B2B Quote Requests
Interested if folks have any best practices to share with forms to request a B2B product quote?
While many buyers are conditioned by e-commerce to place orders and receive instant gratification; our company (commercial & education 3D printers costing $4K+) for various reasons has to sell in an 'old school' manner. Customers have to fill out a quote form, we reply within a few hours to 1 day, and send them all the info with the goal of insides sales team to close deals.
The forms on our site: www.fusion3design.com convert in the 2-3% range, but I have to believe there's ways to get a much better rate.
Look forward to a great discussion!
Thanks so much for sharing this example. It’s a fun one. Below is a list of test ideas directly related to optimization opportunities we see for your 'Request a Quote' page @ http://www.fusion3design.com/buy_3d_printer/
These test recommendations are based on our experience optimizing B-2-B lead generation pages for larger, more consultative sales, requiring more direction and nurturing. Please note these recommendations are obviously not a result of a detailed understanding of your brand, products or specific target audience needs - they are more usability focused. There are likely further opportunities to be uncovered from a deeper dive into fully understanding your products and customers. Happy testing!
Reinforce key benefits messaging:
The current page is a bit copy heavy and may actually provide too much information. Simplify the benefits messaging with a few key points. Also experiment with linking out to learn more about key points (allowing the site to do more work), and test the use of icons to make the page more readable at-a-glance.
Sync quote options and form questions
The copy provides lots of helpful information about benefits and key elements that impact the quote yet the form does not ask the user to provide information about some elements (i.e. support preferences, volume qualification, military status etc). Test providing optional/opt-in fields to ‘Tell us more about your business and printer needs’.
Test various field sizes and styles:
Test larger, slightly more stylized form fields - This is particularly important to mobile users and touch screens.
Test clear call-out to what the commitment is and what will happen next:
Setting clear expectations for next steps helps raise customer trust and confidence. This copy is present on the page, but try a test that places it in the header of the form (below the Get a Quote headline perhaps).
Let the site do more work:
Experiment with linking out to learn more about key points. As long as the paths back to the quote page, links will help direct users to key site content for customers that might not have answered all the key questions before hitting this page.
Test segmentation for various steps of sales funnel:
Experiment with a variety of contact points for various states of customer decision making process. Does everyone need to fill out the quote form or if they are early in the research phase, can you provide them with more helpful product information/case studies/testimonials etc (in exchange for just an email address and name/company perhaps)?.
Test how much these potential customers know about your products:
Does everyone who hits this page know which product is best for them? Do they know the difference between a single and double extruder? If not, asking this as the first question could be causing form abandonment. Instead of requiring a product choice, test asking questions about their needs and creating a quote around that.
John Gentle - Founder and CXO roboboogie Inc.