Optimizing B2B Conversion Rates — All My Tips and Strategies
One of my favorite things to do is watch college football. And if you think I’m going to compare optimizing B2B conversion rates to football, you’re absolutely right.
Just like each player of the team needs to work together to score a touchdown, the parts of your B2B conversion strategy need to work in harmony to catch website visitors and turn them into paying customers.
If there’s a weak link in your strategy (like a player on the team not performing at their best), you’ll need to tweak it or pull it from the roster.
For this post, I sat down with Daniel Lynch, President and Owner of Empathy First Media, to discuss optimizing B2B conversion rates. Settle in as we go over the differences between B2B CRO and B2C CRO, and I’ll share some of his tips to help you plan a winning conversion strategy.
Table of Contents
What is B2B conversion rate optimization?
Before I go too far into it, let’s take a moment to define B2B conversion rate optimization.
B2B conversion rate optimization (CRO) is a strategy to improve the number of desired actions on your website and landing pages. Ideally, your desired action, whether it’s a new sign-up in your forms, a new subscriber to your channel, or a click on a demo link, leads to a new conversion.
I like the way Lynch puts it. “In my opinion, where conversion rate optimization is going for B2B is not just the form fill,” he explained.
“Instead, it’s the first impression of what your brand offers. Like customizing it to that person and then having very detailed automated responses with sequences and chatbots. Then, using conversational artificial intelligence data enrichment to foster those conversations.”
Lynch said conversion rate optimization should really be dubbed “conversation rate optimization.” He said, “A conversation rate optimization is more than just a conversion. The conversion can be a vanity metric. But, conversations are what the goals should always be with marketing.”
CRO boils down to understanding the customer journey, identifying ways to improve it, and making it more appealing to potential customers to start a conversation. As your customers journey through your sales funnel, they come in contact with elements designed to grab their attention and spur them to action.
Those touch points include:
- Sales and landing pages
- Sign-up forms
- Pop-ups
- Call-to-actions (CTAs)
- Compelling content and copy
- Free trials and freemium tools
Making an effort to optimize each of these things can help convert a lead to a loyal customer. You’ll want to track and analyze each part of your conversion strategy to fully understand where you need to make changes to encourage more clicks or sign-ups.
Thankfully, there are tons of conversion rate optimization tools …read more
Source:: HubSpot Blog
