One of the channels for acquiring potential customers is
downloading
materials. Document downloading allows prospective customers who visit your website to collect information to obtain their business card information in exchange for providing them with product/service introduction materials and white papers that summarize useful information. can.
After downloading the materials, we will continue to maintain contact with potential customers through nurturing measures. By doing so, you can expect to receive inquiries from potential customers when their needs become apparent.
This time, we will introduce the points to consider when creating a document download page for a BtoB site, along with a site example from a
SaaS
company.
Purpose of downloading materials
There are two purposes for installing document downloads on BtoB sites: lead acquisition and sales efficiency.
① Lead acquisition
The purpose of downloading materials is to obtain business card information of prospective customers who are interested in your products and services, and to follow up with them.
The main purpose of prospective customers visiting your website is to gather information. If a potential customer’s enthusiasm is high, they will convert into an inquiry, free trial, or quote request, but if the potential customer’s enthusiasm is not that high, they will not convert.
The appropriate conversion for less enthusiastic prospects is downloading materials. If the information is useful for your product, service, or business, you are more likely to convert, and the same can be said for potential customers who access your owned media.
It is important to design a conversion according to the enthusiasm and consideration status of prospective customers.
②Improve sales efficiency
There is also the benefit of increasing awareness and understanding of products and services while efficiently carrying out sales activities up to introduction. In addition, as face-to-face sales activities are restricted due to the coronavirus pandemic, the main way to gather information about potential customers is online, making downloading materials extremely important.
BtoB products and services require in-house consideration, so if the information necessary for consideration can be downloaded from a website in the form of documentation, consideration up to introduction can proceed smoothly.
It’s a good idea to download materials that introduce your products and services, as well as the information you need for internal approvals, such as a collection of case studies and comparison tables of prices and features for each plan.
Location of document download CTA
We will show you where it is appropriate to place the CTA for downloading materials on your site.
① First view of top page
Many companies place a CTA for product/service introduction materials on the first view of their home page. Talent management system Kaonavi’s website has a CTA to download materials on the first view of the top page.
Kaonavi | [No. 1 share] Talent management system that discovers the individuality and talent of employees and accelerates strategic human resources
② Set up document download in the footer
At the bottom of each piece of content, place a CTA or form to download materials in line with the context of the content to access more detailed information.
Expense Settlement System On the introduction case list page of the Rakuraku Settlement site, there is a download form for the introduction case study collection under each company’s introduction case study. We also use trackable banners to encourage users to download the collection of case studies.
Introduction examples and reputation of
“
Rakuraku Seisan” | “Rakuraku Seisan”
③Document download list page
If there are a large number of downloaded materials, create a page with a list of downloaded materials.
Website Multilingual Solution On the WOVN site, if you click the CTA for requesting materials/downloading materials from the top page, you will be redirected to the document download list page.
At the top of the document download list are product/service introduction materials and introduction case studies, followed by industry-specific introduction materials.
Form page creation points
We will introduce the key points for creating a form page that transitions after clicking the CTA to download materials.
① Basic format of form page
Many SaaS companies’ sites use the same format as the document download form on the business card management cloud Sansan site below.
Detailed information for downloading materials is posted on the left side of the page, and a form is provided on the right side. The details for downloading materials summarize the visual images and contents of the materials, and also include a phone number for prospective customers who would like to know more quickly.
Additionally, in order to prevent users from leaving the form page, Gronavi and other CTAs are not installed.
https://jp.sansan.com/form/download_lkbook/
② Download multiple documents at once
If you have multiple downloads of materials, you can post them on the list page, but you can also do the same with a form.
On the document download form page on the cloud HR and labor management software SmartHR site, there is a “SmartHR 3-piece set that you can understand right away” and 3 types of product/service introduction materials, which can be downloaded all at once.
By comparing each type of material, you can choose one that contains the necessary information or has easy-to-read visuals that make it easy for potential customers to gather information.
“Understand in 1 minute! SmartHR” free download page
③ Download materials and set up a demo
In addition to materials, downloadable content can also be bundled with demos. The document download form for the sales support tool (SFA) Senses introduces products and services as well as provides demonstration videos.
By viewing the actual operation screen along with product/service details, you can create a more specific image of how the product will be used by potential customers.
What is the mechanism that automatically maximizes results? Senses Overview Material – Senses
④Display the steps to download the document
By clearly indicating the steps required to download the materials, you can check the steps required to download the materials.
The information request form on the cloud POS cash register SmaRegi website clearly states the steps as “1. Input,” “2. Confirmation,” and “3. Confirm received email.”
Request for information
⑤ Move the material visuals in a carousel
You can use the carousel to move images of document downloads to promote the visual appeal of document downloads.
Introduction examples and reputation of
”
Rakuraku Seisan” mentioned above | Clicking on the follow-up banner above “Rakuraku Seisan”
will take you to the form page of the collection of introduction examples. The document download image in the center left moves, allowing you to check the image of the document you are trying to download.
https://www.rakurakuseisan.jp/form/casestudies.php
summary
The purpose of downloading materials is to obtain the business card information of prospective customers who are interested in your products and services, and to follow up with them.As face-to-face sales activities are restricted due to the coronavirus pandemic, we are trying to obtain business card information from prospective customers who are interested in your products and services. The main way of collecting information is online, and the importance of downloading materials has increased significantly.Many companies have placed CTAs for product/service introduction materials in the first view of their home pages. , detailed information on downloading materials will be posted on the left, and a form will be placed on the right. In the document download details, summarize the visual image and content of the document, and include a phone number for potential customers who want to know the details quickly.