Calls to action MUST deliver on their promise

By | Tuesday teardown | No Comments

In summary:

  • In this Tuesday teardown we’re looking at 1-Page and Platinum Asset Management.
  • The average B2B buyer will engage with your website 3-5 times before they ever talk to your sales team. These interactions are the foundation of trust and credibility in your brand.
  • Trust is everything in B2B selling, so make sure your calls to action deliver what they promise.

Websites referenced in this teardown:

Transcript of the teardown:

Hi, I’m Steve Pell. I’m here with another B2B content marketing teardown where we look at ways to improve your return on digital and content marketing using practical examples.

Today, I’m going to use two examples you may have seen before if you regularly follow this blog. We’re looking at 1-Page and Platinum Asset Management.

The practical takeaway from today is about the importance of keeping your promises in your calls to action on your website.

Every call to action that you have on your website is a promise. If someone clicks on that promise, they expect it to be fulfilled.

Let’s look at a couple of examples. The first one here is on the 1-Page website:

On the front page of their website it tells me what their product will do. It helps me identify passive candidates who aren’t actively looking for a new job. The call to action here is “take a tour”. It’s a great call to action. People love to take tours. It’s very much around what the buyer is going to get, not what they’re going to have to do, which is the key way to make calls to action perform better.

Just watch closely what happens when I click on this button to take the tour of this software product. I click to take the tour and, I’ve been taken to another sales page. It’s definitely not what I thought I was going to get. As a browser, a buyer, a prospect, that’s contextually jarring. 1-Page just told me I was going to get something and they gave me something completely different.

Just think about what that would be like in a physical sales context. If, I was a sales person and I said I’d send you some materials and I never did, that wouldn’t lead to closing the sale. It would lead to me never getting another phone call answered.

It’s a terrible experience. In physical sales, you can never afford to break your promises. Your website is just another sales person. It’s your number one sales person and you can’t afford for it to break its promises – because it will lead to people never looking or engaging with your brand again.

For some more support here, the average number of times that the B2B buyer will engage with your website before they ever talk to your sales team is three to five times. 

That’s a lot of credibility and trust that you need to build up, where you need to deliver on your promises. This is why it’s so important never to break your promises on your website.

Let’s look at another example here which is this Platinum Asset Management website. This is a fantastic content website. 90% of screen space here is about this article from the CEO on “the sell-off in global markets”. There is very clear flow, they’re expecting that most people who come to the website will click through and read this article.

Now, the call to action here is to “read the article”. So, the promise that’s been made is that when I click this button, I’m going to see the article. Let’s have a look at what happens. I click and I’m taken to a general blog page (and not the specific article I was promised). At this stage, for 90% of the browsers on this site, I’ve probably forgotten even what it was that I was looking to read.

This is a real usability issue.

When you break promises you get bounce rate (people leaving your website). People will go, “This wasn’t what I thought I was getting,” and they will exit. They will go back to Google. They will go elsewhere to look for the information that they were interested in.

If I want to find this article (about “the sell-off in global markets”), I’ve actually got to scan down all the way here and click through to get the actual article that was referenced on the front page.

This is something I talk to our clients quite a lot about. If you have a bounce rate issue somewhere on your website, it’s likely that you’ve broken a promise. You haven’t delivered what they thought they were going to get on that page, and that’s why they’re bouncing off and leaving. 

The core takeaway for today is to never break your promises. Trust and credibility are everything in B2B sales. You couldn’t break promises in a physical sales environment, so there are no excuses for doing it online. Get that right and you’ll really reduce the bounce rates. You will keep people on your website for a much longer period of time.

If you’ve found that valuable and you’re interested in further ways that you can get more return from your content and digital marketing, you might be interested in having a look at our TLP Content Audit. It’s a 30-page detailed report that we’ll work with you over 14 days to complete, looking really for low hanging opportunities like these broken promises that you can use to get more return, more prospects, more engagement from your website.

Click below to find out more.

 

Images are either scrutinised OR ignored

By | CEO blogging, Tuesday teardown | One Comment

In summary:

  • Images will either be scrutinised or be completely ignored. There is no “half good” image online.
  • We look at four examples of funds management companies – Platinum Asset Management, AMP Capital, Alliance Bernstein and Colonial First State
  • Stock images don’t add value to a browser – they are completely ignored by viewers

Websites referenced in this teardown:

Transcript of this teardown:

Hi, I’m Steve Pell. I’m here to do another one of our B2B marketing teardowns where we use some practical examples to show you ways that you can improve your return on digital marketing.

Today, I’m going to use four examples from the funds management space to show you a practical takeaway on improving your use of images on your website and on your blog. If you’d like to follow along, there are links down below. I’ll show you the four websites we’re going to have a look at, and then we’ll look at some data before we dig into which ones are great and which ones are terrible.

Without further ado, we’ve got Platinum Asset Management, AMP Capital, Alliance Bernstein and Colonial First State. If you’d like to pull up those four blogs and have a look at them, please go ahead, rank them out in order which one you think is doing images the best, and which one you think is doing images the worst. We’ll come back and talk about the order in terms of who’s getting the most value out of images on their website.

Let me show you some research to support this. This is a study from Nielsen Group who do eye tracking research. What they’ve done here is they’ve put people in front of a computer and used a video camera to look at how the viewers eye works through the website. Here they’ve looked at Yale School of Management here and you can see blue dots that represent where that viewer stops to look at information.

You can see that any images that aren’t contextually related to the information the browser is looking for are completely ignored. You can see these blue dots all over the text, but they don’t make it to this image here at all.

This is the core takeaway from today; Images will either be scrutinised or be completely ignored. You can think about it as being binary, there is no “half good” image online. The image is either so critical and crucial that the viewer will spend a lot of the time looking at the images, or they’ll completely skip over them and have “stock image blindness”.

Let’s use that insight and go back and have a look at these four websites.

I think Platinum is doing this really well. They’ve done something that’s probably quite expensive in getting custom images designed for each of these articles. If we look here, this is an article about whether the current sell off in equity markets is really as bad as it’s making out to be. They’ve got a goldfish with a shark shadowing. It’s a contextual image. It’s very custom. You haven’t seen this before. It’s not a stock image and I would bank that people spend a lot of time looking at this, especially when they’re on that general blog page. This image would bring people through to look at these articles. I think Platinum is doing this really well.

Another example I think is quite good, maybe not as bespoke but still a good example is AMP Capital. They have this image up the top, that puts a face to the blog. Then there’s a whole bunch of charts as you work through. People are definitely engaging with these images. They’re going to scrutinise it. They’re not going to skip over it. Again, a good use of images that are adding to the article, deepening engagement, and  keeping people on the site for longer.

Now for a site that’s not as good, I’m going to highlight Alliance Bernstein. This article here is about Korean businesses and they’ve gone with a stock image of a Korean street in the background. It’s kind of contextual but people would not stop to look at this. Everyone is going straight over and you’re wasting space, especially when you scroll down and they’ve got good charts, interesting pieces of information, that really would be “scrutinised” images. Compare that to the stock up the top, which will be completely skipped over.

The worst one of the four here is Colonial First State. This is an image that you could see on any one of 5,000 different websites across the internet. As soon as that’s the case, and there’s an image you could see anywhere, it’s no good. This doesn’t help the cause at all. It doesn’t deepen engagement. This is an image that is going to be completely ignored.

The practical takeaway from today is using images that get scrutinised. You’re aiming to use images that are so contextually integrated to your content that the viewer has no choice but to deeply look at the image content. And at the other end, avoid stock images because people just aren’t looking at it, and it’s completely skipped over.

If you’ve found this helpful and you’d like to get more practical insights about your website, we offer a service at TLP, called the Content Audit. We’ll come and work with you for 14 days and really look for low hanging opportunities to improve your digital and content marketing. You’ll get a 90-page comprehensive report.

Click below to find out more.

Sliders = Distraction

By | Tuesday teardown | 3 Comments

In summary:

  • In this Tuesday teardown we look at Dimension Data, a big global systems integrator.
  • The practical lesson from today is don’t use sliders (sliding images) on your website. They distract viewers, reducing the chances of them taking action (or remembering anything).

Websites referenced in this teardown:

Transcript of this teardown

Hi, I’m Steve Pell. I’m here to do a marketing teardown where we look at a B2B website from a practical perspective, to improve your return on digital and content marketing.

Today I’m looking at Dimension Data, a big systems integrator that you’re probably familiar with.  I’m going to talk about “sliding images” or “sliders”. If you’re not familiar with what a slider is, you’ll see them at the top of the Dimension Data website, where it’s sliding through with a whole bunch of different content.

The practical lesson from today is don’t do this ever. Never use sliders. They’re a terrible user experience.

If you want an example of why that is, just try and watch this video without getting constantly distracted by the slides going through, step-by-step, behind me. It’s really hard.  Distraction is one of the big reasons that sliders deliver a bad user experience.

As I’ve talked about a lot on these marketing teardowns, your website is basically just another sales person. How would you really react if a salesperson came into a meeting with you and threw down eight different presentations and said, “Okay, what do you want to talk about?” It wouldn’t be a very good sales meeting. There’s no real structure. There’s no thinking. It’s just a whole bunch of options. It’s “choose your own adventure”.

That’s not a good way to structure and sales meeting and it’s not a good way to structure a website either.

The reason I’m highlighting Dimension Data is it’s not just one slider at the top of their website. It’s one slider at the top, then another slider here, then another slider down the bottom.

This means you’ve got 8x8x8 different user experiences that you can experience when you come to this website. That’s a huge number of different configurations and there’s no consistency in what you’re going to see.

There’s no effort that’s been made to say, “We think someone coming to our website wants to experience, wants to find out more about A, B, C or D, and then they’re going to come through and convert in this manner because they’re going to subscribe to our content funnel.”

It’s just throwing information out and hoping. I was really quite amazed when I found these three sliders – it’s just a constant distraction as you work through this website.

One of the key questions I get when I talk to clients about sliders is, “But all our competitors are doing these, shouldn’t we do them as well?”

The reason that a lot of businesses use doing sliders is that they are seeing their competitors use them. But there’s a huge amount of research that supports that sliders just do not work. They don’t lead to people converting more on your website. They don’t lead to more revenue. They don’t lead to more subscription/contact us style engagements.

What they do is they keep distracting someone who is trying to immerse themselves in your content and get to know you better. As I’m working down this page, it’s very hard to read anything because I’ve got things moving on every side of the content. These sliders prevent engagement.

If you want to get stuck more into the research, there’s plenty of it down below that you can click through. I’d encourage you to see how much this really does damage the user experience of someone who is coming to find out more and engage with your website.

The key takeaway from today is do not use sliders. It’s that simple.

Take a strong perspective around how someone is going to have the best user experience on your website and how you’re going to win deeper engagement – where they’re buying or subscribing or contacting you for more information. At the end of the day, your website is a sales experience, so treat it that way.

If this has been helpful for you and you’d like to conduct a similar kind of audit experience of your website where we can work through in a bunch of detail and figure out ways that you can convert more people on your website, we have a process at TLP called the Content Audit where we’ll give you a 90-page report looking at these factors in a lot of detail. We run that in 14 days and you’ll get all the information to make sure you’ve got a better conversion experience on your website, specifically for B2B businesses.

You can just click below and there’s plenty more details.