Web Benchmarking

Studies show that only about two percent of prospective customers make their final buying decisions based on the typical information they get about products on most Web sites. The problem has to do with the limited nature of this information — which is mainly about the features of product, to the exclusion of any description of benefits. Indeed, very few brands reveal much information about a product's benefits despite the fact that people buy benefits, not features.

Turner DeVaughn has established revenue-minded marketing metrics that quantify whether a web site actually offers the other 98 percent of prospective customers what they need to know to convert to customers.

Each of the dots along the Conversion Curve (seen above) allow prospective customers to accumulate their knowledge of a product -- and edge closer to a decision to buy:

i. Whether a company publishes product features & benefits on the site.
Shoppers (B2B and B2C) frequently start with an interest in comparing one company’s product features to those of a competitor’s (often aided by search engines, such as Google). Prospective customers who look beyond features may return to your site to find out which benefits result from the combination of your features

ii. Whether the value proposition & proof points are posted online.
In some form, people want an articulation of the value proposition with proof points. Feature-centric companies are often unaware of how customers actually use the product and the value that it really creates for them. As a result, this essential information is not available on the web site. In the absence of it, prospects will look to customers as sources of credible reference.

iii. Whether testimonials & dialogue with customers are visible
It is rare to have access to unvarnished testimonials from customers on corporate web sites, let alone an opportunity to engage in a conversation on the brand’s web site. But companies with all of these dots along the Conversion Curve see higher revenues — especially when they offer whole products.

Turner DeVaughn has a 100 point rating system that anyone can use to benchmark their own company. You can see an aggregate of all of these brands and view by company, state or ranking. You can post constructive comments about a brand and participate in the conversation about Revenue-minded Marketing.

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