Small website changes to improve the site conversion rate I Interview with Staisey Divorsky from EnPlug

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In today’s episode, we are speaking with Staisey Divorski who is the vice president of marketing in EnPlug. EnPlug is a digital signage software that makes it easy to scale communications with compelling content delivered to screens across the room or around the world. They say it is the easiest way to put digital content onto any displays.

Staisey is a data-driven marketer with a Ph.D. background and has over a decade of global media and communications expertise. She has blended a passion for consumer engagement with a deep understanding of paid digital media best practices and social media platforms to drive exponential growth for a technology company.

In this episode, we focus on website optimization and we discuss with Staisey about our shared passion for increasing conversion rates for more business leads. We go into details about how little changes and updates can really make a difference for your lead collection from your website. 
Check it out…

See an abstract of the interview on how to improve the site conversion rate

Pathmonk: How would clients usually find and collect then what’s a typical customer journey looking like?

Staisey Divorsky: We really find people through a variety of sources. One of the things I think is interesting here is that we actually find people or people are finding us rather through both offline and online sources, which then makes it difficult to tie those together in some cases and really see the whole customer journey. Online people tend to find us through review sites like Capterra or G2 where they’re looking at different software vendors and comparing them. However we also have a lot of people who actually go into a business that’s using our software, but they’ll see how cool it looks and then they’ll just say that the people who were working there, wow, what’s that? How do you do that? How can we get that? And so they come into us that way as well.

Pathmonk: Are there any channels that you are excited about…?

Staisey Divorsky: I mean I’m excited about all channels. I’m a marketer, I’m channel agnostic. I’m not gonna, kind of be down on any of them. I do think that the online forums we’re finding are having an increasing number of people coming into us through that. By that I just mean aside from just general review sites, there’s a lot more people who are kind of crowdsourcing information about how to get their displays up and running, how to show content on their TV screens.

Pathmonk: Like what role would you say, does the website play in the overall mix?

Staisey Divorsky: You know, Enplug is super reliable. It’s very powerful. What we’re starting to find is that it’s primarily enterprises who are seeing a lot of success with us now obviously is a company that’s growing in the beginning, right? We had a wider target audience. We’re finding that we work really well with enterprises and that’s creating its own unique challenge for our website. What I mean by that is that the customer journey is a lot less linear compared to a small or midsize business. I can even give you an example. We have a deal in the pipeline right now where about 10 months ago, two people from the same company converted on the website independently, I assume independently. Again, that’s one of the challenges or the struggles is, were they sitting side by side either all of that. Then, not a lot of contact. I see two months later, another person, converted on our website from the same company (…). So these people all came in through different sources. They all converted on the website requesting a demo conversion. The assumption is from talking with the salesperson that they’ve been talking to each other and office and their path to arriving I asked was just different. Whereas in the past, we could look at the demo conversion and say, okay, this demo conversion, we can link to the cost of acquisition. We can, we can link it to the lifetime value of our customer and we could make a nice mathematical formula.

Pathmonk: I was actually about to ask you, because you mentioned the conversion metric already and now you bring up an extra layer of complexity. I’m curious then what metrics are the ones that you would be caring about and steering the marketing efforts by?

Staisey Divorsky: One of the things we’ve really started to do lately is layer in a lot of firmographic data so that we can start to identify our audience a bit better even prior to conversion. That that helps us filter out who we’re continuing to target to move closer to that conversion point. Some of the metrics we’re looking at right now is the actual firmographic size of who’s visiting our website and also, demographic and geographic information as well to help us determine if we’re continuing to drive in the right size of company from the right location.