Case Study: Addressing Buyer Concerns Directly on Your Homepage/Landing Pages

                          “Why are we not getting more leads?” 

                                                              - your Head of Sales probably

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Good question. Have you tried asking your prospects why they aren’t signing up for demos? Seriously. If you ask them, they will tell you. Below is a case study on how we used qualitative research to gather feedback on our homepage from our target personas. 

Dogfooding:

Winware.ai is a voice of the customer platform that transforms feedback from a company’s target personas into better content. So of course, we are using our own product to improve our marketing content. We recently launched the product so the marketing content is new. This is a real and evolving case study. Note, this blog post was 80% written by our AI based on the feedback from our homepage test. I did have to edit it and add in screenshots, but the core of the post was written for me by Winware.

Asking our potential buyers:

Not all feedback is created equal. We really only want to get feedback from our target personas. That is why Winware uses LinkedIn verification to confirm that research participants match the target audience. For our test, we wanted to feedback from Demand generation teams, Product Marketing teams, as well as Heads of Marketing. Below is the homepage that we tested inside the Winware.ai platform.

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Asking buying questions:

One of the keys to B2B research is capturing feedback that aligns with the buyers decision making criteria. I like to ask the same questions in a survey that an SDR asks in a qualifying call:

1. Pain point: Is one of these a pain/challenge for your team?
   • List the pain ptoints that you solve but also make sure to give them a “non-of the above” or “other” option.
   • Establishing the pain point that resonates with a prospect is a great qualifying question. Candidly, if they don’t have one of the pain points that you solve, then their feedback really isn't valuable.
2. Reaction: How compelling is this landing page at addressing your pain point?
3. What’s compelling: What was the most compelling feature? Why was it compelling to you?
4. Questions: What questions or concerns do you have about this product after looking at the home page?
5. Next steps: Do you want to learn more about our product?some text
   • If yes, do you want to schedule a demo? Or get information sent to you?

I will address why each of those questions are important to learn in different posts, but I am going to start with understanding and addressing questions or concerns.

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               Understanding & Addressing Buyers' Questions and Concerns

Our research validated that Winware’s potential buyers were interested in:

1. Generating More Sales Leads

2. Understanding Prospects' Needs in Different Personas

3. Improving Engagement with Marketing Collateral

This wasn’t much of an “aha” moment to us, but was nice validation that our value statements are aligned with the buyer’s needs. What we really learned from the research was that we were not addressing the buyer’s concerns. What questions do buyers have after looking at our homepage? It was painful to hear, but the research pointed out specific areas where we could more clearly address potential buyer’s concerns on our homepage.

Key learning #1: We needed to focusing more on outcomes for our header

A header is the first thing that a prospect will see. So it is obvious that a strong header is vital in capturing interest and conveying the core benefits of your service. One respondent highlighted the need for clarity of the benefits in our header: “What would make the header more compelling is focusing on outcomes rather than what you do.”

Good feedback but a painful reminder that too often we focus on the tech, not the benefit to the customer. Winware’s AI then generated a few outcome focused headlines. These suggestions prioritized two key points:

1. Clearly state the benefits, e.g., “Increase the lead from your homepage by by 30%.”

2. Value Proposition Clarity, e.g. Explain what users gain right from the start to grab their attention. 

Our team used these headline suggestions as inspiration. 

‍Key learning #2: We thought that we were clear on a key value point…but we weren’t (play sad trombone, wah…wah) 

One of Winware’s key selling points is that we validate Persona via LinkedIn authentication and we share the LInkedIn profile with the marketer so that they can see for themselves who gave the feedback. We also feed that information into our AI. We say that on our homepage, but it is buried. One participant questioned, “I am unsure of the fidelity of a true understanding of the target audience being adequately captured by AI.”

Winware’s AI suggested the following “Action Tips” to improve the homepage:

• Clear AI Explanation: Offer transparent information on how your AI collects and processes data to build trust.
• Real-Life Examples: Share case studies and success stories to demonstrate the accuracy and effectiveness of your platform. (good idea AI…note, that’s why I wrote this blog post)

‍Key learning #3: Prioritizing Information Security and Privacy

Security is always a critical concern in the buying process. One respondent expressed this concern in our homepage test, “Security is always a top concern... I’d have to submit to vendor management and see if it passes.” The good news is that Winware is SOC2 and GDPR compliant. We just needed to make it more prominent.

Based on this feedback, Winware suggested the following Action Tips:

• Detail Security Measures: Clearly outline your security protocols and compliance with industry standards. 
• Privacy Assurance: Reassure users about how their data is protected and used.

Key learning #4: Showcasing Tangible Results with Comparative Analysis

Demonstrating the real-world impact of your service can boost credibility and trust. “I would also like to see a side by side of the initial vs updated collateral to see the impact the feedback and AI recommendations had,” a respondent mentioned.

Based on this feedback, Winware suggested the following Action Tips:

• Before-and-After Examples: Showcase tangible improvements through comparative case studies.
• Quantitative Results: Highlight metrics such as increased engagement or leads to illustrate the benefits. We are working on case studies with customers now.

Conclusion

Want more leads or conversions? Just ask your prospects why they aren’t signing up for demos. They will tell you. That’s the power of qualitative research, it answers “why?” And it is a great way to ensures you directly address buyers' concerns in your marketing content. At Winware.ai, we make it innexpensive and easy to capture the voice of the buyer on your content and then use AI transform that feedback into optimization recommendations and new content, e.g. this blog post was 80% written by our AI based on the feedback from our homepage test.

Want to try it for free? I am happy to prove the value of Winware to you…reach out to me.