B2B Search Marketing: What to Do When Abandonment Rates Continue to be High
B2B marketers use paid and organic search to get visitors to their sites. Once a visitor is on the site, the objective is to capture and evaluate lead information. This lead information is often generated through registrations for white papers, case studies, newsletters, free trials, research data, etc.
But what happens if there aren’t many registrations? You need to look at your web analytics to determine whether the cause is lack of traffic or lack of conversion. You may find that you have lots of visitors who are interested in downloading something from your site (they go to the download page), but few people complete the registration form. Perhaps you’re asking for too much information too soon. Perhaps the perceived value of the download information isn’t commensurate with visitors’ willingness to provide registration information. If this is the case, you need to ask for less information or increase the perceived value of the information being offered to the visitor.
But what if you’ve already done this? You may need to strip it down to the minimum. Perhaps only name and email address. However, here are a couple things to keep in mind.
First, if you’re asking for the name, be sure to have a field for first name and a separate field for last name. Otherwise, with a single field for name, you might often get just “Bob.” That doesn’t help you much.
Second, you may want to consider prohibiting email addresses with public email services. Often, visitors may choose to use their Gmail, Yahoo, or Hotmail address instead of their corporate email address. That doesn’t help much in determining the identity of the visitor. You can write your page code to disallow these types of addresses. Okay, perhaps this sounds harsh, but if you’re a B2B company, how likely is it that you’re going to make a $25,000 sale to someone that only has a Gmail account?
Lastly, be sure to provide a pre-checked box on the registration form that gives visitor consent to email information to the registrant. While registrants can always uncheck the box, many will be fine with leaving it checked. By doing this, you can easily augment your new business target list and use email marketing to reach these prospects. One caution, though. If you’re going to do this, make sure you tell visitors exactly what you will be sending and what happens to the information they provide.