Dell is a technology company that for years has been creating different types of solutions for a diverse audience. Find out how the company managed to boost conversions and generate better leads by investing in landing pages and interactive content. Edgar higuerey Jun 6, 20 | 7 min read Dell success story For 30 years, Dell has helped countries, communities, consumers and people in many different places use technology to make their dreams come true. Customers trust Dell to provide technology solutions to help them do and achieve more – whether at home, at work, at school, or anywhere else. In recent years, the company has been able to improve its results in terms of conversion and generating leads with strategies interactive content , focusing on the landing pages. In this article you will see a success story that shows how that process was and what the benefits were. Continue reading! Dell Dell has a variety of B2B (Business to Business) solutions for companies of all sizes. Products and solutions vary for each one of them.
They can range from training a small business with new BYOD (Bring your own device) solutions for employees to advising a global corporation on protecting their public and private networks. The challenge: generate qualified leads Dell’s Digital Marketing team needed a better way to create and globalize custom landing pages for online lead generation. Before I started working with ion interactive , each new landing page was a multi-faceted project that required multiple transfers. First, Dell would create an IT roadmap, then work with a design team, provide the blueprints, code the page, and finally transcribe or translate individual pages for each language or region included in the campaign. On average, it took six to eight weeks to customize and globalize a lead generation form. As a result, many times the campaign opportunity passed before the form was fully globalized. Dell knew that this challenge also presented an excellent opportunity to deliver relevant and specific digital experiences to its diverse audiences. The company already had in mind that the interactive experiences provided by the applications would add value and be useful for its visitors, in order to complement its lead generation program. The partnership between Dell and Ion Dell began using the ion platform for its lead capture forms in September 2010.
They started with the templates of the pages that were already on the platform, but quickly realized that it was very easy to create and test their own custom models without having to understand code or having to ask the IT department for help. Not only did this take less time, but the company was able to accelerate the internationalization process by granting regional Marketing managers access to the ion platform. After creating a page in one country, other regional managers could simply log in, copy and translate the existing lead generation form, and customize the page for their particular regions. Senior Digital Marketing Manager Josh Mueller explained that one of the biggest benefits of using the platform is the reduction in production time:”I can literally ask my team in the United States to create a page, email it to team members in Japan, China, France, and Germany, and then a couple of days later it’s available online.”
The next step With a successful lead generation program in place leveraging landing pages through ion, Dell wanted to apply smarter interactive digital experiences to help more effectively target and deliver solutions to its broad and diverse target audience . They knew that to improve online engagement and generate more leads, it was necessary to go beyond form-based landing pages to create digital experiences that deliver intrinsic customer value. The company determined that having consultants online would be the perfect method to allow clients to configure solutions based on their specific needs, from the small business owner to the CTO (Chief Technology Officer) of a large global corporation. They brought this experience to life through the ion platform. The initiative works as follows: the consultant acts as a kind of digital configurator of the solution, showing how a product, service or application can work in a customer’s environment; the online visitor enters information about their specific product needs; the consultant provides feedback on the appropriate products and services that meet your needs. Dell invested in online consultants working on servers , in the cloud , on virtualizing solutions available to customers on Dell.com . These app-like experiences are frequently updated with the latest product and service information, and the ion interactive platform performs these updates efficiently and quickly. Along with the speed for updates and changes comes the agility to test the unique variations of each online consultant. Rather than keeping consultants solutions as static, unalterable experiences on the web, Dell is free to test designs, copies, images, and customization to help increase engagement and conversion rates with consultants. interactive. Joseph Moke, Senior Digital Marketing Manager at Dell, explains: “You cannot be afraid of failure. There are many different ways to interact with your customers. Online testing, relying on data, and always optimizing are ways to improve your website and make the customer experience the best it can be. You need to know her intimately and not be afraid to challenge what works, even if it works well. Never stop wondering how you can improve the experience. The results From these actions focused on landing pages and the creation of interactive virtual consultancies, Dell saw rapid growth in its conversion metrics, as well as many other benefits.
We will talk about them below! Better use of time The build and optimize process that Dell took six to eight weeks to complete now takes two to four days with ion. Conversion elevation Using the ion platform to advance testing and optimize its pages for lead generation, Dell found that basic contact forms increased by 50%, and their landing pages saw increases of up to 300%. Needless to say, Dell’s other divisions have joined as well, and the ion platform is now being embraced by various sectors of the company. Increase in sales opportunities According to Josh Mueller, Senior Manager of Commercial Digital Marketing at Dell:”The ion platform was a key enabler for our online lead generation strategy, resulting in a 10-fold increase in opportunities for our sales team over a two-year period.” Most relevant dialogues The data collected by the platform enriches the Dell sales consultant with insights on the prospects , which, in turn, allows them to have a more relevant and personalized conversation with the generated leads.
Alignment between marketing and sales This data also ensures strong cohesion between the sales and marketing teams , and the marketing team conveys valuable information about leads to the sales team, helping them do their jobs more efficiently. When a visitor concludes their contact with the interactive consultant, the sales team receives the evaluation and it is loaded directly into the sales CRM to give continuous access to the lead information. The future of Dell’s interactive strategy Regarding testing, in the coming quarters Dell will work with smaller forms to adjust various page templates on its websites, which will also be tested in markets where the integrated forms did not work. They will also follow up on research on ways to merge interactive content into future projects as a way to improve the user experience . Joseph Moke adds: “Everyone involved in the success of our company wants to know the status of the business and the ROI of our campaigns. For our internal audience, the increases in conversion and testing are just the beginning. We can increase form conversion in a number of ways, but if our leads are low-quality or unengaged, we lose credibility with sales teams, and in the end, the customer experience isn’t that great.