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MasterControl Case Study: What to Do When SEO Comes Up Short
October 02, 2008
Edited by Stacy Straczynski
Company: As a vendor of crucial quality control software for industries under the watchful eye of the FDA and ISO, MasterControl offers a unique industry expertise backing their product. FDA and ISO regulated companies use MasterControl as a resource for document and quality control. Almost 80% of the traffic visiting the MasterControl Web site seeks process and standards information via white papers.
Challenge: As the majority of advertising and marketing quickly moves online, the struggle for the attention of each potential customer continues to increase. Companies taking advantage of SEO and Pay Per Click (PPC) services expect immediate ROI, working to keep the sales pipeline full of qualified leads. So what can a company already utilizing several traffic-generating tools do to avoid the inevitable sales plateau?
MasterControl SVP of Marketing Curt Porritt recognized that the company's site traffic needed to be converted into higher-quality sales leads. He wanted to continue providing valuable information to potential customers, but at the same time avoid letting them leave the site without learning more about the specific solutions MasterControl sells.
"The majority of the sales prospects being generated through our online marketing efforts desired industry white papers," says Porritt. "We needed to generate higher sales conversion from this knowledge specific traffic. The industry clearly valued MasterControl's solutions, but many prospects would download a white paper and leave the site without really learning more about MasterControl."
MasterControl was already making a substantial investment in a wide variety of Web marketing tactics, including SEO, PPC, e-mail blasts, banner ads and more. Despite noticeable increases in traffic and leads, much of this investment was not directly converting into the sales process. Through the use of analytic tracking tools, MasterControl realized that while they were generating a lot of leads, they needed a better way to generate higher-quality leads and to separate the "tire-kickers" from the true prospects.
The MasterControl Web site was packed with product information, customer testimonials and industry white papers. However, the value of this information was lost in the lack of conversion focus in the site's design. MasterControl needed to make each piece of information easily accessible while motivating potential customers to leave their contact information.
Solution: Curt Porritt did two things to better focus MasterControl's site traffic. First, he added a new analytics tool called a HookTour. Designed by Sapha, the HookTour is conversion tool that combines rich media with direct response discipline and superior analytics.
As the second part of the site redesign, MasterControl reorganized the information available to customers. Curt placed a "Quick Links" box on the MasterControl homepage. Here viewers can find customer testimonials (in video format), industry white papers, product information, live demos and other helpful tools. Featured alongside other resources in the "Quick Links" navigation box, the HookTour serves as a brief three-minute introduction to MasterControl and the solutions they offer. At the end of the demonstration, multiple digital assets such as white papers, educational material and incentives are available for those willing to leave contact information.
"People want something easy. Customers learn much better when they can see, read and listen all at the same time." says Porritt. "The goal was to give them a simple education tool that would get the message across quickly while still providing the information customers want. Most importantly, this tool supplies us with highly-qualified leads that convert into the sales process at a much higher rate than our standard leads based solely on downloading white papers."
Results: The HookTour has effectively allowed MasterControl to present approximately 12 Web pages of text in just a three-minute long presentation. The true benefit of this engagement tool is the increase in quality leads MasterControl has seen since integrating the HookTour into the Web site.
By comparison, leads generated via downloading white papers convert into the sale process at an average rate of about 5%. Leads generated by HookTour convert into the sales process at a rate of about 18%.
MasterControl has enjoyed the scalability offered by Sapha's solutions and has plans to continue building on the success of the HookTour. Sapha offers a suite of conversion tools that utilize additional analytic strategies and directly integrate with CRM programs like Salesforce.
"We are thrilled with the results we have achieved with Sapha—their solutions are easily scalable and deployment is seamless," says Porritt. "From the moment we implemented it, Sapha's HookTour began to outperform any other conversion tactic we used on the Web site. In this business, we are all about sales conversions, and Sapha achieves that for us."
Sapha is an online conversion company providing solutions taht help improve traffic conversion for Web sites, e-mail campaigns and landing pages. Sapha delivers products that combine rich media, proprietary analytics and direct response know-how into easy, cost-effective conversion solutions. For more information, visit www.sapha.com.
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
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