Conversion rate optimization is an effective strategy used by marketers that focuses on optimizing business websites for conversions. According to CXL, back in 2016, more than half of respondents to the State of Conversion Optimization report said they were planning to increase their CRO budget. This makes sense when we learn how effective it can be — Marketing Sherpa found that 74% of CRO programs increase sales. If you’re not already optimizing your digital experiences with converting visitors to customers as a priority, you could risk falling behind your competitors and missing out on hot leads. It’s time to discover why conversion rate marketing is a must-have strategy for B2B organizations, and how a positive and relevant online experience can transform your business and increase opportunities.

What is CRO marketing?

Essentially, website conversion optimization is about prioritizing your potential customers’ online experience, with an aim to convert them to a valuable customer. This won’t always be an instant process — especially for B2B organizations that often see multiple decision makers and a multi-stage buying process. According to B2B PR Sense Blog, 80% of business decision-makers would rather get information from a series of articles than an advert. And, Gartner Group found that on average, 7 decision-makers are involved in most buying decisions. This is where measuring, monitoring and split testing come in, enabling marketers to find out what works best for their specific audience and provide the best options.

CRO marketing will include elements such as posting high-quality, engaging content that your visitors want to interact with. It will mean uploading posts to your site and updating its content regularly to ensure the search engines view your site as active. Factors like this will improve SEO and help bring your website to the top of the search engine rankings — according to Search Engine Journal, 93% of online experiences starting with a search engine. And, what’s more, HubSpot discovered that 75% of people never scroll past the first search engine results page. So, ensuring your site is easily discoverable is crucial. Marketers will need to assess their website visitors’ user journey — is your site easy to navigate? How easy is it to find the content or products you are looking for? Consider utilizing personalization tools to make the experience relevant and tailored to the potential customer.

Using CRO across your marketing mix

Your optimization strategy should align with and support your marketing goals, and weave seamlessly into your business plan. Not every marketing activity is designed to acquire leads and customers — some activities your organization undertakes will be focused on reputation, community engagement, or brand. These are all crucial to your business. But, a customer-focused approach to optimization can supercharge your marketing measurables, as well as enhancing the way your potential customers feel about you. Super Office found that 86% of buyers are willing to pay more for great CX. And, Segment discovered that almost 50% of consumers have made impulse purchases based on a personalized customer experience. Putting CX first can transform your business.

Marketing Experiments found that 7 in 10 marketers use CRO results to inform marketing initiatives. If visitors aren’t converting, measuring CRO can help you discover why. Consider measuring both micro and macro conversions on your website. Micro conversions are seen as a step towards a conversion — signing up to a newsletter or expressing interest in a product. Macro conversions are revenue-driven actions, such as purchases or inquiries. Tracking both of these types of conversions can help you identify engaged visitors, spot leads and see where you need to make changes to turn micro into macro, and drive more revenue-based conversions.

Why you need CRO marketing

Your website should be the digital hub of your B2B organization. When visitors land on your site, their experience should be seamless, simple and enjoyable — with every interaction and CTA guiding them towards a conversion. Don’t underestimate the power of your visitors when it comes to a poor website experience — according to iFactory Digital, something as small as a 1 second delay in page load time can result in a 7% reduction in conversions.  And, Unbounce found that reducing the number of form fields from 11 to 4 can increase conversions by up to 120%. Put yourself in the shoes of your digital consumers and B2B buyers — we all want practical, intuitive and fast-paced online experience. And, for busy B2B buyers, this is crucial. Create highly-relevant, engaging online experience to capture their interest and, in turn, their business.

Webeo is an innovative personalization software that creates bespoke online experiences for B2B website visitors. The tool works using a global leading database of business IP addresses, and tailors your B2B website in real-time based on the visitor. Change the appearance, language, content, greetings and crucial calls to action on your site to meet the needs of the business your visitor is from. Position yourself as an industry expert, increase relevance and optimize your site for conversions. Supercharge your CRO strategy, increase page visits and time spent on your site, reduce your bounce rates and create the ultimate customer experience. Discover the power of personalization and book your Webeo demonstration today.