Calls to action MUST deliver on their promise

By December 11, 2015Tuesday teardown

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.