><span style="font-weight: 400;">Your company can benefit the most from the Growth-Driven Design approach if it meets the following criteria:</span></p> <h4><span style="font-size: 24px;"><strong>1. The more traffic your site has, the better - but GDD also works for low traffic sites.</strong></span></h4> <p><span style="font-weight: 400;">Growth-Driven Design is an approach to web design that utilizes data to inform decisions about copy, layout, design, and architecture. The process is iterative, hence the idea is to inform decisions -&gt; form hypothesis -&gt; design a test -&gt; observe -&gt; implement changes -&gt; rinse and repeat. Therefore, generally speaking, the more data you are able to collect (higher traffic), the more confidence you can have on the decisions being made, and the faster the time-to-results.</span></p> <p><span style="font-weight: 400;">If your website has low traffic (under 5k visits per month), you can still benefit from GDD, it’s just that it will take you longer to mine the data, and likely you’ll have a lower level of certainty about the data you collect to make decisions. &nbsp;In some cases you will not be able to collect any data at all and you will need to </span><a href="https://conversionxl.com/10-best-practices-for-better-b2b-website-experience/"><span style="font-weight: 400;">base your decisions on heuristics</span></a><span style="font-weight: 400;">, or </span><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/is-your-website-functional-user-experience-evaluation-methods"><span style="font-weight: 400;">one-on-one user studies</span></a><span style="font-weight: 400;">.</span></p> <strong><strong><br></strong></strong> <h4><span style="font-size: 24px;"><strong>2. You’re past the initial startup traction stage of growth</strong></span></h4> <p><span style="font-weight: 400;">If your company is is just getting started, and has a product that is still in beta, you have bigger fish to fry than worrying about your site design. Your priority at this stage should be continuing to validate your product and get the first few clients in the bag, not focusing on growth. </span></p> <p><span style="font-weight: 400;">Companies who are at this point should keep Growth-Driven Design in mind, and it will be handy at a later stage, once you have a proven product in the market and your focus shifts from getting a viable product out the door into establishing your brand and boosting your company’s growth.</span></p> <p class="p-spacer">&nbsp;</p> <h4><span style="font-size: 24px;"> <strong>3. You have a critical mass of happy customers </strong></span></h4> <p><span style="font-weight: 400;">One of the reasons that make Growth-Driven Design achieve better results than traditional web redesigns is &nbsp;due to the face it’s </span><i><span style="font-weight: 400;">data driven</span></i><span style="font-weight: 400;">. The whole first phase of a GDD implementation is dedicated to research: learning about your customers to learn things such as:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">The reasons they chose you over your competitors, </span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How would they describe your product and its benefits... </span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">What was their buyer’s journey like?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">What was their role in the decision process</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">etc...</span></li> </ul> <p><span style="font-weight: 400;">So, if your company is at a stage where it doesn’t have a critical mass of satisfied customers yet, Growth-Driven Design is not yet for you. &nbsp;Focus on building a raving customer base first.</span></p> <p style="text-align: center;"><em><span style="font-weight: 400; font-size: 30px;">"The whole first phase of a GDD implementation is dedicated to research."&nbsp;</span></em><a href="https://ctt.ec/_8Lme"><span style="font-weight: 400; font-size: 30px;"><span style="font-size: 12px;">Tweet this quote</span></span></a></p> <strong><strong><br></strong></strong> <h4><span style="font-size: 24px;"><strong>4. Your firm has some track record with Inbound Marketing and your site is generating some leads.</strong></span></h4> <p><span style="font-weight: 400;">If your main objective with Growth-Driven Design is to increase the overall quality and amount of lead capture, you will want to define Lead Quality and Total # of New Leads Captured as KPIs.</span></p> <p><span style="font-weight: 400;">Now consider this scenario: Say your firm has zero traction with Inbound Marketing; you are generating no content at all, no blogging, and the only call to action on your website is a Contact Us link somewhere in the page. Further, there is no one in the organization accountable for generating such content and increasing web traffic.</span></p> <p><i><span style="font-weight: 400;">Can you still benefit from a better website?</span></i><span style="font-weight: 400;"> Sure - there are a lot of things that can be done to improve the layouts and architecture of your website, even in the absence of traffic - it will take longer to prove your hypotheses, but it can be done.</span></p> <p><i><span style="font-weight: 400;">Will you reap maximum benefits from your GDD efforts?</span></i><span style="font-weight: 400;"> Likely not. Your KPIs relate to acquiring new leads and increasing lead quality, and that can only be maximized when there is a healthy flow of new qualified visitors to the site, which likely happens if you are generating content. &nbsp;In fact, in your </span><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/the-website-hierarchy-of-needs-how-to-build-a-roadmap-for-improving-your-b2b-website"><span style="font-weight: 400;">website’s hierarchy of needs</span></a><span style="font-weight: 400;">, the base is Audience. &nbsp;Everything is built upon that.</span></p> <p><span style="font-weight: 400;"><img src="https://www.market8.net/hs-fs/hubfs/social-suggested-images/hierarchy-of-web-design-needs-market_8-pyramid.jpg?width=687&amp;name=hierarchy-of-web-design-needs-market_8-pyramid.jpg" alt="hierarchy-of-web-design-needs-market_8-pyramid.jpg" width="687" style="display: block; margin-left: auto; margin-right: auto; width: 687px;"></span></p> <strong><strong><br></strong></strong> <h4><span style="font-size: 24px;"><strong>5. Your firm is running paid ads</strong></span></h4> <p><span style="font-weight: 400;">If you are pouring money into PPC, LinkedIn or other kinds of paid ads, you can benefit handsomely from adopting a Growth-Driven Design approach, more specifically the Conversion Optimization part of it. </span></p> <p><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-to-maximize-sem-roi-with-conversion-optimization-business-case"><span style="font-weight: 400;">A continuous improvement approach like GDD can help you optimize the whole conversion funnel from the ad to the landing page</span></a><span style="font-weight: 400;"> instead of stopping at optimizing click thru rates.</span></p> <p><span style="font-weight: 400;">In fact, the bigger your ad spend, the faster you can benefit from adopting GDD to help optimize your top performing campaigns.</span></p> <p><span style="font-weight: 400;"><img src="https://www.market8.net/hs-fs/hubfs/images/PPC%20LP%20Conversion/PPC_Funnel.png?width=545&amp;name=PPC_Funnel.png" alt="PPC_Funnel.png" width="545" style="display: block; margin-left: auto; margin-right: auto; width: 545px;"></span></p> <h4><span style="font-size: 24px;"><strong>6. Your marketing department has at least one full time employee </strong></span></h4> <p><span style="font-weight: 400;">This actually applies to every marketing initiative being run. If your firm is serious about realizing growth from the digital channel, success simply won’t happen if there isn’t at least one capable professional dedicated to make it happen. </span></p> <p><span style="font-weight: 400;">There are several ways to structure a marketing department for success. &nbsp;Here is an idea of how to split the different programs and accountability for results among your marketing team.</span></p> <strong><strong><br></strong></strong> <h4><span style="font-size: 24px;"><strong>7. Your marketing team has freedom of action - it’s not being micromanaged</strong></span></h4> <p><span style="font-weight: 400;">This principle also applies to every marketing initiative, not only GDD. &nbsp;Yet, GDD is a typical victim of a micro management style because of the fact that it is touching the website (including the homepage), which is a shiny object, that can be subject to a lot of scrutiny from the leadership team and even investors.</span></p> <p><span style="font-weight: 400;">It is essential that you have the ability to listen to the opinions from stakeholders, understand the concerns, have the wisdom to distill the important bits from uninformed opinions, and have the klout to hold your ground and make everybody listen.</span></p> <p><span style="font-weight: 400;">If your position will be to “</span><i><span style="font-weight: 400;">just give them what they want</span></i><span style="font-weight: 400;">” and disregard the research, data, the evidence, and the experience of the professionals around the website, adopting a GDD won’t get you very far, you’ll be constantly frustrated from the lack of results, and still you will have to explain the poor performance of the website to the same group of opinionated stakeholders. Don’t put yourself in a losing position.</span></p> <strong><strong><br></strong></strong> <h4><span style="font-size: 24px;"><strong>8. Your company has a strong customer-centric focus,and values customer input</strong></span></h4> <p><span style="font-weight: 400;">A company that is Customer-Centric understands a few things very well:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">First and foremost - not every customer is an ideal customer; </span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Has a very clear definition of what the Ideal Customer Profile (ICP) is. &nbsp;</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">It has an insatiable thirst to understand the issues of their ICPs through research</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Designs products and services to solve precisely those problems</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Gets out of their way to make sure that customers that fit the ICP are beyond satisfied, and have a pleasant experience across every touchpoint (the website being one of them)</span></li> </ul> <p><span style="font-weight: 400;">Growth-Driven Design is an ideal approach for customer-centric organizations because it proposes improvements to the website based on data collected from actual users, and input from end-customers. &nbsp;</span></p> <p><span style="font-weight: 400;">Growth-Driven Design is a necessary process to improve the customer’s experience across all website-based touchpoints.</span></p> <p><span style="font-weight: 400;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Is%20Growth-Driven%20Design%20a%20good%20fit/Outside-In-Customer-Centric-Companies.jpg?width=321&amp;name=Outside-In-Customer-Centric-Companies.jpg" alt="Outside-In-Customer-Centric-Companies.jpg" width="321" style="display: block; margin-left: auto; margin-right: auto; width: 321px;"></span></p> <p style="text-align: center;"><span style="font-size: 14px;"><a href="https://www.amazon.com/Outside-Putting-Customers-Center-Business-ebook/dp/B008CRWKRY/ref=sr_1_1?ie=UTF8&amp;qid=1499243888&amp;sr=8-1&amp;keywords=outside+in"><span style="font-weight: 400;">Image credit: Outside In - The power of Putting Customers at the Center of Your Business</span></a></span></p> <p style="text-align: left;"><span style="font-size: 20px;"><span style="font-weight: 400;">Let me repeat:</span></span></p> <p style="text-align: center;"><em><span style="font-size: 30px;"><span style="font-weight: 400;">"Growth-Driven Design is a necessary process to improve the customer’s experience across all website-based touchpoints." </span></span></em><a href="https://ctt.ec/CvcHY"><span style="font-size: 30px;"><span style="font-weight: 400;"><span style="font-size: 12px;">Tweet this quote</span></span></span></a></p> <strong><strong><br></strong></strong> <h4><span style="font-size: 24px;"><strong>9. Your marketing team has established </strong><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/b2b-web-design-and-inbound-marketing-blog/grow-your-business-with-smart-goals"><strong>SMART goals</strong></a></span></h4> <p><span style="font-weight: 400;">When an organization establishes specific goals, with key measurements that are consistently tracked and managed, magical things happen. &nbsp;It seems that the mere act of setting goals, focuses the team on the right things and performance improves. Some of these goals may include:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">What’s the revenue growth goal for the next year? 5 years?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How much is marketing expected to contribute to those goals?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">You have broken down marketing goals and have specific expectations for the website performance </span></li> </ul> <p><span style="font-weight: 400;">Having goals is a critical success factor in a Growth-Driven Design program. However, goals assigned to the GDD program can’t be the only goals that marketing has because GDD doesn’t work in isolation. So your organization is even a better fit for Growth-Driven design if:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Your marketing team and vendors are accountable for specific metrics for each one of the marketing programs ran.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Marketing has a specific lead commitment to sales and contribution to revenue, whether it’s a lead quota, or a marketing contribution to revenue goal</span></li> </ul> <strong><strong><br></strong></strong> <h4><span style="font-size: 24px;"><strong>10. Your firm has other stakeholders that can benefit from an iterative approach to the site.</strong></span></h4> <p><span style="font-weight: 400;">Increasing the volume of leads, and improving lead quality are two of the most common macro goals that GDD is typically responsible for. There are however other users of a website that are commonly overlooked. &nbsp;Satisfying the needs of these other users is actually critical to the overall success of a company. &nbsp;Some of these other significant users of the site, often overlooked are:</span></p> <ul> <li style="font-weight: 400;"><strong>Existing clients: </strong><span style="font-weight: 400;">A lot of companies make the assumption that once a client is onboarded, all marketing ought to stop. But your website still has a role for existing clients, especially around telling the story of how your company can help throughout the entire lifecycle. The ability to continue to tell this story is critical in the company’s success in upselling other services and expanding its relationships with ideal clients.</span></li> <li style="font-weight: 400;"><strong>Employee candidates: </strong><span style="font-weight: 400;">Recruiting top talent is a key strategic objective in most organizations. &nbsp;A poor performing website that doesn’t reflect the organization favorably can hurt the company’s ability to recruit top talent. Further, if one of the primary objectives of your organization is to attract new talent, you could use the same data-driven approach GDDD offers, and apply it to understanding candidate user behaviors and making data-driven improvements to the careers section of the site.</span></li> <li style="font-weight: 400;"><strong>Industry Analysts: </strong><span style="font-weight: 400;">If you are a software company, to a great extent, your website influences the perception of industry analysts, and often help them build an opinion about how your solution approaches solving a problem.</span></li> <li style="font-weight: 400;"><strong>Investors:</strong><span style="font-weight: 400;"> If your company is public, investors will have a particular set of interests and motivations that can persuade them to invest in the firm. Having a proper investor relations area of the site that answers repetitive questions that investors have is important.</span></li> <li style="font-weight: 400;"><strong>Channel Partners:</strong><span style="font-weight: 400;"> This set of users have a different set of needs on your site. Providing information about the program, presenting training material and resources, is mission critical for them. &nbsp;In addition, having website functionality to qualify and recruit new channel partners can help grow the channel partner program, if this is an objective for your organization.</span></li> </ul> <p><span style="font-weight: 400;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/Is%20Growth-Driven%20Design%20a%20good%20fit/Is-GDD-a-good-fit-for-your-org-zendesk-careers-area.png?width=698&amp;name=Is-GDD-a-good-fit-for-your-org-zendesk-careers-area.png" alt="Is-GDD-a-good-fit-for-your-org-zendesk-careers-area.png" width="698" style="display: block; margin-left: auto; margin-right: auto; width: 698px;"></span></p> <p style="text-align: center;"><span style="font-size: 14px;"><a href="https://www.zendesk.com/jobs/"><span style="font-weight: 400;">Image credit: Attracting talent is a key strategic initiative for Zendesk</span></a></span></p> <h4><span style="font-size: 24px;"><strong>Conclusion</strong></span></h4> <p><span style="font-weight: 400;">Growth-Driven Design is a very powerful data-driven methodology to get the website to deliver better results.</span></p> <p><span style="font-weight: 400;">Like any other marketing initiative, however, it works best when there is actionable data to work with. To make the most out of this methodology your company should have some, if not all of the following:</span></p> <ol> <li style="font-weight: 400;"><span style="font-weight: 400;">A steady stream of traffic</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Is an established organization</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Has happy customers</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Has trackable marketing data</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Is running ads</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Has a dedicated marketing team/person</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Marketing is not micromanaged</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Organization is customer-centric</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Marketing has and uses SMART goals</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Has other website users that can benefit </span></li> </ol> <p><i style="background-color: transparent;"><span>What about you? What else do you think should be on this list? &nbsp;</span></i></p> <p><i><span style="font-weight: 400;">Have you tried to implement Growth-Driven Design only to find out that your organization isn’t setup to reap the benefits from it? </span></i></p> <p><i><span style="font-weight: 400;">What stood in your way?</span></i></p> <p><i><span style="font-weight: 400;">Please comment...</span></i></p> <p><i><span style="font-weight: 400;"><a class="cta_button" href="https://www.market8.net/cs/ci/?pg=ab394484-dd2f-4c4b-acbe-d3a2bc677309&amp;pid=23553&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="Saas website redesign ebook" src="https://no-cache.hubspot.com/cta/default/23553/ab394484-dd2f-4c4b-acbe-d3a2bc677309.png"></a></span></i></p> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2Fis-growth-driven-design-a-good-fit-for-your-organization&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> Growth-Driven Design Wed, 12 Jul 2017 20:20:31 GMT eduardo@market8.net (Eduardo Esparza) https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/is-growth-driven-design-a-good-fit-for-your-organization 2017-07-12T20:20:31Z How to Maximize SEM ROI With Conversion Optimization [The Business Case] https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-to-maximize-sem-roi-with-conversion-optimization-business-case <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-to-maximize-sem-roi-with-conversion-optimization-business-case" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-boost_SEM_with_CRO_B.jpg" alt="How to Maximize SEM ROI With Conversion Optimization [The Business Case]" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p>Marketers are spending more on ads than ever before. &nbsp;Ad spend is expected to continue to grow at an annual rate of 12.1% by 2019, naturally driving advertising costs upwards. This article series explains the importance of focusing on improving the ROI of your SEM, and explores critical things you need to focus on optimizing from your ads, all the way to your landing page conversions.<strong></strong></p> <p>Marketers are spending more on ads than ever before. &nbsp;Ad spend is expected to continue to grow at an annual rate of 12.1% by 2019, naturally driving advertising costs upwards. This article series explains the importance of focusing on improving the ROI of your SEM, and explores critical things you need to focus on optimizing from your ads, all the way to your landing page conversions.<strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-boost_SEM_with_CRO_B.jpg?width=720&amp;height=405&amp;name=SEM-ROI-boost_SEM_with_CRO_B.jpg" alt="SEM-ROI-boost_SEM_with_CRO_B.jpg" width="720" height="405"></strong></p> <p>The advertiser's logic is clear: spend some money on campaigns that target the very audience you want exactly when they want you;&nbsp;<em>You spend some money to make more money</em>. &nbsp;</p> <p>Most advertisers view of the advertising flow looks like this:</p> <p style="padding-left: 30px;"><strong>1. Drive eyeballs to your site</strong></p> <p style="padding-left: 30px;"><strong>2. More sales / opt-ins.</strong></p> <p>This is a myopic view. You need to provide the means for the buyer to act on. So from your buyer's perspective, the flow is actually more like this:</p> <p style="padding-left: 30px;"><strong>1. Search for what I want</strong></p> <p style="padding-left: 30px;"><strong>2. Click and check if this is relevant &amp; trustworthy - compare, etc.</strong></p> <p style="padding-left: 30px;"><strong>3. Buy/opt-in</strong></p> <p>If you are not doing something to optimize your buyer's experience in step 2, you are probably wasting a lot of money.</p> <p><a class="cta_button" href="https://www.market8.net/cs/ci/?pg=feef157a-7732-42e3-a109-d66b00ffccbc&amp;pid=23553&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="maximize-sem-roi-with-conversion-optimization -CTA" src="https://no-cache.hubspot.com/cta/default/23553/feef157a-7732-42e3-a109-d66b00ffccbc.png"></a></p> <h2>Why You Can’t Have SEM Without CRO: The Business&nbsp;Case</h2> <p>Interest in SEM as a search term has been on&nbsp;a steep rise in the last 5 years (2012-2016). In fact, <a href="https://www.salesforce.com/blog/2016/02/key-trends-transforming-advertising-2016.html">PWC forecasted that</a>&nbsp;digital advertising spend will continue to grow at a CAGR of 12.1% between 2014 and 2019 to a staggering 240 billion. &nbsp;</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-keyword-interest-trends.jpg?width=720&amp;height=479&amp;name=SEM-ROI-keyword-interest-trends.jpg" alt="SEM-ROI-keyword-interest-trends.jpg" width="720" height="479" style="display: block; margin-left: auto; margin-right: auto;"></p> <p>&nbsp;</p> <p>What does this mean to you? It means that as bid competitions across all digital advertising increase, advertising costs will inevitable go up. &nbsp;<em>Supply and demand.</em></p> <p>&nbsp;</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-Digital-Advertising-Forecast.png?width=600&amp;height=329&amp;name=SEM-ROI-Digital-Advertising-Forecast.png" alt="SEM-ROI-Digital-Advertising-Forecast.png" width="600" height="329" style="display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;"><a href="https://www.salesforce.com/blog/2016/02/key-trends-transforming-advertising-2016.html">Image credit</a></p> <p>&nbsp;</p> <p><span>With advertising costs bound to go up, the pressure on getting your ads to perform and to ultimately yield revenue for your firm will also increase. &nbsp;I'll repeat that in big:</span></p> <blockquote> <p><span>With advertising costs bound to go up, the pressure on getting your ads to ultimately yield revenue for your firm will also increase."</span></p> </blockquote> <p>This means that you will need to&nbsp;think about how to improve the efficiency of your ad budget:</p> <ul> <li>First optimizing your ads, so that click-thru-rates are high and cost-per-action are as low as possible.</li> <li>Second, making sure that your paid traffic is landing on pages that convert those visitors into leads and customers.</li> </ul> <p>The science that makes the second point possible is Conversion Optimization. &nbsp;And although most marketers know what this is, the&nbsp;interest in CRO (Conversion Rate Optimization) has been increasing at a slower rate than interest in SEM. &nbsp;This is indicative of the gap between marketer's spend in&nbsp;acquiring a lead vs. converting it (<a href="https://www.hubspot.com/marketing-statistics">HubSpot, 2016</a>): "For every $92 spent on acquiring a lead, only $1 is spent on converting it..."</p> <p style="text-align: center;">&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-acquiring-vs-converting.jpg?width=720&amp;height=398&amp;name=SEM-ROI-acquiring-vs-converting.jpg" alt="SEM-ROI-acquiring-vs-converting.jpg" width="720" height="398"></p> <p style="text-align: center;">&nbsp;</p> <p>Can you imagine? &nbsp;</p> <p>This is like an overall consensus on buying a mediocre baseball team, spend&nbsp;99% of the budget in getting the team into all major championships, travel expenses to getting them there, and only 1% of the budget in&nbsp;training and coaching the team. &nbsp;Something worst than the Detroit Tigers in the 2003 season...</p> <p style="text-align: center;">&nbsp;</p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-play_tigers_toon.jpg?width=576&amp;height=324&amp;name=SEM-ROI-play_tigers_toon.jpg" alt="SEM-ROI-play_tigers_toon.jpg" width="576" height="324">&nbsp;</p> <p style="text-align: center;"><a href="http://a.espncdn.com/photo/2012/1024/play_tigers_toon_b1_576.jpg">Image credit</a>&nbsp;</p> <p>&nbsp;</p> <p><span style="font-weight: 400;">As WordStream's Founder and <a href="https://mobilemonkey.com/">MobileMonkey’s</a> CEO, </span><strong>Larry Kim, </strong><span style="font-weight: 400;">puts it:</span></p> <blockquote> <p><span style="font-weight: 400;">If you’re spending thousands of dollars on search, you’d be crazy to not be spending on tools and software that can help you optimize your website.”</span></p> </blockquote> <p><span style="font-weight: 400;">I'd add <em>talent</em> to that quote from Larry. Good, analytical talent that's trained on the scientific methodology to increase conversions: &nbsp;gather data, create hypothesis, design tests, and learn from them.</span></p> <p>&nbsp;</p> <h2>Does it actually pay off to add CRO to my SEM process?</h2> <p>The real answer depends on your particular situation, but I'd say this: If after you&nbsp;implement a solid CRO process, you still find that it wasn't worth it, you are either an outlier with great future vision, or have been plain lucky and your luck won't replicate in other situations.</p> <p><strong>I have yet to see a single case where intuition and "common sense" consistently beat a scientific-method-based conversion optimization process&nbsp;over the long run.</strong></p> <p>But, ok, here is a simple scenario for a hypothetical ACME software firm, spending $10k/mo in SEM. A conversion optimization process can be applied to the entire funnel,&nbsp;but here we'll first model improvements of 20, 30 and 50% to the conversion of the landing pages used for the campaigns:</p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-Calculation-CRO.jpg?width=720&amp;height=526&amp;name=SEM-ROI-Calculation-CRO.jpg" alt="SEM-ROI-Calculation-CRO.jpg" width="720" height="526"></p> <p style="text-align: center;">&nbsp;</p> <p>Investing $3k/month in CRO in this scenario could already yield a 5.2% profit improvement with a mere 10% improvement in conversions.</p> <p>Now, let's apply the CRO process to the SEM side of things to improve the click-thru rates by the same 20, 30 and 50%:&nbsp;</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-Calculation-CTR.jpg?width=720&amp;height=537&amp;name=SEM-ROI-Calculation-CTR.jpg" alt="SEM-ROI-Calculation-CTR.jpg" width="720" height="537"></p> <p style="text-align: center;">&nbsp;</p> <p style="text-align: left;">Compounding the CRO effects on both SEM campaign management AND&nbsp;their corresponding landing pages yield up to a 142% profit improvement.</p> <p style="text-align: left;">The combined effect when a critical mass of ad spend is there, and the ACV or conversion value justifies it, can yield very juicy profits for your organization, depending on how dramatic the lifts in conversions are.</p> <p>&nbsp;</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-CRO-Profits-Summary.jpg?width=720&amp;height=253&amp;name=SEM-ROI-CRO-Profits-Summary.jpg" alt="SEM-ROI-CRO-Profits-Summary.jpg" width="720" height="253"></p> <p style="text-align: center;">&nbsp;</p> <p>&nbsp;</p> <h2>How Conversion Rate Optimization (CRO) boosts the performance of your SEM</h2> <p>&nbsp;<span>As Optimizely’s content marketing manager, Cara Harshman,</span><a href="https://blog.optimizely.com/2014/03/04/why-youre-crazy-to-spend-on-sem-but-not-ab-testing/"> <span>puts it</span></a><span>:</span></p> <blockquote> <p><span>In an ideal scenario, the amount of money you make from SEM should be more than the amount of money you spend.”</span></p> </blockquote> <p>I'd say it's a pretty basic level expectation. &nbsp;I<span>t’s all about making a profit, and for this to happen the buyer needs to go through a series of microconversions; f</span>or a buyer to flow through the whole funnel from seeing an ad, to becoming a lead, subscriber or customer (whatever the ultimate objective is) a number of things must happen:</p> <ol> <li><strong>Keyword Bid:</strong> Your ad must show in an ad platform's search results</li> <li><strong>Ad Impression:</strong> Your buyer must look at your ad vs. other ads and quickly evaluate&nbsp;that your ad matches his expectations best</li> <li><strong>Clicks:</strong> Your buyer must click on your ad</li> <li><strong>Landing page visits:</strong> Your buyer will go to your landing page and quickly find what she expected to find</li> <li><strong>On-page conversions:</strong> Your buyer must take an action; subscribe, download, buy, whatever your <em>ultimate conversion objective</em> was.</li> </ol> <p><span style="font-weight: 400;"><img src="https://www.market8.net/hs-fs/hubfs/images/PPC%20LP%20Conversion/PPC_Funnel.png?width=560&amp;name=PPC_Funnel.png" alt="SEM-ROI-PPC-funnel" width="560" style="display: block; margin-left: auto; margin-right: auto; width: 560px;" title="SEM-ROI-PPC-funnel"></span></p> <p><span style="font-weight: 400;">Of course a fraction of the people that sees your ad will end up fulfilling the ultimate conversion objective. &nbsp;However your job is to minimize your Type I and Type II errors. That is:</span></p> <ol> <li><span style="font-weight: 400;">Minimize the&nbsp;<em>exposure to</em> &amp; <em>conversion of</em> the wrong kind of lead, and</span></li> <li><span style="font-weight: 400;">Minimize the dropoff of the right kind of lead from the conversion funnel</span></li> </ol> <p><span style="font-weight: 400;">In other words:&nbsp;Try to eliminate the wrong kind of leads, while maximizing the right kind of leads. &nbsp;</span>And that’s exactly where CRO comes into the picture to complement your SEM strategy.</p> <p><span style="font-weight: 400;">As </span><strong>Harrison Jones</strong><span style="font-weight: 400;">,</span><a href="http://searchengineland.com/aligning-website-strategies-with-sem-for-b2b-sites-175829"> <span style="font-weight: 400;">writing in Search Engine Land</span></a><span style="font-weight: 400;">, declares (change SEO for SEM and the quote is still relevant):</span></p> <blockquote> <p><span style="font-weight: 400;">Relevant users that do not convert are lost opportunities. CRO is the next step after the initial SEO&nbsp;program is in place. Now that relevant users are coming in as a result of SEO strategies, you’ll need to maximize the opportunities for users to convert.”</span></p> </blockquote> <p><span style="font-weight: 400;">An SEM strategy without the necessary CRO tactics to round out the process is just wasted money. You have a certain budget for SEM, but without CRO considerations, you won’t consistently recoup that investment. Your marketing approach therefore has to plan not only for new visitors to your site, but how to efficiently put them through your conversion funnels once they arrive from paid search.</span></p> <p>&nbsp;</p> <h2>Key things to Optimize For to Boost your SEM ROI</h2> <p><span style="font-weight: 400;">CRO is the process of increasing the percentage of visitors to a website that take a desired action on a web page (<a href="https://en.wikipedia.org/wiki/Conversion_rate_optimization">wikipedia</a>).</span></p> <p>I'd expand on that definition and&nbsp;take an approach to <a href="https://www.market8.net/">Growth Optimization</a>: the process of increasing the percentage of users that take the next action throughout the funnel, from&nbsp;impression-to-click, to&nbsp;visit-to-opt-in, to lead-to-customer.</p> <p>Conversion Optimization&nbsp;is a structured process to improve results:</p> <ol> <li>Gather data, ask questions</li> <li>Formulate hypthesis: IF&nbsp;we change x&nbsp;THEN y will increase/improve BY z %. WE BELIEVE THIS TO BE TRUE BECAUSE: _____</li> <li>Design a test: that will prove or disprove the hypothesis</li> <li>Analyze the results - reflect and learn</li> <li>Integrate the learnings</li> <li>Repeat</li> </ol> <p>&nbsp;</p> <p><img src="https://www.market8.net/hs-fs/hubfs/images/growth-driven-design-hypothesis-statement.png?width=720&amp;height=425&amp;name=growth-driven-design-hypothesis-statement.png" alt="growth-driven-design-hypothesis-statement.png" width="720" height="425"></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">This process can be applied to anything from the design of the ad, to the experience of the page, to the subject line on an e-mail.</span></p> <p><span style="font-weight: 400;"></span>&nbsp;</p> <h3>A/B Tests and other kinds of tests</h3> <p><span style="font-weight: 400;">The most well known type of test that can be done to prove or disprove an hypothesis is the A/B test.</span></p> <p style="text-align: center;">&nbsp;</p> <p style="text-align: center;"><span style="font-weight: 400;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-AB-testing.png?width=605&amp;height=293&amp;name=SEM-ROI-AB-testing.png" alt="SEM-ROI-AB-testing.png" width="605" height="293"></span></p> <p style="text-align: center;"><em><a href="https://vwo.com/images/page_ab_testing/02.png.pagespeed.ce.BmWcShEZAM.png"><span style="font-weight: 400;">Image credit</span></a></em></p> <p>&nbsp;</p> <p><span>All&nbsp;aspects of digital marketing can go through a process of optimization using A/B testing, from the ad copy down to the form submission button in the landing page.</span></p> <p><span>The standard&nbsp;approach is to test the 2 variations <a href="http://conversionxl.com/stopping-ab-tests-how-many-conversions-do-i-need/">until statistical confidence -or significance-</a>&nbsp;(in essence the probability that the difference in performance isn't just mere chance).</span></p> <p>&nbsp;</p> <h3>A quick note on statistical significance</h3> <p><span>When it comes to landing pages, however t</span><span style="font-weight: 400;"><span>he truth is, most pages don't get enough traffic to be A/B testing at high levels and reaching statistical confidence. Statistical confidence (or signifgance) still produces false positives and you're more likely to encounter them at small traffic volumes.&nbsp;</span></span></p> <div> The industry convention then is to just push your variations live and see what comes out of it. However this can still be a risk. There is another option, <em>probability</em>.&nbsp; </div> <div> &nbsp; </div> <div> You will still need a good amount of traffic to conduct these A/B tests, but if you focus on testing big changes and focus on the right types of conversions, <a href="http://conversionxl.com/bayesian-ab-test-evaluation/">testing for probability</a> can still help you make smart decisions about your website. </div> <div> &nbsp; </div> <div> &nbsp; </div> <h2>What to test exactly?</h2> <p>To boost SEM ROI, you need to focus on creating SEM efficiencies.</p> <p><span style="font-weight: 400;">An </span><strong>SEM efficiency</strong><span style="font-weight: 400;"> is any <a href="https://blog.kissmetrics.com/ab-testing-introduction/">A/B test</a></span><span style="font-weight: 400;">-based tactic you can employ to increase conversions, conversion value and SEM ROI, all while lowering ad spending. There are many opportunities throughout the funnel to use these methods:</span></p> <ol> <li><span style="font-weight: 400;">&nbsp; &nbsp;Keyword bids</span></li> <li><span style="font-weight: 400;">&nbsp; &nbsp;Ad impressions</span></li> <li><span style="font-weight: 400;">&nbsp; &nbsp;Ad clicks</span></li> <li><span style="font-weight: 400;">&nbsp; &nbsp;<a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/a-starters-guide-to-making-a-high-converting-landing-page">Landing page</a></span><span style="font-weight: 400;"> click throughs</span></li> <li><span style="font-weight: 400;">&nbsp; &nbsp;Conversions</span></li> </ol> <p><span style="font-weight: 400;">You have an opportunity to create SEM efficiencies and boost your SEM ROI in each each one of these steps. How’s that possible?</span></p> <p>&nbsp;</p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI_funnel_tests.png?width=720&amp;height=580&amp;name=SEM-ROI_funnel_tests.png" alt="SEM-ROI_funnel_tests.png" width="720" height="580"></p> <p style="text-align: center;"><a href="https://blog.optimizely.com/2014/05/27/5-tips-to-turn-your-paid-funnel-into-a-pipe/">Image credit</a></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">To turn keyword bids into impressions, A/B test:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">The keywords you bid on</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Any negative keywords you include</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The bid amount</span></li> </ul> <p>&nbsp;</p> <p><span style="font-weight: 400;">To turn ad impressions into ad licks, A/B test:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">What ad is served for what specific keyword</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The ad text, URL and call to action</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The ad group layout</span></li> </ul> <p>&nbsp;</p> <p><span style="font-weight: 400;">Ad clicks automatically turn into landing page visits, so we’ll skip that to move on to turning landing page click throughs into actual conversions. To turn landing page visits into conversions, A/B test:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">The value proposition</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The page’s information architecture and user flows</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Landing pages that are targeted to specific ads</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The elements on the page</span></li> </ul> <p>&nbsp;</p> <h2>SEM ROI - from impossible to inevitable</h2> <p><span style="font-weight: 400;">Now that you’ve diligently and regularly A/B tested everything you conceivably could, your SEM ROI gets an inevitable lift because:</span></p> <ol> <li><span style="font-weight: 400;">You’re no longer wasting money – Since you’re A/B testing all the different parts of your funnel, you’re able to increase the relevance of your paid ads and landing pages to users and leads. This works to lower how much you have to spend per click, which can equal thousands and tens of thousands of savings depending on how big your marketing campaign is.</span></li> <li><span style="font-weight: 400;">You’re lifting your conversion rate – A/B testing how to optimize your landing page for conversions will lead to a bigger conversion rate, thus leading to more sales and revenue.</span></li> <li><span style="font-weight: 400;">You’re boosting conversion value – When you optimize the landing page, you’re also increasing the</span><a href="https://www.optimizely.com/optimization-glossary/average-order-value/"> <span style="font-weight: 400;">average order value</span></a><span style="font-weight: 400;"> per conversion since a smoother and more relevant process encourages people to spend more.</span></li> <li><span style="font-weight: 400;">You’re discovering optimization possibilities on other channels – By A/B testing your landing page, you’ll understand what message, copy and design need to be. You can simply translate this data to your display ads and even outbound or offline ads.</span></li> <li><span style="font-weight: 400;">You’re boosting your ROI – This is the biggest benefit. Your SEM ROI will get better, whether it’s based on looking at direct sales and revenue or lifetime customer value ROI.</span></li> </ol> <p>&nbsp;</p> <h2>How to Bring Your Team on Board</h2> <p><span style="font-weight: 400;">Whether you take care of your SEM in-house or outsource it,&nbsp;to really boost your ROI you are going to need to bring a new player to the team: &nbsp;</span><span style="font-weight: 400;">A Conversion specialist.</span></p> <p style="text-align: center;"><span style="font-weight: 400;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/How%20to%20Maximize%20SEM%20ROI%20With%20Conversion%20Optimization%20%5BThe%20Business%20Case%5D/SEM-ROI-working-together.jpg?width=720&amp;height=480&amp;name=SEM-ROI-working-together.jpg" alt="SEM-ROI-working-together.jpg" width="720" height="480"></span></p> <p style="text-align: center;"><span style="font-weight: 400;">Working together</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;">Most SEM professionals who have really mastered the science of optimizing your ads, have a consistent repeatable process, so&nbsp;modifying that process to accommodate the new CRO kid on the block can at times be&nbsp;challenging. &nbsp;But in most cases, it's a challenge worth figuring out.</span></p> <p><span style="font-weight: 400;">To drum up support you'll need to take your team through a few realizations:</span></p> <ol> <li><span style="font-weight: 400;">Start measuring the performance of SEM, not in terms of Click-Thru rates and Cost-Per-Action (CPA), but in terms of actual conversions, leads generated, and revenue.&nbsp;</span>Once the team realizes that the only measure that matters is revenue, things will start changing in your organization.</li> <li>Establish an SEM ROI task force that involves both SEM and CRO people, with the specific purpose of identifying key drivers of performance (revenue)</li> <li>Setup an agile improvement process such as <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/growth-driven-design-all-you-wanted-to-know-about">Growth-Driven Design</a>&nbsp;in which all potential improvements get prioritized by value to the organization - whatever is likely to have the biggest impact gets done first.</li> </ol> <p><span style="font-weight: 400;">Remember that the case you must make to them is one based on profitability and doing what’s best to ensure a return on the money your company spends on SEM in the first place.</span></p> <blockquote> <p>Instead of ONLY spending an arm and a leg on PPC specialists or SEM marketing consultants who only worry about getting impressions for paid ads, but then not to follow through with click throughs and conversions where it counts most, spend money on a great conversion expert."</p> </blockquote> <h2>Conclusion</h2> <p><span style="font-weight: 400;">Many business owners, marketers and consultants understand SEM, but the dilemma is that few of them understand how important is CRO to complement SEM so that your initial investment is worth it at all. &nbsp;</span><span style="font-weight: 400;">Many companies even stop investing in SEM altogether without ever trying to optimize their conversions. &nbsp;</span></p> <p><span style="font-weight: 400;">Implementing a solid, systematic conversion optimization program helps because it enables data-driven testing and decisions to ensure that your campaigns are performing as best as possible throughout the funnel from impression-to-conversion.</span></p> <p><span style="font-weight: 400;">By regularly A/B testing different parts of your funnel, you get to identify SEM efficiencies and where you need to improve things to bump up your conversion rate on your ultimate landing page or homepage.</span></p> <p>Lastly, even&nbsp;<span style="font-weight: 400;">if you’re convinced that this approach is the best way forward, you may still run into some opposition from some on your team, mostly because of inertia... they have been doing things in a way for a while... that's difficult to change. &nbsp;But start by setting up the right revenue impact metrics and go from there.&nbsp;Once you already have the data in your favor; all you have to do now is facilitate interactions between the SEM and CRO experts to work as one team.</span></p> <p><span style="font-weight: 400;">How about in your company - have you run into trouble integrating a proper Conversion Optimization process in your organization? How have you handled it?</span></p> <p>&nbsp;</p> <p><span style="font-weight: 400;"><a class="cta_button" href="https://www.market8.net/cs/ci/?pg=40d8bd80-c503-445c-8edf-3b39df5ed61d&amp;pid=23553&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="book more demos with ppc" src="https://no-cache.hubspot.com/cta/default/23553/40d8bd80-c503-445c-8edf-3b39df5ed61d.png"></a></span></p> <p>&nbsp;</p> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2Fhow-to-maximize-sem-roi-with-conversion-optimization-business-case&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> Conversion Optimization Thu, 08 Dec 2016 14:41:11 GMT eduardo@market8.net (Eduardo Esparza) https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-to-maximize-sem-roi-with-conversion-optimization-business-case 2016-12-08T14:41:11Z The Website Hierarchy of Needs: How to Build a Roadmap to Continuously Improve Your B2B Website https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/the-website-hierarchy-of-needs-how-to-build-a-roadmap-for-improving-your-b2b-website <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/the-website-hierarchy-of-needs-how-to-build-a-roadmap-for-improving-your-b2b-website" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/hierarchy-of-web-design-needs-Banner-SMALL.jpg" alt="hierarchy-of-web-design-needs-Banner-SMALL.jpg" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p><span style="font-weight: 400;">During any website redesign—especially one founded on the</span><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/all-you-wanted-to-know-about-growth-driven-design"> <strong>Growth-Driven Design</strong></a><span style="font-weight: 400;"> approach that’s characterized by rapid, monthly or bi-monthly sprint cycles of user experience improvements based on buyer data—it can be hard to figure out what to prioritize. With so many site elements and factors to take into consideration, it can be a daunting task. The Website Hierarchy of Needs provides a framework to prioritize website improvements and build a roadmap for&nbsp;long term success in leveraging your site as an effective growth tool for your business.</span></p> <p><span style="font-weight: 400;">During any website redesign—especially one founded on the</span><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/all-you-wanted-to-know-about-growth-driven-design"> <strong>Growth-Driven Design</strong></a><span style="font-weight: 400;"> approach that’s characterized by rapid, monthly or bi-monthly sprint cycles of user experience improvements based on buyer data—it can be hard to figure out what to prioritize. With so many site elements and factors to take into consideration, it can be a daunting task. The Website Hierarchy of Needs provides a framework to prioritize website improvements and build a roadmap for&nbsp;long term success in leveraging your site as an effective growth tool for your business.</span></p> <p><span style="font-weight: 400;">You might be thinking that a specific order of site improvements is the best way to go. If you are, you’re already keying in on the logic and structure needed to make any redesign a success.</span></p> <p>&nbsp;<strong><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/hierarchy-of-web-design-needs-Banner-SMALL.jpg?width=720&amp;height=405&amp;name=hierarchy-of-web-design-needs-Banner-SMALL.jpg" alt="hierarchy-of-web-design-needs-Banner-SMALL.jpg" width="720" height="405"></strong></p> <p><span style="font-weight: 400;">To</span><a href="https://www.smashingmagazine.com/2010/04/designing-for-a-hierarchy-of-needs/"> <span style="font-weight: 400;">quote Stephen Bradley</span></a><span style="font-weight: 400;"> of Smashing Magazine:</span></p> <blockquote> <p><span style="font-weight: 400;">Based on Maslow’s hierarchy of needs, the idea of a design hierarchy of needs rests on the assumption that in order to be successful, a design must meet basic needs before it can satisfy higher-level needs.”</span></p> </blockquote> <p><span style="font-weight: 400;">So, yes, there is a </span><strong>hierarchy of web-design needs</strong><span style="font-weight: 400;">, but this is fraught with some controversy because of a contradictory belief that some design fixes don’t have to wait for others before they can be implemented. In other words, some lower-level concerns can be addressed at the same time that more higher-level ones are being implemented.</span></p> <p><span style="font-weight: 400;">As you’ll read, there can be something of a gray area in deciding what really goes where in the</span><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/10-must-dos-before-you-start-designing-your-b2b-website"> <span style="font-weight: 400;">design hierarchy</span></a><span style="font-weight: 400;">.</span></p> <p><strong>We can’t stress enough how it’s smart to follow a design hierarchy during sprint-cycle improvements because you do need a basic structure that guides what to improve first.</strong></p> <p class="p-spacer">&nbsp;</p> <h2>The Basis of a Hierarchy of Web-Design Needs: Maslow’s Hierarchy of Needs</h2> <p><span style="font-weight: 400;"><span style="font-weight: 400;">American psychologist Abraham Maslow was influential in his field. He’s known primarily for his</span><a href="https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs"> <strong>Hierarchy of Needs</strong></a><span style="font-weight: 400;">, a theory he first published several decades ago in his paper entitled “A Theory of Human Motivation.” Though it speaks primarily to human behavior and its motivations, it has resonated in other fields like marketing and, yes, design due to the omnipresent, psychological aspects of marketing and design.</span></span></p> <p><br><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/hierarchy-of-web-design-needs-maslow-pyramid.jpg?width=502&amp;height=369&amp;name=hierarchy-of-web-design-needs-maslow-pyramid.jpg" alt="hierarchy-of-web-design-needs-maslow-pyramid.jpg" width="502" height="369" style="display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;"><a href="http://www.simplypsychology.org/maslow-pyramid.jpg"><span style="font-weight: 400;">Image Credit</span></a></p> <p><span style="font-weight: 400;">In a nutshell, Maslow proposed that we human beings have a slew of needs ranging from lower- to higher-level. This is why it’s become popular to represent his theory in a pyramid, with the lower needs forming the base and the higher needs found at the top.</span></p> <p><span style="font-weight: 400;">His groupings, from lowest to highest, are as follows:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;"><strong>Physiological</strong> (Necessary for survival of our species) – food, water, shelter, clothing, sex (procreation)</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;"><strong>Safety</strong> – personal/physical security, monetary security, physical and mental health, support in the face of illnesses or accidents</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;"><strong>Love/belonging</strong> – friends, family, intimacy</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;"><strong>Esteem</strong> – self-respect, self-confidence, master</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;"><strong>Self-actualization</strong> – understanding and reaching full potential</span></li> </ul> <p class="p-spacer">&nbsp;</p> <p><span style="font-weight: 400;">The problem with Maslow’s theory is that it’s just that, a theory. It’s therefore open to criticism, which it has consistently received. One of the biggest criticisms is centered on the belief that it’s not necessarily vital to first achieve the lower accomplishments on the pyramid before actualizing the high-level ones. In other words, some people can well develop self-confidence without having complete physical health.</span></p> <p><span style="font-weight: 400;"><span style="font-weight: 400;">Now that you know the basis of the hierarchy of web design needs, we can explain specifically how Maslow’s theory can carry over into web design.</span></span></p> <p class="p-spacer">&nbsp;</p> <h2><strong>Market 8’s Approach to the Hierarchy of Web Design Needs</strong></h2> <p><span style="font-weight: 400;">After much thought, at Market 8, and with great input from </span><a href="https://www.growthdrivendesign.com/"><span style="font-weight: 400;">Luke Summerfield’s Growth Driven Design movement</span></a><span style="font-weight: 400;">, we’ve settled on our specific hierarchy of web design needs, which we’ve grouped into three categories from lowest to highest:</span></p> <ul> <li><strong>Functional site:&nbsp;</strong>Your website functions as it should: first technically (bug free), it’s easy to use, and that it presents your solution properly as opposed to lag behind what your company actually offers (you won’t believe how common this is).</li> </ul> <ul> <li><strong>Persuasive site: </strong><span style="font-weight: 400;">Your website addresses the core needs, specific to them, and triggers them to take action.</span></li> <li><strong>Advocate site: </strong><span style="font-weight: 400;">Your website is looked at as a useful resource, with helpful tools that are used, maybe on a regular basis, and that helps you get the word out becoming an advocate for your business.</span></li> </ul> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/hierarchy-of-web-design-needs-market_8-pyramid.jpg?width=720&amp;height=372&amp;name=hierarchy-of-web-design-needs-market_8-pyramid.jpg" alt="hierarchy-of-web-design-needs-market_8-pyramid.jpg" width="720" height="372"></p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <h2><strong>Why Defining Hierarchy of Needs for Your Website is a Good Idea?</strong></h2> <p><span style="font-weight: 400;">We see the Website Hierarchy of needs as a good heuristic to keep in mind when building a short, mid, and long term roadmap for improving your site. &nbsp;</span></p> <p><span style="font-weight: 400;">In an iterative web design approach, such as </span><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/growth-driven-design-all-you-wanted-to-know-about"><span style="font-weight: 400;">Growth Driven Design</span></a><span style="font-weight: 400;">, the hierarchy of web design needs is helpful since it provides a fundamental structure for your team to take in terms of prioritizing the importance of a&nbsp;sprint focus vs. another. </span><strong>This is especially important when there are a lot of ideas competing for time and budget</strong><span style="font-weight: 400;">.</span></p> <blockquote> <p>You need to keep your team and budget laser focused on those things that will make your website contribute more to sales."</p> </blockquote> <p><span style="font-weight: 400;">It’s important to preface this next section by stressing this: </span><strong>There isn’t a once-size-fits-all or cookie-cutter formula to your web-design needs.</strong></p> <p class="p-spacer">&nbsp;</p> <h3><strong>Is it possible to skip ahead in the hierarchy?</strong></h3> <p><span style="font-weight: 400;">Just as in human beings as it relates Maslow’s hierarchy, this doesn’t mean that you could launch some purpose-specific campaigns to enhance digital word of mouth, which would fall under the Promoters hierarchy, before spending months&nbsp;optimizing your landing pages on the CRO hierarchy.</span></p> <p><span style="font-weight: 400;">However, if you do skip ahead, for instance do CRO before completing value, you must accept the fact that you’ll end up spending on punctual local optimizations on different pages of your site, as opposed to reaching the global optimum. &nbsp;That means, if you do CRO before completing Value, you can get your eBook campaign to perform at 50% conversion rate, but when your buyer&nbsp;takes the next step to learn about what you do and encounters a mediocre page on your site, you would have purposedly create a leak on your site.</span></p> <p><span style="font-weight: 400;">Another example of why skipping ahead in the hierarchy isn't a great idea: you can’t expect to have your website present valuable content to your buyers if your </span><a href="http://conversionxl.com/10-best-practices-for-better-b2b-website-experience/"><span style="font-weight: 400;">site’s usability is horrible</span></a><span style="font-weight: 400;"> and it’s just an impediment for anyone to even read the content on your web pages... &nbsp;or, you can’t expect to spend thousands on building an amazing asset (something such as </span><a href="https://website.grader.com/"><span style="font-weight: 400;">HubSpot’s website grader</span></a><span style="font-weight: 400;">), if your website doesn’t even present what you do in a clear and compelling way (Value / Personalization).</span></p> <p class="p-spacer">&nbsp;</p> <blockquote> <p><span style="font-weight: 400;">First things first: fix the most basic things in your site first before moving on to anything more ambitious."</span></p> </blockquote> <h3><strong>What's the benefit of the Website Hierarchy of Needs, again?</strong></h3> <p><span style="font-weight: 400;">So in short there are 3 things that make defining your website roadmap based on your website’s hierarchy of needs a must-do:</span></p> <ol> <li style="font-weight: 400;"><strong>Keeps your team and budget focused:</strong><span style="font-weight: 400;"> on a smaller set of tasks at a time, and what metrics should they be focused on moving.</span></li> <li style="font-weight: 400;"><strong>Helps you set clear expectations with stakeholders:</strong><span style="font-weight: 400;"> on what will be accomplished, and why, and what will not be accomplished, and why.</span></li> <li style="font-weight: 400;"><strong>Makes progress measurable:</strong><span style="font-weight: 400;"> since each one of the hierarchies has a specific set of metrics, it becomes quite easy to identify if measurable progress is being made</span></li> </ol> <p style="text-align: left;" class="p-spacer">&nbsp;</p> <p style="text-align: left;"><strong><strong><strong><span style="font-weight: 400;"><br><span style="font-weight: 400;">Now let’s break down into the specifics of each hierarchy, why is it important, and how we at market 8 have decided to measure them.</span></span></strong></strong></strong></p> <p style="text-align: left;" class="p-spacer">&nbsp;</p> <h2 style="text-align: left;"><strong>The Functional Site</strong></h2> <p style="text-align: left;"><strong><strong><strong><span style="font-weight: 400;"><span style="font-weight: 400;"><span style="font-weight: 400;">A</span><a href="https://www.smashingmagazine.com/2008/08/7-essential-guidelines-for-functional-design/"> <strong>functional site</strong></a><span style="font-weight: 400;"> is one that just gets all of the very basics right. As a result, it’s a site that will perform in the sense of being a live website that people can access and interact with.</span></span></span></strong></strong></strong></p> <p style="text-align: center;">&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-functional-site.png?width=720&amp;height=91&amp;name=website-hierarchy-of-needs-functional-site.png" alt="website-hierarchy-of-needs-functional-site.png" width="720" height="91"></p> <p style="text-align: left;"><span style="font-weight: 400;">When you have a functional website, your website functions as it should: first technically (bug free), it’s easy to use, and that it presents your solution properly as opposed to lag behind what your company actually offers (you won’t believe how common this is).</span></p> <p><strong>The 3 hierarchies in this level are:</strong></p> <h3><strong>Audience: </strong></h3> <p><strong>Goal:</strong><span style="font-weight: 400;"> Build a consistent, predictable flow of new visitors to the website.</span></p> <p><strong>Why is it important: </strong><span style="font-weight: 400;">To make data-driven improvements on the website you need to have a basic critical mass of new visitors to the site. &nbsp;This is an area where other the Growth Driven Design and other marketing initiatives need to work together.</span></p> <p><strong>Key metric: </strong><span style="font-weight: 400;">Total # of sessions - why not unique visitors? &nbsp;Considers every new session that a user has on the website, as a new opportunity to engage </span></p> <p><strong>Indicators: </strong><span style="font-weight: 400;">Unique users, SEO Rankings (# of keywords ranked for in the top 10 positions), PPC value of those keywords, # of blogs posted, # of visitors to the blog, # of inbound links.</span></p> <p><span style="font-weight: 400;"></span><strong>Initiatives:</strong></p> <p><span>Constantly being live on the Internet, so that people can find your site:</span></p> <ul> <li><span>Fresh blog content creation</span></li> <li><span>Social content promotion</span></li> <li><span>Paid traffic campaigns</span></li> <li><span><a href="https://www.market8.net/customer-centric-web-design/seo-analysis">On-page SEO</a>, cover all your basics and make sure your SEO is setup right&nbsp;</span></li> </ul> <p>&nbsp;&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-audience-traffic-growth.png?width=720&amp;height=300&amp;name=website-hierarchy-of-needs-audience-traffic-growth.png" alt="website-hierarchy-of-needs-audience-traffic-growth.png" width="720" height="300" style="display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;">&nbsp;<span style="font-weight: 400;"><a href="http://www.wiredseo.com/wp-content/uploads/2014/04/long-term-traffic-growth.png">Image credit: wiredseo.com</a></span></p> <p style="text-align: center;" class="p-spacer">&nbsp;</p> <h3><strong>Value/Usability:</strong></h3> <p><strong>Goal:</strong><span style="font-weight: 400;"> Buyer’s key most points of pain are addressed in different key areas of the website, and that those key areas are intuitive and easy to navigate.</span></p> <p><strong>Why is it important: </strong><span style="font-weight: 400;">To make sure that the value presented on the site is important for the buyers. &nbsp;You want to make sure that the information presented is high quality, and presented in an engaging manner.</span></p> <p><strong>Key metric:</strong><span style="font-weight: 400;"> Bounce rate: Number of sessions that resulted on a straight bounce. - We assume that the visitors that bounce off directly from the site, are an indicator of low engagement.</span></p> <p style="text-align: left;"><span style="font-weight: 400;"><span style="font-weight: 400;"><span style="font-weight: 400;"></span></span></span><strong>Indicators: &nbsp;</strong><span style="font-weight: 400;">NPS (Net Promoter’s Score using a question such as: “How useful did you find this content?”), time spent on site, total # of page views, % of returning visitors, top visited pages, top exiting pages, website readability score.</span></p> <p><strong>Initiatives: </strong></p> <p><span>These are some of the things that you’ll look to accomplish in the Value hierarchy:</span></p> <ul> <li><span>Ensure that the website presents the actual <strong>value proposition of the business</strong>, and that it is accurate. &nbsp;Make sure it displays correct information, with all the copy showing accurate product or service descriptions, about and contact info.</span></li> <li><span>The website needs to <strong>empathize with the buyer on what the problem is</strong>, make sure to eliminate / change all fluffy or jargony content that doesn't add value.</span></li> <li><span>Identify the <strong>behavior of converted customers</strong>, and identify the pages that were part of that journey. - Improve those pages copy and design to make the content more consumable, more engaging?</span></li> <li><span>Being <strong>consistent with your marketing and business strategy</strong>; for instance, if you want to sell a product or service or just grab leads’ contact info, then your page flows have to be designed specifically for those specific goals.</span></li> <li><span style="font-weight: 400;"><strong>Be beautiful and treat your leads and buyers to a visually appealing aesthetic</strong> (but not distracting), as studies also show that</span><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/a-scientific-approach-to-making-a-beautiful-b2b-website"> <span style="font-weight: 400;">beautiful websites will make a much better impression on site visitors</span></a>.</li> <li><span style="font-weight: 400;">Make sure that you have <strong>identified specific goals for each key page</strong> on your site. &nbsp;When you do that, and prepare the message, copy and design around that specific goal you are likely to get a better result than if you just "type up content and get a designer to create a page for you - oh and throw some offers...." &nbsp;Weird thing!&nbsp;</span></li> <li><strong style="background-color: transparent;">Heuristic reviews by the UX team,</strong><span style="background-color: transparent;"> to make sure that the most important relevant content, is easy to find for the user.</span></li> <li><span><strong>Run live usability tests</strong> to make sure that key tasks on the website are&nbsp;easy to execute. &nbsp;For a B2B website you can&nbsp;go by the <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/10-must-dos-before-you-start-designing-your-b2b-website">main user flows your site is designed for</a> (which you must have figured ont by now).</span></li> <li><span><strong>Run and monitor <a href="https://readability-score.com/url/">readability score</a> on key&nbsp;pages of the site,</strong>&nbsp;and setup tasks to improve website readability on weak areas. &nbsp;The website readability score indicates basically if your website is written in a way that's easy to understand for your buyers. Regardless of how sophisticated your target audience is, a website readability score of grade 6-8 is what you need to aim for.</span><span></span></li> </ul> <p class="p-spacer">&nbsp;</p> <p><strong>Example:</strong></p> <p><span style="font-weight: 400;"><a href="http://www.programmingresearch.com/">Programming Research</a>, a company that builds QA software for the C programming language, does it right. &nbsp;&nbsp;During the research phase they found that the entire category has a low market penetration due to the fact that buyers are mostly unfamiliar with the innovative automated techniques they provide. &nbsp;Instead buyers are normally opting for simple and manual bug reporting solutions.</span></p> <p><span style="font-weight: 400;">Therefore they built a website page that explains in an engaging way why their QA analysis tools is many times better than a typical manual bug checker. &nbsp;They even had a video with one of their top clients explaining why automated QA solutions are a must - what a better way of selling something than having your own customers do the talking, right?</span></p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-Engaging-Content.png?width=182&amp;name=website-hierarchy-of-needs-Engaging-Content.png" alt="website-hierarchy-of-needs-Engaging-Content.png" width="182" style="display: block; margin-left: auto; margin-right: auto; width: 182px;"></p> <p style="text-align: center;">&nbsp;<a href="http://www.programmingresearch.com/static-analysis-software/why-static-analysis/"><span style="font-weight: 400;">Image credit: Programming Research</span></a></p> <p class="p-spacer">&nbsp;</p> <h3><strong>Performance</strong></h3> <p><strong>Goal: </strong><span style="font-weight: 400;">To ensure that the user does not have technical impediments that affect its experience when navigating the site.</span></p> <p><strong>Why is this important:</strong><span style="font-weight: 400;"> You can’t expect the buyer to educate himself, understand your solution, consume your remarkable content, nor have a great experience on your site, if it is plagued with bugs, broken links, disjointed navigation, or simply is just too slow to load or not mobile friendly.</span></p> <p><strong>Key metric:</strong> <a href="https://website.grader.com/"><span style="font-weight: 400;">Website Grader</span></a><span style="font-weight: 400;"> score: a composite&nbsp;rate of how the website performs in 4 areas: Performance, Mobile, SEO, Security.</span></p> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/hierarchy-of-web-design-needs-performance.jpg?width=720&amp;height=491&amp;name=hierarchy-of-web-design-needs-performance.jpg" alt="hierarchy-of-web-design-needs-performance.jpg" width="720" height="491" style="display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;"><a href="https://website.grader.com/"><span style="font-weight: 400;">Image credit: Website Grader</span></a></p> <p><strong>Indicators: </strong></p> <ul> <li><strong>B2B Heuristics Grade</strong> - this is a heuristics audit we do on websites to evaluate whether or not the website utilizes the&nbsp;<a href="http://conversionxl.com/10-best-practices-for-better-b2b-website-experience/">10 key usability heuristics</a>&nbsp;on the most visited pages of the site.</li> <li><strong>Customer Centric Grader</strong> - this is a proprietary scoring method that evaluates in a capability-maturity model, the&nbsp;<span>ability of a website to peform as an effeective customer-centric sales tool for the company.</span></li> <li><span>Other indicators include Broken links and P</span><span>ageSpeed performance&nbsp;score.</span></li> </ul> <p><strong>Initiatives:</strong></p> <ul> <li><span><strong>Run a broken link checker</strong> like <a href="http://xenus-link-sleuth.en.softonic.com/">Xenu Sleuth</a>&nbsp;or <a href="http://www.brokenlinkcheck.com/">Broken Link Check</a> every month to make sure that there aren't any broken links.</span></li> </ul> <ul> <li><span><strong>Run <a href="https://developers.google.com/speed/pagespeed/insights/">PageSpeed performance insights</a></strong> on the top pages of the website to identify if there are any page load speed issues both on desktop or mobile, and follow the suggested recommendations to improve your site's performance.</span></li> <li><span>Run <strong>routine checks to ensure SEO tidiness</strong> throughout the site using tools like&nbsp;MOZ or HubSpot. &nbsp;These tools help you identify exactly which pages need in-page SEO work: page titles, meta descriptions, headings, etc.</span></li> <li><span>Make your site secure <strong>implementing an SSL certificate</strong>. &nbsp;It won't only make your site unhackable, it also sends good signals for SEO nowdays.</span></li> </ul> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-PageSpeed-Performance-Google.png?width=720&amp;height=405&amp;name=website-hierarchy-of-needs-PageSpeed-Performance-Google.png" alt="website-hierarchy-of-needs-PageSpeed-Performance-Google.png" width="720" height="405"></p> <p style="text-align: center;">&nbsp;<span><a href="https://developers.google.com/speed/pagespeed/">Image Credit: Google PageSpeed Tools</a></span></p> <p style="text-align: center;" class="p-spacer">&nbsp;</p> <h2><span>The&nbsp;Persuasive Site</span></h2> <p><span style="font-weight: 400;"></span><span style="font-weight: 400;">In marketing, persuasion is one of the most powerful, psychological principles of all time. </span></p> <p class="p-spacer">&nbsp;</p> <p><span style="font-weight: 400;">One of the best references that sums up this phenomenon is Dr. Robert Cialdini’s book called</span><a href="http://www.amazon.com/Influence-Psychology-Persuasion-Revised-Edition/dp/006124189X"> <span style="font-weight: 400;">“Influence: The Psychology of Persuasion.”</span></a><span style="font-weight: 400;">&nbsp;Here is </span><span style="font-weight: 400;"><a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/Understanding-Cialdini-s-6-principles-of-Persuasion">an article we wrote about it</a>&nbsp;and how it applies to B2B websites.</span></p> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/hierarchy-of-web-design-needs-persuasive-site.jpg?width=320&amp;name=hierarchy-of-web-design-needs-persuasive-site.jpg" alt="hierarchy-of-web-design-needs-persuasive-site.jpg" width="320" style="width: 320px; display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;">&nbsp;<a href="http://m-walsh.com/6-principles-influence/"><span style="font-weight: 400;">Image credit</span></a></p> <p class="p-spacer">&nbsp;</p> <p><span>The persuasive site functions well, delivers value, and becomes a&nbsp;an effective tool&nbsp;to grow your business. &nbsp;Once the basics are covered, the focus of the persuasive site is then to optimize for conversions, maximize qualified lead&nbsp;generation, while becoming a valuable resource for your buyers. &nbsp;</span></p> <p><span><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-persuasive-site.png?width=720&amp;height=108&amp;name=website-hierarchy-of-needs-persuasive-site.png" alt="website-hierarchy-of-needs-persuasive-site.png" width="720" height="108" style="display: block; margin-left: auto; margin-right: auto;"></span></p> <p><span>A persuasive site is looked up to by your buyers as a resource they can use to consult information, help them&nbsp;formulate their problems, and make recommendations.</span></p> <p><span></span>&nbsp;</p> <h3><span></span><span>Conversion Rate Optimization (CRO)</span></h3> <p><span>Because at Market 8 we specialize on creating websites for the longer journey, B2B buying processes, we have&nbsp;adapted this hierarchy to reflect conversion through the entire buyers journey from awareness to decision.</span></p> <p><span><strong>Goal: </strong>To&nbsp;maximize the qualified lead capture across all of the funnel stages.</span></p> <p><span><strong>Key Metric:</strong> For this particular hierarchy we recommend having 5 different key metrics to get a real sense of how leads are flowing through the funnel. Therefore we'd track the # of leads that enter each one of the following stages:</span></p> <ul> <li><span>Awareness</span></li> <li><span>Evaluation</span></li> <li><span>Decision</span></li> <li><span>Customer (leads becoming customers)</span><span></span></li> </ul> <p><span>If you are running paid traffic campaigns, we recommend you add the following key metric:</span></p> <ul> <li><span>Leads generated from paid traffic</span></li> </ul> <p><span>Note <strong>we recommend tracking actual number of leads generated</strong> at each stage, as opposed to the conversion rate. &nbsp;Yes the rate is important, but the actual number is what ends up paying the bills.</span></p> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-CRO-Conversion-Funnel.png?width=692&amp;height=302&amp;name=website-hierarchy-of-needs-CRO-Conversion-Funnel.png" alt="website-hierarchy-of-needs-CRO-Conversion-Funnel.png" width="692" height="302" style="display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;">&nbsp;<a href="https://support.klipfolio.com/hc/en-us/articles/215546128-Klip-Gallery-Sample-Metrics"><span>Image credit: Klipfolio</span></a></p> <p class="p-spacer">&nbsp;</p> <p><strong>Indicators:</strong></p> <p>To understand what lies behind the number of buyers at each stage,&nbsp;the indicators are simply the numbers behind each of the leads generated at each stage:</p> <ul> <li><span><strong>Sessions:</strong> # of sessions to Awareness, Evaluation of Decision pages where the funnel stage&nbsp;conversion is expected to occur</span></li> <li><span><strong>Conversion rate</strong> = conversions / visits to those pages respectively</span></li> <li><span><strong>Top 5 generating leads at each stage of the funnel</strong> - to get a sense of the amount of improvement that is possible on each one of the pages.</span></li> <li><strong>Sales</strong> - Total revenue from leads generated or converted through the website.</li> <li><strong>Contrubtion to Sales</strong> - Total revenue from the target accounts vs. total revenue.</li> </ul> <p><span>By focusing on actual numbers of leads &amp; customers generated throughout the funnel all the way to paying customers, as opposed to simply focusing on the rates, we make sure that improving the website's performance in this hierarchy result in real business growth.&nbsp;</span></p> <p><span></span><strong>Initiatives</strong></p> <ul> <li><strong>Implement a growth&nbsp;optimization&nbsp;framework</strong> that guides you and your team through a routine audit process of the analytics.</li> <li><strong>Identify where the top 20% of the opportunities to grow</strong>. Growth opportunities can&nbsp;be&nbsp;either related to improving conversion rate, increasing traffic to a high converting page, or putting&nbsp;triggers in the way of motivated buyers. &nbsp;It's not all about conversion rates.</li> <li><strong>Dig deeper in each one of those</strong> growth opportunities and identify points of friction.</li> <li> <p><span>Once you have <strong>setup the high level indicators for every key step</strong> in the conversion process, you can <strong>setup a conversion event funnel</strong> in Google Analytics. &nbsp;For example this is how a funnel looks like for an organization's membership subscription page:</span></p> </li> </ul> <p style="text-align: center;"><span><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-CRO-Google-Analytics-Funnel.png?width=640&amp;name=website-hierarchy-of-needs-CRO-Google-Analytics-Funnel.png" alt="website-hierarchy-of-needs-CRO-Google-Analytics-Funnel.png" width="640" style="width: 640px;"></span></p> <p style="text-align: center;"><a href="https://blog.kissmetrics.com/wp-content/uploads/2012/10/Google-Analytics-Funnel.png"><span>Image credit: blog.kissmetrics</span></a></p> <p><strong>Example:</strong></p> <p>Here are a few of the top performing landing pages in our website (<em>you'll see the poorest conversion rate aside from the Contact page is upwards of 30%</em>). &nbsp;By focusing on the actual # of submissions as opposed to the conversion rate, it is clear what our focus should be to further improve our conversion to awareness.</p> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-CRO-tactics.png?width=720&amp;height=225&amp;name=website-hierarchy-of-needs-CRO-tactics.png" alt="website-hierarchy-of-needs-CRO-tactics.png" width="720" height="225" style="display: block; margin-left: auto; margin-right: auto;"></p> <p class="p-spacer">&nbsp;&nbsp;</p> <p>In another <a href="https://www.market8.net/customer-centric-web-design/case-studies/growth-driven-design-award-the-entrust-group">case study a Fin Tech firm improved the overall marketing contribution to sales by 53%</a> by focusing on this hierarchy for 2 sprints in their Growth Driven Design process.</p> <p class="p-spacer">&nbsp;</p> <blockquote> <p style="text-align: center;"><span>Focus on Growth optimization, not only on conversion rates; growth opportunities can&nbsp;</span><span>be&nbsp;</span><span>either related to improving conversion rate, increasing traffic to a high converting page, or putting&nbsp;</span><span>triggers in the way of motivated buyers. &nbsp;It's NOT ALL ABOUT&nbsp;conversion rates."</span></p> </blockquote> <h3>&nbsp;</h3> <h3>Stickiness</h3> <p>In the stickiness hierarchy your focus is to get your users to come back to your site on a regular basis to solve&nbsp;problems, self educate, and&nbsp;continue their buying journey.</p> <p><strong>Goal:</strong>&nbsp;To create regular users of the website.</p> <p><strong>Key Metric:</strong>&nbsp;# of visitors returning to the site in a set number of days.</p> <p>We recommend stratifying this metric by number of times that the returning visitor has come to the website, and then look at the trend over a few months to get a real sense of whether stickiness is moving upwards or not.</p> <p><strong>Indicators:</strong></p> <p>From those returning users you'd also want to know:</p> <ul> <li>Browsing rate: or # of pages viewed per session</li> <li>Pageviews to the blog or other key subscription pages.</li> <li>Pageviews to the resource center (if your website has one setup) - A resource center is an area where you offer searchable advanced content.</li> <li># of subscribers to the blog, or other key subscription areas.</li> </ul> <p><strong>Initiatives:</strong></p> <ul> <li><strong>Setup a resource center</strong>&nbsp;or content hub that makes it easy to find content that is really relevant to the specific problem your buyers are facing. &nbsp;Categorize your content for this purpose at least by topic and industry.</li> <li><strong>Invite users to subscribe</strong> to push notification updates using tools like <a href="https://pushcrew.com/">pushcrew</a>.</li> <li><strong>Implement nurturing email&nbsp;campaigns</strong> to bring back buyers to the site and continue their buying process.</li> <li><strong><a href="https://www.perfectaudience.com/hubspot/">Retarget users</a></strong> that follow certain behavior on your site.</li> <li><strong>Emphasize&nbsp;subscription forms</strong> in key places on your site; but don't place them randomly on the site. &nbsp;Instead sell the value of subscribing.</li> </ul> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/hierarchy-of-web-design-needs-stickiness-pushcrew-notifications.jpg?width=640&amp;name=hierarchy-of-web-design-needs-stickiness-pushcrew-notifications.jpg" alt="hierarchy-of-web-design-needs-stickiness-pushcrew-notifications.jpg" width="640" style="width: 640px; display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;">&nbsp;<a href="https://pushcrew.com/">Image credit: Pushcrew</a></p> <p class="p-spacer">&nbsp;</p> <p><strong>Example:</strong></p> <p>For one of our clients, where we have been focusing on increasing the quality of the content offered, and organizing the layouts to make it easy for the buyers to find relevant content,&nbsp;the stickiness report looks something like this:<br><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-stickiness.png?width=720&amp;height=198&amp;name=website-hierarchy-of-needs-stickiness.png" alt="website-hierarchy-of-needs-stickiness.png" width="720" height="198" style="display: block; margin-left: auto; margin-right: auto;"></p> <p>Green little arrows are good, red ones are bad. &nbsp;Overall it seems like we are being successful at&nbsp;making&nbsp;buyers return to the site. &nbsp;It looks like that trend peaked in August.</p> <p class="p-spacer">&nbsp;</p> <p><strong>Here are some good examples of resource centers:</strong></p> <p>The Nielsen Norman group has an extremely simple yet very very good resource center where they list their reports. &nbsp;They have key elements in this page that entice the user to come back often to the site: a Free Reports area, and a Latest UX Research update area. &nbsp;They also make it very easy for the user to explore very relevant research topics. &nbsp;</p> <p><br><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-stickiness-nngroup-reports.png?width=640&amp;name=website-hierarchy-of-needs-stickiness-nngroup-reports.png" alt="website-hierarchy-of-needs-stickiness-nngroup-reports.png" width="640" style="width: 640px; display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;">&nbsp;<a href="https://www.nngroup.com/reports/">Image credit: Nielsen Norman Group</a></p> <p class="p-spacer">&nbsp;</p> <p><a href="https://www.saastr.com/academy/">SaaStr Academy</a> is another&nbsp;pretty good resource center, that makes it easy for users to find content that's pretty relevant to the&nbsp;user:</p> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-stickiness-saastr.png?width=640&amp;name=website-hierarchy-of-needs-stickiness-saastr.png" alt="website-hierarchy-of-needs-stickiness-saastr.png" width="640" style="width: 640px; display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;">&nbsp;<a href="https://www.saastr.com/academy/">Image credit: SaaStr Academy</a></p> <p style="text-align: center;" class="p-spacer">&nbsp;</p> <p><strong>Now let'w look at some not-so-good ones:</strong></p> <p>In contrast see what really is happening with most content hubs today. &nbsp;It appears that in the intention to be cool and good looking, the customer's interest is completely overlooked in some designs of resource centers. &nbsp;</p> <p>See how much friction is in this resource center homepage for Openview Labs. &nbsp;It's a shame because the content is pretty good, but it's just impossible to consume effectively:</p> <p>&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-stickiness-openview.png?width=640&amp;name=website-hierarchy-of-needs-stickiness-openview.png" alt="website-hierarchy-of-needs-stickiness-openview.png" width="640" style="width: 640px; display: block; margin-left: auto; margin-right: auto;"></p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <p>Here is another questionable content hub, by Uberflip, a content hub maker :.&nbsp;</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-stickiness-uberflip.png?width=640&amp;name=website-hierarchy-of-needs-stickiness-uberflip.png" alt="website-hierarchy-of-needs-stickiness-uberflip.png" width="640" style="width: 640px; display: block; margin-left: auto; margin-right: auto;"></p> <p>Looks cool, but the fact that individual posts or ebooks are much more predominant than the topics makes it just hard to deal with for a user really looking to get their head around what can be learned here.</p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <h3>Personalization</h3> <p>At the time this post was written there seemed to be a whole new holy grail: <a href="http://www.engagio.com/clear-and-complete-guide-to-account-based-marketing/">Account Based Marketing</a>. &nbsp;The new big thing.</p> <p>Although the concept has been around for a while, the reenergized focus on Account Based Marketing, perhaps as a result of limited ability of traditional Inbound Marketing activities to really make a dent in marketing contribution to sales. &nbsp;Overall marketing contribution to sales for most companies that have&nbsp;executed inbound still hovers <a href="https://salesbenchmarkindex.com/insights/how-should-i-forecast-b2b-marketings-contribution-to-revenue/">around 25-30%</a>, depending on the type of solution. &nbsp;Oracle is famous for having a marketing contribution to revenue north of 60%.</p> <p>Whatever the case is, the personalization hierarchy&nbsp;is&nbsp;the stage at which you can start effectively&nbsp;<strong>targeting specific&nbsp;segments of named accounts</strong>, using or repurposing content and assets that have already been created&nbsp;while working on covering previous hierarchies.</p> <blockquote> <p>The personalization hierarchy&nbsp;is&nbsp;the stage at which you can use your site to&nbsp;target specific&nbsp;segments of named accounts, aka Account Based Marketing"</p> </blockquote> <p><strong>Goal:</strong> To customize the experience to specific personas to best fit their needs.</p> <p><strong>So first you need to define a segmentation criteria for personalization on the website.</strong></p> <p><strong>Key Metric:</strong>&nbsp;The personalization hierarchy requires a compelte set of focus metrics pertaining to each one of the&nbsp;target segments, with a few additional:</p> <ul> <li><strong>Coverage</strong> - Total # of accounts in the targeted segment.</li> <li><strong>Impressions</strong> - Total # of ad impressions from the target list</li> <li><strong>Audience</strong> - Total # of sessions (traffic) from the target list.</li> <li><strong>Conversion Rate Optimization</strong> (Awareness, Evaluation, Decision leads)</li> <li><strong>Customers</strong> - Total deals closed from the target list</li> </ul> <p class="p-spacer">&nbsp;</p> <p><strong>Indicators: </strong>In addition to the same set of indicators that were used for each one of the key metrics above, we'll list the following indicators to better understand our penetration into the target list.</p> <ul> <li><strong>Usability/Value</strong> - Same as defined above but for the accounts in the target segment</li> <li><strong>Stickiness</strong> - A measure of whether accounts in the target segment see the website as a resource and keep coming back.</li> <li><strong>CRO indicators - </strong>as defined in the CRO hierarchy, but for the leads in the target segment.</li> <li><strong>Engagement</strong> - Number of target accounts with a conversion</li> <li><strong>Target Account Reach</strong> - Ratio of Engagement divided by Coverage</li> <li><strong>Target Account Penetration</strong> - Number of contacts per engaged account</li> <li><strong>Contrubtion to Sales</strong> - Total revenue from the target accounts vs. total revenue.</li> <li><strong>Sales Cycle Time</strong> -&nbsp;<span>Total time between first visit, and conversion to customer</span></li> <li><span><strong>SQL Throughput</strong> -&nbsp;# of decision stage leads per period</span></li> </ul> <p class="p-spacer">&nbsp;</p> <p><strong>Initiatives:</strong></p> <ul> <li><strong>Start by defining highly targeted segments.</strong> &nbsp;Avoid generic segment definitions such as: "Companies between 10MM and 50MM who want to grow their business..." &nbsp;This kind of definition is too broad and will often render useless.</li> <li><strong>Define a specific&nbsp;buyer persona and value proposition for each&nbsp;targeted segment</strong></li> <li><strong>Personalize your content and website</strong> to&nbsp;communicate your value proposition to that segment. &nbsp;If you have access to smart content features in your CMS, this is the time to do it.</li> <li><strong>Define inbound/outbound</strong> target tactics and initiate the process of going after accounts in this segment. &nbsp;It's all in: targeted advertisement, social, cold calling, inbound tactics &amp; SEO specific to this audience, etc.</li> <li><strong>Develop nurturing workflows</strong> specific to this target audience.</li> <li><strong>Setup an integrated contact record</strong>, so you can&nbsp;gather all of the&nbsp;behavioral learnings and start collect data&nbsp;as early in the process as you can.</li> </ul> <p class="p-spacer">&nbsp;</p> <p><strong>How do you know if your segment definition is too broad? &nbsp;</strong></p> <p>Simple; make it pass through the Value Proposition Test: &nbsp;</p> <p><em>If your stated value proposition to that target group does not compel the&nbsp;buyer to action, it means that the problem for that target segment is not well defined, or you don't understand it well enough...</em>&nbsp;</p> <p>Which means that the segment is too broad, or that your solution is not well formulated for that target group.</p> <p>You'll know you've nailed your value proposition for your target segment if it <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/Detailing-the-Buying-Process-for-B2B-Awareness-Evaluation-and-Decision">compels the buyer into action in one of 3 ways</a>:</p> <ol> <li>Opportunity for improvement</li> <li>Threat of deterioration of current status</li> <li>Fear of loss of current position (the most powerful one)</li> </ol> <p class="p-spacer">&nbsp;</p> <p>Here is an example that Pardot used to target their buyer group in their early hyper-growth stage.</p> <p style="text-align: center;"><em>"Companies between 50 and 200 employees, from which 5 to 50 of those employees are in sales &amp; marketing; who at least one 1 full time markeing manager; who have salespeople in linkedin, indicating they have a consultative sales process; who invest in adwords for direct response marketing; with&nbsp;one newsletter subscription box in their homepage, indicating they have some kind of email marketing program"</em></p> <p>And they still made subsegments from there...</p> <p>Specific enouth? you bet.&nbsp;</p> <p>Were they able to formulate a value proposition&nbsp;(that's truly valuable) for that segment - yup!</p> <p class="p-spacer">&nbsp;</p> <p><strong>Examples of Personalization in Action:</strong></p> <p>Domo is an enterprise-grade business intelligence. Their solutions are in the medium scrutiny level probably averaging north of $50k per deal in ARR. This kind of purchase is multi-layered, which means that there are going to be multiple levels of consensus and approval in an organization before finally making a purchase decision. &nbsp;Domo has the advantage, however, of having a product that can be tailored to be extremely useful and attractive for every role in the organization, so every potential stakeholder with some level of responsability in the firm, has also the potential of becoming an advocate.</p> <p>Hence the "role" has become a central focus for them&nbsp;to personalize both website content, and advanced content (downloadables, etc.).</p> <p>Solutions by role:<br><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-personalization-domo.png?width=640&amp;name=website-hierarchy-of-needs-personalization-domo.png" alt="website-hierarchy-of-needs-personalization-domo.png" width="640" style="display: block; margin-left: auto; margin-right: auto; width: 640px;"></p> <p class="p-spacer">&nbsp;</p> <p>&nbsp;Content tailored by role:<br><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-personalization-behavior-domo.png?width=640&amp;name=website-hierarchy-of-needs-personalization-behavior-domo.png" alt="website-hierarchy-of-needs-personalization-behavior-domo.png" width="640" style="display: block; margin-left: auto; margin-right: auto; width: 640px;"></p> <p style="text-align: center;">&nbsp;<a href="https://www.domo.com/">Image credits: domo.com</a></p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <h2><span>The Advocate&nbsp;Site</span></h2> <p><span style="font-weight: 400;">The advocate site level is&nbsp;a hierarchy level that allows the website to&nbsp;act as an exponential multiplier. &nbsp; Meaning, it helps your company get the word out and get an increasing exposure to new audiences, by enabling and exploiting word-of-mouth.</span></p> <p><span style="font-weight: 400;">The two hierarchies in the Advocate site are: Assets, and Promoters.</span></p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-advocate-site.png?width=640&amp;name=website-hierarchy-of-needs-advocate-site.png" alt="website-hierarchy-of-needs-advocate-site.png" width="640" style="width: 640px;"></p> <p class="p-spacer">&nbsp;&nbsp;</p> <h3><strong>Assets</strong></h3> <p><span style="font-weight: 400;">Assets are advanced tools that are so good that customers would actually be willing to pay for them, but you offer them for free.</span></p> <p><span style="font-weight: 400;"><strong>This is more than just eBooks</strong>, or other valuable content focused on education. &nbsp;Assets solve real problems and are used as tools by the&nbsp;buyers. &nbsp;In the process of using them, if the asset is truly helpful, buyers tend to develop a possitive attitude towards the brand, become leads, and recommend the tool to peers.</span></p> <p><span style="font-weight: 400;"><strong>Goal:</strong>&nbsp;Create assets so valuable that the customers would be willing to pay for them (but you offer them for free)</span></p> <p><span style="font-weight: 400;"><strong>Key Metric: </strong># of leads generated by the asset</span></p> <p><strong>Indicators:&nbsp;</strong>To track the full performance of an asset we&nbsp;need to&nbsp;measure the funnel for that particular asset:</p> <ul> <li><strong>Visits</strong>&nbsp;- # of sessions to the asset page</li> <li><strong>Starts</strong> - # of sessions in which users started engaging with the asset but did not go all the way through</li> <li><strong>Leads</strong> - # of leads generated (users that used the asset from start to finish)</li> <li><strong>Conversion Rate</strong> - Leads / Visits</li> </ul> <p class="p-spacer">&nbsp;</p> <p><strong>Examples:</strong></p> <p><span style="font-weight: 400;">A prime example of this is HubSpot's website grader:</span></p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-hubspot-grader.png?width=640&amp;name=website-hierarchy-of-needs-hubspot-grader.png" alt="website-hierarchy-of-needs-hubspot-grader.png" width="640" style="width: 640px;"></p> <p style="text-align: center;">&nbsp;<a href="https://website.grader.com/">Image credit: grader.com</a></p> <p class="p-spacer">&nbsp;</p> <p>Some SaaS firms' sales model have Assets embeded in their&nbsp;model through <strong><a href="http://www.freemium.org/">Fremium licenses</a>.&nbsp;</strong>Builtwith is a tool that scrapes websites to identify technologies being used on them. &nbsp;You can consult one-off websites, which is a great asset&nbsp;for&nbsp;future buyers and at the same time demonstrates some of the of the tool.</p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-Assets-fremium-builtwith.png?width=640&amp;name=website-hierarchy-of-needs-Assets-fremium-builtwith.png" alt="website-hierarchy-of-needs-Assets-fremium-builtwith.png" width="640" style="width: 640px;" title="website-hierarchy-of-needs-Assets-fremium-builtwith.png"></p> <p style="text-align: left;">The hypothesis is that once the buyer gets the benefit of utilizing the free asset to gather intel about a particular lead, they will be in a better&nbsp;spot to pay for a license:</p> <p><br><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-Assets-builtwith-paid.png?width=640&amp;name=website-hierarchy-of-needs-Assets-builtwith-paid.png" alt="website-hierarchy-of-needs-Assets-builtwith-paid.png" width="640" style="width: 640px; display: block; margin-left: auto; margin-right: auto;"></p> <p style="text-align: center;"><a href="http://builtwith.com/">Image credit: builtwith.com</a></p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <h3>Promoters</h3> <p>Promoters and assets may work well together. &nbsp;If the asset, or content you have made available so far is truly valuable and buyers are engaging with it,&nbsp;you can take an extra step to get your current users to share it with their peers.</p> <p><strong>Goal:</strong> To develop an organic word-of-mouth for a particular conversion point.</p> <p><strong>Key-metric: </strong>k-factor, which measures&nbsp;the growth rate of websites, apps, or a customer base.&nbsp;The formula is roughly as follows:&nbsp;<strong><em>k=i*c</em></strong></p> <p style="padding-left: 30px;"><em><strong>i</strong></em>=number of invites sent by each customer (e.g. if each new customer invites five friends, i = 5)<br><em><strong>c</strong></em>=percent conversion of each invite (e.g. if one in five invitees convert to new users, c = .2)</p> <p><strong>Initiatives:&nbsp;</strong>Here are some things that you could do to boost your k-factor:</p> <ul> <li><strong>Start simple: install as "share with a friend"</strong> widget after every download on your website</li> <li><strong>Consider&nbsp;adding a conditional step in the opt-in process</strong> that requires users to invite their peers to unlock an asset or an exclusive piece of content.&nbsp;</li> <li><strong>"Download with a share"</strong> - consider offering some assets in exchange for a tweet or other social share.</li> </ul> <p><strong>Examples:</strong></p> <p>&nbsp;A classic example&nbsp;that have gave fame to this model is Dropbox. &nbsp;You can get free space when you get your friends to open an account:</p> <p style="text-align: center;">&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-Promoters-dropbox.png?width=640&amp;name=website-hierarchy-of-needs-Promoters-dropbox.png" alt="website-hierarchy-of-needs-Promoters-dropbox.png" width="640" style="width: 640px;"></p> <p style="text-align: center;">&nbsp;<a href="https://www.dropbox.com/referrals">Image Credit: Dropbox</a></p> <p class="p-spacer">&nbsp;</p> <p>Here is another example of an opt-in thank you page where the user is required to share the invitation with 5 peers to unlock the offer:</p> <p style="text-align: center;">&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-Promoters.png?width=640&amp;name=website-hierarchy-of-needs-Promoters.png" alt="website-hierarchy-of-needs-Promoters.png" width="640" style="width: 640px;"></p> <p class="p-spacer">&nbsp;</p> <p class="p-spacer">&nbsp;</p> <h2>Conclusion: Building a Roadmap Using Your Website Hierarchy of Needs</h2> <p>If your approach to making your website to do more for yuour business is to engage a web design firm to do a one-time project every few years, I'm afraid to tell you that is dead flat the wrong approach and&nbsp;you will end up wasting a lot of your company's resources.</p> <p>Tranforming your website into an effective salesperson that <strong>has a role in contributing to sales </strong>is a long term journey. &nbsp;And like any&nbsp;journey, having a roadmap is better than not having one.</p> <blockquote> <p>The website hierarchy of needs gives you the ability to "address first things first"&nbsp;</p> </blockquote> <p>With this framework you can prioritize a long list of activities in the precise order in which they should happen so you can maximize your ROI. &nbsp;In our experience, it is not uncommon to have a full 2-year outlook of things that should be done on a website, and know the exact order in which they should be done. &nbsp;To build a roadmap it's enough to create a gantt chart with&nbsp;a brief description of the focus hierarchy for each one of the sprints to come.</p> <p style="text-align: center;">&nbsp;<img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-roadmap.png?width=640&amp;name=website-hierarchy-of-needs-roadmap.png" alt="website-hierarchy-of-needs-roadmap.png" width="640" style="width: 640px;"></p> <p class="p-spacer">&nbsp;&nbsp;</p> <p>Also, keep in mind that improving your site based on the hierarchy of needs, is not a trip in a single direction. &nbsp;</p> <p><img src="https://www.market8.net/hs-fs/hubfs/Blog_posts/The-Website-Hierarchy-of-Needs/website-hierarchy-of-needs-iterations.png?width=640&amp;name=website-hierarchy-of-needs-iterations.png" alt="website-hierarchy-of-needs-iterations.png" width="640" style="width: 640px; display: block; margin-left: auto; margin-right: auto;"></p> <p>The website hierarchy of needs is an iterative approach. &nbsp;Just as your products &amp; services evolve, so should your website, so once you have successfully taken a website through the whole hierarchy you can come back&nbsp;to a particular hierarchy to further improve the focus metrics.</p> <p><span style="font-weight: 400;">If you’re already at the stage where your usability is good, then it can always be improved. GDD is the design approach that will constantly look at your site data from real users to determine what problems in the user experience they’re facing that lead to lost conversion and sales.</span></p> <p><span style="font-weight: 400;">While a web-design hierarchy isn’t the be-all and end-all of design, it’s a smart place to start to determine what your site needs in an ongoing basis.</span></p> <p>Have you had experiences with ongoing website improvements? &nbsp;</p> <p>Have you used a framework that helps keep priorities in order?</p> <p>Please comment.</p> <p style="text-align: center;" class="p-spacer">&nbsp;</p> <p><a class="cta_button" href="https://www.market8.net/cs/ci/?pg=b81abad9-38f0-4fed-98d8-f7304e3d96ce&amp;pid=23553&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="Website-Redesign-for-maximum-marketing-performance-Ebook" src="https://no-cache.hubspot.com/cta/default/23553/b81abad9-38f0-4fed-98d8-f7304e3d96ce.png"></a></p> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2Fthe-website-hierarchy-of-needs-how-to-build-a-roadmap-for-improving-your-b2b-website&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> B2B Web Design Conversion Optimization User Experience Must Read Tue, 11 Oct 2016 11:30:00 GMT eduardo@market8.net (Eduardo Esparza) https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/the-website-hierarchy-of-needs-how-to-build-a-roadmap-for-improving-your-b2b-website 2016-10-11T11:30:00Z How Great User Experience Design (UX) Can Grow Your Business https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-great-user-experience-design-ux-can-grow-your-business <div class="hs-featured-image-wrapper"> <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-great-user-experience-design-ux-can-grow-your-business" title="" class="hs-featured-image-link"> <img src="https://www.market8.net/hubfs/images/User_Experience_Design--featured.png" alt="How Great User Experience Design (UX) Can Grow Your Business" class="hs-featured-image" style="width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;"> </a> </div> <p><strong></strong></p> <p>Although the user experience is integral to web design, there’s still a misunderstanding among business users and marketers to this day about what it really means. In short, great<a href="https://en.wikipedia.org/wiki/User_experience_design"> user experience design</a> is not about simply <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/a-scientific-approach-to-making-a-beautiful-b2b-website">creating a beautiful website</a> and leaving it at that. In our own Market 8 process, <strong>the actual design part of site creation is only step number seven</strong>.</p> <p><strong><img src="https://www.market8.net/hs-fs/hubfs/images/User_Experience_Design--featured.png?width=720&amp;height=404&amp;name=User_Experience_Design--featured.png" alt="User_Experience_Design--featured.png" title="User_Experience_Design--featured.png" width="720" height="404"></strong></p> <p>Although the user experience is integral to web design, there’s still a misunderstanding among business users and marketers to this day about what it really means. In short, great<a href="https://en.wikipedia.org/wiki/User_experience_design"> user experience design</a> is not about simply <a href="https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/a-scientific-approach-to-making-a-beautiful-b2b-website">creating a beautiful website</a> and leaving it at that. In our own Market 8 process, <strong>the actual design part of site creation is only step number seven</strong>.</p> <p>Before design comes into the picture, we have six preceding steps that already support the user experience:</p> <ol> <li>Asking the end customer</li> <li>Asking the client</li> <li>Creating buyer personas</li> <li>Creating the buyer’s analysis and overall inbound marketing strategy</li> <li>Creating the website strategy</li> <li>Creating and testing wireframes for all vital pages in the user flows</li> </ol> <br> <p>If you’re putting design ahead of everything else, you’re doing it wrong.</p> <p>ConversionXL’s Peep Laja elaborates on this principle a bit more when he says that:</p> <br> <blockquote> <p>A beautiful website might make a great first impression, but if it has terrible usability, users can’t figure out what to do, forms on the site don’t quite work, the error messages are not helpful and the copy on the website is vague, the overall experience will be quite bad.”</p> </blockquote> <p>What is the user experience, then? The Nielsen/Norman Group <a href="http://www.nngroup.com/articles/definition-user-experience/">defines it as</a>:</p> <blockquote> <p>User experience encompasses all aspects of the end-user's interaction with the company, its services, and its products.”</p> </blockquote> <p>The term “user experience” was in fact coined by Don Norman, a cognitive science researcher who was also the first to describe the importance of user-centered design (the notion that design decisions should be based on the needs and wants of users).</p> <p><iframe style="display: block; margin-left: auto; margin-right: auto;" src="https://embed-ssl.ted.com/talks/don_norman_on_design_and_emotion.html" width="640" height="360" frameborder="0" allowfullscreen></iframe></p> <br> <h2>Metaphors on Design and the User Experience</h2> <p>Let’s look at a couple of examples to illustrate the concept of User Experience.</p> <br> <h3>Metaphor #1: Which car do you think will give users a better experience?</h3> <p><strong>Car A:</strong></p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/images/user-experience-design-Mercedes-Maybach-S600-1.jpg?width=720&amp;height=480&amp;name=user-experience-design-Mercedes-Maybach-S600-1.jpg" alt="user-experience-design-Mercedes-Maybach-S600-1.jpg" title="user-experience-design-Mercedes-Maybach-S600-1.jpg" width="720" height="480"><strong><br></strong><a href="http://3.bp.blogspot.com/-WELmzELHafI/VNLBFXY-i6I/AAAAAAAAoSk/biRtmtk-b_U/s1600/Mercedes-Maybach-S600-1.jpg">Image credit</a><strong><br></strong></p> <p><strong>or,<br></strong><strong>Car B:</strong></p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/images/user-experience-design-1996-Jeep-Grand-Cherokee_21129.jpg?width=720&amp;height=409&amp;name=user-experience-design-1996-Jeep-Grand-Cherokee_21129.jpg" alt="user-experience-design-1996-Jeep-Grand-Cherokee_21129.jpg" title="user-experience-design-1996-Jeep-Grand-Cherokee_21129.jpg" width="720" height="409"><a href="http://spidercars.net/wp-content/uploads/images/1996-Jeep-Grand-Cherokee_21129.jpg">Image credit</a></p> <p>Thinking A?</p> <br> <br> <p>Here is a piece of contextual info...</p> <br> <br> <p>..on this road:</p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/images/user-experience-design-trinity-divide-cliff-lake-1.jpg?width=720&amp;height=480&amp;name=user-experience-design-trinity-divide-cliff-lake-1.jpg" alt="user-experience-design-trinity-divide-cliff-lake-1.jpg" title="user-experience-design-trinity-divide-cliff-lake-1.jpg" width="720" height="480"><br><a href="https://hikemtshasta.files.wordpress.com/2013/06/trinity-divide-cliff-lake-sept2010-001-copy-custom.jpg">Image credit</a></p> <p>Which car do you think will provide the user a better experience now?</p> <br> <h3>Methaphor #2: The keyless car entry app</h3> <p><a href="http://www.goldenkrishna.com/">Golden Krishna</a>, author of “<a href="http://www.amazon.com/Best-Interface-No-brilliant-technology-ebook/dp/B00T0ER57I/ref=mt_kindle?_encoding=UTF8&amp;me=">The best Interface Is No Interface</a>,” coined down this metaphor during the Web Summit 2015: Think about an app that promises they can open your car doors for you without you having to use your keys. This may sound like a tempting and hot premise, but in practical terms, this is the experience of a female user of this app:</p> <ol> <li>Approach the car</li> <li>Fish out the smartphone out of her handbag</li> <li>Pull it out</li> <li>Turn it on, swipe</li> <li>Get out of the latest app being used</li> <li>Then, swipe across pages of apps to find the proper app group</li> <li>Open the app group, and open up the app</li> <li>Scroll on the screen, click on the button “open my car”</li> <li>Enter the 17 digit car key</li> <li>Click again</li> <li>Car opens</li> </ol> <br> <p>There are, however only 2 steps that matter for the user:</p> <ol> <li><strong>Approach the car &lt;------STEP THAT MATTERS</strong></li> <li>Fish out the smartphone out of her handbag</li> <li>Pull it out</li> <li>Turn it on, swipe</li> <li>Get out of the latest app being used</li> <li>Then, swipe across pages of apps to find the proper app group</li> <li>Open the app group, and open up the app</li> <li>Scroll on the screen, click on the button “open my car”</li> <li>Enter the 17 digit car key</li> <li>Click again</li> <li><strong>Car opens &lt;------STEP THAT MATTERS</strong></li> </ol> <br> <p>So, the user would have had a better experience if the process looked like this:</p> <ul> <li><strong>Approach the car</strong></li> </ul> <ul> <li><strong>Car opens</strong></li> </ul> <p>Right?</p> <p>In this ideal user experience, did it matter at all the design of the interface of this app? &nbsp;It probably did once, during the setup.</p> <p>Naturally, this analogy does not translate 100% to the experience the B2B users can have on your site, however it is an aim; this is exactly how you should look at user experience design on your website.</p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/images/user-experience-design-Golden-Krishna-No-Interface.png?width=720&amp;height=403&amp;name=user-experience-design-Golden-Krishna-No-Interface.png" alt="user-experience-design-Golden-Krishna-No-Interface.png" title="user-experience-design-Golden-Krishna-No-Interface.png" width="720" height="403"><br>Golden Krishna, <a href="http://videos.theconference.se/golden-krishna-communication-without-a">Image credit</a></p> <p>The point then is:</p> <blockquote> <p>User experience is what your users feel when interacting with your ______. (<i>Fill the blank with whatever you feel like: website, company, product, service, sales people, customer service team...</i>)”</p> </blockquote> <p>On a website context (this deserves yet another callout text):</p> <blockquote> <p>If it doesn’t actually improve the user experience—by making it super-easy and super-fast for site visitors to find exactly what they’re looking for on your site—then all the cool designs and bells and whistles are useless and do more harm than good.”</p> </blockquote> <br> <h2>How the C-Level Needs to Think About Website User Experience</h2> <p>One of the biggest traps business owners and marketers fall into is associating a cool website look with great UX, but <strong>this is pure nonsense</strong>.</p> <p><strong>The right way to think about it:</strong></p> <p>Once, I was talking with a CEO of an important software firm (who really gets it), about possibly engaging Market 8 to improve their website’s user experience and conversions. Here’s how the conversation went:</p> <p><strong>Customer:</strong> “So what would be your focus on your project with us?”</p> <p><strong>Me:</strong> “Well, we will partner with you to grow your business using your site. &nbsp;Look at what your customers are looking for, give them exactly that, and, engage them, so we can grow your funnel. &nbsp;&nbsp;We’ll make sure that your website is a great salesperson, and also a tool for your salespeople.</p> <p><strong>Customer:</strong> “Well I think our website already meets those objectives; Our website provides the leads that our salespeople work on, and this is the base of our firm’s growth... I’m just not sure that we are as relevant as we can for all of the distinct users: customers vs. late stage buyers vs. early stage buyers. &nbsp;Also, issues that our software solve differ by industry... &nbsp;I think we can provide a better user experience to each one of those types of users. We can be smarter about it”</p> <p><strong>Bingo.</strong></p> <p>This, is exactly how CEO's&nbsp;should look at user experience design for their websites. Just like a living-breathing salesperson (and, yes we are happily collaborating with this client, and continue to pile up great results).</p> <p><strong>The wrong way to think about it:</strong></p> <p>On the other hand, some executives are simply unable to understand that their mindset is on the very way of their success and drive website decisions that simply make their website difficult for people to use. &nbsp;&nbsp;Typical reactions I’ve heard all the way from web designers to marketers and executives when their users fail to convert, or fail at completing a given task on their website, include:</p> <ul> <li>“Our users are stupid”</li> <li>“In reality, users won’t have a problem finding this button”</li> <li>“Users won’t read all that - let’s cut the copy and improve the design - the design is the most important thing”</li> <li>“All our users want is a really cool design”</li> </ul> <p>Users are not stupid. The stupid is the design team for not understanding how users look at the website pages, in what context, and for not making information that matters to the users, more visible.</p> <p>Great user experience design can boost your conversions and grow your business, but it’s not easy to get right. We’ll explain why.</p> <br> <h2>Is Investing in UX worth it?</h2> <p>Investment in User Experience is usually perceived as intangible but this is not the case. User experience has very tangible benefits; they are just hidden in your website’s lost leads, lost sales, and website redesigns (because the first one didn’t work out).</p> <p>Let’s do some math:</p> <p>If your company sells complex solutions, consider this scenario:</p> <table style="width: 878px; height: 913px;"> <tbody> <tr> <td style="text-align: center;">&nbsp;</td> <td style="text-align: center;"> <p><strong>Status Quo (monthly)</strong></p> </td> <td style="text-align: center;"> <p><strong>Scenario 1</strong></p> </td> <td style="text-align: center;"> <p><strong>Notes</strong></p> </td> </tr> <tr style="text-align: center;"> <td> <p>Web site monthly visitors</p> </td> <td> <p>10,000</p> </td> <td> <p>10,000</p> </td> <td>&nbsp;</td> </tr> <tr style="text-align: center;"> <td> <p>Qualified Leads from website</p> </td> <td> <p>5</p> </td> <td> <p>10</p> </td> <td> <p><strong><i>After doing some research, you find that buyers are exiting the Demo landing page at an alarming rate and decide to dedicate resources to fixing it.</i></strong></p> </td> </tr> <tr style="text-align: center;"> <td> <p>Closed deals from website</p> </td> <td> <p>1</p> <p>(20% close ratio)</p> </td> <td> <p>2</p> <p>(20% close ratio)</p> </td> <td>&nbsp;</td> </tr> <tr style="text-align: center;"> <td> <p>Average deal size</p> </td> <td> <p>$50,000</p> </td> <td> <p>$50,000</p> </td> <td>&nbsp;</td> </tr> <tr style="text-align: center;"> <td> <p>Annual Revenue from website</p> </td> <td> <p>$600,000/yr</p> </td> <td> <p>$1,200,000/yr</p> </td> <td>&nbsp;</td> </tr> <tr style="text-align: center;"> <td> <p>Cost of opportunity</p> </td> <td> <p>($600,000/yr)</p> </td> <td>&nbsp;</td> <td>&nbsp;</td> </tr> <tr style="text-align: center;"> <td> <p>Cost of fixing the UX</p> </td> <td>&nbsp;</td> <td> <p>($50,000)</p> </td> <td>&nbsp;</td> </tr> <tr> <td style="text-align: center;"> <p><strong>Net profit vs. status quo</strong></p> </td> <td style="text-align: center;">&nbsp;</td> <td style="text-align: center;"> <p><strong>$550,000</strong></p> </td> <td style="text-align: center;">&nbsp;</td> </tr> </tbody> </table> <br> <p>In this scenario, given the average conversion rates the value of a qualified lead generated on the website is exactly $10,000 ($50,000 x 20% close ratio), and you have a 90% drop off from that page. &nbsp;Just improving it slightly could double your qualified lead generation, say from 5 to 10... that’s an additional potential revenue of $50,000 every month ($600,000 annually) for your firm. &nbsp;&nbsp;If it costs you $50k to solve the problem, then you will still profit a handsome $550k. Is it worth spending the time and effort?</p> <p>Dr Weinschenk, with Human Factors International sums it up in a great way in this 2 minute video:</p> <p><iframe style="display: block; margin-left: auto; margin-right: auto;" src="https://www.youtube.com/embed/O94kYyzqvTc" width="560" height="315" frameborder="0" allowfullscreen></iframe></p> <br> <h2>Facets of User Experience</h2> <p>Peter Morville at <a href="http://semanticstudios.com/user_experience_design/">Semantic Studios</a> came up with the User Experience Honeycomb; a really good diagram to explain different facets of user experience:</p> <p style="text-align: center;"><img src="https://www.market8.net/hs-fs/hubfs/images/user-experience-design-honeycomb.jpg?width=440&amp;height=440&amp;name=user-experience-design-honeycomb.jpg" alt="user-experience-design-honeycomb.jpg" title="user-experience-design-honeycomb.jpg" width="440" height="440" style="display: block; margin-left: auto; margin-right: auto;"><br><a href="http://semanticstudios.com/user_experience_design/"><span style="font-weight: 400;">Image credit</span></a></p> <p><strong>Here is how Peter explains each facet:</strong></p> <ul> <li><strong>Useful:</strong> Is the information presented relevant?</li> <li><strong>Usable:</strong> Is it easy to use?</li> <li><strong>Desirable:</strong> Does the interfaces uses <a href="http://conversionxl.com/emotional-persuasion-guide/">emotional design</a> through the effective use of text, images and context?</li> <li><strong>Findable:</strong> Is information easy to find?</li> <li><strong>Accessible:</strong> Accessibility is a practice that now is still treated as separate, but it’s just good business practice to account for people with disabilities.</li> <li><strong>Credible:</strong> Can users believe it? &nbsp;Stanford university presents <a href="http://credibility.stanford.edu/guidelines/index.html">10 guidelines to improve website credibility</a>; does the website meet them?</li> <li><strong>Valuable:</strong> Does it bring value to the organization? &nbsp;does it help achieve a business objective?</li> </ul> <br> <p><strong>There are at least 3 ways this honeycomb can help:</strong></p> <ol> <li>It helps advance the conversation and helps set priorities for a web redesign project: &nbsp;what should the design accomplish? &nbsp;Usability or desirability? how should value to the organization be balanced vs. usefulness for the user?</li> <li>It supports a modular approach to web redesign process: perhaps in the first phase you decide to prioritize findability and usability, whereas focus on desirability are consciously pushed to a later phase.</li> <li>It provides a framework to evaluate the work being done, and helps you uncover opportunities that would have been difficult to see otherwise.</li> </ol> <br> <h2>Conclusion</h2> <p>Successful user experience design is about so much more than just focusing on having an updated design. Yes, beauty in site design is important, but it only constitutes a fraction of the overall experience users have on your website.</p> <p>User experience design that works incorporates principles like clarity, ease of use, desirable, all based on sound research derived from site and buyers analysis.</p> <p>For additional details on how solid design optimizes your marketing effectiveness, download our “<a href="https://www.market8.net/website-redesign-for-maximum-marketing-performance-ebook">Website Re-Design for Maximum Marketing Performance</a>” ebook.</p> <p><a class="cta_button" href="https://www.market8.net/cs/ci/?pg=b81abad9-38f0-4fed-98d8-f7304e3d96ce&amp;pid=23553&amp;ecid=&amp;hseid=&amp;hsic="><img class="hs-cta-img " style="border-width: 0px; /*hs-extra-styles*/; " alt="Website-Redesign-for-maximum-marketing-performance-Ebook" src="https://no-cache.hubspot.com/cta/default/23553/b81abad9-38f0-4fed-98d8-f7304e3d96ce.png"></a></p> <p class="p-spacer">&nbsp;</p> <img src="https://track.hubspot.com/__ptq.gif?a=23553&amp;k=14&amp;r=https%3A%2F%2Fwww.market8.net%2Fb2b-web-design-and-inbound-marketing-blog%2Fhow-great-user-experience-design-ux-can-grow-your-business&amp;bu=https%253A%252F%252Fwww.market8.net%252Fb2b-web-design-and-inbound-marketing-blog&amp;bvt=rss" alt="" width="1" height="1" style="min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; "> B2B Web Design User Experience Tue, 23 Feb 2016 12:30:00 GMT eduardo@market8.net (Eduardo Esparza) https://www.market8.net/b2b-web-design-and-inbound-marketing-blog/how-great-user-experience-design-ux-can-grow-your-business 2016-02-23T12:30:00Z