Your website should deliver your highest value and lowest cost business leads. People who find your site are interested in your business. People who stay on your site are engaged and developing trust. People who fill out a form on your site, sharing their contact information in exchange for something of value, are gold.
To mine gold, your web site needs to offer two things:
- One or more registration forms
- Relevant content that visitors want
Below is the full list of 23 successful web conversion offers, sorted by category:
- White papers
- Tip sheets
- Webinar sign-up
- Cloud account on your site
- Trial request
- ROI calculator
- Webinar attendance
- Meet-up attendance
- Software usage
- Newsletter signup
- Mailing list signup
- Blog or podcast RSS subscription
- Social media “like,” “follow” or “channel subscription”
- Contact us
- Request a demo
- Meeting request
- Free consultation
- Contest entry
- Claim a discount
- Inbound call to sales
Picking offers for your business is a very important decision and should flow naturally from your marketing strategy. One size doesn’t fit all. A free trial may make sense for a software developer but not for a business decision-maker. Make sure you have content for all potential buyers.
Keep one more thing in mind: conversions happen in the buyer’s mind and only gets measured on your web site. To earn a conversion, you first need to prove that your business is trustworthy, honest and helpful.
What’s Not on the Web Conversion Offers List
The following types of helpful web content are not listed as conversion offers because it should just be freely available. Somethings, even some valuable things, you just need to share freely. Make the following content freely available to inform, engage and build customer trust:
- Product specs and data sheets
- Announcements and press releases
- Customer success stories
- Sizzle videos
Are you using other types web conversion offers to generate leads? Share below!
Virtually everyone can agree that customer references are critical tools for B2B sales efforts. In my career I’ve headed up numerous customer reference programs, interviewed a number of heroes at customer sites and written a lot of success stories. The sales team could never get enough customer stories.
Did these programs drive sales results? Yes. Were they what the prospective customer wanted? No.
The plain fact is that prospective customers want to hear directly from current customers…without any vendor involvement, filtering, positioning or influence. None. Nada. This is simply because:
- End users generally trust each other
- Customers are far less trusting of vendors
Can you earn a prospective customer’s trust while you are selling? Of course. But that doesn’t change their preference for communicating directly with each other. With social networks and other Web tools, it has never been easier to bypass the vendor when checking references.
Try Peer-to-Peer Customer Reference Programs
Peer to peer conversations between prospects and customers isn’t a problem to solve but a fact to accommodate. Below are best practices for leveraging your installed base to create a winning customer reference program:
- Keep publishing success stories on your web site. They are extremely useful for establishing the facts around the business you serve and problems you solve. Accept the limitations of written endorsements and do more.
- Embrace transparency. Enable customers and prospects to share their experiences. Affinity groups on social network sites like LinkedIn are a start, but public forums and wikis running on your web site are better for customers, prospects and your brand.
- Don’t fret a few negative reviews. Everyone knows that your company and product aren’t perfect. Negative reviews give your prospects a chance to see how your business relates to customers.
- Keep things lively. Nobody likes to show up to a dead party. Assign a community leader who contributes authoritatively and consistently, and who inspires reciprocity from your customers.
- Achieve critical mass. You want to get to the point where there are enough customer “ambassadors” who can and will respond on your behalf.
Points 3, 4 and 5 are very important as a whole. The biggest negative for any peer-based customer reference program is indifference.