One of the greatest challenges for anyone working to improve conversion or progress a buyer’s journey is creating effective content. Your historical metrics can help guide the process; past success illustrates what worked in the past. The problem is that those metrics can’t tell you why a particular piece of content was compelling or effective. You have to rely on skill, experience, and intuition to build the “right” content and then test it in the wild.
But what if, instead of testing content live, you could predict conversion before deployment? Using the methods of machine learning, SoloSegment is building models that predict bounce rates and conversion rates. While those two business outcomes are our primary area of focus, there are many other business outcomes that can be modeled. We’re starting at the top of the funnel because that’s where we’re seeing the most pain for our clients.
This is the “why” of conversion. This is where the magic happens. By analyzing content against tens of thousands of content characteristics and thousands of real business outcomes we’re able to identify what the most important characteristics are for your content. We then compare your actual content to the model and show you where there are gaps--and advise you on exactly how to close them.
Feed the Beast
Not only can you evaluate new content against the predictive model but you can also then monitor performance against the model once the content is live. Our dashboard technology will merge the prediction view with the actual performance view so that you can see how you’re doing and adjust. But the real magic comes when the new data gets fed back into the model. The model gets better. You get better.
Join the Journey
SoloSegment is currently working with alpha customers to refine our predictive models to reduce bounce rates and improve conversion. If you’re an enterprise-scale company that wants to apply machine learning to your content marketing efforts, let us know. We’re providing special offers for our Alpha customers. Join the Journey.
Internal search engines or onsite search engines are vital tools to improve your website experience and increase website engagement.
If a prospect arrives on your website and can’t find the content they’re looking for, an internal search bar is the next place they’ll go. However, if your search is ineffective at displaying results or not user-intuitive like Google, that prospect is more likely to exit your website, and that potential lead conversion may be lost forever.
The Value of an Onsite Search Engine
Improving your problematic site search or implementing a new onsite search engine from scratch often yields a substantial return on investment for your business. Some of the most significant values of an onsite search engine include:
Site searchers are 87% more likely to respond to marketing goals than non-searchers
Site Searchers are 43% more likely to buy — and in some cases a lot more (up to 600%) — than non-searchers
Additionally, when you improve your existing onsite search or implement a new solution, your business can improve SEO rankings and brand visibility, adding more value to your website.
Improve the Website Experience When you Implement Onsite Search
Businesses that invest in the right onsite search engine for their business will improve their website ROI thanks to an improved customer website experience that leads to increased website engagement and conversion rates.
With onsite search being such an essential feature of your website, businesses must implement a tool that works, and have the data to back it up. SoloSegment SearchBox allows you to improve your onsite search, your customer’s journey, and your business results.
How to Implement Onsite Search with SoloSegment SearchBox
If you already have an onsite search on your website, then you’re going in the right direction, and we can help you take that tool to the next level to squeeze more value from it. If you haven’t implemented onsite search yet, what are you waiting for?
Getting started with SoloSegment SearchBox takes minimal time and effort for your staff. It’s as simple as:
Install our code
Collect data and use analytics to guide your actions
Enjoy automated improvements backed by data
Learn more about implementing onsite search from scratch or improving your existing onsite search, get started with a free 60-day trial today to see the immediate benefits your website can experience with SoloSegment SearchBox.
Building and maintaining content categories is costly and time consuming. MatchBox uses the power of AI to eliminate expensive human coding while providing higher accuracy and quicker time to value.
Most large websites have the same problem. You want to tag your pages with topics and industries, but your authors don’t do it. Or they don’t do it well. It’s not the authors’ fault. Tagging content accurately is not easy and humans aren’t particularly good at it.
Machines, on the other hand, can be tweaked, tuned, and adjusted so they become more and more accurate over time.
With MatchBox, you can finally identify the industry audience your content is targeted at, as well as the topic of your content. Accurately tagging your web content with industry and topic labels can unlock the value that you always hoped your taxonomy and your manual tagging would provide, but never did.
MatchBox helps you identify your taxonomy categories for topics and industries by examining your own website and grouping similar pages. No more guessing at what the right categories are—let the content tell you what it’s about.
Eliminate Costly and Ineffective Human Tagging
Most B2B companies are paying their human authors to tag content--or they are foregoing the benefits of tagging content at all. The problem is that human tagging isn't just time-consuming and expensive--often it's flat-out wrong. For complex tasks, with more than a few categories, different humans often disagree with each other on what the right category is for a web page or other document. One study shows that, not only do different authors diverge on the right tag, but 35% of the time the same authors disagree with themselves when given the same document to tag within a few days. MatchBox keeps improving so that your tags are both consistent and accurate.
Update Your Taxonomy When You Need To
If you are like most B2B companies, your taxonomy hasn’t been updated in a while. That’s because updating it kicks off the wrenching process of humans having to re-tag all of your documents by hand. Most companies can’t afford it, so they plod on year after year with the same outdated taxonomy, even as the world that it describes changes. MatchBox allows you to re-run your analysis at any time, so whenever you think that the subjects you discuss have significantly changed, you can run the process all over again.
Use Your Taxonomy to Drive Real Value
Yes, you can import your automated tags into your Content Management System (CMS), but you can also see what kind of coverage you have on each topic so that you identify content gaps. You can also use your taxonomy categories as facets to drill down in site search results and as added information to drive personalized content recommendations. Because your content has been tagged consistently and accurately, using an up-to-date taxonomy, you’ll finally drive the value that taxonomies should have been driving all along.
HOW IT WORKS
Develop Your Taxonomy in One Day
It sounds impossible, but MatchBox allows you to create an up-to-date taxonomy in a single day in most cases. Our consultants work with you to show you what MatchBox has discovered on your site, and you give feedback to eliminate, combine, or change the categories into something that makes sense to you and to your customers. Your subject matter experts can interpret what MatchBox found to make it understandable to humans. By the end of the day, you’ve got an up-to-date taxonomy.
Topics Based on Your Content
MatchBox examines a sizable and representative sample of your content, using AI techniques such as Natural Language Processing and Machine Learning to create clusters of documents that seem to be about the same subject. You won’t spend time arguing about what themes you cover on your website because MatchBox shows them to you. Your subject matter experts decide which clusters to combine, eliminate, or alter—MatchBox takes this feedback and re-runs its analysis to show you the next attempt, which gets more of your feedback. Usually it takes just two or three tries before you have a taxonomy you are pleased with. Your experts can name the topics anything they want, so you can use the names that your customers expect. Once you’ve decided your taxonomy, MatchBox automatically labels your content with the right topics, and it can re-label any new or changed content going forward.
Industries Based On Standards
Topics by necessity must be customized for each website, but industries can be more standardized. Standards exist, such as the North American Industry Classification System (NAICS) that defines just about every industry that your content could be talking to. Our consultants work with you to identify the NAICS industries for your audiences, and to rename them so the industry labels make sense to your audience. Once you’ve settled on your industry taxonomy, MatchBox can label all your content with industries and can keep those labels up to date as the content changes over time.
MatchBox automatically labels new and changed content with accurate topics and industries. MatchBox can crawl your website automatically to discover updates to your web pages, or it can be integrated with your CMS to be alerted for changes.
Integrated with Your MarTech Stack
MatchBox can update topic and industry labels in your CMS for every document. It can also update your site search engine so that these labels can be employed as facts in search drilldowns. Other integrations can also be explored if necessary.
Works with Any Content
MatchBox not only handles HTML pages, but can process PDF files, Microsoft Office formats, and many other file formats that might be embedded on your website. If it has enough text, MatchBox can label it.
Our consultants use MatchBox to help you decide your taxonomy in a single day, and then MatchBox goes to work labeling your web pages every time they change.
Get the Right Content in Front of Customers
Start accurately tagging your web content with MatchBox today.
Google can't save you. Improved customer experience can.
You can't rely on free traffic anymore.
For as long as you’ve had a website, you’ve relied on people searching Google and visiting your site for free. Many of those searchers visited your site, clicked around for a bit, and then returned to Google.
But so long as you weren’t paying for them, that loss didn’t matter. You could be content with them searching in Google again and maybe returning to your site, or not.
Google has changed the game.
Google’s new focus is to convert as much of the search traffic as it can to paid traffic. It has increased the number of ads, so that the first organic result is very far down the page. On mobile, often there are no free results at all until you scroll down the results page. This means that the B2B marketer is increasingly being forced to pay for formerly free traffic–or lose it. Make the most of your traffic with anonymous personalization.
You must fight back with your customer experience.
If you have to pay more and more for the same traffic, then you can’t settle for the old casual relationship with Google. The one where your customers need five Google searches to bounce back and forth from your site to Google to progress their buyers journey. Or maybe where they eventually land on your competitor’s site.
Once they come to your site, you need to hold onto them. That means providing such a good experience that they will come directly back to your site next time without needing to visit Google first.
Good customer experience is successful site search.
Imagine going to Amazon and navigating to find what you need. It would feel slow, probably even silly. You know Amazon’s search is powerful–it’s one of the reasons you order from them. Search can be an easy and effective customer experience.You know that your customers search Google to find your site. Why do you think that they suddenly don’t search when they come to your site? Because you have taught them that your site search is awful. They bounce back to search in Google rather than waste their time using your lousy site search. If you want to hang onto customers, you need to let them search on your site–and succeed. That’s why we offer an AI-driven site search experience.
Good customer experience is relevant content recommendation.
Amazon recommends related products–over 30% of their sales come from these recommendations, not from what the shopper originally searched for. Expedia always offers you a rental car, a hotel, and site-seeing opportunities with your airline ticket. What do you do to prompt customers to see the content that helps them with their task?
If you aren’t recommending where else they go, you are missing the boat. You don’t have to be Amazon and spend millions on perfecting site search. You just need to be significantly better than your sleepy competitors who haven’t caught up yet. It’s not possible for humans to plan out every content journey and then make recommendations on the spot, but it is for AI. Learn more about our anonymous personalization.
Increasing marketing yield means increasing leads.
Many B2B marketers don’t know how to track leads from their origin, so they don’t know what marketing is working and what isn’t. They also might not know what the leads are actually worth, meaning they don’t know what to spend on marketing, even when it works.
Marketing solutions should be able to identify not who your customers are but what they want to accomplish. You need to be able to track how your customers move through your site and offer suggestions. This is now possible with AI, and requires zero human intervention. Anonymous data plus AI allows you to create a superior customer experience and generate leads. That’s exactly what our technology does.
Generate leads automatically.
It’s simple with our tech. Contact us to learn how.
Improving Customer Engagement for Industrial Marketers
Marketers working in machinery, chemicals, and other heavy industries have long been behind the digital curve. For many companies, digital hasn’t become part of your repertoire as quickly because of the complex distribution channels and analog ways of engaging with clients. B2B, especially industrial marketers, has been lagging.
Ask a business executive and they’ll tell you that everything they do is for their customers. Which is all well and good, but how many B2B companies are really paying attention to the changes in what customers want?
Customers expect a personalized experience. But they are tired of bad personalization and personal data misuse. GuideBox provides anonymous, behavior-based website personalization to drive leads for your business.
Lead identification and qualification happens online, and quality content is vital for journey progression. Your visitors are already telling you about the connection between their intent and the content that helps them achieve their goals.
We collect that data and use it to power a personalized experience. This enables you to use totally anonymous data to provide your customers with the content they need, before they know they need it.
B2B buying processes are complex. You have multiple personas doing research across multiple visits. It’s hard to build and maintain an effective content strategy. But it’s not just the content that’s hard, it’s the behavior.
Bounce rates are higher than you’d like. Conversion rates are stubbornly low. You need a way to connect visitors with the right content that you already have. Anonymous behavior-based personalization makes that possible.
With GuideBox you can provide a personalized and relevant experience that leads to more conversions. Connect with an expert.
GuideBox helps your customers find what they’re looking for, automatically, with quantifiable results. GuideBox provides website users with content recommendations based on aggregated historical behavioral data. GuideBox’s fast and measurable results allow your visitors to achieve their goals while you grow your business.
Every day it seems like there is a new privacy regulation restricting marketing use of personal data. Instead of adjusting your approach with each new law, use anonymous data that will never be regulated. GuideBox analyzes previous patterns of visitor success to recommend the right content to the next visitor.
Many "Best of Breed" MarTech solutions struggle to work with the rest of your MarTech stack. GuideBox's API allows you to easily share data with other MarTech components. Want to use GuideBox's content recommendation in your CMS? No problem. Share Guidebox data with some other component? That works too. Unlike many SaaS solutions your data isn't trapped in a silo.
HOW IT WORKS
GuideBox gathers, evaluates, and models visitor behavior data to automatically improve your website customer experience. GuideBox also gathers information about intent, context, and content to better hone recommendations. All this data is taken into account to create the best experience for that individual.
Discerning what visitors need in a given moment requires a complex analysis of behavior and content data. GuideBox utilizes a variety of technologies -- including machine learning and text analytics -- to model behavior and predict what content is needed in a given moment to progress a journey. Over time, it will do a better and better job of improving the customer experience as it gains feedback from your visitors.
Recommendations that Convert
With better content recommendation, users are more likely to find high quality information and are more inclined to convert. We'll show you the data. More importantly, we'll put the data to work.
You don’t have to lift a finger.
GuideBox is compatible with your entire content and Martech stack, so that you don’t have to worry about changing anything.
Rapid Time to Value
GuideBox works quickly so that you can see the value of what you’re paying for.
Easy to use machine learning that shows real results.
GuideBox works how you want it to.
6 Truths About Personalization
Research shows that two-thirds of B2B buyers will switch brands if a business doesn’t personalize the content and experience they receive. When done right, personalization drives a 6x increase in purchase intent. But doing it right isn’t easy. Too many B2B marketers try to scale their personalization efforts manually or haven’t bothered to personalize at all, resulting in frustrated prospects – and lost sales. That doesn’t make sense.
It doesn’t have to be this way. You can deliver the personalized experiences your customers demand. You can do it at scale. And you can do it with less investment than you might think.
Let me ask you a controversial question: Is it time for you to rethink the buyer’s journey for your business? I know that for many companies buyer’s journeys represent a relatively new approach, but some recent shifts in the marketplace suggest there might be a better way.
Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to benefit the customer experience and drive your business.
The biggest mistake that many companies make in their B2B sales and marketing activities is the way they fragment or silo different touchpoints in the customer journey among disparate functional teams. And, worse, the way they make it difficult for those teams to work together. Customer experience matters for B2B marketers. You’d think you would make that easier to bring to life.