Site-Wide Optimization to Gather Visitor Data
Insider worked with INEA to deploy a sophisticated, yet simple to implement, program of tests and personalizations to boost the conversion rate of site leads.
Together with the Insider team, INEA created personalized scenarios for specific visitor segments to increase engagement, such as new and returning visitors. This meant, for example, that visitors who had already interacted with the website were shown the offer(s) that they had previously been looking at, so they could pick up exactly where they left off and continue their journey down the sales funnel. They also created new touchpoints at which they could gather more visitor data to help enrich the single customer view and provide valuable details to sales teams.
INEA knows that many customers and prospects access their website via their mobile phone, so one of the first things they did was place a prominent “Click-to-Call” button to their mobile site, making it simple for visitors to connect with a member of the team.
New prospects visiting INEA’s site were shown a banner on the homepage advertising INEA’s “Year for Free” offer. The contact form was also moved closer to the top of the page for this visitor segment, to make it more visible and encourage new visitors to get in touch.
On selected offer pages, visitors were shown how many people had been interested in that particular offer in the last 12 hours. The introduction of a “social proof” element can act as a conversion driver, as people follow “the wisdom of the crowd”. Once a visitor selected an offer, and proceeded to the order page, they were presented with an order form in which the mandatory fields were highlighted. This showed users at-a-glance how little effort was required to complete the form.
Finally, if a visitor went to leave the site without converting, they were shown a form asking for their contact details. This helped INEA capture valuable information about the type of offer the customer was interested in, and create a multi-channel sales opportunity between the website and call center. The information could then be used by the outbound sales team to ensure that they were presenting prospects with the most relevant information.
Several of these scenarios also included A/B tests to compare the effectiveness of different versions before full deployment on the site.
Optimizing the user journey helped to engage new and returning prospects, and helped INEA better understand their visitor behaviors. The final piece of the puzzle was bridging the knowledge gap between their call center agents and online teams through the creation of single customer portraits containing everything the sales team needed to know to help close the deal.