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Online Calculator Length...how Long Is Too Long?
7/6/2018 at 10:51 AM ET
Has anyone seen any research on the optimal length for a B2B online calculator?
Sure, it varies by topic and industry, but is 4-5 inputs (questions) the sweet spot or is 18?
Peter (henna gaijin)
7/6/2018 at 11:24 AM
B2Bonline calculator? What are you calculating? I am not sure what you are asking.
7/6/2018 at 12:39 PM
It all depends on the perceived value for the user. If what you're calculating can't be gotten anywhere else in the world, and what you offer is extremely trustworthy and valuable, then the number of questions isn't a big deal. If you're offering a calculation that's easily obtainable elsewhere, then if you can offer the same results with fewer inputs, you have an advantage.
7/6/2018 at 12:51 PM
Clarify -- When I say B2B calculator think about a calculator that would sit on your website. It's designed to entice the buyer to interact with you. For example, how much cost can you drive from your supply chain with solutions XYZ, how quickly can you QA a mobile application with ABC Solution, what's the return on implement ACME technology in your retail environment. Make more sense?
7/6/2018 at 4:01 PM
The answer varies for each specific application and for individual users. The value may be high for one user (who may not be skilled enough to figure out the math) and low for another (who knows the math already).
The best approach may be to try a few alternatives -- 3, 5 and 7 inputs, for example -- and see how many site visitors stick around for each. Also see how many are converted for each. And each test can be specific to a particular industry, product/service category and end-user channel.
The beauty of these kinds of questions is that they can be answered/tested quickly and easily for not-too-much money.
While you are at it, remember that the benefit promise and specific offer/copy approach are also big influencers, so maintain some consistency and minimize the number of variables. (May want to draw on expertise from a market research professional.)
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