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How to Choose the Right SaaS CRO Partner for Your Business

With competition heating up across almost all industry verticals, it is more challenging than ever for SaaS companies to improve marketing ROI. One key strategy for achieving better results is partnering with the right Conversion Rate Optimization (CRO) partner.

Navigating all the options for CRO services can be daunting for a busy B2B marketing professional. This blog post provides a comprehensive guide for choosing the right SaaS CRO partner for your business, ensuring you make an informed decision aligning with your goals and objectives.

The Basics – Why CRO Matters

At its core, CRO is the systematic process of increasing the percentage of website visitors who take a desired action, such as purchasing, signing up for a trial, or filling out a contact form. It can get complex because it involves many moving parts and a range of strategies, techniques, and methodologies.

CRO is essential for several intertwined reasons:

Maximizing ROI: By improving conversions, you can extract more value from your existing website traffic and marketing efforts, leading to a higher return on investment (ROI).

Enhancing User Experience: CRO focuses on creating a seamless and intuitive user experience that encourages visitors to engage with your website and take desired actions.

Data-Driven Decision-Making: CRO relies on data analytics and testing to identify optimization opportunities, allowing for informed decision-making based on empirical evidence rather than assumptions.

Competitive Advantage: Businesses prioritizing CRO gain a competitive edge in a competitive landscape.

Examples of CRO Metrics

Some key conversion metrics to discuss with a potential CRO partner include:

  • Click-Through Rate (CTR)
  • Bounce Rate
  • Average Order Value (AOV)
  • Customer Lifetime Value (CLTV)

Understanding these metrics and their impact on your business’s performance is fundamental to implementing effective CRO strategies and optimizing your conversion funnel.

Choose the Right SaaS CRO Partner

Source

By focusing on CRO basics and understanding its importance, you can make informed decisions when selecting a SaaS CRO partner and drive impactful results for your business.

Building Trust and Demonstrating Expertise

How does the right CRO partner earn your trust and demonstrate expertise? Here are vital factors to consider:

Understanding Your Business

A reputable SaaS company CRO partner should thoroughly understand your business model, target audience, and unique value proposition. This understanding goes beyond surface-level demographics and recognizes any unique aspects of your SaaS offering.

Look for partners who ask detailed questions about your customer journey, pain points, and conversion funnel. Review their case studies and success stories. 

Their ability to grasp the nuances of your business indicates a commitment to tailoring strategies that resonate with your audience and drive meaningful results.

Dealing with Messy Data

Many SaaS companies grapple with disparate data sources, incomplete datasets, and data silos. A competent CRO partner should have the expertise to seamlessly navigate messy data. 

This includes data integration across platforms, rigorous data cleaning processes, and advanced analytics capabilities. By harnessing the power of clean and accurate data, your CRO partner can provide actionable insights that fuel optimization strategies and drive conversions.

Addressing Past Unsatisfactory Experiences

If you’ve had unsatisfactory experiences with previous CRO partner programs, be sure to discuss this with potential new partners. Look for a CRO partner that acknowledges industry challenges and offers a differentiated approach. 

This approach should encompass holistic analysis, combining CRO methodologies with Marketing Operations (Ops) strategies. By aligning CRO efforts with broader marketing initiatives, you can achieve synergy across your marketing ecosystem and enhance overall performance.

Showcasing Transparency and Commitment

Transparency and commitment are foundational elements that foster trust and ensure a successful partnership with your chosen CRO provider. Here’s how to assess these crucial aspects:

Transparent CRO Methodology

Transparency begins with a clear and comprehensive methodology from your CRO partner. They should be able to articulate the strategies, tools, and techniques they employ to improve your CRO. 

Look for partners who explain their testing methodologies, such as A/B testing, multivariate testing, and user behavior analysis. Additionally, a transparent CRO partner will openly discuss the limitations of specific methods and provide insights into how they mitigate potential biases or errors in the analyses. 

This level of transparency builds trust and allows for informed decision-making based on reliable data and insights.

Choose the Right CRO Partner with a Commitment to Results

A reliable CRO partner is committed to delivering measurable results aligned with your business objectives. Look for partners who offer performance guarantees or results-based pricing models.

A reliable CRO partner is committed to delivering measurable results aligned with your business objectives. Share on X

These arrangements incentivize the CRO partner to prioritize outcomes that directly impact your bottom line, such as increased conversions, higher customer retention rates, or improved lifetime value (LTV) of customers.

Ask potential partners how they demonstrate a commitment to results. Your CRO partner should not view optimization as a one-time project but rather as a continuous process of refinement and improvement. Ask about their customer support framework, regular performance reviews, data-driven iterations, and proactive recommendations for improvement. 

By prioritizing transparency and commitment in evaluating CRO partners, you can establish a solid foundation for a collaborative and results-driven partnership. 

For example, Funnel Envy’s partner program demonstrates our commitment to results for our clients. On average, we partner with our customers for over three years—this duration. We’ve improved over 100 lead generation forms and delivered an average lift of 24% in Marketing Qualified Leads (MQLs).

These metrics add up to an impressive 10X average return on investment (ROI), demonstrating our commitment to driving tangible outcomes for your SaaS business.

Are you Ready to Choose the Right SaaS CRO Partner?

Choosing the right CRO partner is a pivotal decision. By prioritizing factors such as understanding your business, dealing with data effectively, showcasing transparency, and demonstrating commitment to results, you can make an informed choice that leads to improved conversions and marketing ROI.

As a trusted leader in CRO services, FunnelEnvy has prepared a Free Guide to Discover Optimization Strategies Increasing Revenue up to 250% at Top Tech Companies.

You will learn:

  • The #1 most important factor to increase website conversions
  • Why top marketers only focus on key pages to improve performance
  • Examples of exactly how top tech companies boost website revenue

Download your copy today! 

    Bonus Summary: Key Takeaways When Choosing a SaaS CRO Partner:

    CRO is essential for several reasons, including maximizing ROI, enhancing UX, data-driven decision-making, and increasing competitive advantage. 

    The following are essential capabilities of a great CRO partner:

    Understanding Your Business: Look for a partner who takes the time to understand your unique business model, target audience, and conversion funnel intricacies.

    Dealing with Messy Data: Choose a CRO partner with expertise in handling complex data environments, ensuring accurate insights and actionable recommendations.

    Addressing Past Unsatisfactory Experiences: Seek a differentiated approach that combines CRO and Marketing Ops for holistic analysis and optimized performance.

    Showcasing Transparency: Prioritize partners who are transparent about their methodologies, tools, and limitations, fostering trust and informed decision-making.

    Commitment to Results: Partner with a CRO provider that offers performance guarantees and demonstrates a long-term commitment to driving measurable results for your business.

    By |2024-05-09T22:10:01-07:00May 13th, 2024|Conversion Rate Optimization|0 Comments
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    Leveraging Intent, Motivation, and Friction: FunnelEnvy’s Framework for Improving Conversions

    The struggle is real. Converting website visitors into paying customers is a common challenge for every B2B SaaS company. Today’s buyers are distracted and bombarded with information. It takes a personalized experience recognizing their intent and motivation to move prospects through the sales cycle. Not only that, but they will click away at the first sign of friction. 

    SaaS form pages have low average conversion rates relative to other assets, converting an average of .02% of paid search visitors across industries. The upside is that you get a lot of data to work with to optimize for above-average results. 

    Mapping user intent, motivation, and friction at each stage of the customer journey is the key to improving your SaaS conversion rates and surpassing industry benchmarks. 

    Then, you can identify opportunities to streamline the sign-up flow, tailor content, and drive more leads through the conversion funnel.

    Understanding the User: The 3 Conversion Buckets

    Understanding user behavior is the bedrock of successful SaaS marketing. Let’s look at three key “buckets” that influence their actions and conversion rates:

    1. Intent. What is the user’s goal when they land on your site? Are they researching a problem, comparing solutions, or ready to convert to a paying customer? Uncovering their intent allows you to deliver the most relevant information and calls to action (CTAs) to maximize trial conversion and, ultimately, paid conversion rates.

    2. Motivation. What drives the user to take action? Is it a pressing pain point, a desire for efficiency gains, or the promise of a competitive edge? By pinpointing their motivations, you can craft messaging that resonates and moves them forward in the sales process.

    3. Friction. While we can make educated guesses about intent and motivation, friction in the funnel quickly becomes painfully obvious. The good news is that it has a tangible fix.   What obstacles hinder the user’s progress and potentially increase the churn rate? 

    Are there confusing forms, unclear value propositions, a slow-loading page, or a glitchy credit card payment process? Identifying friction points is essential to streamlining the user experience and maximizing conversion rates throughout the funnel.

    In the next section, we’ll explore leveraging these “buckets” to map the customer journey and unlock reasonable SaaS conversion rates.

    Mapping the Customer Journey for SaaS Success

    While the customer journey describes a prospect’s experience at each stage of interacting with your brand, a journey map visually represents the user’s intent, motivation, and friction at each touchpoint. 

    This map allows you to identify areas for improvement and personalize the user experience for better conversions.

    Improving SaaS Conversions

    Source: Gustdebacker.com

    Here’s a breakdown of how to create a user journey map that considers all three buckets and impacts conversion optimization:

    1. Define Your Buyer Personas

    Start by segmenting your audience into buyer personas. Each persona represents an ideal customer with distinct characteristics, goals, and pain points.

    2. Outline the Customer Journey Stages

    Map out the key stages users typically navigate, from initial awareness to final conversion (e.g., landing on your website, browsing product pages, requesting a demo, signing up for a free trial, and ultimately becoming a paying customer).

    3. Plot User Intent, Motivation, and Friction at Each Stage

    For each stage, crunch the data to determine the user’s intent and motivation to see where friction exists.

    • Intent. What information are they seeking? What problem are they trying to solve?
    • Motivation. What drives them towards a free trial or paid conversion? What are their hopes and anxieties?
    • Friction. What obstacles might impede their progress? (e.g., complex navigation, lack of social proof, lengthy forms, or a confusing sign-up process)

    Optimizing Your SaaS Funnel: Addressing User Intent, Motivation & Friction

    Now that you have a framework for mapping the user journey, let’s explore actionable strategies for optimizing each stage based on intent, motivation, and friction to achieve reasonable conversion rates:

    Awareness Stage. Here, users are just beginning to identify their problem. Examples of content for this stage include:

    • Informative blog posts
    • Industry reports
    • Targeted ads that resonate with their initial pain points 

    For example, offer blog posts with titles like “5 Signs You Need a [Your SaaS Solution]” or infographics that showcase industry benchmarks. Keep sign-up forms for downloadable content short and require minimal information to minimize friction.

    Use CTAs like “Download our Free E-book” or “Watch our On-Demand Webinar” to nurture leads and capture email addresses for further marketing automation.

    Highlight your SaaS solution’s benefits and spark their motivation by showcasing success stories and social proof to convert them into leads.

    Consideration Stage. Users are actively researching solutions. Content for the consideration stage includes:

    • Detailed product pages
    • Comparison charts 
    • White papers that offer a deeper dive into your offerings. 

    For example, create in-depth product pages that highlight key features and benefits. Utilize case studies that address specific customer pain points and showcase the positive impact of your SaaS product. 

    Motivate them by showcasing unique features and addressing their specific needs through targeted CTAs like “Start Your Free Trial” or “Request a Demo” to encourage deeper engagement and trial sign-ups.

    Minimize friction by ensuring a user-friendly website with straightforward navigation and easy access to valuable resources like case studies that showcase customer success. This path can help guide users toward a free trial conversion.

    Decision Stage. Users are comparing vendors and nearing a buying decision. Address their intent with content such as:

    • Case studies 
    • Customer testimonials 
    • Free trials that showcase the value proposition. 

    Showcasing customer testimonials and success stories helps quantify the return on investment (ROI) your SaaS solution can help them achieve. Emphasize the ROI and address any lingering concerns to bolster their motivation and nudge them towards a paid conversion. 

    Reduce friction by streamlining the sign-up process with pre-filled forms, multiple payment options, and transparent pricing structures.

    Retention Stage. Even the most highly optimized sales funnels will not matter if your customers ask for refunds or your customer acquisition costs are too high. You can decrease attrition and increase upselling with content such as:

    • Onboarding information
    • How to Get Started Videos
    • Special thank you email with a coupon for next purchase

    Remember to look at your results within the Customer Lifetime Value (CLTV) context: Calculate the total recurring revenue a customer generates over their relationship with your company. This value helps you understand the long-term value of your customer base.

    Minimizing Friction Throughout the Customer Journey

    Friction is a rich area for improvement because you have more control over your website experience than your prospect’s intent and motivation. 

    Some areas to optimize to create a frictionless customer journey include:

    Website Speed. Ensure your website loads quickly on all devices to avoid user frustration and abandonment.

    Clear Navigation. Make it easy for users to find the information they need with a user-friendly site structure.

    Mobile-Responsiveness. Optimize your website for a seamless user experience across all devices, including smartphones and tablets.

    Compelling CTAs. Use clear and concise CTAs that align with user intent at each stage to guide them toward the desired action.

    Streamlined Forms. Minimize form fields and only request essential information during sign-up to reduce friction.

    Multiple Payment Options. Offer a variety of secure payment methods to accommodate user preferences and prevent cart abandonment.

    Live Chat Support. Provide real-time assistance to address user concerns and answer questions promptly, improving the user experience.

    Conclusion: The Power of User-Centricity

    As you can see, understanding user intent, motivation, and friction is the cornerstone of successful SaaS marketing. By leveraging FunnelEnvy’s framework for customer journey mapping, you can gain valuable insights into your audience’s needs and tailor the user experience for optimal conversions. 

    Tracking the data for this process can seem daunting. As you know, AI tools are now adding new levels of performance and complexity.

    Our FunnelEnvy customer data platform enables you to create a personalized experience that responds to your website visitors within milliseconds. Reach out today to get the conversation started.

    By |2024-04-18T10:16:05-07:00April 29th, 2024|Conversion Rate Optimization|0 Comments
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    Upleveling A/B Testing with AI for Conversion Optimization

    With artificial intelligence (AI) generated content sending traditional SEO into a tailspin, converting traffic that does make it to the website is more important than ever to marketers.

    The challenge in our digital age is that traditional A/B testing methods are slow, resource-intensive, and miss hidden opportunities. Share on X

    Since the early days of digital marketing, one common way to improve on-page conversions has been A/B testing. The challenge in our digital age is that traditional A/B testing methods are slow, resource-intensive, and miss hidden opportunities. 

    Enter A/B testing with AI and machine learning, a game-changer that supercharges optimization efforts. Let’s look at ways to uplevel your A/B testing with AI to optimize conversions.

    What is A/B Testing?

    A/B testing, also known as split testing or bucket testing, is a randomized experiment that compares two versions of content to determine which one performs better. As this graphic shows, A/B testing is an effective tool to increase website and landing page performance.

    A/B testing with AI

    Source: FinancesOnline

    The testing process involves randomly showing users two or more page variants and then using statistical analysis to determine which version performs better. 

    Marketers can use the results to measure user behavior and make decisions based on statistics.

    Marketers use these tests to optimize marketing campaigns, improve UI/UX, and increase conversions. For example, a marketer can test adding a payment method to an e-commerce store to see if it increases or decreases average revenue per user. Other assets testers can analyze include landing pages, display ads, buttons, and headlines.

    Limitations of A/B Testing

    Resources are the main limiting factors in traditional AB testing results. Anyone experienced with conventional testing knows that complexity quickly reaches an upper limit if testing relies on manual entries and calculations. Here are some examples:

    Time and resource intensive. Setting up, running, and analyzing A/B tests can be time-consuming and require technical expertise. This limiting factor can be a hurdle for smaller companies or teams with limited resources.

    Limited scope. Traditional A/B tests only offer insights into the variables you specifically test. They might miss broader behavior patterns or complex interactions between elements.

    Difficulty achieving statistical significance. For low-traffic websites or tests of subtle changes, reaching statistical significance (where you can be confident the results are accurate and not due to chance) can be challenging, leaving you unsure of the winner.

    Static and short-sighted. Traditional tests assume a stable environment, but visitor behavior and trends can shift over time. Traditional testing often struggles to optimize dynamic elements like product descriptions that constantly change based on user data or inventory. AI brings agility and personalization to this challenge.

    Limited understanding of “why.” While this method shows what works, it often doesn’t reveal the underlying reasons why. This can limit your ability to apply learnings to future optimizations.

    Not ideal for personalized experiences. Traditional A/B testing struggles to personalize experiences for individual users based on their unique behavior and needs.

    AI-led Optimization of A/B testing

    AI improves A/B testing in several ways. Machine learning algorithms analyze vast amounts of data, uncovering hidden patterns and predicting prospect behavior with remarkable accuracy. 

    This capability enables continuous, self-optimizing tests that adapt in real-time, identifying winning elements and delivering the best experience to each user. Gone are the days of static tests; AI unlocks a dynamic, data-driven approach to conversion rate optimization (CRO). Let’s look at some further benefits. 

    Benefits of A/B Testing With AI

    Here are several ways AI changes the game with A/B testing:

    Content Creation

    No more writer’s block! Generative AI can help craft compelling A/B test variations for website copy, email campaigns, or social media posts. Consider it an intelligent collaborator who understands your brand voice and target audience, suggesting headlines, CTAs, and personalized greetings for different user segments.

    Develop & Validate New Insights

    Say goodbye to brainstorming in the dark. AI tools can analyze user data and past test results to suggest promising design tweaks, ad copy variations, or landing page layouts. Think of it as having a data-driven muse to spark your creativity and guide your testing roadmap.

    Generate More Visuals

    Ditch stock photos and generic visuals. AI algorithms can churn out unique, personalized images tailored to your target audience and specific test variables. Imagine dynamically generating product images that match a user’s search history or preferences, boosting engagement and click-through rates.

    A/B Testing with AI Analyzing Results:

    Go beyond basic conversion metrics. AI algorithms can delve deeper into user actions, uncovering hidden patterns and correlations that traditional analysis might miss. Imagine automatically identifying which user segments respond best to specific elements, allowing you to personalize your website and campaigns for maximum impact.

    AI unlocks even deeper optimization through multivariate testing, analyzing the complex interplay of multiple variables simultaneously for truly data-driven decision-making.

    By leveraging AI across these areas, A/B testing transforms from a manual, time-consuming process into a powerful engine for continuous optimization and data-driven decision-making.

    How Can AI Improve Conversion Rates?

    AI has the potential to significantly improve conversions by scaling the number of variables and increasing hyper-personalization.

    A/B Testing on Steroids

    AI can automate and optimize A/B testing, making it faster, more efficient, and more insightful. Among the benefits are:

    Testing hundreds of variations. AI can simultaneously test multiple variations of website elements, ad copy, and landing pages, uncovering the optimal combination much faster than traditional methods.

    Real-time conversion optimization. AI can analyze results in real-time and automatically adjust tests to optimize performance, ensuring you always show each user the best version.

    Deeper insights. AI can analyze on-page actions beyond clicks and conversions, revealing hidden patterns and reasons behind user choices, leading to more informed optimization decisions.

    Hyper-Personalization

    AI can analyze vast amounts of user data, including demographics, browsing history, and past interactions, to tailor experiences to individual users, including:

    Dynamic content. AI can personalize website content, product recommendations, and email campaigns based on individual preferences, increasing engagement and relevance.

    Targeted ads. AI can analyze user actions to deliver highly relevant ads with higher click-through rates and conversions.

    Personalized offers and discounts. AI can suggest customized discounts or promotions based on a user’s purchase history and interests.

    With any new tool, the question is, “How do we get started?” Funnel Envy can help. 

    Below is a simple 5-step overview to give you a framework. 

    Implementing AI in the A/B Testing Process: A Five-Step Guide

    Implementing an AI-powered A/B testing regime can be broken down into the following steps:

    1. Define Your Objectives: Set clear goals – what metrics do you want to improve with AI-powered testing? Conversions, engagement, or something else?
    2. Choose the Right AI Tool: Research your options based on budget, ease of use, and your specific needs (e.g., sample size, image generation, content creation).
    3. Create Different Variants: Craft variations for your test elements, leveraging AI suggestions for personalization or generating multiple options simultaneously.
    4. Analyze Your Results: Utilize the AI tool’s advanced analytics to uncover hidden patterns, go beyond basic conversion data, and understand on-page actions.
    5. Apply Your Learnings: Adapt your website, personalize experiences, and inform future campaigns based on the insights and winning variations identified by AI.

    Moving Ahead with A/B Testing with AI

    Have you started implementing AI into your A/B testing, or are you planning to do so soon? It can feel complex and a bit intimidating to start on your own. At Funnel Envy, we have the experience and resources to help you set up and analyze your campaigns. Reach out today to learn more!

    By |2024-02-22T19:49:19-08:00March 4th, 2024|A/B Testing|0 Comments
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    Fire Up Demand Gen and Sales: Best Practices for SaaS Landing Pages 2024

    As global unrest and economic uncertainty persist, belts are tightening in most business sectors. While ChartMogul takes the optimistic spin that SaaS growth has “stabilized,” in reality, that translates to the fact that growth in many specific SaaS sectors is stalling or declining.

    Best Practices for SaaS Landing Pages 2024

    Source: ChartMogul

    Optimizing consumer touchpoints is more crucial than ever. High-converting landing pages are strategic assets that transform curious visitors into engaged users and paying customers. 

    Imagine a visitor landing on your website after clicking on a targeted ad. Their initial impression, shaped by your B2B SaaS landing pages, determines whether they become a lead or bounce away. Technology and consumer trends are changing, so we’ve adapted our best practices for SaaS landing pages in 2024 to reflect changing buyer expectations and new AI tools. 

    Effective landing pages take time to optimize. They are part of strategic SaaS marketing campaigns that understand the different stages of the sales funnel. If you invest in ads, nailing your PPC landing page best practices is essential!

    Just like buyers, landing pages are not one-size-fits-all. This post explores landing pages in the context of the SaaS funnel buyer stages: Awareness, Activation/Purchase, and Expansion/Upsell. But first, let’s look at some basics that every landing page should have, regardless of buyer stage. 

    Global SaaS Landing Page Best Practices

    Regardless of the prospect phase, the best SaaS landing pages share some common attributes. For inspiration, HubSpot offers many examples of best practices for landing pages. Additional tips include:

    Regardless of the prospect phase, the best SaaS landing pages share some common attributes. Share on X
    1. Understand the importance of customer journey and intent.
    2. Use strong visuals and compelling copy throughout the landing page. Be sure your landing pages integrate with the website design to keep the customer journey on-brand.
    3. Ensure an optimal experience for mobile landing pages to ensure happy mobile users across devices.
    4. Prioritize page load time for quick access and improved engagement. Slow pages lead to an increased bounce rate.
    5. A/B testing at all phases helps optimize page elements to improve conversion rates continuously. You can optimize everything on the page with testing, from the CTA button color to your headlines. With multiple pages and stages, A/B testing can get overwhelming. At Funnel Envy, we’re used to dealing with that complexity. Reach out if you have questions.
    6. Closely track upgrade metrics. Monitor conversions, upgrade paths, and churn rates to understand what resonates with your user base and optimize your expansion landing pages accordingly.
    7. Measure performance metrics and track key funnel stages.

    Sparking Interest: SaaS Landing Pages for the Awareness Stage

    The awareness stage represents the first encounter between potential customers and your SaaS product.

    At this point, visitors are likely unfamiliar with your brand, and their main focus is understanding how you can solve their pain points. The awareness stage can be the best landing page for lead generation. A common desired conversion is to capture email addresses for email marketing.

    Key Strategies for High-Converting Awareness Landing Page

    • Hook Them with a Captivating Headline. Use clear, concise language that addresses your target audience’s pain points. Think benefit-driven statements that pique curiosity and promise a solution.
    • Showcase Solutions, Not Features. Don’t get bogged down in technical jargon. Instead, focus on your product’s benefits and how it makes users’ lives easier.
    • Visuals Tell a Story. Include high-quality images and videos that resonate with your audience and visually represent the value proposition. Think hero images, screenshots, or explainer videos.
    • Social Proof Builds Trust. Feature testimonials, case studies, and logos from satisfied customers to establish credibility and build trust with first-time visitors.
    • Frictionless Lead Capture. Offer valuable, downloadable content like e-books, white papers, or webinars in exchange for email addresses. Keep form fields minimal and focus on capturing essential information.
    • Clear Call to Action (CTA). A clear CTA button is essential. Tell visitors exactly what you want them to do next, whether signing up for a free trial, scheduling a demo, or subscribing to your newsletter. Use strong, action-oriented CTA buttons that stand out visually.

    Key Tips for Awareness Landing Pages

    • Target Your Messaging. Personalize your landing page content to different audience segments for increased relevance and engagement.
    • Mobile-First Design. Ensure your landing page is responsive and optimized for mobile devices, where a significant portion of your traffic will likely originate.

    Landing Pages for the Activation/Purchase Stage

    Congratulations! You’ve successfully captured attention and ignited interest in your product during the awareness stage. Now comes the crucial activation stage, where you need to transform those intrigued visitors into engaged users and paying customers.

    Best Practices for SaaS Landing Pages in 2024 to Generate Sales

    Focus on Early Wins

    • Highlight Quick Value. Showcase how users can achieve tangible results and solve minor problems within the first few minutes or days of using your product.
    • Frictionless Onboarding. Streamline the signup, login, and onboarding process to minimize friction and ensure a smooth user experience.
    • Demo the Power. Utilize product demos, explainer and demo videos, and interactive walkthroughs to visually demonstrate your product’s key features and functionalities.

    Drive Product Engagement

    • Showcase User Achievements. Display progress trackers, badges, or gamification elements to keep users motivated and engaged as they explore the product.
    • Offer Personalized Tutorials. Based on user actions and preferences, suggest relevant tutorials, knowledge base articles, or contextual help menus to guide them further.
    • Live Chat Support. Offer available chat support to address user questions and concerns in real time, fostering trust and a sense of community.

    Nurture User Satisfaction

    • Gather Feedback. Implement in-app surveys, feedback forms, or satisfaction ratings to understand user experiences and identify areas for improvement.
    • Highlight User Success Stories. Showcase testimonials, case studies, and success stories from existing users to demonstrate your product’s positive impact on real people.
    • Personalized Communication. Leverage AI tools to trigger customized email campaigns, in-app notifications, or targeted recommendations, keeping users engaged and interested.

    Key Tips for Landing Pages That Drive Sales

    • Track Key Metrics. Monitor user behavior, engagement rates, and conversion points to identify areas for optimization and ensure your landing pages are effectively driving activation.
    • Leverage Data-Driven Insights. Use the data you gather to personalize your landing pages and tailor your messaging to resonate with each user’s unique needs and journey.

    Level Up Growth: Pages for the Expansion/Upsell Stage

    Your users are now familiar with your SaaS product and experiencing its value. The expansion/upsell stage presents an exciting opportunity to encourage upgrades, promote premium features, and cultivate long-term customer loyalty.

    Key Strategies for High-Converting Expansion Landing Pages

    Quantify Achieved Value

    • Highlight User Progress. Showcase user dashboards, progress reports, or data visualizations that demonstrate the tangible benefits they’ve achieved with your product.
    • Personalize Milestones. Identify critical moments within the user journey and trigger targeted landing pages highlighting relevant premium features that can enhance their progress.
    • Social Proof for Premium Users. Feature testimonials and success stories from users who have upgraded to premium plans showcasing the additional value they unlocked.

    Introduce Premium Features

    • Clearly Communicate Benefits. Don’t just list features; focus on how they solve specific pain points, unlock new capabilities, and accelerate user goals.
    • Personalized Feature Recommendations. Based on user data and activity, suggest relevant premium features directly addressing their needs and aspirations.

    Motivate Upgrade Action

    • Limited-Time Offers. Trigger scarcity and urgency with limited-time discounts, exclusive bundles, or early access opportunities for premium plans.
    • Frictionless Upgrade Flow. Make the upgrade process as simple and seamless as possible with clear CTAs, minimal fields, and secure payment options.
    • Support. Offer readily available support to address users’ questions or concerns during the upgrade process.

    Key Tips for Conversion Stage Pages

    • Maintain Trust and Transparency. Communicate the value proposition of each plan and avoid misleading tactics. 
    • Social Proof Markers. These can do the talking for you. Focus on building long-term customer relationships based on trust and mutual benefit.

    By implementing these best practices, you can craft upsell landing pages that effectively showcase the enhanced value of premium plans, motivate users to upgrade, and unlock the full potential of your existing customer base. 

    Moving Ahead with Best Practices for SaaS Landing Pages 2024

    This year, 2024, promises to be challenging for SaaS companies. However, don’t forget that challenge means opportunity for those who keep current and keep moving! 

    We hope these tips help you implement some best practices for SaaS landing pages in 2024 that are free of jargon, clutter, and distractions.

    If you want to know where to start improving, testing, and optimizing your SaaS landing pages, Funnel Envy can help. We have used AI tools long before the ChatGTP era and are experts in new integration and possibilities. You don’t have to do this alone. Reach out today to get started.

    By |2024-02-08T04:12:44-08:00February 19th, 2024|Landing Pages|0 Comments
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    Powering On-Page SEO and PPC to Boost SaaS Website Traffic

    The rise of AI set off a series of shockwaves in the SEO services industry while handing Google the first serious threat in years to its preeminence. In response, the search and web ads giant is revamping its search engine results page (SERP).

    Many companies are re-evaluating their marketing strategies, from social media marketing to SaaS SEO strategy. From this point on, it will be all the more essential to acknowledge Google’s changes and the role of AI in powering on-page search engine optimization (SEO) and Pay-per-click (PPC) ads to boost SaaS website traffic.

    Google’s New SERP and Search Generative Experience (SGE) 

    Google’s new AI search experience, Google Search Generative Experience (SGE), integrates AI into the SERP. Instead of offering organic search results and featured snippets above the fold, organic results are further down the page and may impact non-paid search traffic and click-through rates.

    While changes are still in play, the upshot for SaaS businesses is that Google’s search results pages will probably send less direct traffic to websites. At the same time, increased use of AI in an already competitive space will likely drive up keyword and ad prices.

    Let’s look at an update.

    What is On-Page SEO?

    On-page SEO refers to optimizing elements on a website to improve its visibility, technical performance, and ranking in search engine results. On-page SEO now leverages AI tools for optimizing keywords, content relevance, and enhancing user experience.

    Improving On-Page Search Rankings 

    With so much pressure to adapt to an AI marketing strategy, it can feel overwhelming where to start. A good strategy is to focus on shoring up the SEO basics, starting with technical SEO. The good thing about technical SEO techniques is that they give marketers a checklist of specific actions to improve SEO.

    Technical SEO checklist for better search engine rankings

    Technical SEO focuses on improving a website’s speed, security, mobile-friendliness, and user experience. Here are a few website elements that search engine bots evaluate:

    1. Positive user experience: A positive user experience can lead to better search engine rankings; a poor user experience can negatively impact SEO efforts.
    1. SaaS Content optimization: Optimizing content for organic traffic from specific search engines can help you rank higher in search results.
    2. Canonicalization: This technical SEO approach involves choosing a preferred URL for a website’s content to avoid duplicate content issues, which can harm search engine rankings.
    3. Mobile-friendliness: Good mobile UX is a ranking signal on most search engines, including Google and Bing. Mobile-friendly sites will show up higher in search results.
    1. Page speed: Page and site speed are primary considerations for search engines. A technical SEO audit can help pinpoint where to improve on-page optimization.
    2. Crawling and indexing: When search engines can crawl your website easily and quickly, it leads to better indexing and ranking of your website in search engine results pages (SERPs). Create XML sitemaps, use formatting and correct url structure to help search engines quickly glean and index content.

    With an optimized on-page experience, your pay-per-click conversions should improve, too. Let’s go over some basics.

    Effective SaaS Content Marketing and SEO

    Content marketing is essential to online marketing efforts. Here are some tips for building strategies and creating content to fuel SaaS growth.

    • Design a content strategy with high-quality content conforming to Google’s EEAT framework.
    • Content creation should include blog posts, guides, webinars, and a case study of your ideal client’s success. Produce an “ultimate guide” of informative content addressing your target audience’s common questions. Be intentional about link building and internal links.
    • Optimize content for users and search engines: Use relevant keywords naturally throughout your content in meta tags, title tags, and meta descriptions. Ensure content is well-structured and easy to read. Avoid keyword stuffing. 
    • Promote content across channels: Besides internal linking, share your content on social media, guest blog on industry websites, share case studies, and utilize email marketing to reach a wider audience.

    What is PPC? 

    PPC is a digital advertising model that drives paid website traffic. Instead of free organic traffic, advertisers pay a fee each time someone clicks one of their ads. PPC strategies are evolving to leverage AI’s ability to analyze large data sets for precise targeting and bid management. 

    AI and PPC Marketing – Good and Bad News

    AI makes some things harder even as it helps with other tasks. Keyword strategies are what fuel PPC marketing. The bad news is that AI is fueling more keyword competition, which drives costs. The good news is that all marketers can access new tools to help improve targeting, ad copy, and ad campaign efficiency. 

    PPC Strategies: Keyword Ideas for Targeting High-Intent Buyers

    Different keywords map the buyer persona’s different awareness stages in the marketing funnel. Organizing content topics and long-tail keywords around search intent is a simple way to organize your approach.

    SaaS SEO and PPC

    Source: Penheel Marketing

    Using Google Ads for High-Buying Intent Terms

    By carefully selecting keywords and terms that prospective customers use when they’re ready to buy, a SaaS company or SEO agency can position your ads to capture this valuable audience. 

    Generally, it’s more cost-effective to run paid ads in the transactional phase of awareness when the prospect is highly intent to purchase. Use high-intent seed keywords within keyword phrases to attract users ready to pull out their credit cards. Examples include words such as buy, price, deals, and shipping. 

    Focusing on targeting and personalization is critical if your goal is to maximize ROI with targeted PPC campaigns. If you’re thinking that this can get complicated, you are right. Funnel Envy can help.

    SaaS SEO and PPC Best Practices in 2024

    On-page SEO and PPC can increase website traffic, but each has different strengths. SEO primes long-term growth, and PPC provides an immediate impact.

    The magic balance? Combine them both! Use PPC data for SEO targeting, optimize both channels’ landing pages, and leverage PPC boosts for new content.

    Here are the best practices to use as a PPC and SaaS SEO guide in 2024. These suggestions are prioritized from most important to least important. Every business differs, so you should adjust based on your marketing and customer acquisition goals.

    • Align goals: Ensure both efforts support shared objectives and use data from each to inform the other.
    • Optimize for user intent: Conduct thorough keyword research and create content for targeted landing pages.
    • Prioritize mobile experience: Design and optimize for mobile users and address technical SEO issues.
    • Focus on quality content: Create engaging SEO content and compelling ad copy for PPC. Make sure your blog includes high-quality backlinks.
    • Utilize data and analytics: Track performance with tools like Google Analytics. Conduct A/B tests and iterate strategies.

    Landing Pages

    On-page SEO and PPC for SaaS landing pages deserve special mention. At the landing page level, develop targeted landing pages for each PPC campaign and SEO keyword cluster to match the specific user intent behind the search query. 

    Focus on a clear value proposition and concise copy highlighting the benefits of your SaaS solution and addressing user pain points. Finally, optimize for conversions with an intuitive user experience, clear calls to action, and fast page load times.

    On-page SEO and PPC Strategies: Drive Qualified Traffic

    With best practices guiding your overall plan, here are some specific strategies.

    Keyword Strategy, Research, and Targeting

    Organize target keywords by intent and customer journey. Use a broad keyword list to cover general industry searches, niche keywords to target specific stages, and branded keywords to capture users already aware of your brand.

    Analyze competitor’s SEO and PPC for keyword ranking factors. Identify high-performing keywords and leverage them in your campaigns while finding gaps and targeting underserved niches.

    Research seasonal and trending topics. Tailor your keyword usage to current industry trends and seasonal events to capture timely traffic.

    Leveraging PPC for Qualified Traffic

    All traffic is not created equal. Besides converting sales, another benefit of PPC is it can help you qualify your website traffic. Here are some ideas: 

    • Smart bidding strategies: Utilize automated bidding options like target CPA or ROAS to optimize ad spend and focus on conversions.
    • Retargeting campaigns: Target website visitors who haven’t converted yet with relevant ads reminding them of your product.
    • Dynamic search ads: Automatically generate ads based on your website content, ensuring relevance to user searches.
    • Experiment with different ad formats: Test video, image, and carousel ads to see what resonates best with your target audience.
    • Track and analyze data: Regularly monitor the performance of your SEO and PPC campaigns, using insights to adjust strategies and optimize for better results.

    Remember that building a successful SaaS SEO and PPC strategy is ongoing. Experiment, test, and refine your approach based on data to attract qualified traffic and convert visitors into paying customers.

    Moving Ahead with On-Page SEO and PPC

    Anyone in the business can tell you digital marketing wasn’t easy even before AI. While AI tools are opening up significant advantages, they are also introducing new challenges, not to mention a considerable learning curve.

    If you are wondering where to start with on-page SEO and PPC to boost your SaaS website traffic, Funnel Envy can help. We have used AI tools before the ChatGTP era and are experts in new integration and possibilities. You don’t have to do this alone. Reach out today to get started.

    By |2024-01-25T04:52:10-08:00February 5th, 2024|Paid Media|0 Comments
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    Capitalizing on Google’s Algorithm Adjustments for AI-Generated Content

    In the early days of the internet, Google won the search engine wars against companies like AltaVista by developing more sophisticated algorithms rather than solely focusing on keyword matching. For example, Google’s PageRank algorithm incorporated authority, relevance, and keywords.

    Since that time, Google has continued to provide search results based on user experience and search intent. At the same time, SEO strategists have continued to try to predict what the algorithm wants and create content that “hacks” the algorithm without violating Google’s guidelines.

    In response to ChatGPT’s meteoric adoption rate, Google has significantly updated its algorithm and content guidelines in 2022 and 2023.

    Google AI SEO

    Source: The PHA Group

    ChatGPT presents the first serious threat to Google’s dominance in many years. Google has been scrambling to adjust to the tidal wave of AI content that is just beginning to build. Google also recognizes that if users can get direct answers from a ChatGPT query, why would they still use Google? 

    Like most technology earthquakes, the first big jolt has seen sharp aftershocks, such as copyright infringement lawsuits and questions about AI ethics. Predictions of Google’s demise are premature. The company is already responding to marketers about what generative AI means for content, SEO, and website traffic optimization. 

    As AI transforms content creation strategies, CMOs want to leverage AI to meet Google’s standards. AI will continue to improve, but it’s still unable to do all the heavy lifting of a good marketing strategy. For content production, human supervision of AI content is vital. 

    Google’s stance on quality content has stayed the same even with AI. Before AI, they punished keyword stuffing and other attempts to manipulate searches at the expense of quality information and user experience. In the AI era, they will do the same. 

    Google continues to seek meaningful, informative, and engaging material that resonates with a target audience, whether the author is a human or a bot.

    Let’s take a look. 

    Google’s Algorithm Adjustments and Current Content Guidance

    With some algorithm updates, Google releases additional content guidance. Google’s September 2023 Helpful Content Update modified its AI and third-party content guidelines. 

    The update supports AI-generated content and emphasizes quality and user-centricity by removing “written by people.” Most experts interpreted this to mean Google would not penalize AI content simply because AI writes it. For Google, the main points are quality and user experience.

    Google AI SEO

    Source: Google

    In Google’s view, helpful content should be high-quality. What do they mean by that? Let’s look at some additional content guidance.

    E-E-A-T Content Framework

    Google’s guidelines for evaluating quality content are known as the E-E-A-T framework. The acronym stands for Experience, Expertise, Authoritativeness, and Trustworthiness. While E-E-A-T is not an algorithm, it is an SEO fundamental because it influences how Google assesses and ranks content.

    Content that conforms to the framework is more likely to rank higher. Here is a bit more detail about what each term means: 

    Experience: This evaluates the content creator’s experience and firsthand knowledge of the topic, ensuring the content uses practical, real-world understanding.

    Expertise: Focuses on the content creator’s qualifications and knowledge in a specific field, particularly important for specialized or technical topics.

    Authoritativeness: Measures the credibility and recognition of the content creator and the website in their field, assessed through credentials, external citations, and industry recognition.

    Trustworthiness: Relates to the reliability and accuracy of the content and the website, ensuring the information is truthful, transparent, and dependable. Consistent posting also increases the trustworthiness score. 

    The E-E-A-T framework is essential for Your Money or Your Life (YMYL) topics, where accurate and reliable information is crucial. It guides content creators in producing high-quality content that Google’s search algorithms favor.

    You can refer to Google’s guidelines on E-E-A-T for a detailed understanding.

    Hidden Gems

    In November 2023, Google announced its “Hidden Gems” algorithm and ranking, separate from the Helpful Content algorithm. Hidden Gems aims to promote content based on personal insights, experiences, or deep expertise from forum posts, social media, and blog posts. 

    Content Dont’s, According to Google

    Finally, sometimes it’s easiest to know what to do by looking at what not to do. Google has clear guidelines on what qualifies as unhelpful content, whether the creators use AI or not. The overall situation Google is trying to avoid is rewarding a tidal wave of unhelpful content because AI makes it easier to produce it. The following list includes types of content to avoid.

    • Search engine-first content focused on keywords
    • Content with little to low-added value
    • Content repeating what other sources have already said
    • Content that makes false promises
    • Publishing content only on trending topics
    • Repetitive content to meet a specific word count

    How Google’s AI Changes Affect SEO 

    When you consistently produce high-quality E-E-A-T content, that makes Google’s algorithm happy. Will your website traffic likely increase?

    Unfortunately, there is no guarantee. As you know, in the past, Google would offer up links to ranked content in response to a query. The user then would click through to the content source to gather more information.

    In response to losing users to ChatGPT’s conversational searching style, Google is developing its own generative AI results format. They are changing the user experience on the search page. It’s like a search workspace, where users can get complete answers to their questions (with citations) and ask follow-up questions.

    Google AI SEO

    Image source: TechCrunch and Google

    This new functionality likely means more users will get the answers they need directly from the Google page, resulting in lower click-through rates to source material (like websites). 

    Optimize Landing Pages – Job One for Maintaining Conversion Rates

    With the risk of lower traffic due to Google’s on-page search changes, optimizing your website content and landing pages is more important than ever to increase visitors’ conversion. 

    The good news is that AI can be your friend in improving your site’s on-page experience and conversions. AI can personalize the visitor’s experience in engaging ways and simplify scaling A/B testing for dozens of landing pages. If you need help figuring out where to start, FunnelEnvy can help. 

    AI Integration SEO Strategies

    Besides optimizing landing pages, consider developing a plan to create more search-friendly content. Given the changing dynamics of search, here are some tips for search-friendly content that improve the odds of traffic coming to your site:

    1. Optimize your content brief and outline for SEO before you use AI. Then, edit the AI-generated content with original thought and research, brand voice, anecdotes, and expert insights.
    2. Keywords are still your friend; just don’t overuse them. Use the keyword phrase in the title, the first 100 words, and one header. 
    3. User experience is very important to Google. Format your post for easy reading and indexing. Use headers and bold emphasis. The post should have a logical flow. One of the telltale signs of a poorly edited AI article is that it is hard to follow. 
    4. Use internal and external links. 
    5. Create comprehensive content so users won’t click away to find more info elsewhere. 
    6. Content should be concise and not repetitive. Avoid passive verb tense. 
    7. Always check AI content for accuracy. Editors and SMEs can fact-check and improve AI-generated content.

    You can check out SemRush’s Content Marketing Guide for more in-depth suggestions.

    Moving Ahead with AI-Generated Content for Google

    You are not alone if you feel overwhelmed with all the changes from AI’s transformation of SEO and content marketing. The good news is Google’s fundamental stance on quality content has not changed, even with the advent of AI. Level up your content with E-E-A-T, and focus on optimizing your landing pages. If you have questions about a strategy for maintaining search and conversion results amid the changes, reach out for a call today; we can help.

    By |2024-01-11T02:05:26-08:00January 22nd, 2024|General B2B Funnel Advice|0 Comments
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    2024 B2B SaaS Buyer Preferences: Human-Centric Digital Experiences over Sales Calls

    Unsurprisingly, artificial intelligence is the big news for B2B SaaS marketing and sales in 2024. Yet while generative AI is transforming B2B SaaS marketing, the other big news is not about tech disruption but about people – specifically about the sales experience buyers want now.

    The sales process, in particular, is undergoing a transformative shift. We’ll go over some research about what modern SaaS buyers are looking for in the sales experience. 

    First of all, though, you should revisit the difference between sales and marketing before you revamp your strategies. Many teams understand this, but it can also be confusing because the rise of “growth marketing” may blur the line between marketing and sales.

    B2B SaaS Marketing vs.Sales

    Gary Vee, mega influencer and Vayner Media’s CEO has talked about authenticity and consistency as the key to audience engagement for several years. Digital super-marketer Neil Patel’s recent email to his million-plus subscribers said brand authenticity and consistency are critical for 2024. 

    Forbes echoes these thoughts, pointing out that B2B brands create interconnected experiences to differentiate themselves in 2024. Experiences such as virtual reality product demos, interactive webinars, and personalized online journeys can enrich a digital-first sales process. 

    Additional B2B Digital Marketing Trends for 2024 Include: 

    • Using artificial intelligence (AI)
    • Video marketing, especially short-form videos
    • Automation to speed up time-consuming tasks
    • Authentic marketing
    • Personalizing the audience’s experience
    • Focusing on sustainability marketing

    How should brands hit the ground running with these trends? The first step is to clarify marketing vs. sales. A lot of content online offers tips on marketing strategy alongside sales advice without clarifying the difference. This lack of clarity can lead to feeling overwhelmed or pushing on the right actions at the wrong time.

    Marketing creates awareness to attract and educate potential customers. The goal is to generate interest in the product through content marketing (like social media and blogs), SEO, and digital advertising.

    Some B2B SaaS businesses contract with marketing agencies to create marketing strategies. To develop these marketing plans, the marketing agency focuses on SaaS trends and the customer journey. 

    The sales function truly begins when the marketing funnel increases demand generation. Sales converts prospects to paying clients by understanding the prospect and personalizing their journey. Yet, regarding engaging in sales conversations, recent research shows that most buyers no longer want to talk to salespeople. 

    This post focuses on solutions to help sales update SaaS sales processes and where to optimize to increase customer acquisition in a world where buyers prefer seamless digital experiences over in-person calls.

    A Shift Towards Digital Engagement over Traditional Sales Interactions

    Safe money suggests that AI and automation will scale the processes that fuel sales and revenue growth in the future.

    2024 B2B SaaS Buyer Preferences

    Source: Garnter, The Future of Sales: Digital-First Sales Transformation Strategies

    Gartner’s B2B buyer preference research found that 75% of B2B buyers prefer a rep-free sales experience. Share on X

    Buyers today prefer to explore options, compare solutions, and make decisions without engaging with a salesperson. This shift reflects a broader trend in the digital transformation of business operations and the growing comfort of buyers with online transactions.

    Digital marketing funnels are second nature to the SaaS industry. SaaS products naturally lend themselves to a digital sales approach. The opportunity for developing a competitive advantage lies in Gartner’s finding that buyers purchasing via self-service channels are far more likely to regret the purchase.

    Focusing on customer retention via optimizing human-centric digital experiences is critical. Let’s look at some practical steps teams can consider. 

    How to Reduce B2B Sales Friction in the Digital Journey

    In simplifying the digital sales process, the goal is a user experience that is as frictionless as possible, enabling buyers to find information, evaluate solutions, and make purchasing decisions easily. Here are three ways to do that:

    Streamlined Website Navigation and User Interface

    Design your website with straightforward, intuitive navigation and a user-friendly interface. Frustrating websites are an automatic turn-off. 

    Responsive Websites

    Invest in technology that helps you serve personalized content to visitors based on their actions. This content improves the user’s experience, increases conversions, and builds trust. If you have questions about how this works, we can help.

    Interactive Chatbots 

    AI-powered chatbots on your website that can provide immediate, 24/7 assistance to visitors. The key is to ensure a high-quality interaction. We’ve all had the experience where the chatbot was more frustrating than helpful.

    Navigating this shift towards a more digital-centric sales process takes time and effort. It requires not only an understanding of technology but also of the changing dynamics of B2B buyer behavior. 

    Creating Human-Centric Digital Experiences

    As digital interactions become the norm, the challenge for B2B SaaS companies is to create interactions that mimic authentic and engaging in-person experiences. Designing digital touchpoints that resonate with emotions is a great start. 

    It’s easy to see that social media is the perfect vehicle for emotionally resonant content. It’s about connecting with the buyer, understanding their needs, and building relationships. 

    However, social media is usually more influential during awareness and discovery. For the sales funnel, here are some ways you can optimize content:

    Personalized Video Messaging

    A personalized video message can convey warmth, sincerity, and a genuine interest in solving the client’s problems.

    Interactive Webinars and Virtual Product Demos 

    Webinars can be an excellent stand-in for prospects who want to avoid 1:1 sales calls. Host webinars or virtual product demos that are informative and interactive, giving sales representatives a chance to talk with prospects and answer questions.

    Tailored content and recommendations

    Use data analytics and AI to understand your prospects’ interests and behaviors. 

    Technology plays a pivotal role in crafting these human-centric digital experiences. You can use advanced analytics, AI, and machine learning to understand buyer behavior and preferences, allowing for more personalized and relevant interactions. 

    Create a personalized website experience where visitors see content based on their customer journey. Not sure how you can make all that happen? No problem, we’re here to help. 

    The Role of Self-Service in SaaS Sales

    SaaS products have a natural alignment with self-service sales. From free trials to subscriptions, SaaS prospects often look for a quick way to try and purchase products. 

    With buyers now looking for more self-service options, the information-gathering segment of their journey is a logical place to optimize and stand out. 

    Here are two suggestions:

    Comprehensive Knowledge Bases and Resource Centers

    Develop a thorough knowledge base or resource center easily accessible on the website. This resource should include detailed FAQs, how-to guides, tutorials, and case studies.

    Interactive Product Tours 

    Interactive product tours allow prospects to explore the features and functionalities of the SaaS product at their own pace. These could include virtual walkthroughs, interactive demos, or customizable feature explorers.

    Moving Ahead in 2024 with B2B SaaS Buyer Preferences

    The future of B2B SaaS sales will reveal rich digital interactions, personalized experiences, emotional touchpoints, and seamless self-service options. Companies can increase profits by creating more effective, efficient, and customer-centric sales processes focusing on these areas.

    We know that implementing a digital-first landscape can be challenging. Funnel Envy specializes in helping B2B SaaS companies adapt to these changes. We know you have unique concerns and are here to help you. Reach out today to get the conversation started.

    By |2023-12-28T00:56:42-08:00January 8th, 2024|General B2B Funnel Advice|0 Comments
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    Top Mistakes in B2B Lead Generation CRO and How to Fix Them

    Conversion Rate Optimization (CRO) is one of the top goals for B2B marketers. Why? A significant reason is that improving CRO creates a beneficial ripple effect. It can lower customer acquisition costs by getting more ROI from existing visitors and users. Like a rising tide, when CRO goes up, it can influence other metrics and lead to higher revenue per visitor and more customers.

    CRO is the art and science of making your website more effective at converting visitors into customers. Even for relatively simple business models, this process has many variables. It can feel overwhelming to keep track of everything, and even the most seasoned marketers fall prey to the top mistakes in B2B lead generation CRO. Helping simplify the overwhelm is where Funnel Envy can help.

    The critical thing to remember is that it’s not just about driving traffic to your website; it’s about converting that traffic into meaningful leads. The overall goal is to understand your audience, tailor your digital marketing experiences to their needs, and continually adjust your strategies based on data-driven insights.

    There is so much data to track in digital marketing, especially now with the release of a new AI tool almost weekly. Improving your conversion rate is a moving target.

    Where to start? It depends on your business, of course. Organic search is most likely job 1. If budgets are tight, a synergistic combination of organic and smart blogging is an excellent place to start.

    You can use this chart from Databox to give you an overview of ideas on where to put your efforts.

    Top Mistakes in B2B CRO

    Let’s look at some common mistakes, plus ways to fix them.

    Audience, First and Always

    The success of any lead generation strategy hinges on a deep understanding of the audience. Here are two common marketing mistakes related to audience targeting in B2B lead generation:

    Not Defining Your Target Audience

    Many B2B marketing strategies falter due to a need for more specific targeting. Not knowing who you are trying to reach with your content marketing, social media, and other efforts can lead to inefficiencies and wasted resources.

    A well-defined audience is the foundation upon which marketers build successful lead-generation strategies. Defining the audience requires understanding demographics and your customer avatars’ unique challenges, interests, and behaviors.

    Forgetting the Buyer’s Journey

    Another frequent oversight is neglecting to factor in the buyer’s journey. The customer journey has multiple stages, from the initial awareness of a problem to the consideration of various solutions and the decision to purchase. Each phase requires different marketing approaches and content types.

    For example, blog posts might be effective in the awareness stage, while detailed case studies and product demos are more suitable for the decision stage. Webinars can nudge prospects into decision mode, too. 

    Aligning your content and strategies with the buyer’s mindset ensures that your efforts resonate with prospects at the right time and in the right way.

    Failing to Optimize Your Website

    Think of optimizing your website like a lever effect – a well-optimized website can simultaneously knock out several lead-generation mistakes. Search engine optimization is the essential starting point. 

    Here are some other common pitfalls:

    Focusing Too Much on Quantity Over Quality

    One of the more common lead generation mistakes is that more leads always equal better results. However, the quality of leads is often more important than quantity. You want to optimize your website to attract, filter, and convert people with genuine interest and need for your product or service.

    Poorly Designed Landing Pages

    Landing pages play a vital role in converting visitors into leads. However, many B2B websites suffer from poorly designed landing pages. Poorly designed pages have unclear calls to action, lack relevant information, and are visually confusing. 

    Optimizing your lead capture forms and content to appeal to your ideal customer profile is essential to attracting quality leads. Well-designed forms increase the chances of conversion and ensure better alignment between your marketing campaigns and sales efforts.

    A well-designed landing page should be clear, concise, and compelling. It should provide visitors with exactly what they are looking for and guide them smoothly toward the desired action, whether filling out a form or signing up for a webinar.

    Lack of Clear Goals and KPIs

    Setting clear goals and Key Performance Indicators (KPIs) is essential for any successful lead-generation strategy. Goals guide your efforts and help you focus on what’s critical, and KPIs allow you to measure the effectiveness of your strategy. 

    Common KPIs in B2B lead generation include conversion rates, click-through rates, and the cost per lead. Without these, it’s difficult to gauge the success of your campaigns and make informed decisions about where to allocate your resources for improving results.

    Ignoring Data and A/B Testing

    Data and testing are at the heart of effective CRO, yet it can be hard to know where to start. Here are some tips: 

    Testing Without a Strategy

    Random testing must have a clear strategy to avoid confusion and misinterpreting results. Each test should be designed with a specific goal, whether to improve the click-through rate on a call-to-action button or increase the number of form submissions. 

    A strategic approach to testing ensures that you are always learning and improving your lead-generation efforts.

    Pro-tip: Test Pages That Are Doing Well

    While fixing broken pages is crucial, the low-hanging fruit is improving pages that are performing well. Regularly testing and optimizing all pages, including the high-performing ones, ensures you maximize your lead generation potential. 

    Multiple Landing Pages: The More the Merrier

    Hubspot reports that business websites with 10-15 landing pages increase conversions by 55% over those with less than 10 landing pages. And that’s not all. Increasing to over 40 landing pages improved results by an eye-popping 500%.

    So, obviously, multiple landing pages can lead to a dramatic improvement in performance. That doesn’t mean it’s an easy fix. The more pages, the more complex tracking and reporting will be. If you have questions about how to scale your landing page program, we can help. 

    Not Using Social Media Effectively

    With appropriate strategies and implementation, social media is a powerful tool in the B2B marketer’s toolkit. Effective use of social media in B2B lead generation involves more than just posting regular updates. 

    Like your website content, social content requires a strategic approach, with content tailored to the platform and the audience. LinkedIn is the go-to platform for B2B marketers, offering opportunities for targeted networking, content sharing, and ad campaigns. 

    TikTok, which started as a trendy haven for GenZ self-expression, now has a rapidly growing B2B sector. Podcasts and YouTube are still the most powerful channels for teaching and trust-building. If your blog strategy is already solid, the next step could be to experiment with augmenting high-performing copy with podcast or video content. 

    Moving Ahead to Avoid Top Mistakes in B2B Lead Generation CRO

    When designing or optimizing complex processes, workflows, or SOPs, a simplified place to start is to be aware of typical mistakes and take preventive action. From optimizing your website’s user experience to fine-tuning your social strategy, optimizing CRO involves constant learning and testing.

    AI tools will continue to up the ante for marketing performance. With the right approach and focus on critical areas, you can avoid common pitfalls and drive successful outcomes for your business. At Funnel Envy, we have the expertise and tools to help you dial in your website and landing page performance to increase CRO. Reach out today. We’re here to help.

    By |2023-12-18T21:59:27-08:00December 26th, 2023|Conversion Rate Optimization|0 Comments
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    The Power of Short B2B Videos for Marketing: Leveraging the TikTok Effect

    Even before the internet, corporate video was a powerful (and expensive) tool in the marketing mix. During the 2000s, video production costs plummeted, bandwidth increased, and B2B videos quickly became a staple for online marketing.

    After its 2005 launch, YouTube was the dominant video platform until TikTok’s meteoric rise in US popularity from 2018 to the present. Initially popular with mostly young viewers watching videos for entertainment, TikTok’s bite-sized videos offer an increasingly viable option for B2B marketing.

    For example, after almost changing careers due to a lack of business traction on LinkedIn, B2B Marketing expert Jade Tambini now leverages 30,000 followers on TikTok and a growing YouTube presence. Only after she grew and monetized her TikTok following did she re-invest time into LinkedIn.

    From B2B SaaS to high ticket sales, video is the perfect format for providing richer content to keep fans engaged. Share on X

    Today’s B2B buyer wants as much self-service info as possible on their customer journey with brands. From B2B SaaS to high ticket sales, video is the perfect format for providing richer content to keep fans engaged.

    B2B Video Marketing

    Source: Sprout Social

    Regardless of the platform, the versatility and accessibility of short videos make them a powerful option in the B2B marketer’s toolkit, providing opportunities to connect with audiences that increasingly prefer video.

    How can your business tap into B2B video? Check out our tips and best practices in this post.

    Planning B2B Short Video Campaigns  

    Before you press Record, the first step is establishing clear, measurable video marketing campaign objectives. These goals include increasing brand awareness, generating leads, or boosting engagement. By setting specific targets, you can focus your efforts and measure the success of your video content more effectively.

    Compelling videos share a few common traits. Let’s explore this a little further. 

    Choose one key point: Simplicity is vital in short-form video content. Focusing on one core message per video is essential to avoid overwhelming your audience. This singular focus ensures that your message is clear, concise, and memorable, making it more likely for viewers to take the desired action.

    Importance of the Hook: The opening seconds of your video are crucial. Captivating your audience right from the start is necessary to keep them engaged. The hook should be intriguing, relatable, and relevant to your audience, enticing them to watch the entire video.

    What is the One Thing? Narrow down your key point even further – What is the one takeaway you want your audience to remember? Mention it early in the video and right before your CTA at the end. 

    Always use captions: Most people watch videos with the sound off. Be sure to use captions for accessibility and a better user experience. 

    Know Your Audience

    Understanding your audience is crucial in creating impactful video content. Before you start brainstorming videos, check in with your marketing basics.

    Buyer Personas for B2B videos

    Now is the time to lean on your Buyer Persona. Relying on your buyer persona information helps you develop a personalized approach that ensures higher engagement and a deeper connection with your messaging. Here are three ways to leverage Buyer Personas for impactful B2B video content:

    Addressing Specific Pain Points and Interests: Craft your video content to address your personas’ specific challenges or interests. For example, if your persona is a marketing executive concerned about ROI, create content demonstrating how your product or service can enhance marketing efficiency and profitability.

    Using Appropriate Tone and Style: Align the tone, style, and language of your videos with the preferences of your personas. A more formal tone may suit C-level executives, while a casual and energetic style might appeal to creative professionals. 

    Choosing Relevant Topics: Select topics for your videos that are relevant to your buyer personas’ industry and professional interests. For instance, IT professionals may appreciate videos on the latest tech trends or cybersecurity tips. 

    Tailor B2B video content to the B2B funnel stage

    Each stage of the buyer’s journey requires a different approach. You can customize short videos to address these various stages, from raising awareness to nurturing leads and closing sales. Here are some examples:

    Awareness Stage

    Educational videos, explainer videos, and brand videos

    Interest Stage

    Webinars, how-to videos, and product demos

    Consideration Stage

    Testimonials and case studies, detailed product demos, and comparison videos

    Decision Stage

    FAQ Videos, customized product demos, and consultation offers.

    Retention Stage

    Training and tutorial Videos, customer success stories, updates, and new features videos. 

    Advocacy Stage

    User-generated content (UGC), community-building videos, and referral program explainers

    Videos that meet the needs and objectives of the respective stage in the sales funnel establish trust and help keep potential customers moving through your funnel. 

    What Platform is the Best for B2B Videos – TikTok or YouTube?

    When it comes to choosing the right platform for your short video content, there are several considerations. Both platforms offer unique advantages and cater to different audience behaviors and expectations. 

    Here’s some info to consider to determine which platform aligns best with your B2B marketing goals:

    TikTok: Known for its virality and creative content, TikTok is ideal for reaching a younger demographic. The platform’s algorithm is excellent for discoverability, making it easier for new audiences to find your content.

    YouTube Shorts: As an extension of YouTube, Shorts allows you to leverage the platform’s vast audience. It’s well-suited for longer-form content edited to shorter clips. YouTube’s detailed analytics can be invaluable for understanding audience engagement and refining your strategy.

    Audience Demographics: Evaluate where your target audience spends their time. If your buyer personas skew younger or are more engaged with trendy, fast-paced content, TikTok might be the better choice, although, as we’ve seen with Jade’s example, TikTok can also work to reach the Millennial B2B audience. For a more diverse age range and a preference for informative, detailed content, consider YouTube Shorts.

    Integration with Existing Marketing Channels: YouTube’s strength lies in its seamless integration with Google’s ecosystem, offering advantages in SEO and content discoverability. TikTok is growing fast and offers unique social sharing and engagement opportunities. If Facebook is critical to your brand, then Instagram reels can have a ripple effect on your Meta outreach strategy. 

    Choosing between TikTok and YouTube for your short video B2B marketing efforts hinges on understanding your audience, content style, and marketing goals. By aligning your platform choice with these factors, you can create more effective and engaging video content that resonates with your target audience.

    Maximizing LinkedIn for B2B Short Video Marketing

    LinkedIn holds a unique position for B2B video marketing, and it’s not entirely positive. LinkedIn’s process for uploading videos is not seamless, and they gatekeep who can go live on the platform.

    The good news is that a LinkedIn video can be valuable for targeted outreach if you put in some extra effort. LinkedIn videos get 3x more engagement than text posts. Members also reshare B2B short videos more than other types of content. 

    Use LinkedIn’s networking capabilities to amplify your video content. Engage with comments, share your videos in relevant groups, and tag industry influencers or partners to expand your reach. 

    Ideas for video content on LinkedIn include industry trends, thought leadership, case studies, webinars, and how-to guides. Be sure to keep them concise and informative. Well-done videos have a higher value than most written content, so sharing a video as part of a LinkedIn messaging outreach can also be an effective tactic.

    Moving Ahead with B2B Short Video

    Video for B2B marketing is a valuable tool, but it takes extra work. Creating the content is only half the story. Planning, testing, integrating analytics, and tracking the results of your video marketing efforts can be complex and time-consuming. These steps are critical in understanding your campaigns’ effectiveness and making data-driven decisions for future strategies.

    FunnelEnvy has helped many clients across diverse sectors better understand the impact of their video content. If you’re interested in discovering how our services can align with your needs and to get more information on our pricing, we invite you to fill out a brief questionnaire. Click here to get started and see if we’re the right fit for your needs.

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    By |2023-11-29T00:43:00-08:00December 11th, 2023|General B2B Funnel Advice|0 Comments
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    Two Keys to Unlock B2B Landing Page Performance – Customer Journey and Intent

    Who hasn’t had the experience of being chased out of a showroom by a pushy salesperson? Those experiences are tiresome because they don’t respect where we are in our customer journey. 

    We see this mirrored in B2B landing page performance with annoying popups and premature calls to action (CTAs) that don’t offer prospects what they need when we need it. 

    For digital marketing, integrating customer journey and intent into landing page design is essential for its success. You can reverse engineer a path to higher engagement and conversion rates by mapping out the customer journey and intent across all stages.

    What Is Intent in the B2B Customer Journey?

    The customer journey is like a timeline of their experience with your brand, from initial awareness to the final decision to purchase. At each journey stage, prospects have a specific intent for their goals. 

    Intent refers to what the customer wants to achieve at each journey stage – and this also speaks to their underlying motivation. 

    Remember that customer intent is almost always very different based on price. For example, in high ticket sales, customers rarely intend to purchase the first time they engage with a brand. 

    Prospects may value their time more than shopping around for small, low-risk purchases. In this instance, the landing page may look like a traditional sales page, hosting the entire funnel content from awareness to consideration to a “buy now” button. 

    Understanding intent can help businesses create targeted, intentional marketing strategies that align with the customer’s journey phase. This awareness is essential to creating an excellent customer experience. From the customer’s perspective, the wrong offers at the wrong time are confusing or irrelevant at best and annoying at worst.

    Why B2B Landing Page Performance is More Important Than Ever

    Recent research shows that most post-pandemic B2B buyers prefer a self-service customer journey over “booking a call” to speak to a salesperson or company representative. 

    Gartner predicts that by 2025, 80% of B2B sales interactions will occur in digital channels, making landing pages more crucial to lead gen and conversion than ever. 

    It’s also excellent news for companies that fully embrace digital marketing. Landing pages allow for a precision-tailored approach to marketing. Optimizing landing pages can result in more effective lead generation, higher conversion rates, and better customer retention.

    Successful conversion rates for landing page forms vary across industries but tend to hover around 2 to 3%.

    B2B Landing Page Performance with Customer Journey and Intent

    Source: Ruler Analytics

    When you consider landing page content for each stage of the journey, a good starting place is to ask what kinds of questions your prospects have at each phase.  That question can help you tailor content that anticipates their needs.

    Optimizing CTAs for B2B Landing Page Performance

    What makes a landing page a landing page? It’s the Call to Action (CTA). The most important predictor of landing page success is how well the content and the CTA align with the customer journey. 

    For example, a prospect at the awareness stage of a high-ticket purchase will likely not click “buy now” but may respond to a CTA for an educational webinar. A typical conversion CTA is a free trial requiring credit card information with lower-cost products and services.

    Now, let’s look at some landing page tips for each step of the customer journey. 

    B2B Landing Page Tips for the Customer Journey Awareness Phase

    In the awareness stage, the customer is just getting to know the brand. Common questions include “What solutions or options can address my business problem? Who provides these solutions?”

    Their intent likely includes narrowing their options. Here are some key considerations to increase B2B landing page performance in this phase:

    • Content: Landing page content at the awareness stage should seek to move prospects further into the consideration funnel. For lower-cost purchases with minimal risk, like a SaaS subscription, the funnel is relatively short, so the landing page includes consideration information and a “sign up now” button.  

    For higher ticket items, you can use “top of funnel” (TOFU) content like blog posts, whitepapers, and industry reports to cover the most common questions and challenges your prospects face to drive organic traffic to your landing page. 

    • SEO Optimization: Conduct keyword research to understand what your target audience is searching for and optimize your landing page content to increase visibility in search engine results.
    • Retargeting: Only some visitors will convert on the first visit. Showing targeted ads to visitors who didn’t initially convert keeps your brand top-of-mind and provides multiple touchpoints along the customer journey. With dynamic retargeting, these ads can showcase products or services they viewed, reminding them of their interest and your value proposition.

    B2B Landing Page Tips for the Customer Journey Consideration Phase

    In the consideration stage, you now have something precious and rare – your prospect’s attention. Gary Vaynerchuk goes so far as to say that attention is the number one asset in the business world today.

    In this stage, simply providing more information about your product is not enough to engage and nurture leads. The CX during this phase builds trust. Trust is essential because people rarely buy from companies they don’t trust.

    So, how do you keep the audience’s attention and build trust with B2B prospects? Here are some ideas.

    • Personalized messaging and experiences. Consumers now expect personalized experiences across all their customer journeys. Let your prospects know you understand where they are in their customer journey by providing appropriate content. For example, 

    consumers looking for in-depth information will be annoyed by constant “buy now” pop-ups or repeated offers for the same lead magnet they just downloaded.

    • Personalize the viewer experience. Implement dynamic content on your landing pages, meaning integrate that content changes based on visitor demographics, industry, or behavior on your site. 
    • AI for landing pages. As you might expect, AI tools are taking landing page personalization options to the next level. At Funnel Envy, we leverage AI and manage the added complexity of multiple landing pages to help our clients optimize results.  
    • Lead magnets. Customer preference for self-service info is good news for lead magnets if done correctly. Instead of making “book a call today” the only option for moving ahead, offer valuable resources like webinars or downloads appropriate for the consideration phase in exchange for contact information. 

    B2B Landing Page Tips for the Customer Journey Conversion Phase

    By this time, your prospect has gotten to know and trust you. Landing pages for sales are both an art and a science. Here are some tips:

    • Testimonials and Case Studies: Provide social proof through testimonials, reviews, and case studies. Real-world success stories can significantly influence decision-making.
    • Live Demos or Consultations: Now is the time for in-person contact for high-ticket items. Offer live demonstrations or free consultations to prospects who have shown a high level of engagement. This direct interaction can be the final nudge they need to convert.

    AI for Continuous B2B Landing Page Improvement 

    Continuous improvement in B2B landing page performance is a crucial goal. With AI, A/B testing is evolving rapidly. AI can now manage dozens of split tests of landing page elements, such as headlines, images, and CTAs, and even automate optimization based on the results. 

    This development has significant implications for improving lead gen because studies show that the more landing pages companies run, the better. The study revealed that 31 to 40 landing pages generate five times more leads than 1 to 5 landing pages, and over 40 pages generate 12x the leads. 

    Moving Ahead

    Optimizing even five to ten landing pages can be a lot to manage in-house. From testing to reporting, Funnel Envy can help you with the complexity of scaling your landing page strategy. We specialize in optimizing B2B landing pages to drive conversion and boost sales.

    We understand the complexities and have the tools and expertise to help you take your landing page performance to the next level. Reach out today to get started.

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    By |2023-11-16T08:44:13-08:00November 27th, 2023|Landing Pages|0 Comments
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