For B2B organizations, SEO and CRO marketing should work in harmony — supporting each other to skyrocket results, improve customer experiences and increase revenue. The easier your site is to find online, the more likely it is to drive traffic. And, websites that sit proudly at the top of the search engine results page benefit from the Google stamp of approval — reinforcing trust, enhancing reputation, and increasing the likelihood of conversion. Similarly, businesses want the traffic that lands on their site to take action and make a conversion — known as SEO conversion. Both strategies work to reduce bounce rate and keep visitors on your site longer with engaging, long-ready content. So, consider developing a strategy that supports both tactics, optimizing your website for the ultimate results and experience.

What is a website conversion?

A conversion is essentially what happens when a visitor takes a desired action on your website. This could be an action that indicates interest, or a revenue driven action — anything from downloading a piece of content to making a purchase. Marketers will measure conversion rate to identify the percentage of visitors that take the desired on-site actions, and make appropriate changes to their business website with an aim to increase conversions. Your business website should be the place potential customers go to get all the information they need about your brand — so making it as easy as possible to complete an action is be crucial. According to Marketing Sherpa, 74% of conversion rate optimization programs increase sales.

What impacts your conversion rate?

There are a number of ways to optimize your website with conversion in mind, helping to positively impact your conversion rate. From the way your website looks and calls to action you use, to its navigation system and page loading times — all matter of elements can impact whether or not a potential customer converts. For example, EyeView Digital discovered that placing videos on landing pages can increase conversion by 86%. And, HubSpot found that some organizations can see a 55% increase in leads when increasing their number of landing pages from 10 to 15. Design a website experience with your customers in mind — ensure it’s simple, intuitive, attractive and enjoyable. Get to know your audience, understand what they like and what they respond well to. Make use of data and measurable marketing metrics to help you make future business choices and get the best returns. Remember, the more relevant the experience, the more likely your visitors are to stay.

Where to start your optimization


Optimization should be fully-ingrained in your wider business and marketing strategy. Go back to basics and start with your goals — search engine optimization and conversion rate optimization both play a significant role in taking your business to the next level. Start by reviewing your existing website, identify where it needs improving and run tests to see what works best. Split tests are a great indicator of what your audience engages with the most, providing direct comparisons to help you optimize for success. Ensure your website looks modern and trustworthy, and start fueling it with high-quality long-read content. Regularly updating content plays a significant role in boosting your SEO ranking — helping to reduce bounce rate, improve time spent on the site and increase the number of pages viewed. Once your SEO ranking improves, watch the traffic to your site soar.

Turning visitors into customers


To get the most from your B2B website, it’s crucial to prioritize turning your traffic into customers. Epsilon found that 80% of customers are more likely to purchase from a brand that provides personalized experiences. And, Segment found that 71% of shoppers are frustrated by impersonal shopping experiences. By increasing the relevance of your site through an effective personalization strategy, you can supercharge your measurables — HubSpot found that personalized CTAs convert 42% more customers, and Monetate found that the more personalized pages on a site, the higher the conversion rate. Consider developing a personalization strategy and embracing high-quality personalization software to support a seamless CRO and SEO strategy.   

How to measure your success


According to CXL, 68% of small businesses don’t have a structured CRO strategy. Without a plan in place, monitoring, measuring and making changes is almost impossible. Set targets and goals from the outset — highlighting your current results and rankings, and specifying what you’d like to achieve going forward. Use SMART objectives to help you keep on top of your goals, and test your content regularly to ensure optimum results. Adobe found that 82% of marketers say knowing how to test effectively is somewhat or very challenging. So, ensure you have the appropriate tools and resources in place to help you achieve the most.

Webeo is a leading website personalization software, taking B2B onsite personalization to the next level. Leveraging the global leading database of business IP addresses, the software works by automatically tailoring your website in real-time based on the visitor. Users can edit the language, content, greetings and calls to action displayed on their site to meet the needs of the specific visitor. Improve your conversion rate, increase page views and time spent on site, prove ROI fast, enhance customer experience and work your way to the top of the search engine results page. Discover the power of website personalization and book your Webeo demonstration today.