How Pardot optimized their website into a lead generation machine


Salesforce has not too long ago made website optimization updates to Pardot.com which have successfully generated 12% extra site visitors, 15% extra conversions and 29% extra leads. Now, they wish to present you the way they did it. Pardot is a division of Salesforce targeted on advertising automation and lead nurturing for the B2B sector.

stats of ROI on salesforce updating website optimization of pardot
Source: Salesforce

ClickZ can be internet hosting a webinar with Bill Reed, Product Marketer for Salesforce, to debate how they received such constructive outcomes and translate their personal expertise into strategic and sensible methods so that you can flip your website into a major supply for leads.

If you’re fascinated by studying extra, you’ll be able to register for the upcoming webinar, “How to Turn Your Website into a Lead Generation Machine” which is scheduled to happen on September 10th at 1 pm EST.

Content produced in collaboration with Salesforce.

A deep dive into what’s working (and what’s not) with website optimization

Now is the proper time to deal with optimizing your website for lead generation. The Pardot webinar breaks down among the key steps that Salesforce took to extend site visitors, leads, and gross sales to Pardot.com. The first step was self-analysis.

Salesforce recommends that companies start their website optimization initiative with self-discovery, by asking the next questions.

  1. What is working and what isn’t?
  2. What pains are you feeling together with your website?
  3. If you might repair one factor above all, what would it not be?
  4. What’s lacking from the location?
  5. What would you like individuals to do on the location?
  6. Describe the proper situation. What does success appear to be to you?

The solutions to those questions will set the scope of your redesign venture and assist inform the subsequent steps. More importantly, having a checklist of desired accomplishments will assist you set measurable objectives corresponding to driving extra site visitors, bettering search engine optimisation rankings and rising conversion charges.

Salesforce requested these precise questions earlier than embarking on a redesign for Pardot.com that led to creating a number of concrete modifications to the location, bettering total efficiency.

Practical steps taken for Pardot

One of the only methods to enhance website usability is to create intuitive navigation that helps chart a course for patrons and prospects. Salesforce modified their navigation to reply the most typical person questions as follows:

  1. What can Pardot do for me?
  2. How a lot does it value?
  3. Why ought to I take advantage of Pardot over another person?
  4. How do I do it?
  5. Who are you actually?

After updating the navigation to reply these questions, pageviews to Pardot.com elevated by practically 10%.

Here’s what that navigation seems to be like now:

example navigation for pardot.com
Source: Salesforce

It’s all in regards to the story

One of the important thing components to creating content material circulation in an intuitive (and useful) method is to attach it in order that it tells a story. Salesforce highlights the significance of speaking your content material as a story, slightly than simply itemizing advantages and options in standalone, advert hoc style.

They did this by bucketing options with related headlines and descriptive textual content in order that customers might simply envision the impression of every characteristic to their backside line.

example of better presentation of features for optimizing a website
Source: Pardot.com

Presenting key options this manner lowered bounce charge on Pardot.com by 14.four% (40.three% vs. 47.2%) and elevated conversions by practically 27%.

Salesforce additionally included calls-to-action all through the website, however solely the place they made probably the most sense. This gave customers the chance to take motion extra typically and helped improve conversions by 14%.

Use varieties correctly

Salesforce targeted on optimizing type size and content material to weed out unqualified leads whereas rising total conversion charge.

“The goal is to increase the quality of leads coming in by collecting enough data to validate each lead.” –Salesforce

Once you may have the proper lead type, it’s vital to check them out your self to see if gross sales is appropriately following up. Some inquiries to ask are:

  • How lengthy does it take for gross sales to comply with up?
  • Do they get routed correctly?
  • Does gross sales qualify the lead properly?

Optimizing your post-lead follow-up technique may help flip prospects into clients, but it surely additionally provides customers the chance to proceed studying (and changing) after they submit a type.

One method Salesforce did this was by presenting hyperlinks to extra sources on their type affirmation web page.

example of optimizing a website form page with additional resources
Source: Salesforce

By figuring out what’s working and what wants enchancment, creating measurable objectives and mapping out a concise plan of motion, companies can optimize their website’s efficiency for each stage of the client journey.

If you’re fascinated by studying extra about how Salesforce created and applied their profitable website optimization technique for Pardot.com, register for the upcoming webinar, “How to Turn Your Website into a Lead Generation Machine” which is able to happen on Tuesday, September 10th at 1 pm EST. This webinar can even be out there on-demand after the occasion.



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