At ConvertFlow, we’ve helped thousands of B2B focused product and service websites increase their lead capture rates.
B2B sites tend to start their conversion efforts at the bottom-of-the-funnel (BOFU), so you’ll find that they already have CTAs for scheduling meetings, signing up trials/pilots, and sometimes buttons for purchasing high-ticket products or services.
This is because B2B sites typically lean heavily on their sales teams to do the selling.
However, as they start scaling up traffic by working on their marketing, they tend to start seeing their website’s lead capture rate drop.
This is because most people that visit your B2B website are not ready to make a major commitment, such as scheduling a meeting or purchasing a service.
In the beginning, it’s only the most qualified leads and referrals visiting your website. As traffic scales, people who are in earlier stages of the buying lifecycle begin visiting your website.
Increasing lead capture rates for B2B websites is often a matter of implementing middle-of-funnel (MOFU) content and CTAs, that catches visitors who are earlier stage in the buying lifecycle and starts guiding them to purchase with personalized multi-touch follow up campaigns.
Here are the types of middle-of-funnel content that is optimized for earlier stage visitors:
- White papers / lead magnets
- Case studies
- Free tools
To convert earlier stage visitors into leads when they visit your website, you’ll want to guide them to the most relevant MOFU content pieces for them based on their primary challenge, industry etc.
The easiest way to do this for new visitors landing on your company website is to display a survey that asks a question that helps you segment the visitor and guide them to the right content for them.
You can ask them a question like:
- What is your primary challenge?
- Which of the following does your business provide?
- What industry are you in?
And present to them the most common possibilities as options, plus an “other” option.
For example, here is ConvertFlow’s own content segmentation survey running on our website:
By asking marketers what type of products or services they provide, we can properly guide them to the right webinars, case studies and templates that are relevant to their industry.
Pro tip: You’ll notice that despite ConvertFlow’s website having a persona-based funnel for earlier stage visitors to go through, we don’t assume everyone is early stage and also provide bottom-of-funnel CTAs like trial signup, Intercom live chat and a demo schedule link. This gives qualified potential buyers a fast track to purchasing, instead of forcing them through the entire funnel.
To make it easy to set up a segmentation survey like this for your B2B website, we’ve created a survey template you can launch right now:
When a visitor selects an option, you can redirect them to the right content based on their answer.
Here’s how to set this up in ConvertFlow:
Step 1) Use this link to get the segmentation survey popup template for free. If you have already signed up for a ConvertFlow account, using this link will import the CTA into your website.
You’ll be taken right into the ConvertFlow CTA builder where you can edit the template.
Step 2) Edit the text of each button option.
Step 3) For each button, modify the redirect URL by clicking the blue “Confirmation Actions” button to the right and then adjusting the redirect URL.
Step 4) If you need fewer than 3 buttons, remove a button by selecting it and then clicking “Remove”. Or, if you need more than 3 buttons, select a button and then duplicate it.
Step 5) Save/publish your changes, and then click “Preview” to see how it works.
Step 6) Click “Launch” and then add an “If page is” targeting condition for your home page URL.
Step 7) Last step! Now, click the toggle to active the popup campaign.
If you haven’t already set up ConvertFlow on your website, you’ll then be given your ConvertFlow script.
One it’s installed, your popup will show live and it will start guiding visitors to the right content based on their primary challenge.
To see how it’s converting, head to your CTA’s “Overview” page.
You’ll find high level conversion rate stats.
To see how many people are selecting each option, click on the “Reports” button inside Variant A and you’ll be displayed a breakdown of each button option.