This summer I took a fresh look at our web marketing, but this time I looked from a different perspective. I imagined I was a prospective customer. Then it hit me. We’re not practicing what we preach.
My company’s main goal is to make personalized, custom solutions easy to find and purchase: “Custom with the ease of standard”, we like to say. Well, it turns out our principal product, e-Con CPQ, is custom-made. If ease is our deliverable, then shouldn’t we start delivering from the start? Shouldn’t we make it easy to buy from us? I have read a ton of information on the importance of that first transaction with customers. Sales experience is highly correlated with purchase rate and loyalty, so it seemed obvious that by making it easier to buy from us, we could grow even more quickly.
It just never occurred to us (like so many B2Bs out there) that despite the complexity of our product, we could still simplify purchase. Now that we’ve worked on this for a few months, I am so glad that question occurred to me.
The e-Connector: A bot to help you learn Configure-Price-Quote software
e-Con Solutions deploys the standard forms of contact on its website. There’s the ubiquitous “firstname.lastname@example.org” email address. There are plenty of forms that deliver information to that address, such as requests for demos or more information. Interested prospects can also call the main office, but it is difficult to find the right information in a timeframe that leaves you with a positive feeling.
I started thinking about how we could remake our lead conversion process to really impress our customers with, “Hey, e-Con is remarkably easy to work with”. We call “him” the e-Connector, a bot trying to connect you in the right way to e-Con CPQ.
The e-Connector is a bot we programmed to help our web traffic very quickly find the information they want to know. Currently, it takes you about seven brief interactions, which should be a big improvement over reading and scrolling through pages and pages on our website. Now the interaction is more focused, and you don’t walk away with a bunch of extraneous information that will be gone tomorrow. At least that is my hope.
I would like to invite you to test him and let me know your thoughts: praise, criticism, or any thoughts you have about how we could take our Sales Experience software to an even higher level. Are you up for it? Just click on the orange chatbox.