At Navu, we’re passionate about improving B2B websites by delivering a better experience for your leads. We firmly believe that when your prospects can find what they’re looking for, they are more likely to convert and eventually become customers.
But what do the data actually show? We took a deep dive into the statistics from multiple real Navu clients, and the story that emerged was very clear. Let’s take a look:
The Best Leads Have Questions
Marketers put a ton of effort into their websites, and try to make sure everything a lead could need is easily discoverable. But the more interested a lead is, the more information they need. And at some point, it may be hard to find that info on their own.
That’s where Navu comes in, allowing visitors to ask any question — no matter how specific — to our AI Sidebar and get an answer based exclusively on the website’s content. And what we see in the data confirms what we already knew from experience: the best leads are the ones with the most questions.
Through the course of this experiment, we found that an average of 27% of all leads who converted also used the Navu Sidebar. That’s right, over a quarter of all conversions on Navu-enabled sites are using Navu to educate themselves during their buyer journey.
A Very Strong Signal
So we can say that a large chunk of successful journeys leveraged Navu at some point. But perhaps even more importantly, the data revealed a clear insight into intent signals.
Visitors who are engaged on the site are more likely to convert. That isn’t news to anybody. But the extent of the relationship we discovered in the data was frankly a surprise even to us: Leads who asked questions in the Sidebar were 4.7x more likely to convert than those who didn’t.
It’s also important to note that the group of non-question askers already omits bots and immediate bounces, focusing only on real web traffic. This makes the correlation even more impressive, since zero-potential visitors aren’t skewing the difference.
To keep it simple, a site visitor asking a question is an extremely clear indicator of a hot lead. Not only are they educating themselves (and moving down the funnel), but they’re also providing you extremely valuable insights into their decision-making process.
What it Means
Every B2B website is different, with unique challenges, visitors, and goals. But one thing they all have in common is they’re trying to help leads move down the funnel from first touch through conversion.
By adding the Navu Sidebar to their sites, marketers are counting on the simple idea that a better educated lead is a more valuable lead. These results clearly support this, and make two things evident:
- Your best leads are the ones that benefit most from Navu
- Asking questions is an extremely strong signal of intent
Got more questions about Navu’s impact? Let us know!
