When is the last time you looked at how shoppable your website is—not just that it is easy to contact sales, but that you are creating the sort of experience a buyer wants?
With pipeline increasingly online, it’s imperative to ensure your digital storefront is up for the challenge. Consider these three tools for improving buying experience.
Easy form builders. Sure, you probably already use forms on your site—but are they capturing what you really want to know in the least painful way? Free tools such as Cognitoforms or Typeform have built-in logic platforms, so you can control what fields people see and when. Such capabilities make it easy to ask branched questions based on response, so you can declutter your forms without giving up data capture. (For tips on what to put forms around—and what not to—read “Could Your Approach to Gating Be Killing Pipeline?”)
Robust 4K video. There’s only so much a product spec sheet or brochure can say—video truly is the best way to share the experience of your product with site visitors.
Chances are you’ve got standard product demo videos already. But do they really convey everything that the full buying team will want to see?
Your video library should not only showcase features but also include content to educate visitors about what day-to-day use of your product will be like. If you’re selling machinery, do you demonstrate maintenance steps? Have you walked through and explained safety features and design? Do you have case studies pertaining to use in those industries you most commonly sell to, so prospects can envision how similar challenges at their facility can be solved?
These video fundamentals don’t have to be costly to develop and can give a major edge when prospects are assessing your solution against those of competitors. With PMMI Media Group’sVideo Content Marketing tool, you’re able to work with our director to shoot 4K, professional-quality video right from your phone, tablet or computer. (That’s right—no big video team needing to be onsite, and no big cost!) Videos are sold in packs of three or with various distribution options. Visit hub.pmmimediagroup.com, select your desired brand, and search “Video Content Marketing” for full details.
Customized ad creative to pair exactly to your site. Many companies will spend considerable effort ensuring their websites are comprehensive and easy to navigate only to lose visitors immediately at the front door.
Many marketers don’t pay enough attention to pipeline experience: All too often, prospects click on an ad only to be taken to some landing page that seemingly has very little to do with the ad. This ad and site incongruence is a surefire way to get page abandonment.
To improve the pipeline experience even when your access to graphic designers is limited, consider using no- or low-cost ad-building tools such as Canva or Visme to customize your ads to pair exactly with your site’s language, fonts, color choice and other visuals. And be sure not to take visitors to a crowded home page. The less friction between your ad and the landing page in terms of content promised, the greater the likelihood your site visitors will stay.