Resumo de Micro-conversion - khetib abdelkrim

b b?compLex buying cycLemicro-conversion to saLesreaL Life exampLe: Lead generation micro-conversionBusiness Challenge: A high-tech company needed to measure theimpact of non-revenue conversion points on SMB B2B experience,and also convert visitors into viable leads. This was made more difficultbecause there are multiple conversion points on their site.Solution:? Auto-tagged micro-conversion points> Any page that contained ?thank? in the URL was treated asa micro-conversion point? Tagged pre-sales shopping tools> Any page that contained ?event? was tagged, indicating thatthe user had requested pre-sale information? Utilized trigger marketing> Custom offerings were ?triggered? by specific clickstreambehavior> Email was targeted to specific customers browsing the sitewithin a certain timeResults:This methodology showed an initial lift of over 300% to standardemail offerings.exampLe scenario: measuring microconversionswith omniture sitecataLyst:step 1: Create Funnel Diagram for key micro-conversions andbuying cyclestep : Use a calculated metric to aggregate similar events intoan index (e.g., Research Index). Trend index over time.step : Measure the performance of different search campaignstargeting different phases in the buying cycle.3. Retaining Customers With Better Customer SupportThe best lead generation program can?t compensate for a leakybucket. And the biggest leak in the bucket is almost always customerattrition. Smart B2B marketers know that the best investmentthey can make is in strengthening and retaining their loyalcustomer base. In fact, the most successful companies will devotea percentage of their marketing budget that?s at least equal to theirmarket share to customer loyalty and retention initiatives. And oneobvious yet often overlooked opportunity is in strengthening yourcustomer support. Typically, the majority of your interaction withyour customers is through ongoing customer service, and yet 68%of all customers say they defect because of poor service (GartnerGroup). It stands to reason that addressing customer needs andservice preferences more adequately can be highly profitable.Self-service Web options are great (and relatively inexpensive)tools for providing your customers with the access they need to beself-sufficient. It?s often faster and easier for customers to utilize theWeb rather than a traditional call center, and it provides the addedbenefit of being available when they want it. But how do you measurethe effectiveness of your self-service option?A web inquiry occurs when a visitor contacts your company directlythrough an online mechanism. Each inquiry represents an instancewhen web self-service was unable to adequately answer a customer?squestion. That means the customer was forced away fromthe self-service channel to the more expensive chat or telephoneoptions in order to get their problem resolved. In addition to addingexpenses to your bottom line, it wastes more of the customer?s timeand leads to increased frustration.Four ways to increase self-service effectiveness:? Provide single access point to all necessary data? Maintain a consistent look, feel, and navigation? Give customers control over format and delivery? Ensure response time is faster than offline methods

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