Buyer content preferences in product or service selection
I think everyone agrees that customer-centred content converts better than product-centred content. But which content are prospects looking for when they’re deciding on which products to buy?
Marketing Automatation Software Guide did some research on what informs the B2B purchase decision helps answer this question, so I thought we’d provide a summary to help you think about how customer-centric your site in terms of the different types of information available to explain the product.
Content used to inform decisions when researching a market?
During the initial evaluation of a product, these are the factors that are important. No surprise that pricing is at the top of the list since it will often require a phone call in B2B. Proof of features and demonstrations are also popular.
Content…
We're big fans of using the web for qualitative feedback using the many types of website visitor feedback software. These tools really enable you to find out what web users think and feel about your site and your brand online, while the web analytics are more about the how and when web users interact with your brand.
Around a year ago we did an interview with Kampyle where I asked Eran Savir, their co-founder about how their online customer feedback tool could be used for feedback. We've been using Kampyle since we launched Smart Insights and have found it really useful for feedback. We get around 30-40 pieces of feedback each week and average around 4 out of 5 which we're pleased with - thank you for telling us what you think. What we find most useful though are the occasional negative comment which really make us sit…
