Turning casual visitors into paying customers is a key objective for any business, but automating and simplifying that potentially complex sales process online is the ultimate dream.
Whether it’s a fabulous shop window display or a beautiful landing page, companies can help to make sure that anyone stumbling by will be keen to find out more and – fingers crossed – make a purchase.
While Selfridges’ Christmas display or Amazon’s homepage might lead the way in B2C, the sales process is just as important in B2B. You might not be flogging fancy trainers, dream holidays or blockbuster video games, but your website is a platform to reach out to the potential partners that keep your business thriving.
Of course, the aesthetics of your site are important, and we have previously discussed the necessity of landing pages that are relevant to the particular visitor.
But it is also essential that you find out who is accessing the site, and define and map their journey from typing in your URL to filling in that funny little three-digit code on the back of their credit card. You want that progress to be simple and quick for them, but you also want to make it easy on yourself.
3 tips for a speedy online sales process
Here are three simple tips to help streamline and speed-up your sales process.
1. Identify visitors
Finding out who is looking at your site can be done through Google Analytics, but it can be a laborious process. Tools such as Leadfeeder – which claims to be the only lead generation tool powered by Google Analytics – and Lead Forensics offer website visitor tracking solutions that identify companies and the email addresses of those that have visited your website. Not all website visitors are interesting, so you can use custom feeds to filter out bounces and view only companies that have behaved in a way you find interesting. For example, you can define a custom feed rule to only show companies from a certain country, from a specific industry, companies that have visited a set number of pages and have visited a specific page but haven’t contacted you.
it is also essential that you find out who is accessing the site, and define and map their journey from typing in your URL to filling in that funny little three-digit code on the back of their credit card. Click To Tweet
2. Make contact
Don’t email people while they’re still on your site – it’s creepy. However, contact should be made within a month. At this point a good Customer Relationship Management (CRM) system is required to make sure that visitors do not get lost or overlooked. Tools such as Pipedrive or FreshSales can manage simple as well as more complicated customer relationships and leads.
Albacross is another lead generation tool that will help you to uncover anonymous site visitors and capture leads from them. It tracks visitors with a script specifically designed for this purpose. And that’s why it provides more accurate data. For a smooth code installation, it has native plugins for WP, Joomla! and Drupal. A feature that we love?
You can also target companies with personalised ads and influence decision makers.
3. Classify and process
Good CRM tools can manage classification and create priority groups. Are your visitors deemed hot leads or just random visitors? Once classified, an automated process can be created by which they can be contacted at certain points and perhaps kept abreast of the service you might be able to offer them. The best tools on the market integrate CRM and the production management system, and lead all the way through to billing and reporting. While they are paid-for services, the savings in time, and simplification and standardisation of tasks and systems mean they are undoubtedly value for money.
If you’d like more advice on aligning your growth strategy and your sales process and ultimately generating more sales then get in touch!