We have generated a lead whenever a customer visits the website, but what about conversion?
A customer is a conversion only when they complete the checkout process on the website.
Thus, a B2B conversion rate is when the decision-maker completes the formalities on the website or calls for action and converts to a customer.
But unfortunately, according to econsultancy, only 28% of B2B are satisfied with their current conversion rates.
So, what are the challenges these organizations face when it comes to conversions?
Well, you will be surprised to know that these challenges are sometimes minor things like,
- No proper navigation on the website.
- No personalization for the decision-maker.
- CTAs have broken links.
- Unanswered emails.
- Inaccurate lead generation services.
Well, these are some of the mistakes an organization can make. But if all the above things are in place and conversions are still not happening, that is a concern.
Maybe it comes down to the answer that the organization is not correctly implementing the conversion rate optimization tactics.
So what exactly are these conversion rate optimization tactics, and why pay heed to them.
Let us look at it in detail to what they are and how to implement them correctly to boost the conversion rates for B2B.
B2B Conversion Rate Optimization Strategy
The term used for conversion rate optimization is CRO, and as defined earlier, it refers to improving the chances of the leads getting converted into a customer.
Even in B2B, lead generation is considered more important than conversions. This is because driving traffic to a website is in the front seat, and conversions have taken a back seat.
But organizations need to understand that conversions and not just traffic primarily generate ROI.
Thus, we have outlined some key B2B conversion rate optimization strategies to help boost conversions and improve sales.
Learn About Your Audience
When visitors land on your website or the concerned page, track their behavior. Look at the small details like,
- How much time do they spend on a particular page?
- Do they spend time navigating or clicking the CTA?
- Do they complete the form or stop and return after filling in some particulars?
- Are they interactive with the chatbot? What type of questions are they asking?
- Where is the ideal lead generation platform?
And the list can go on. Every decision-maker that lands on your website have their reasons for the behavior. But you have to create a strategy and understand how the prospective clients behave.
These insights help you to understand your customer’s needs. Thus, you can make appropriate changes and enhance the customer experience.
And once your audience connects with you and your content, conversion is just a matter of some conversations! This is one of the best conversion rate optimization tactics.
Track everything means everything.
You should collect all possible data from lead generation platforms, social media, website tracking, interactions on various channels, clickthrough rates, and more. Then use this measurable data to make appropriate changes to the content, style, products/services, and everything that matters. Also, escalate the things that customers show interest in.
Remember, you cannot change or improvise what you did not measure. So spend adequate resources and time on relevant improvisations on your content according to the data received. It increases customer retention and also trusts in the brand.
When consumers realize that you take appropriate actions according to their demands, comments, and reactions, they know they are valued.
But despite the importance of data analytics, according to session-media.com, 42% of B2b marketers say that lack of quality data is the biggest hurdle to B2B lead generation.
Thus, take timely action and put all your data under measurable analysis. The best way to increase conversion from B2B lead generation on your site is by updating it regularly. It also helps to meet the changing demands of the market seamlessly.
Implement Correct Content Marketing Strategies
Your content plays the most crucial role in conversion. Thus, use your content marketing strategies in the best way possible.
And by content marketing strategy, we mean all the below things and more.
- Regular newsletters.
- eBooks for loyal customers.
- Testimonials on the websites.
- Reviews on best sites.
- Personalized emails.
- Different content strategies for new customers.
- Write blogs and maintain the publishing schedule.
These content marketing things can go a long way in getting conversions.
The main point is that B2B buyers are always interested to know the technical aspects of things, unlike B2C buyers who are only interested in the product.
Hence, appropriate and regular content marketing can help buyers get the information they desire without asking!
Improve Website Design
‘Design is just not what it looks like and feels like. Design is how it works.”
This insight on the word ‘design’ given by Steve Jobs (who needs no introduction) changed the way designers design everything.
It shifted the emphasis of the word design to how people would feel working with the design. Thus, how it looked and felt took backseats.
This strategy not only worked for Apple but even for small start-ups. They also focused on how customers would feel while browsing the site rather than just focusing on how it appealed visually.
So this strategy is applicable even today to optimize your B2B conversion rate in every industry.
Check your website UX design thoroughly. Do not have unnecessary pop-ups ads disturbing the navigators. If you plan to use pop-ups or ads, schedule them appropriately.
Check for all the broken links, loading time, and clickable buttons. Then, add relevant links that help users in their decision-making process.
Last but not least, design contact forms to keep details to a minimum. When you have executives and C-suite audiences filling the form, they want all that is quick, short, and simple. So ask for only the required information, and don’t bother them with unnecessary fields to be filled.
Believe it or not, customers likely convert or buy from secured sites in the changing times. So even if you have an authenticated business but do not have a security certificate on your site, your business will see little or no customers.
So ensure to get that SSL certificate for your website and display trust seals wherever possible. As mentioned earlier, the B2B audience needs and has the technical knowledge, so it is necessary to show them that security and privacy are essential for you.
When you tell our customers that their information is encrypted and safe, they are more likely to complete the checkout process quickly.
Also, during the checkout process, try to keep a guest checkout option so that customers don’t have to sign up for your services mandatorily.
Benefits of B2B Conversion Rate Optimization Strategies
There cannot be one go-to plan for B2B conversion optimization. You have to regularly tweak your plans to meet the changing demands of the customers. It will lead to more lead conversions and attract sales regularly.
We have also listed the host of B2B conversion rate optimization benefits.
Once you know your audience and lead generation platforms, they are more likely to convert. And B2B customers come back to the sellers who understand their needs quickly.
When you invest in your customers, they will pay better for your services. Plus, they will also return to you for more. Thus, a better conversion rate in B2B means an excellent ROI.
Increase Brand Awareness
When your customers talk good about your brand, it increases brand value. Thus, enhancing customer experience means generating brand awareness, leading to more conversions.
When you have an optimized strategy for conversion, you have more chances of customer retention. As mentioned several times, B2B customers are likely to be retained by those sellers who deliver the best in minimum interactions. So basically, it is all about providing impeccable customer service to prove that you are here for them.
Gain Trust and Credibility
When you change your strategies according to customer demands, they know they can trust you. In addition, they get an assurance that they will receive updated information and products without exploring them. Thus, investing resources in making your customers happy can go a long way to gaining their trust.
B2B conversion optimization strategy should cover all your digital marketing strategies.
By understanding your audience, delivering the best content, tracking KPIs, leveraging retargeting practices, and creating a secure and trustworthy experience, you can boost your B2B conversion rate.
Thus update and optimize your website and content consistently to increase inbound leads and conversions.
Frequently Asked Questions
What is CRO, and why is it important?
CRO is Conversion Rate optimization. It means implementing the best strategies to convert leads into customers.
Conversion Rate Optimization strategies are necessary to increase ROI, sales, and brand visibility.
What is the best sales conversion rate?
The best conversion rate is anywhere between 2% and 5%. But some companies have a higher conversion rate too. And their secret to this is their distinctive approach to digital marketing strategies.
What are the benefits of incorporating a B2B conversion rate optimization strategy?
Besides generating better ROI and total revenue, here are some benefits of incorporating a B2B conversion rate optimization strategy.
- Guaranteed conversions
- Increase in brand awareness
- Customer retention
- Increase in trust and credibility