Question

Topic: Website Critique

Website Call To Action

Posted by Anonymous on 10/14/2004 at 1:50 PM ET 125 Points
I would like to get some advice on the following:
Our website, www.trader-direct.com , describes the benefits and features of our service pretty well, I think. The problem is that our " call to action " is a request for a demo that requires those interested to put in their contact info for a followup phone call. I notice in our web stats that although our potential customers look pretty thoroughly at our site, ( including the request a demo page), they rarely fill it out. The demo itself is a pretty strong closing feature, but we find it is best given after obtaining commitments from the prospect that are best gotten verbally before the demo. We have thought about a "self demo" feature, but feel it is too weak and wastes the opportunity to use the demo as a closing tool. I think our sales process needs some improvement. Any ideas out there ?
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RESPONSES

  • Posted by Inbox_Interactive on 10/14/2004 at 2:02 PM Member
    I'd try a couple of different things.

    You might try letting people do the demo on their own, even though I understand you sort of lose the opportunity to really close the sale. However, this seems to better than not even getting to the demo at all.

    If you go the self-demo route, consider the following:

    1. Make it clear how long the demo will last. People don't want to sign up for something that takes an hour.

    2. Send a link to the demo by e-mail. This allows you to capture a contact method so that you can follow up later (and ask for the phone number while you're at it). If you really want to get slick, you can send an automated follow-up series of e-mails for as long as you see that the person has not taken the demo. You could even send an automated series of e-mails once you see that they HAVE completed the demo.

    If you prefer the guided demo route, you should still make it clear how much time it will take. Also, perhaps a premium of some sort is worth testing.

    Just some thoughts. Looking forward to what other say on this.

    Good luck!

    Paul
  • Posted on 10/14/2004 at 10:29 PM Accepted
    Tom:

    After checking out your site, I have a few suggestions:

    When I look for software, I expect to be able to demo the product and at the very least, browse a healthy number of clean screen shots. The shots on the home page are a good start, but they're GIFs and look pretty jumbled when enlarged.

    You might try putting together a simple screen shot tour to let us see the interface.

    I would also consider moving the Demo to the main navigation. Then you can use the srceen shots to entice those people who are hesitant to schedule a demo. I'd also let people choose whether or not they want you to call them.

    Good luck.
  • Posted by Pepper Blue on 10/15/2004 at 1:47 AM Member
    Hi Tom,

    It's been said by all above, so to add to the collaboration,
    without a doubt you have people until you say "click Send Request and we'll contact you to schedule a demo. "

    That's when I drop out. Too many other competitive solutions available and I don't have the time to take a call and arrange a walk-through.

    Inbox_Interactive's strategy is right on, I also recommend you take his advice under consideration.
  • Posted on 10/16/2004 at 4:15 PM Member
    Agree with all but just have to add this 'cause it's a pet peave. Let people get their information. make it interesting and informative.

    lose the "click here to demo" unless you are going to let them demo it right then and there or let them download a trial version.

    I hate the links that aren't links way of doing things. It's like the "click here for pricing" button, then having to submit your name and a rep will call you scenario. Your not fooling anyone and it just anoys potential customers.

    I like the salesforce.com way of doing it. go there, you have to register but then you get a pretty impressive overwiew of their offering. when you register you get an e-mail after several days from a rep but it's low key, none intrusive and not designed to trick you into giving up your e-mail address.
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