Can you lose a sale simply by having a bad Web offer?
I think we’ve all had the experience of following a link someone sent us on Twitter or Facebook only to discover that it’s just another poorly disguised attempt at hucksterism.
You land on the page and get bombarded by a long, endless page of marketing drivel, punctuated with flashing neon sign graphics, and a late-night infomercial vibe.
While most B2B Web marketers are much more professional in their approach than this, it doesn’t mean that the concept of “the Bad Offer” can’t apply.
No matter the context, a Bad Web Conversion Offer slows down the sale, gives potential buyers a bad taste, puts them off, or even sends a good buyer to a competitor.
So what makes a Bad Web Offer?
- It doesn’t provide any value to the visitor.
- The process to get the perceived value (the whitepaper, webinar, free trial) takes too long, or requires too much user input.
- There’s no compelling difference between your offer and what they could get elsewhere.
- The presentation is sub-par, unprofessional, difficult to navigate, or just plain boring . . . .
Sales industry researchers CSOInsights stated recently that after a “flat” budget year in 2009, marketing budgets are increasing in 2010 and beyond, and that the top three items for additional budget allocations were: Web site design/content (65% stated they were increasing budget allocation) Email marketing (54%) Web search optimization (51%) Great news, right? Good to…Read More