b2b expo march 2017

Digital Best Practises for B2B Marketers

Raja SaggiHead of B2B Marketing, Google

Agenda

•Do One Thing Really Really Well

•Focus on the User and All Else Will Follow

•Build for Mobile

What do you do really, really well?

Agenda



•Build for Mobile

Confidential + Proprietary

Focus on the User - Optimize your Site

ATTENTION INFLUENCE ACTIONQUICKLY BUILD TRUST AND DRIVE

INTERESTIMMEDIATELY UNDERSTAND THE

PURPOSESIMPLIFY ACTIONS

FLOW

Page Layout

Visual Design

Focus

Simplicity

Value Proposition

Page Messaging

Social Proof

Build Trust

Flow

CTAs

Hold Their Hand

Reinforce Value

Confidential + ProprietaryConfidential + Proprietary

Attention


Page Layout

3 visible elements without scrolling:

● Value Proposition

● Call to Action

● Visual


Visual Design

Use the color wheel to discover contrasting colors that stand out

Subtle visual cues can be a powerful focusing tool

Use contrasting colors from the page’s background to draw attention

Use icon labels instead of leaving them open to interpretation

Use imagery to focus a visitor’s eye


Simplicity - 3 Second Test

Slack.com

● Less choice is better

● People don’t read, they skim

● Make desired actions as basic as possible


Influence


Proprietary + Confidential

theaa.com

A good value proposition - What you help your customers do really, really well

● Add value/resolve anxiety from the start

● Not a slogan nor a positioning statement

● Specific, customer-oriented, with a clear benefit and answer to the question “Why you?”

carbonite.com


Social Proof:● Testimonials, ratings, etc.

Build Trust:● Refrain from “gimmicks”● Third party endorsements● Straightforward privacy

policy● Avoid pop-ups

Reco: Set very restrictive criteria for the popup or make it static


Action


Easy to use● Less is More: few fields = more

conversions. Get rid of all optional fields ● Keep the form linear: ex: first name, last

name etc● Be specific with your button’s text: instead

of ‘continue’ use ‘Continue to checkout’● Display validation errors in close proximity

to the input field (not at the top)● Display validation checks against each

field: this gives confidence to the user that he is heading into the right direction

● An eye tracking study showed that people might not look at the “required fields” note on forms


Hold their hand:● It’s clear what information is

needed, why it is asked for, and how it should be inputted

Reinforce Value:● Remind users why they want to

give you their information● Make value proposition a no

brainer● Use security icons● Messaging targeted towards the

reason why users are on the site Use real time validation in close proximity.

Agenda



•Build for Mobile

Proprietary + Confidential82% of B2B researchers use multiple screens - single device usage is becoming obsolete

WH

Y C

AR

E

86%Non-Brand

14%Brand

38% Non-Brand

62% Brand

Mobile research much more likely to be driven by non-brand keywords

Proprietary + ConfidentialMobile site design

Ensure Site Search is present on every page

Clear Calls to Action Keep form fields to the absolute minimum

Homepage navigation should be clear and mobile-friendly

Menus Short and Sweet

Getting started tips:

Constantly analyze and optimize your mobile site

1: To App or not to App?


40%abandon if a

site takes >3 secto load

47%expect a page

to load in <2 sec

52%say fast load time

is important to brand loyalty

2: Speed is of the essence


How does your site stack up? Test my Site

MOBILE FRIENDLINESS

99/100GOOD

MOBILE SPEED

42/100POOR

DESKTOP SPEED

54/100FAIR

3: Target mobile users for longer

mobiledesktop

12:00am Noon 11:59pm

5:00pm

9:30pm

Source: Google internal data, indexed search volume by time of day, Jan - July 2015

WH

Y C

AR

E

WH

AT

TO

DO

3: Target mobile users for longer8:34am 1:16pm 7:36pm

Brand X

Workday

Zendesk

Brand X

Nintex

Crestwood

Accounting Micro Systems

Podio

Capterra


Eye-tracking

Source: Google & Mediative Power of Paid Study 2016


Slot 1 lift eclipses secondary slots for on-site engagement

+20x Lift

Source: Google & Mediative Power of Paid Study 2016, Stat Sig at 95 confidence level. 5% confidence interval, Overall

+5x Lift


Source: Millward Brown Digital/Google, “B2B Mobile Study,” 2015

Majority of multi-screeners access 30-40 pieces of content each week

on their phone

4: Cater to ‘Research with a Purpose’

Immediate Access to Contact: Trial and 0800 number

Menu for clear guidance on where to find information

Price ChecksProduct SpecsProduct videos

WH

AT

TO

DO

Video sharing sites: +24% on mobile

News sites: +26% on mobile

5: Engage on sources used more on mobile

Social networking sites: +10% on mobile

6: Engage with ad content that resonates most35%

gave a me an offer32%

personalized to my interests41%

taught me something new

*Lowe’s ad is a mock-up for demo purposes


Mobile & landing page tools & resources

25 Design Principles: Google established 25 principles of mobile site design to help companies build mobile sites that delight customers and drive conversions.https://www.thinkwithgoogle.com/articles/principles-mobile-site-design-delight-users-drive-conversions.html

Mobile Friendly Test:

This test will analyze a URL and report if the page has a mobile-friendly design. https://www.google.com/webmasters/tools/mobile-friendly/

Test My Site: Test your sites performance on mobile with Google and receive recommendations for improving performance across all devices. https://testmysite.thinkwithgoogle.com/

https://www.thinkwithgoogle.com/articles/principles-mobile-site-design-delight-users-drive-conversions.html



https://www.google.com/webmasters/tools/mobile-friendly/

https://www.google.com/webmasters/tools/mobile-friendly/

https://testmysite.thinkwithgoogle.com/


