Conversion optimization, or CRO, is all about optimizing your experiences to increase the amount of your website visitors that make a conversion. This could be anything from filling in a form on your site to making a purchase. The higher the percentage of website visitors that complete an action, the better your web conversion rate. A high conversion rate offers tons of benefits — from helping to improve your SEO ranking, reducing bounce rate thanks to increased time on your site, and of course, contributing to an increase in customers and purchases. For this reason, it should be deeply rooted in your wider business and marketing strategy. But according to CXL, 68% of small businesses don’t have a documented CRO strategy in place. How can you skyrocket your conversion rate to get the best results for your B2B organization?
Personalize your calls to action
According to HubSpot, personalized calls to action perform up to 202% better than standard CTAs. So, be sure to tailor your calls to action to meet the needs of your website visitors. QuickSprout found that something as simple as changing the color of a CTA boosted conversions by more than 32.5%, and placing it above the fold — before the visitor has had the chance to gain enough information — could decrease your conversions by more than 17%. Be prepared to experiment to find what works best for you and your customers. And, don’t forget to think about simplicity, too — is your CTA clear? Is it easy to find? Does it look like you can click on it? All of these seemingly small elements make a difference.
Personalized product recommendations can make a huge impact on your organization’s conversion rate. Salesforce found that shoppers that clicked on their recommended product were 4.5 times more likely to make a purchase. Consider using personalization to display the most relevant products to your target audience — whether based on their industry, previous purchases or buyer behavior. After all, the more relevant the product is to your audience, the more likely they are to make a purchase. Apply different strategies to new and existing customers — suggesting ‘best-selling products’ for new customers and upselling and cross-selling to clients that are already familiar with your brand. This is a great way to boost results and increase customer retention.
Test for success
There is an element of experimentation across all areas of marketing. And, the best way to ensure your website is optimized for the ultimate conversion rate is to test it out. Consider split testing so that half of your audience sees one option, and half sees another. This way, you can compare which option is the most effective for you. Which color drives more conversions? What language works best for your target audience? How does the imagery, content or layout used impact your overall results? Remember to test various options, monitor results regularly and be prepared to make changes as you go. Discover our conversion rate optimization best practices.
Put customer experience first
According to PWC, 86% of buyers are willing to pay more for a great customer experience. And, 1 in 3 consumers would abandon a brand they loved after just one bad experience. Consider these things when thinking about how to improve CRO. Your customer’s online experience should be seamless, with every digital touchpoint working in their favor. Ensure load times are fast, CTAs are clear and user journeys are simple. Website visitors need to trust your site, enjoy their experience, and be willing to make that conversion for you to see success. If your site takes too long, or isn’t easy to navigate, B2B buyers don’t have the time to wait. They’ll move on to your competitors, abandoning their purchase and impacting your CRO.
Ensure your website is engaging and consistent
Your website should be the online hub of your business. When a visitor lands, they should be able to find out everything they need about you. It should be engaging — designed with your ideal customers in mind. And, it should be consistent with your marketing materials. More often than not, in the B2B world, organizations cater to multiple products across multiple industries. And so, marketers often tailor marketing content to meet the needs of the specific business they are selling to. This could be personalizing email marketing communications, targeting specific demographics through paid advertising, or sending content relevant to their industry. This is also extremely useful — but what happens when they land on your site? According to InstaPage, 74% of customers are frustrated by website content that isn’t personalized. An impersonal website could be the difference between making a sale and losing a customer.
Webeo is a leading website personalization software changing the face of B2B websites as we know them. The software works by creating bespoke website experiences based on the visitor. Thanks to a global leading database of business IP addresses, your website will change dynamically to meet the needs of the specific user. Split your audience by industry, sector, or implement personalization as part of an effective ABM strategy. Webeo enables users to tailor the imagery, language, content and greetings displayed on their website, impressing every visitor with the perfect website, every time. See your conversion rates soar, enhance customer experience, prove ROI fast and more. Discover the power of personalization and book your free Webeo demonstration today.