Table of contents
01
Introduction to B2B CRO
02
B2B CRO best practices
03
6 ways to improve your B2B CRO
Introduction to B2B CRO
Conversion rate optimization (CRO) is a process focused on improving website conversion. Conversions are the successful outcome of a user’s experience on a website. While many of the same tried-and-true techniques used in B2B website optimization still apply, B2B CRO has unique nuances that require a tailored approach.
Unlike business-to-consumer (B2C), B2B CRO involves a longer sales cycle and typically involves a more complex buying process. Success in the B2B CRO space requires a deep understanding of the target audience, as B2B audiences are often more niche than B2C audiences. Identifying the specific types of businesses and decision-makers that you want to target is crucial for creating a website that resonates with them.
Our approach to B2B CRO is multidisciplinary, integrating insights from Customer Experience (CX) to understand the buyer’s journey, applying user experience (UX) to establish a solid definition of success in both the users’ and company’s view, machine learning (ML) analytics to rapidly build and adapt new test hypotheses, and content strategy to develop content that addresses the specific needs and pain points of each stage of the journey. These disciplines work in harmony to help increase conversions.
CRO Best Practices
Focus on user experience (UX)
If a website is difficult to navigate or doesn't provide a good user experience, visitors are less likely to convert. UX design should focus on making it easy for users to find what they're looking for and complete desired actions, such as making a purchase or filling out a form.
Create valuable content
B2B buyers need detailed information about the products or services being offered. Providing specific information about features, benefits, and pricing can help to facilitate the decision-making process and increase conversions. This could also be educational content in the form of blog posts, white papers, webinars, or case studies.
Integrate digital marketing and experience
Landing pages are one way to boost conversions from digital marketing campaigns using dedicated web pages designed to convert visitors into leads. Using landing pages in concert with lead magnet content is an effective way to collect contact information. To incentivize potential leads to share their contact information, you can offer lead magnets such as free trials, demos, e-books, or exclusive content.
Streamline the conversion process
B2B buyers often have limited time and want to complete tasks quickly. Streamlining the conversion process by minimizing form fields, providing clear calls to action, and enabling easy payment options can help to reduce friction and increase conversions.
Testing strategy
Maintain a list of your test ideas and order them by potential impact. Test different versions of high-traffic pages to see which version performs better. Machine learning can help to automate A/B testing, which can save time and increase the accuracy of the results. By continually testing and optimizing different elements of a website, businesses can improve conversion rates over time.
Reputation management
B2B buyers are often looking for a trusted partner rather than just a product or service. Establishing credibility through customer testimonials, case studies, and industry awards can help to build trust and increase conversions.
Machine learning
By analyzing large amounts of data on user behavior, you can predict which elements of a website are most likely to lead to a conversion, which user paths are fruitful ground for testing, and which combinations of content help accelerate users through to conversion.
Personalization
Machine learning can also be used to personalize the user experience, which can lead to higher conversion rates. By analyzing user behavior, machine learning algorithms can recommend products or content that are tailored to individual users' interests and needs.
Nurturing
Once you have collected a lead's contact information, you need to nurture them through the sales funnel. This involves providing them with targeted content and offers that are relevant to their interests and needs. Once a lead has become an SQL, your sales team can follow up with them to close the sale. Use tools like CRM software to manage your sales pipeline, optimize follow-up tactics, and track your progress.
6 ways to improve your B2B CRO
Define your conversion goals.
Before starting any CRO initiative, you need to define what constitutes a conversion for your website. This could be filling out a contact form, signing up for a free trial, downloading a white paper, or any other action that aligns with your business goals.
Analyze user behavior.
Use tools like Google Analytics or Hotjar to understand how users are interacting with your website. Look for patterns in user behavior and identify areas where users are dropping off or experiencing friction in the conversion process.
Identify areas for improvement.
Once you've identified the areas where users are dropping off, brainstorm ways to improve the user experience in those areas. This could involve making changes to the design, copy, or user flow.
Test your ideas.
Use A/B testing tools to test your ideas and measure the impact on your conversion rate. Test only one element at a time (such as a button color or headline) to isolate the impact of each change.
Iterate and optimize.
Based on the results of your tests, iterate on your ideas and continue to optimize your website for conversions. Keep testing and refining until you've achieved the desired conversion rate.
Monitor and analyze.
CRO is an ongoing process, so it's important to continue monitoring and analyzing user behavior on your website. Use the data to identify new areas for improvement and iterate on your existing CRO initiatives.
Final thoughts
CRO can be a complex process, especially in B2B markets. The best solutions are often unique to each company and website. Our cross-functional teams at OneMagnify collaborate to analyze data, understand user experience, and execute a testing strategy to get the best results for our clients.
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