[Inquiry increase] Site improvement on BtoB

June 25, 2015 May 12, 2022 Content SEO , Business , Web Strategy / Management Strategy

Last time I talked about the characteristics of the BTOB site, so this time I will talk about the improvement of the BTOB site.
Before improving the site, if you clarify the goals and issues of your service, we will move on to content.
So how should we consider?

1. Thinking content

About content examination

First, let's select the target user.
Content candidates and content will change depending on what users your services are for.
It is common to want to collect a wide range of layers, but in the case of BtoB, it will not be connected to the conversion unless you narrow it down to some extent.
In addition, the content of the content may be uniform and may miss users who should meet their needs.
Based on the above, you can see what kind of content to make.

Points that emphasize

What we need to emphasize in considering content is differentiation from other companies in the same industry.
It is common for users to compare them with multiple in the industry to consider services.
However, the strengths of their strengths are different, so this service here is as good as other companies! If the parts are explained in an easy -to -understand manner, the point is to consider services.

Content content

However, it is not just about telling our strengths and what they want to convey.
Let's consider what kind of information the target user wants and wants.
If you scrutinize what existing customers and users who have led to your inquiry are, you will see what your services are for users, so let's consider the content that suits them.

Content that is often read

About service outline

First of all, the page that the first user can always see is a service outline (details).
If you can draw users here, we will approach your inquiry.
Of course, the content to be conveyed to the target user is also important, but it would be better to think about where to guide after seeing this page.

About case page

Next is the case page.
After finding the service content and checking what places and transactions you are doing, users can see a rough budget.
The point of the case page is

(1) Dispersal of the size and type of business of the introduced company
→ For example, if the size and industry are limited, maybe the target users are such as "Maybe the budget will not fit at home?" I will miss it.
(2) The amount of sentence is a little short
, so it is satisfactory to read that it is too much, and if it is too small, it will not be transmitted. It's a good idea to make users want a little more detailed story.
③ Let's devise how to show
→ If there is a background that led to the contract, if you match the user you are looking at, the probability of contacting us will increase. Even if there is a little difference from the background of the user, there is a possibility that it will lead to the introduction, "It is different, but it is suitable for Company A's worries."

Improvement of inquiry form

Why input form is important

Since the content is the role of attracting customers on the web, the inquiry form will serve as a customer service.
If the customer service part is difficult to understand, the user's stress will lead to withdrawal.
For example, if you are at a cash register at a convenience store, you may be stressed if the line does not progress easily, and some people will stop buying in different places.
If you proceed smoothly, you bought it.
The same is true for the input form, and the conversion rate will increase by improving the user so that it can reach the purpose smoothly.

Improvement of input form

Please prepare two of your inquiry forms, e -mail form and phone number.
The user's interest and urgency are different, so it is kind to have multiple preparations.
The problem is the e -mail input form.
As a point

(1) The items are minimal
→ What do you think there are many input items? Don't you think it's troublesome?
Let's think from the user's perspective

② Let's put it in the first view
→ If you protrude from the first view of the screen, you will feel long.

(3) In the essential items, describe in the text "required"
→ If you represent it by symbol, it will often lead to a missing omission. It is kinder to say that it is essential.

④ The background of the error item changes the color
→ You can see at a glance where it is leaking by changing the color of the background of the missing part.

Conducted to connect to inquiries

The inquiry form does not need to be only on the top page.
Where do the users look and want to contact us?
Assuming that you read the service page down, it would be very easy if you could go to the inquiry as it is.
Let's be aware of the optimal form by looking at how the user looks at its site and led to your inquiry.

If you clarify the target of the user you want, the scenario of the order that the user follows, the content will be united.
How to convey it will affect the user, whether it is easy for users to use ... It is important to always think from the user's perspective.

Content SEO , Business , Web Strategy / Management Strategy

Posted by LSD_ADMIN