In practice, these companies deal with two environments, a model that fragments the audience, weakens the digital strategy and makes measurement difficult. From the consumer's point of view, it is entropy, especially when the user experience is completely different.
Creating a new website is also risky. In addition to the taiwan telephone number problems of any website project, it is almost certain that the direction will be based on the company's needs and not on the consumer or sales team. No matter how modern and attractive the new website may be, it will hardly be treated as the company's main sales force.
How to resolve the website issue without harming the Inbound strategy?
Instead of waiting for a new website to create targeted campaigns and generate leads, with Growth Driven Design ( if you still don't know what it is, just read this post ) you should focus your efforts on 20% of the content and website improvements that will result in 80% of the results, simultaneously with the Inbound Marketing strategy.
Monthly updates on the website are not made based on blind perceptions or hypotheses, they are conducted according to the persona's journey and the sales or marketing results generated.
Growth Driven Design greatly enhances the results of attracting and generating leads from Inbound Marketing. Check out the five benefits below that prove that GDD and Inbound can be the best solution for your company.
1 - Understanding the purchasing journey better
From awareness to the purchase decision, how much do you know about this journey? Almost 60% of the purchase journey is completed by the consumer before contacting the sales team, which means that websites, blogs, content and campaigns are responsible for influencing the purchase decision.
With the GDD analysis process and monthly increments, it is possible to work with indicators and metrics that allow you to clearly understand the path of anonymous visitors, leads and customers.
Allocating joint efforts in Inbound Marketing and GDD is the best way to understand your customers' purchasing journey and continually adjust your strategy.
2 - Optimizing conversion pages
Fact: 60% of marketing managers believe that analyzing the digital purchase journey is crucial to improving website conversion rates.
If your website doesn't allow for A/B testing, content personalization, and message segmentation, you've definitely got a problem. Any effort to generate leads will be like shooting in the dark, and you'll hardly hit the target.
Increasing and optimizing website conversion pages, Call to Action, Thank You Pages and other lead entry points are important parts of the GDD method.
Analysis, testing and optimization are incredibly effective for course correction and adapting conversion pages to changes in consumer behavior and results.
3 - Eliminating bottlenecks
Let's imagine this scenario: After an analysis, you discover that a form on your website is ineffective, has no conversion, and does not generate leads. The solution is obvious: change it. This is where the problems begin: if you need to open a ticket with the IT department or speak to an agency, forget it - one, two, and sometimes even three weeks (or more) to make this change. Not to mention that it will probably cost you extra. Unfortunately, this situation happens frequently.
GDD brings autonomy, agility and flexibility to marketing and inbound strategy. It allows for rapid implementation of changes and optimization of any area, content or image without depending on the IT department.
4 - Smart Content
Amazon and Netflix are good examples of personalized content recommendations based on each user profile. The good news is that your company doesn’t need to be as big as Amazon and Netflix to benefit from this tactic.
With GDD it is possible to customize content, images, Call To Action and forms according to the profile and behavior of your website visitors.
A single product page can present different content to each user profile. For example, customers can view information on “how to best use the product” and leads can view “how the product will solve a company problem”.
Hypotheses and testing are part of the GDD process, aiming to continually improve content delivery and generate positive experiences for leads and customers.