5 Digital Truths From the SAP Website Test Lab
5. Facilitate What Your Visitors Want to Do, Don't Force Them
"What we find from our customers is they don't want us to push them into a conversation," says Burns. "They want to drive the speed that they move."
That insight has gone into an "always-on engagement bar" that is on every page of SAP.com. "Anywhere you're at on the website, the header is going to let you take the next step in your relationship with SAP at your own pace. ... If you want to chat with a live agent [the engagement bar has] 'chat now.' If you want us to call you to schedule a meeting," the engagement bar has the information for that, too. "We've tried to provide every aspect most of our customers want to do in the engagement right there in that engagement bar."
That engagement bar is one of many pieces of SAP.com that Burns and the Test Lab team are "really, really proud about in terms of contributing to the business."