Web Strategy

Lead Generation

"Lead Generation" is the primary, if not overriding, objective of the majority of our client's web site redesign projects. With over a decade of experience serving enterprise high tech and biotech companies, AtreNet has gained valuable insight in how to design successful conversion funnels and integrate them with lead management systems such as Salesforce™.

Conversion Funnel Design

Our most successful designs place persistent, relevant calls-to-action throughout a website. These call-to-actions address visitors at different stages of the sales cycle and engage them in a pre-sales activity that motivates them to provide personal information.

Above is a series of call-to-actions on the homepage; Try Proofpoint, Get Started, and Learn More. The website also uses vertical banners throughout the site.

The abandonment rate of conversion funnels typically jump when visitors are directed to fill out a form, download trial software, configure a solution, calculate total-cost-of-ownership or other web-based activity. AtreNet uses innovative designs to reduce abandonment rates.

Guiding Visitor Behavior

Website visitors are impatient, insist on instant gratification and too often don't make optimal choices. Because visitors sometimes know exactly what they want, and sometime don't, AtreNet designs web pages that allow quick access to a broad range of pre-sales materials.

Here a tabbed interface (highlighted in pink) to allow visitors to quickly scan a broad selection of materials and get content quickly.

Engaging Visitors with Interactive Applications

For Proofpoint™ AtreNet designed a Solution Configurator. The Solution Configurator serves as a lead-gathering tool while making the customer's experience more productive and rewarding.

Visitors are asked to provide answers to a series of questions. This information is captured and in some situations transferred into the companies lead tracking system.

The prospects receive a summary of the results. To improve readability, any topic can be expanded to show greater detail by clicking the expand button (highlighted in pink).

Reducing Abandonment Rates

An important consideration for building effective conversion funnels is giving the visitor multiple options. While "Request a Call" is the desired outcome, visitors might not be ready for that step. By offering secondary call-to-actions ("Modify" or "Share") less committed users are prompted to discover more information and are less likely to abandon the process.

Capturing Qualified Leads

In the example with the Proofpoint Solution Configurator, the visitor's choices regarding products, configuration options, and industry are tracked, combined with their personal information and transferred into SalesForce™ when the prospect submits a request to be contacted by the company. To address privacy considerations, if the prospect does not request to be contacted, the information is erased.

Tracking Customer Activity

Visitors don't appreciate having to fill out the same form multiple times when they return to a website to gather more information. Corporations want to be able to capture prospects information each time a call-to-action is fulfilled. AtreNet understands and implements web-to-lead best practices that deliver the information companies want, while maintaining a great user experience.

AtreNet's web-to-lead tracking methodology allows corporations to track customer behavior without endangering visitor's personal information, whether those call-to-actions were completed in one visit, or across several visits over several weeks or months. When a visitor fills out a form, their tracking information is stored in a secure database. When a visitor requests additional information, such as a whitepaper or podcast, the visitor's cookie initiates the secure database to update the company's customer relationship management software as a lead. This approach ensures that visitors only need to register once to access privileged data.

Salesforce™ Integration

AtreNet is skilled at integrating commonly integrate customer-facing forms that feed directly into Salesforce™. To eliminate manual interaction, AtreNet can customize Salesforce™ to:

• Apply real-time rules
• Eliminate duplicates records
• Automatically update lead scores based on additional prospect actions

AtreNet Delivers

• A focus on lead management that extends beyond basic acquisition efforts.
• Registration-based value-adds that serve as a lead-gathering mechanism while making your customer's experience on your site more productive and rewarding.
• Marketing solutions that allow you to effectively manage and prioritize your leads
• Compelling event marketing, portals and registration systems.
• Efficient integration of web-based systems into your CRM processes and infrastructure.