How to improve site conversions at peak intent

How to improve site conversions at peak intent

August 23, 2019

Familiar with that old romcom trope where "the one" has been sitting in front of the protagonist all along while they've been busy trying to find love in all the wrong places?

That reminds us of the power of website intent data. So many marketers spend time trying to chase more leads while there's a whole pool of people giving you subtle clues who have been there the whole time: your website visitors.

And the visitors who are high-fit accounts for your business — they're the ones you've been out searching for and spending so much time wooing while they've been right in front of you, browsing and clicking their hearts out.

Site visitors before the form-fill quietly express interest

Intent data provides information on a person's readiness to buy, judging by the way they've engaged with your brand both on your site and off. Visiting your site is a peak sign of intent — which gives you some peak opportunities to leverage that intent to improve your marketing strategies throughout the buyer's journey.

Here's how to take better advantage of high intent to help increase conversions, speed up the sales process, and win more customers.

Design the perfect website experience

Handing over an email is a traditional sign of intent that marketers act on, but how do you use intent data like people visiting your site if you don't know who they are?

Unmasking your anonymous web traffic with a tool like Clearbit Reveal will match the IP addresses of visitors associated with businesses with firmographic profiles. That gives you company attributes — like company name, size, industry, and more — to enable you to create a website experience personalized for key segments, like your ideal customer profile.

That means you can provide a custom experience from the very first visit, all before someone even fills out any forms or signs up for an account. Research on personalized marketing confirms its role in creating better relationships: 90% of marketers saw measurable improvements — with more than half reporting a conversion lift greater than 10%.

This is your chance, from first impression and onwards, to connect better with all the right-fit accounts (who you spent all that money and effort with ads and other marketing to drive onto your site).

Personalize the homepage

Changing the homepage headline on your page is a quick change that can make an impact. Let's say you're trying to move up-market. Upon detecting that a visitor is from a large company, your website can serve up a headline that reflects that you're built for the enterprise — directly showing your product was made for them.

Personalizing headline on homepage

Starting with small customizations can really help. Think tailoring headlines, calls-to-action, or the logos you show so that they're as relevant as possible to your ideal customers.

Customize on-site chat

Providing a chat channel on your website welcomes prospects onto your premises. Visitors get a friendly greeting and immediate touchpoint to communicate about any real-time needs without having to fill out a form and wait — and that engagement makes a difference. According to Intercom's data, site visitors who chat with businesses are 82% more likely to convert.

personalized live chat example

To turn the high intent of a site visit into a conversation — with the right high-value prospects — you can do things like:

  • Only show chat to companies with 50+ employees or other set of attributes like an ICP.
  • Tailor your welcome message for companies that use a technology you integrate with or complement.
  • Call out a target account name or type of company to explain how you can help as part of an ABM chat strategy.

Everyone is more likely to start a conversation if the chat feels personal and helpful. And here's a bonus hint: place your chatbot on specific high-intent pages (like your pricing or solutions pages), where 45% of visitors are more likely to convert, instead of defaulting to the homepage.

Remove friction from forms and signup flows

Motivation is at a high point when prospects are actually on your site. Personalized messaging keeps them engaged, a relevant chat interaction provides a shortcut to conversation, and you can even reach out earlier in the buying process to the relevant contacts at target accounts who visited your site.

That's all before someone hands over an email address. What about the moment of signup or handraise?

Here are three ways to provide a smooth experience and lessen the chance that a high-intent-and-fit visitor will bounce:

  • Keep forms short: With a tool like Clearbit Enrichment filling in full company and individual profile data on the backend based on email and domain, you can keep your forms on the shorter end, increasing the likelihood and ease of conversion.

  • Personalize calls-to-action and plan options: Based on detected firmographics, you can serve up relevant CTAs that visitors are more likely to connect with. For instance, urge people from companies with more than 50 employees to sign up for a demo while funneling people into a free trial. Or offer custom paths that remove choice overload like automatically funneling prospects into the right-size plan or tier.

  • Serve up instant demo scheduling for your best leads: What if your best prospects who are on-site could instantly schedule a demo as they sign up instead of having to wait for a rep to get in touch with them? For example, Gong used Clearbit Enrichment and Chili Piper to qualify and route leads behind-the-scenes and in real-time. Meanwhile, high-quality leads would instantly see a calendar with available demo times as part of a simple signup process.

    Russell Banzon, Gong's Director of Demand Generation, can rest a little easier now that their "best-fit prospects now get a frictionless buyer experience and a fast-track to become raving fans."

showing a scheduler for a demo right on signup

Bring the right people back on-site

Okay, you did all you could to convince visitors on the site to convert while they were there. But your busy prospects have other work, lives, and browser tabs to attend to.

Instead of putting all your eggs in the same retargeting basket, refine your audience to focus your ad spend on the highest-fit leads while targeting your campaigns based on the strength of their intent signals. For instance, retarget visitors who fall into your ICP and visited your pricing pages twice with campaigns encouraging demos and talking to sales. Meanwhile, you can retarget net-new target accounts who browsed a landing page or the blog with warming messaging.

Clearbit retargeting example

This approach gets you in front of the people most likely and most fit to convert, rather than all the broad masses who ever landed on your site. Segmenting your retargeting audiences in this way also gives you the best chance of engaging with the prospect, because you can speak the exact language that will resonate at their particular stage of the journey.

The result: better ROI from your campaigns.

Intent data: A marketer’s best friend

Reliable intent data is so powerful because it gives you additional context to identify and influence your best opportunities. And your very own website is one of the most promising sources of intent data that you already have.

But just like how productivity apps don’t make you productive and financial management apps don’t make you good with money, simply owning that intent data source doesn't magically boost your conversion rates.

The key is to unlock that intent by identifying which accounts have it and serving up the best buying experience for targeted, higher-value audiences.

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