Webinar: Strategies for Driving More Web Leads & Revenue: A CRO Fireside Chat

conversion rate optimization

In this fun fireside chat, two conversion rate optimization experts Guy Yalif, CEO of Intellimize, and Jeremy Epperson, Chief Growth Officer at GrowthHit, discuss a range of hot topics in CRO, including:

  • How to continue driving leads, revenue, and new customers through your website, even in light of the pandemic
  • 4 common customer blindspots that are hindering your web conversion performance
  • How to choose the right testing methodology to get the result you want
  • They’ll also share some examples of winning CRO experiments in B2B and e-commerce

Guy and Jeremy have two different backgrounds and two different perspectives. So listen in and walk away with lots of fresh insights & ideas to try in your business!

 

 

To learn more about how Intellimize can help your marketing team with your conversion rate optimization efforts, request a demo here.

Webinar: Web Conversion Tactics That Work Right Now

Web Conversion Optimization Ideas

In this interactive webinar, our all-star panel of marketing & conversion rate optimization experts talk web optimization strategy, share 11 winning web conversion examples to inspire you, and provide on-the-fly feedback on two audience members’ landing pages:

-Guy Yalif, CEO of Intellimize
-Matt Heinz, CEO of Heinz Marketing
-Ben Labay, Research Director at CXL
-Sam Molmud, Director of Web Strategy at Sumo Logic

Fun & banter included!

 

So grab a seat and a pen & paper (they share lots of ideas you’ll want to try on your own site), and then click the play button. Enjoy!

 

 

To learn more about how Intellimize can help your marketing team with website optimization efforts, request a demo here.

7 Ideas to Test Before Starting Your Website Redesign

Website Redesign Must-Haves

When their marketing budget gets cut (which happens every time, doesn’t it?), many marketers instinctively refocus on lower cost channels and on getting more out of the assets they already have. The website is typically an organization’s biggest marketing asset, so it’s always a focus for improvement in these times. Since the list of things to fix or add to the site is never short, the conversation can quickly slide into a full website redesign discussion.

Website redesigns are exciting projects, and most of us love to dive right in. However, we’d be much better off to first do some real research and experimentation to learn what content and experiences are most valuable to incorporate. DON’T build the new site and THEN test it to see if it achieves the desired outcomes. Test first! Then build. (And keep on testing.) Let me explain.

 

Where should I begin with a website redesign?

Start with what you want to accomplish through the redesign. You have probably lived with your current site for a long time. You know what’s great about it and what’s not so great. You have a clear idea of how the new site must perform better, and you can visualize the value of these improvements clearly. You may be looking to drive more traffic deeper into the site or to get an immediate conversion on the homepage or initial landing page. Make this clear to everyone involved. Establish straightforward, measurable objectives for the redesign project in terms of the desired outcomes from the new site. Once the project is complete, this will be critical to evaluate your level of success.

[As a quick aside, I’ll share that whatever the goal, my favorite trick to ensure you don’t lose this focus through the redesign is to insert this objective into the name of the project itself. “The ‘more leads for sales’ website update,” or “The ‘more buyer conversions’ website refresh.”  Helps every time for maintaining focus and building internal project support.]

 

What types of web experiments should I consider?

With the redesign goals clearly established, it’s not always immediately clear how to achieve them with a new design. You need to learn which foundational experiences to bake into your site to support the goals. This is why data from experimentation is critical. Here are just a few things that you may need to test:

  1. Headlines and copy – There is more than one way to tell your story, so try several approaches that emphasize different phrases and perspectives, then measure which ones lead to greater engagement.
    Website Conversion Optimization
     
  2. Images and colors – The interplay between colors and images can offer an entirely different look and feel to your site visitors, and testing is the only way to really know which combination works best most often. Should the site feel playful and simple or serious and academic?
     
  3. Navigational menu layout – Should the menu be short and succinct or go deep? Should you place it on the left or right side of the header? These choices impact every potential buyer’s ability to interact with your site.
    Navigation Menu Design
     
  4. Page structure, including order of elements – Every page offers an infinite number of possibilities for structure, content, and layout. Is it better to put social proof elements above or below a descriptive content block? Should you replace that content with a  featured video? Or infographic?
     
  5. Buyer flows through the site – Are buyers expected to conduct all of their business on a single page, or do they need to visit different areas to get what they need? Should the navigational menus be their primary means to move about, or are there better ways to lead them along the ideal path?
     
  6. Calls to Action (CTAs) – The words, graphics, placement, and even colors of your CTAs will have a huge impact on their performance. Testing many possibilities is the only way to know which combinations work better for more visitors.
    CTA Placement
     
  7. Social proof content and placement – Helping your buyers understand what their peers think and how they have appreciated your offerings is more important than ever.  But what’s the best way to share this information without putting it in the way?
     

As you learn from each experiment, you’ll gain confidence on which approaches will offer the best experiences for your site visitors today, in terms of the business objectives that you set.

 

Once the website redesign is complete, am I done testing?

Of course, experimentation is not a “once and done” tactic. Best-in-class organizations integrate experimentation and testing as a perpetual approach to iteratively managing and optimizing their website. Testing and experimentation also enable you to personalize the base experience for different individuals, and adapt to changing visitor behavior over time.

Whether or not you are considering a site redesign right now, it’s common for website testing to reveal a few surprises. Site features that are well liked may not actually help achieve the desired outcomes. Replace “HIPPO” (highest paid person’s opinion) decision making with decisions based on data. Your site and business results will be better for it.

So, what are you waiting for? It’s time to run some tests!

 

To find out more about how you can apply website experimentation and web conversion optimization techniques to your website redesign project, contact us by clicking on the “Request Demo” button on our website. We’ll share specific examples of which optimization ideas are working right now in your industry.

Intellimize Aims To Help Marketing Teams Personalize Their Websites

Demand Gen Report - B2B Marketing Publication

Demand Gen Report, a B2B marketing publication with over 70,000 subscribers, has featured Intellimize in a Solution Spotlight, where they recognize the latest products that will have an impact on B2B marketing.

Read through the article to get a quick overview of:

  • How Intellimize works
  • Who Intellimize is for
  • What makes Intellimize special

Check out the Solution Spotlight on the Demand Gen Report website.

If you’re intrigued by what you read, contact us for a deeper-dive. Request an Intellimize demo here.

Video: Prioritizing what to optimize on your website

Website Optimization

Before moving forward with a personalization plan, many marketers wonder: Where should I begin when optimizing my website?

In this video, Intellimize CEO Guy Yalif walks through several steps to help marketers determine how to prioritize what they personalize on their website, and discusses strategies for where they should focus their efforts.

Throughout the video, you will learn what to optimize on your website:

  • Creating a website optimization plan around the metrics that move your business
  • Prioritizing those places in the funnel that affect those metrics, and that have big drop-offs in engagement
  • Considering where your prospects and customers are in their lifecycle so that you can meet them with the right context
  • Figuring out what you want to optimize for: speed of iteration or long-term conversion
  • Optimizing for metrics that are measurable today
  • Optimizing for behaviors that are close to the tests you’re running

 

To learn more about how Intellimize can help your marketing team with website optimization efforts, simply click on the “Request Demo” button on our website.

Webinar: Actionable Insights for Driving More Leads & Revenue with Web Conversion Optimization, Featuring Forrester

Web Conversion Optimization Webinar

Thriving during 2020’s unprecedented market challenges requires online excellence. This means it’s critical to ensure your web pages are optimized to attract, engage, and qualify B2B buyers. In this webinar, our guest speakers Rani Salehi, Principal Analyst at Forrester, and Renee Irion, Principal Analyst at Forrester, will explain how to use the Forrester SiriusDecisions Web Conversion Optimization (WCO) framework to effectively drive more online conversions. We will explore best practices from websites that are doing this well, and we’ll discuss how to operationalize and measure WCO for ongoing success. Your results this year likely depend on it.

In this webinar, you’ll learn:

  • The elements of the Forrester SiriusDecisions Web Conversion Optimization (WCO) framework
  • How to optimize your WCO tactics for each buying phase
  • What best practices are in use today that drive improved results

 

 

 

To find out more about how you can apply web conversion optimization at scale in your organization, contact us by clicking on the “Request Demo” button on our website. We’ll share specific examples of which optimization ideas are working right now in your industry.

‎If You Market Podcast: Practical AI for B2B Marketing

Listen in on this lively conversation with co-hosts Sky Cassidy and Karla Jo Helms as they discuss Marketing AI with Guy Yalif, CEO of Intellimize.

Guy highlights how AI is used to personalize websites, continually learning to dynamically adjust each individual visitors’ experience as the market and behavior changes over time. Guy shares that best practice is to meet each visitor wherever they are in their journey, presenting the appropriate flow and experience whether they are a new visitor, long-time customer, or somewhere in between.

Other topics that are raised in this wide-ranging discussion:

  • Rules-based AI vs. machine learning AI
  • The “right problems” for AI vs. the ones that need to be left to humans
  • Best personalization use cases for AI
  • Staying on the right side of the personalization “line of creepiness”
  • How AI can eliminate a lot of marketer rote work
  • The Terminator (several times, not kidding)

Guy hopes B2B marketers everywhere will learn how AI can help us get more done, deliver more value for our companies, and produce better experiences for our customers.

Check out the full episode on Apple Podcasts and directly on the IfYouMarket site.

Webinar: Personalizing Your Most Underutilized ABM Asset – Your Website!

Usually ABM focuses on email, calls, direct mail, dinners, and other personalized interactions. But all this points your target prospect to your website, and that’s where everything tends to fall apart. Marketers are failing to carry out the same personalized experience on their website that had originally compelled the prospect in the first place.

Guy Yalif, CEO of Intellimize, explains how to effectively incorporate your website into your ABM strategy, by turning your website into the final personalized touchpoint for your target prospect to drive conversion.

In this webinar, you’ll learn:

  • What, exactly, personalizing your site for ABM target accounts and prospects looks like to drive more conversions
  • How to design your website to effectively manage ABM traffic, anonymous traffic, and customer traffic simultaneously
  • Real life examples of companies doing website personalization for ABM, and their results

This is not some high-level mumbo jumbo. Hear hands-on, practical advice to help you improve as a marketer.

After watching, let us know if you’d like to see how Intellimize can help you convert more of your ABM accounts through your website, by clicking the Request Demo button on our site.

Top 5 things to do when starting with website personalization

There are two marketing truths universally acknowledged:

  1. Companies are looking to get the biggest bang for their buck on their websites.
  2. Buyers are savvier. More than half of consumers and B2B buyers do research online before buying.

Marketers want to create great marketing that gets their customers to feel great by engaging with their company. That’s the key to website personalization: implementing smart adaptations that help visitors find the solution to their problems—serving both customer’s needs and the company’s bottom line.

But how do you start personalizing your website? How do you offer relevant messaging and offers at different parts in your visitor’s journey, and test which variables are the most effective at delivering your intended results?

Well, you plan for it as you begin executing.

You probably already know that website personalization is one of the most valuable trends in marketing. McKinsey analysts estimated that personalization stands to create $1.7-3 trillion in new value for companies. Creating a personalization strategy with the following elements will help you prepare for launch, so you can realize value more quickly.

 

Here are five things you need to know before you get started with website personalization:

 

1. Decide on your Key Performance Indicators (KPIs)

Before you do anything else, you have to consider what kind of results you and your executive team are looking for.

If you don’t know what you’re trying to do better, you’ll never know if you did better. So you have to set benchmarks, create the plan, test, and see if your hypotheses were correct. The whole point of personalization, apart from catering to your customers, is to improve, iterate, and learn. Working backwards from business goals ensures you’ll make your team valuable and your boss happy.

When you know better, do better, as they say.

Here are some KPIs our biggest B2B clients focus on:

  • Getting more high-quality leads
  • Moving visitors through the sales funnel
  • Increasing leads to sales
  • Generating more form fills on B2B landing pages

And here’s what ecommerce teams tend to work toward:

  • Increasing cart conversions
  • Increasing basket size
  • Reducing the time it takes to purchase
  • Reducing abandoned carts

These are just examples, however, and you should pick the right KPIs for your business.

 

2. Really get to know your customers

After you decide on your goals, you need to understand what motivates your customers the most. Learn what values resonate with them most and align best with their needs. Understand how they currently interact with your website.

To start, get access to any form of customer interaction and data in your company: these could be customer calls, emails, reviews, demographic data, website analytics, surveys, feedback loops, or interviews. These interactions and resources will help you dive into their motivations, objections, pains, and desires.

Here are some questions that could help you better understand your customers:

  • What paths do site visitors follow on your website as they move toward the actions that drive your KPIs? Which points along the path are the most common drop offs?
  • Where do they spend the most time on your site before they convert?
  • Where do they bounce from your site? Why?
  • What about the product or service experience stopped buyers who almost purchased but didn’t?
  • What do new customers love about the product or service? What keeps customers coming back?
  • What are the biggest concerns you hear in your customer care emails, calls, and support tickets?
  • What customer lifecycle stage are they in? How aware are they of your company and your product or service?
  • Where were they at the exact moment of purchase or conversion? What device were they using, which location were they in, or what day of the week was it?

These insights will help you identify opportunities for improvement, and help you focus as you start personalizing your website.

 

3. Get your team aligned

Next, you need to identify the resources available to you internally, and help them understand that personalization is an ongoing, iterative process that changes as your customers and business plans change.

All companies have different approaches to marketing, so the key stakeholders should be on board with your website personalization plan. It’s valuable to have executive alignment and support for making continuous learning a core component of marketing and growth strategy.

Once executives are on board, give some early insight to your broader marketing org, often including team members working on content, creative, and product marketing. They’re often the ones that will be developing and implementing creative ideas, so it’s important they understand your goals, processes, and the impact of your desired personalization plan results. Other teams, like sales and customer service, may also be affected by and have ideas for personalization and should be made aware of the plan and the opportunities personalization can bring to their departments.

Getting expectations aligned will make your life as a marketer a lot easier. With organizational support behind you, you have a mine of knowledge and support.

Here are the team members that may help you drive successful web personalization projects:

  • The executive: who helps the main team identify the goals, checks in on the progress, and approves the overall strategy
  • The creatives: whose copy, psychology, photography, design, or video production is crucial to the success of your variable testing
  • The product marketers or product managers: who knows all the nooks and crannies of your service or product, and the hooks, leads, and messaging for all your customers
  • The customer care and sales teams: who are intimately involved in the day-to-day lives of your customers and can offer invaluable insights for creating on-target messaging

 

4. Brainstorm some creative testing ideas

Once you have your creative and executive teams on board, it’s time to circle back to those KPIs.

Why? Because your business goals and key performance indicators should guide your entire creative approach. If you’re thinking of brainstorming clouds, “increasing quality leads” (for B2B) or “Increasing cart conversions” (for ecommerce) would be in the very center, with your team’s ideas shooting out like lightning bolts.

It’s not just about testing “headline A” versus “headline B” for no good reason: you need to do it strategically by creating a hypothesis.

Let’s use the first example above: increasing quality leads. You might believe, for example, that leads aren’t high-quality because:

  1. Your marketing is in the wrong places, and thus, reaching the wrong audiences
  2. Your messaging isn’t convincing the right people, or
  3. Your messaging is short-circuiting somewhere and not helping customers follow through

With those assumptions, you could start building out tests to confirm or refute your hypotheses by creating variations of:

  • The landing page images and copy
  • The continuity in the messaging and images from source to the landing page
  • The presence of a navigation bar
  • The cart process pages
  • Visual layouts
  • The “Thank you” page

The list goes on and on. After you’ve identified your most valuable tests tied to your KPIs, it’s time to decide how you’re going to run the actual testing.

 

5. Choose your approach

This is the biggie. You have three options for personalizing your site:

  1. Rules-based personalization, which focuses on very specific rules-based scenarios, like “if visitor X came from social media network Y, show sales page Z”. This is useful if you already know the exact parameters you’re personalizing for, but takes a lot of time to set up and manage more than just a few of these scenarios.
  2. A/B testing, which allows you to compare the performance of two competing ideas on one element of your website for all your visitors. This is useful when you want to answer a single focused question and don’t have many options to test.
  3. Predictive personalization, which uses machine learning to automatically personalize your web pages and dynamically adjust them over time. This allows the team to try far more ideas with far less effort.

Rules-based personalization and A/B testing seem simple and quick, but complexity compounds as new rules are added on top of old rules, and tests take too long to reach clear answers for each experiment.

Personalization rules are often based on:

  • Location of visitor
  • Technology used
  • What website they came from before visiting your site
  • What social network they came from before visiting your site
  • New/repeat visitor
  • Time spent on website
  • Abandoned cart

The mix and match of creating those rules, and the upkeep of those rules, usually become burdensome for the marketer, which is why we recommend predictive personalization.

With predictive personalization, you maintain creative control over copy, design elements, and video. The difference with predictive personalization? Machine learning determines the personalizations to be shown, using all of these same data types listed above and more. However, predictive personalization personalizes for each unique visitor, making it feel like you’ve automatically created a rule for each visitor. Additionally, as conditions and behaviors change, predictive personalization automatically adapts to find the personalization variations that will work best in the moment for the then-current audience. By simultaneously testing many ideas at once, predictive personalization learns at 25x the speed of traditional A/B testing. This approach manages the complexity for you, and delivers results at unparallelled speed.

Regardless of the approach you take, the most important thing to remember about personalization is that it shouldn’t be a one-and-done project, but rather a process that iterates every day and week over time. Your customers will change, your business plans will change, your industry will shift, and best practices will adapt accordingly: so should your team’s website personalization.

Video: Debunking myths about AI in marketing

AI has become a hot-button topic with digital marketers. While some people think of AI as magic, others might think of it as a menace that’s trying to take over our jobs. Others might think of the Hollywood version of AI (like The Terminator or Westworld).

Although AI does tend to activate our imaginations, a lot of stories around AI today are perpetuated by myths. The truth is, AI is operating in the background for many of your most common marketing applications already. Paid ad distribution, lead scoring, and chatbots all utilize AI in one form or another. In our personal lives, AI helps us find faster commutes through mapping apps, gives us suggestions for our next favorite TV show to watch on Netflix, and helped us organize our never-ending stream of emails more efficiently.

From advertising to lead scoring to website personalization, many subsets of digital marketing are already using AI.

 

To separate fact from fiction, in the video above, Intellimize CEO Guy Yalif will walk through several myths we hear about AI and personalization, including:

  • Myth #1: I can completely turn over website personalization to AI
  • Myth #2: Everyone talking AI is telling me the truth
  • Myth #3: AI is too complicated for me to use for personalization

Watch the video to learn more about AI and how it can help power website personalization efforts so that we can eliminate rote work and focus on the things that matter most to us as marketers: creative ideas, connecting with customers, and alignment with the rest of the marketing organization.

 

Check out the next video in this series: Accelerate B2B leads to sales with AI-based personalization

 

 

If you’d like to learn more about how you can use AI-based website personalization to drive more leads and revenue, simply click on the “Request Demo” button on our website.