5 of the best website conversion optimization services

Conversion rate optimization is a key approach to boosting your marketing measurables and maximizing your B2B website. Since marketers spend so much of their time, budget and resources driving traffic to their B2B website, getting the most out of every visitor and transforming as many of them as possible into customers is crucial. Selecting a reliable and robust service for website optimization can make all the difference to your business. So, before you implement a CRO strategy, ensure you have the appropriate tools in place. Let’s explore some of the leading technology available to supercharge your conversion rate and achieve great results.

Google Analytics

“Google Analytics gives you the free tools you need to analyze data for your business in one place, so you can make smarter decisions.”

According to IBM, 90% of all data has been created in the last two years. With so much data at our fingertips, there is no excuse not to utilize it to create the optimum digital experiences and yield the best results. Google Analytics is a free tool that provides website visitor and performance insight that marketers can use to help optimize experiences. By helping you identify what is and isn’t working — where visitors are engaging and where they are quickly exiting — Google Analytics provides you with the information you need to supercharge your website, prioritizing conversion and customer experience throughout.

Optimizely

“Out experiment. Outperform.”

According to Adobe, 82% of marketers say knowing how to test effectively is somewhat or very challenging. However, organizations that have been able to improve their conversion rates perform 50% more tests on average, according to Econsultancy. So, for marketers, utilizing a tool to help test your website is a useful approach. Optimizely is an experimentation platform, enabling marketers to test and develop digital experiences. The tool works by allowing users to test ideas on segments of traffic, helping to eliminate the need for guesswork and enabling marketers to discover what resonates best with their audience — whether it be the colors, graphics or CTAs used on your site.

Crazy Egg

“Make your website better. Instantly.”

Crazy Egg is a website optimization tool, helping a range of sectors and industries reach their website goals. Like Google Analytics, it provides detailed website analytics and gives marketers insight into their website’s overall performance. It provides heatmaps, scrollmaps and reports, as well as showing you what your email and ad campaign visitors do on your site and ensuring your calls to action are being seen. Remember, even the simplest of website changes can make all the difference to achieving a strong conversion rate Helzberg Diamonds found a 26% increase in clicks to their CTA by simply adding an arrow icon.

Lead Forensics

“Identify sales leads you never knew you had.”

Capturing leads directly through your B2B website is every marketer’s goal — helping them get the most from marketing campaigns, prove ROI fast and maximize every opportunity. Lead Forensics is a lead generation software that revolutionizes your site and helps businesses get the most out of every visitor. According to Marketo, 96% of visitors aren’t ready to make a purchase yet. With real-time website tracking software in place, marketers can identify previously anonymous website traffic, reach out to those that didn’t inquire, and turn visitors into engaged leads. The tool also provides accurate contact details of key decision-makers and detailed user journeys, offering hordes of useful data to help supercharge CRO.

Webeo

“Discover the power of website personalization.”

According to Salesforce, 59% of customers say tailored engagement based on past interactions is very important to winning their business, and Econsultancy found that 71% of organizations that have adopted personalization have seen an uplift. So, don’t dismiss the power of personalization and tailored experiences when it comes to winning new business, generating leads and improving CRO. Embracing a website personalization software solution, like Webeo, enables users to create infinite on-site personalizations, optimizing the website experience for each and every visitor. On-site personalization is the missing piece of the personalization puzzle —changing the face of the B2B website as we know it. Streamline your brand’s digital touchpoints, optimize customer experience and design a site with your audience in mind.

Webeo is a leading website personalization software that tailors B2B websites to meet the needs of visitors and creates the perfect online experience for every visitor, every time. The innovative software works in real-time — utilizing a global leading database of business IP addresses and automatically tailoring your site to meet the needs of the specific visitor in real-time. Change the appearance, language, content, greeting and calls to action that appear on your site, increasing relevance and maximizing the chance of conversion. Supercharge your site, optimize customer experience and make a lasting impression. Discover the power of website personalization and book your free demonstration today.

SEO conversion rate optimization 101 — converting your website visitors

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.

How to become a CRO expert and impress your boss

Website conversion optimization is not a new concept. Econsultancy discovered that 50% of organizations say conversion rate optimization is a crucial part of their digital marketing — but, according to Conversion XL, 68% of small businesses don’t have a documented or structured CRO strategy in place. Without a clearly outlined strategy in optimization strategy in place, you risk losing out on valuable website leads and potential customers. To become an expert in anything, you need to have a clear understanding of the topic, know what you want to achieve and why. So, start at the beginning — what are your wider business goals and how will a well-planned CRO strategy support them? Then, it’s time to implement your plan, monitor results, measure your success and get the best results for your business.

Conversion rate optimization fundamentals

“CRO is the act of increasing the performance of your marketing by uncovering ways to more accurately address your customers.” — Oli Gardner, Co-Founder, Unbounce

Your conversion rate is the percentage of website visitors that take a desired action on your website. The higher your CR, the better — as it means your website is engaging enough for visitors to want to work with you. Businesses can measure micro conversions — actions like signing up to a newsletter, downloading an asset or adding an item to their basket. Or, macro conversions — actions such as making a purchase, completing an application form, or filling in a contact form. Find out more about how to use micro and macro conversions together. Essentially, conversion rate optimization is the strategy marketers implement or activities they undertake to ensure their visitors take these desired actions, and go on to become leads and customers.

Optimal conversion rate

“You need to look at CRO in terms of business acceleration, and most don’t see it that way — so they don’t get the full benefit of it.” — Tim Ash, CEO, Site Turners

What is considered a ‘good’ conversion rate? Well, according to Search Engine Land, the average landing page conversion rate is 2.35%. However, the top 10% of landing pages have conversion rates in the realms of 11.45%. So, it’s not as simple as ‘good’ or ‘bad’ result, and there are a number of factors to consider when outlining what is a good conversion rate and what isn’t. The price of your product, the source of your traffic, and your customer loyalty will play a significant role in what your CR looks like. The average will vary from industry to industry — so, get to know what is considered a positive conversion rate for your organization or sector and aim to skyrocket your results.

Conversion rate optimization marketing

“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.” — Jeff Eisenberg, President of EVR Advertising

Like all marketing approaches, CRO marketing involves a level of experimentation. For example, CTAs with 10 words or less can lift conversion rates, according to MECLABS. Including a video on your landing page can increase your conversion rate by more than 80%, according to Venture Harbour. And, Marketing Experiments found that using the correct targeting and testing methods can boost your conversion rates by up to 300%.
However, every business is different, and every customer base will have their own preferences. You will need to conduct split tests and be prepared to make changes to see what works best for you and your wider audience.

Sales conversion optimization

“Don’t optimize for conversions, optimize for revenue.” — Neil Patel, Entrepreneur

Marketers spend large quantities of their time driving traffic to business websites. Once this traffic is engaged enough, it turns into leads. Then, it is then passed on to the sales team where it will hopefully convert to high-value customers. While driving traffic is important for a number of reasons, the ultimate aim of your business is to grow. And, to do that, you need to gain new business — whether that be from new or existing customers. Optimizing your website and online experience with sales in mind helps align teams to work towards common goals, and focus on achieving revenue-based results. An effective CRO marketing strategy will ensure you get there — transforming your sales process and generating warmer leads than ever before

Webeo is a leading on-site personalization software revolutionizing online experiences for B2B organizations. Thanks to a global leading database of business IP addresses, Webeo can transform your website in real-time to meet the needs and interests of the specific organization the visitor is from. Tailor the imagery, language, content, greetings and CTAs that appear on your site — position yourself as an industry leader, increase your conversion rates, improve customer experience and see results fast. Design the perfect website for every visitor, every time and create a B2B website experience they won’t forget. Discover the power of website personalization and book your Webeo demonstration today.

Why you need to start conversion rate optimization marketing

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.

Micro conversions vs macro conversions and CRO

According to Marketing Sherpa, almost three quarters of conversion rate optimization programs increase sales. So, implementing a strategy that prioritizes conversions is key to your business success. When it comes to CRO marketing, there are a number of different measurables to consider. You may have heard discussions about micro conversions and macro conversions — but how do they differ? Both are an important part of your journey towards a strong conversion rate, and help you to achieve your business and marketing goals. Let’s explore the different types of conversions and help you discover which is best for your business.

What are micro and macro conversions?

A macro conversion is an action taken that reflects a website goal. This is considered something that generates revenue, identifies a lead, or creates an inquiry. So, for example, this would include a website visitor making a purchase, completing an application form, or filling in a contact form. Essentially, a macro conversion has a high potential to end in a sale. A micro conversion, on the other hand, is considered to be a step towards a macro conversion, or an indicator of interest in your website or product. This includes signing up to newsletters, visitors adding items to their shopping cart, or downloading a piece of content. So, while a micro conversion may still lead to a sale, the process will likely take longer.

Which one should you be using?

In short, both offer a number of benefits to your business. And, for effective conversion optimization, you will benefit from measuring both. Remember, when it comes to establishing your brand as a leader, building a following, enhancing your reputation, and improving customer experience — it’s not just about driving revenue. Macro conversions are useful indicators of how many leads you are generating or sales you are making — and these are extremely important metrics. But micro conversions are about playing the long game, identifying interest and prioritizing engagement. The most effective CRO strategies will measure both, using micro to fuel macro conversions.

Optimizing macro conversions

It is clear why optimizing macro conversions is important to your business. For it to grow and thrive, you need to acquire new customers, as well as retaining, upselling and cross-selling to existing customers. Macro conversions ensure that customers are buying your products, or are at least in the realms of being highly interested in your business. When it comes to website conversion optimization, there are a number of things you can do to optimize conversions. Consider your online user journey — how easy is it to make a purchase on your site? Are your calls to action clear? Are your contact or application forms easy to fill in? Is your website visually attractive, fast loading, and intuitive? All of these factors play a role in ensuring your website visitors make a conversion.

According to Marketing Experiments, 48% of marketers build new landing pages for each campaign. And, HubSpot found that businesses with more than 40 landing pages generated 12 times more leads than those with 1-5 landing pages. Consider this idea in in your approach. Implement a personalization strategy to help supercharge your conversion rates — after all, the more relevant the online experience, the more likely a visitor is to convert. Use segmentation to identify your target audience, and ensure everything you do as a brand is with your audience in mind. Adopting a personalized approach — through creating highly relevant content, personalizing your calls to action, and embracing personalization software to streamline every digital touchpoint — will supercharge your B2B conversion rate optimization.

Optimizing micro conversions

Micro conversions may not seem as crucial to your business — given that they will take longer to provide revenue-based results. But, they are pivotal when it comes to building your brand. Today, brand loyalty is more crucial than ever. So, customers expressing an interest in your content, engaging with you on social media, and watching your video marketing material counts. In the B2B marketing community in particular, we need to consider the buyer journey. Your potential customers are busy decision-makers, who will be sticking to tight budgets. According to Lead Pages, 81% of sales happen after 7 or more contacts. With long, complicated buyer journeys, keeping your potential customers engaged is key! Micro conversions are an effective way of measuring just that.

Utilize appropriate social media channels to create a hub of engaged followers, and prioritize increasing comments, messages and shares. Drive traffic to your website, encouraging visitors to download an eBook or watch a video. These seemingly small acts will position you as an industry leader and help build an engaged community of loyal fans. Test everything you do — monitor, measure and adapt your tactics to ensure you are seeing results. Create content designed specifically for your audience — prioritizing personalization for the best chance to improve CRO. Utilize micro conversion data to fuel your macro conversion opportunities — displaying products your visitor has previously viewed, or using content and language that’ll encourage them to make a purchase.

 

Webeo is a leading personalization software taking static, one-size-fits-all B2B websites to the next level. The software works by creating a personalized online experience for each of your website visitors, giving every visitor maximum opportunities to make a conversion. Thanks to a global leading database of business IP addresses, Webeo identifies the business visiting your website and tailors the language, content, imagery and greeting that appears on your site to meet the needs of their specific organization. Boost your CRO, enhance your customer experience and prove ROI fast. Discover the power of website personalization and book your Webeo demonstration today.

Conversion rate optimization best practices for businesses

CRO marketing is an effective way of prioritizing your website conversions — aiming to get your website visitors to take actions or ‘make conversions’. The action could be anything from filling in an online form or signing up for an email newsletter, to making an inquiry or purchasing a product. This approach helps businesses maximize on their website visitors and see great results. But, what is the best way to ensure more of your visitors are making conversions? From targeting the right people from the outset to utilizing high-quality technology to supercharge your strategy, let’s explore some best practices for conversion optimization to help you become a CRO expert.

Identify your audience

According to Econsultancy, only 22% of marketers are satisfied with their conversion rates. For CRO success, you must first ensure you are driving the right people to your website.
Establishing your target audience is a crucial first step. Everything you do or create as a brand should be designed with your customers in mind — this way, you increase your chances of improving CRO. Implement a segmentation strategy to identify the different groups that make up your wider audience, and prioritize delivering a personalized approach to each of them. After all, the more relevant the product or content, the more likely they are to make a conversion.

Collect and analyze data

Data is a powerful tool, and marketers should use it to fuel their business decisions. Make use of your customer insight, website analytics and any data you already have access to. If you are lacking in useful data, consider implementing a strategy to acquire more or investing in a solution to provide you with more. Discover which of your campaigns have seen the most success, and replicate where possible. What do your customers respond well to? Which of your website pages, email marketing campaigns or pieces of content have seen great results? And, more importantly, identify which ones have performed poorly or need some work.

A/B testing

All things in marketing require some level of experimentation. And, when it comes to website conversion rate optimization, something as simple as the color or position of a call to action can be the difference between a purchase and a lost customer. So, be sure to test as much as you can. Change small factors to see how your visitors respond, prioritizing conversion throughout. And remember, different audience members will respond to different things! Be prepared to make changes as you go and implement a personalization strategy to ensure your website is designed with each of your customer segments in mind.

Personalization

Mass personalization is key if you are looking to improve CRO. Every website visitor, email recipient or business that engages with your brand is entirely different, so a one-size-fits-all approach doesn’t make the cut anymore. And, the more personalized their experience, the more likely users are to convert — according to Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. And, Smarter HQ found that 72% of consumers only engage with personalized marketing messages. So, don’t dismiss the power of effective personalization for driving a strong and seeing the ultimate results.

Exact user journey

Think about the journey your customer takes with your business. For visitors to convert, it needs to be simple and intuitive. Guide your visitors towards making a conversion — use clear calls to action, ensure form fills are not too long and pages load fast. And, remember — the user journey doesn’t start at your website. According to Econsultancy, marketing leaders are 1.5 times as likely than mainstream marketers to say their organization has a clear view of the customer journey across channels and devices. So, think about your referrer channels and ensure the journey is consistent and prioritizes customer experience.

Never guess

Marketers have the tools and knowledge to get results. And if getting great results is important to your brand, then there’s no room for guesswork! Research, test and monitor your activities to ensure the best outcomes. Every brand is different, so what gets results for your competitors might not be the best option for you. When planning your CRO strategy, make decisions fueled by data and insight — not just unsupported opinions. And, ensure you are measuring everything you do. Statistics and data don’t lie — so your team need the appropriate tools in place to check everything they are doing is working.

Use technology

It’s time to embrace technology to supercharge your CRO. This could be anything from personalization software to help you create bespoke online experiences for your customers, to a website tracking tool to help you gain customer insight, to automation to help streamline your customer experience. Select the best solutions for your brand, ensuring conversion is at the heart of everything you do. To compete with others in your industry, supercharging your processes with automation is key — according to Martech Today, spending for automation tools is predicted to reach $25.1 billion annually by 2023. So, include technology as a key part of your strategy or risk falling behind your competitors.

Webeo is a leading website personalization software changing the face of static B2B websites as we know them. It works by tailoring the appearance, content and greeting of your B2B site based on the visitor. Thanks to a global leading database of business IP addresses, Webeo can create bespoke online experiences in real-time for every visiting organization. Display highly-relevant content, use language that resonates with your visitors and imagery that stands out. This personalized experience ensures your visitors are engaged, skyrocketing your chance of conversion and boosting your CRO. Discover the power of personalization and book your free Webeo demonstration today.

Why putting CX first will boost your digital marketing initiatives

“It’s easier to love a brand when the brand loves you back.” — Seth Godin, author and business executive.

According to Adobe, 20% of marketers think that customer experience is the most exciting trend for 2020.  And, they are preparing to see other organizations prioritize CX, too — with 80% of organizations expecting to compete mainly on CX, according to Gartner.  So, if it isn’t already deeply rooted in your business strategy, then it’s time to design a customer-focused plan for success.  At the heart of great customer experience is a truly personalized approach.  Establish your target audience at the start, then design an all-encompassing marketing strategy to get you noticed, with high-quality customer experience woven seamlessly throughout it.  Find out what your customers want, and then build your marketing approach around it — not the other way around.  By putting your customers first, you’ll reap the rewards of measurable marketing success across the board. It’s time to get personal and step into the shoes of your B2B buyer. 

Brand awareness

Getting potential customers to engage with your brand is crucial.  With so many businesses offering similar products or services to you, the customer experience you provide is often where you will stand out from the crowd.  And, developing high-quality relationships that lead to brand loyalty can be great for your business in the long run.  According to Motista, consumers with an emotional connection to a brand have a 306% higher life-time value. And, remember, CX has to span all channels to work most effectively — according to Aberdeen Group, businesses with strong omnichannel customer engagement retain almost 80% of their customers.  When we compare this to just 33% for organization’s with poor strategies, it’s clear to see just how important customer experience is across every business touchpoint.  

Lead generation

After your brand starts to generate interest, it’s crucial for you to turn that interest into leads so your business can grow.  Generating leads is all about capturing data so your teams are able to reach out to potential clients.  And, the best way to capture leads is to the direct them to your website and do what you can to keep them engaged.  Embrace automation to ensure their experience is seamless and 24/7 — consider utilizing chatbots of automated personalization software.  Econsultancy found that 80% of business buyers expect organizations to respond and interact with them in real-time.  Ensure your website is designed with conversion in mind — if your visitors need to fill in a form or sign up so you can capture data, keep it short and simple.  If it’s through gated content like downloadable assets or webinars, ensure they are valuable for your potential clients.  After all, you want to impress your website visitors to ensure they become long-standing, valuable customers — not just acquire their data.

Increase sales

If you want to see your sales skyrocket and watch your costs decrease, then implementing a customer experience strategy is in your best interest.  According to McKinsey, brands that improve customer experience see a 10-15 % increase in revenue, and 15-20% reduction in costs.  And, it’s not just new customers that will ensure you feel the benefit of customer experience. Temkin Group found that 86% of consumers that describe CX as excellent are likely to repurchase.  Aligning your sales and marketing teams to ensure a seamless experience is key — according to Super Office, 21% of B2B marketers fear that misalignment between sales and marketing will give the customer a poor impression.  So, don’t focus on your funnel, focus on the customer, and ensure they are treated individually with a high-personalized approach from start to finish.

Personalization is at the core of customer experience — from the materials you send to your business website.  Think about your target audience.  As a B2B organization, your potential customers are busy decision-makers looking for useful solutions and accessible information.  Design your website and digital marketing strategy with this in mind.  Divide your audience into industries and create content that meets each specific industry’s needs.  Conduct an ABM campaign, opting for the ultimate personalized experience.  Ensure your calls to action are tailored to guide your website visitors through a simple journey, prioritize fast load times and website optimization — so nothing stands in the way of creating the ultimate CX.

Webeo is a leading website personalization software that revolutionizes B2B websites, creating personalized online experiences for every website visitor.  The tool works by tailoring the language, content, imagery and greeting displayed on your B2B website based on the IP address of your visitor.  Thanks to a global leading database of business IP addresses, Webeo creates the perfect website for every visitor, every time.  Impress first-time visitors, current prospects, existing pipeline and long-standing customers.  Improve CRO, boost SEO, prove ROI fast and supercharge your customer experience.  Discover the power of personalization and book your free Webeo demonstration today.  

How account-based marketing boosts digital success – top 5 initiatives

Account-based marketing, or ABM, is an effective marketing strategy that sees organizations treat key prospects or customers as individual markets, rather than one wider audience.  This highly-personal and targeted approach means that marketers can focus specifically on businesses, tailoring their approach and creating bespoke content with their potential customer in mind.  It sees amazing results, too — according to ITSMA, 85% of marketers say ABM outperforms other marketing investments.  So, if it isn’t already a part of your marketing plan, then now is a good time to consider including it in your 2020 strategy.  If you’re looking to skyrocket marketing measurables and enhance customer experience, discover how a robust ABM strategy could help.

Lead generation

Account-based marketing helps businesses focus on gaining high-quality leads, rather than large quantities of leads.  For B2B organizations in particular, buyer journeys are often long and complex, spanning multiple decision-makers and taking up large amounts of time.  An ABM strategy can help support this — your organization can choose to target accounts that you know can afford your product and have a genuine need for it.  This way, leads are more likely to convert and don’t run the risk of churning further down the funnel.  While it may be a slower process, the results are worth it.  If you’re hoping to improve conversion rate, then a personalized ABM approach can help.  And, according to StrataBeat, Enterprise businesses are 285% more likely to close with ABM, and their deals are an average of 35% larger.

Brand awareness

There are tons of effective ways to get your brand noticed by the people or businesses that matter most to you.  Whether it’s through paid digital advertising, a social media strategy, a direct mail campaign, or through working your way to the top of the search engine results page.  However, you choose to do it, an ABM strategy can help.  According to InstaPage, 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.  By putting your customer at the heart of your digital marketing activities, and creating content that resonates with them specifically, you can build a brand that impresses your target audience and meets their needs.

Increased sales

Account-based marketing is a foolproof way to align sales and marketing teams with a wider focus on winning business and making a sale.  With such a highly-targeted approach, marketers and salespeople must work in harmony to ensure a seamless customer experience, both working to nurture the lead towards making a purchase.  According to SiriusDecisions, B2B organizations with aligned sales and marketing departments achieve a 24% faster three-year revenue growth, and 27% faster three-year profit growth.  And, 91% of those with an ABM strategy in place described their teams sales and marketing teams as ‘tightly’ or at least ‘somewhat or moderately’ aligned.  So, if increasing sales is part of your wider business strategy, then consider implementing an ABM strategy, focusing on high-value accounts, dream clients or businesses that fit your customer criteria.

Driving website traffic

What happens before you click on a website link?  Unless the content, advert or post driving you to a website is engaging, relevant or interesting to you, then it is unlikely you’ll choose to visit that site.  When it comes to ABM, every marketing communication, whether that be via email marketing, social media marketing, content or digital, or even through highly-tailored ads targeting your accounts specifically, a personalized approach is encouraging them to click through.  This will dramatically increase the level of traffic to your site — and more importantly, all of the visitors will be relevant to your business, engaged with your brand, and likely to convert to a lead or customer.

Education

Positioning yourself as an industry-leader should be a key part of your strategy.  InstaPage found that 87% of consumers said personally relevant branded content positively influences how they feel about a brand.  And, when it comes to personalizing content, an ABM strategy is the ultimate approach to creating valuable and bespoke materials for your key accounts.  Provide educational insight that resonates with decision-makers in the organizations you are targeting.  Identify issues and provide solutions based on the industries they work in.  Write engaging blog posts, and share them on channels that your target audience use, encouraging them to explore your site and guiding them towards building a professional relationship with you.

Webeo is a leading website personalization software that creates bespoke online experiences for B2B organizations.  The software works by tailoring the content, imagery, language and greetings that website visitors see based on their business IP address.  This way, businesses can present the perfect website in real-time, for every user, every time.  Supercharge your ABM campaigns by aligning all digital touchpoints with the power of personalization.  Display content that matters the most to your key accounts, speak to them directly and position your brand as a leader in their field.  Boost your conversion rate, enhance your SEO ranking, see ROI fast and put customer experience at the heart of your strategy.  Discover Webeo and book your demonstration today.

Why many digital marketing strategies fail and what to do about it

According to Smart Insights, around 51% of businesses have a digital marketing strategy in place — either integrated into their wider marketing strategy or as a separate document.  Your organization’s digital strategy should help build an online presence and ensure you achieve your marketing goals.  There are multiple tactics you can use to help you meet them — some are used more widely than others.  But, even with tactics in place, there are a number of reasons that it may not be working as well as it should be.  Remember, marketing never stops, so keeping on top of your strategy and being ready to make changes is just as important as outlining one in the first instance.

Firstly, ensure you have a clear set of marketing objectives in place.  Use the SMART objectives template to make sure your objectives are clear, purposeful and achievable.  Without objectives — what are you working towards?  In a similar way, without deciding on measurable marketing metrics you can monitor, it can be hard to track your successes.  Be prepared to look at where you are and where you want to be — monitoring and making changes as necessary.  Have you employed appropriate technology to support your strategy?  Your MarTech stack can take your organization to the next level, so ensure you pick wisely.  Consider using software that eliminates, streamlines or enhances processes.  When reviewing your strategy, ensure customer experience is at the root of everything you do.  Cater to your target audience’s likes and dislikes, and take an overall personal approach to marketing.  Align your teams to prioritize your customer’s journey — ensuring every touchpoint is as effective as possible.

The metrics of success

With clearly outlined objectives comes the need for measurable marketing metrics.  In the results-driven B2B marketing world, this is crucial.  Different things matter to different businesses, so ensure you are measuring success appropriately, in-line with your wider business strategy.  According to the latest Webeo:Futures survey, 70% of respondents said the volume of leads generated is the metric they use to highlight digital marketing success.  Click-through rate is a success metric for 64% of marketers, and conversion rate for 60%.  This was closely followed by engagement levels for 56% of respondents and value of sales generated for 50%.  A smaller percentage of marketers — just 36% — are measuring impressions and volume of followers, while 28% recognize number of views as an indicator of success.  As little as 26% monitor reach and mentions, and audience relevance is measured by just 14% of marketers.

Consider how metrics might impact each other.  According to the results, audience relevance is the least important success metric to marketers.  Yet, generating leads is the most important.  By increasing audience relevance and creating personalized experiences for your target audience, your website visitors are more likely to convert to leads and, eventually, become customers.  Consider conducting a behavioral segmentation strategy, splitting your audience based on industry, or opting for account-based marketing.  A personalization strategy can improve your conversion rate, too.  Before changing your whole strategy, consider getting to know your existing, target and dream audience and catering to them specifically.

Where digital marketers see their biggest success

Success can be found in a multitude of areas across your business.  And, it is important to remember that no two organizations are the same — so what works for big-name brands, or even your competitors, may not be what works best for you.  The Webeo:Futures results enforce just how varied success rates are across marketing teams.  According to the survey, social media is where 14% of respondents find success, while 12% found success in marketing.  Content, email, SEO, lead generation and website successes are seen by only 8% of marketers.  And, engagement, PPC, organic search (SEO) and LinkedIn is successful for as little as 6%.

Turning failure into success

A robust, all-encompassing strategy is the first step to achieving internet marketing success.  If something isn’t working effectively for you, it is time to revisit your strategy and implement tactics for success.  There is a common denominator that comes to mind based on the Webeo:Futures findings — and that’s the clear need for personalization to supercharge digital marketing strategies.  Creating unique, valuable online experiences for your customers can help skyrocket your measurable successes.  Real-time personalization can positively impact your lead generation, your B2B website, and engagement levels — all of which were only seen as successful by less than 10% of marketers.  And, an enhanced website is crucial to an effective website optimization strategy, helping to move your site up the search engine ranks.

Webeo is the leading website personalization software enabling users to alter the imagery, layout, content and the greetings their website visitors experience on arrival.  This is revolutionizing traditionally static B2B websites.  Thanks to a global leading database of business IP addresses, organizations can greet users by specific business name and create an entirely unique online experience for existing customers, first-time visitors and dream clients.  Enhance your CRO, improve customer experience, prove ROI fast and positively impact your SEO ranking.  It’s time to include website personalization in your online marketing strategy and reap the rewards of the ultimate in personalized marketing. Discover Webeo and book your free demonstration today!

Why most digital marketers believe website personalization is the future

“For me, the future is personalization.” — Marissa Mayer, businesswoman

According to the latest Webeo:Futures survey, 54% of marketers believe personalization will be a key digital marketing trend for 2020.  While personalization isn’t a new concept — consumer brands have been leading the way for years — B2B organizations have fallen behind the curve.  If you don’t already have a personalization strategy in place, then now is the time to start planning yours.  With 2020 just around the corner, there is so much to look out for — from bigger and better technology, to a whole host of new marketing trends.  Put your buyers’ customer experience at the heart of everything you do, watch your measurable metrics soar, and meet your marketing objectives with personalization.

Marketing trends of 2020

“If we produce something original, that will have a better chance rising above the noise.” — Andy Crestodina, Co-Founder and Strategic Director, Orbit Media Studios

Anyone who is remotely involved in internet marketing knows it is vast and ever changing.  Webeo like to stay at the forefront of the online marketing landscape, and know that mass personalization is the future of B2B marketing, and do what we can to share knowledge, tips and advice on all things personalized marketing.  We wanted to find out what our fellow digital marketers think that 2020 and beyond will look like — which is why our latest Webeo:Futures survey explored the challenges marketers are currently facing and what they think is in store for the future.  Let’s explore what marketers believe to be the next big thing in 2020.

Artificial intelligence topped the leaderboard, with 58% of respondents stating that AI will be crucial next year and beyond.  Personalization followed closely behind — with 54% of respondents believing in the power of personalized campaigns, and 48% recognizing website personalization as a major player.  The same number of respondents (48%) also stated that voice search will be a key trend going forward, and this was closely followed by augmented reality (38%), virtual assistants (34%), and the Internet of Things (32%).  Just over a quarter of respondents see wearable tech taking off in 2020, and just under a quarter believe gamification and account-based marketing (ABM) to be the next big thing.

Why is personalization important

“I think every internet user likes personalization.” — Ma Huateng, CEO of Tencent

Every day, more and more high-quality data becomes available.  With so much useful information about potential customers at our fingertips, there is no longer an excuse for mass marketing.  B2B organizations in particular often have multiple products or services available, and tend to work across several industries or sectors.  Developing individualized experiences to suit each of your key audiences can help marketers yield the best results.  Personalization makes the buyer journey easier than ever — your dream client sees exactly the content they need without having to search for it.  Brands can recommend products or insightful content that meets the needs of their target audience, positioning themselves as an industry leader and developing high-quality customer relationships.

The statistics supporting web personalization

“Automated, dynamic, personalized marketing is now.” — Brian Fabiano, Author

Personalization is growing in demand — there’s no denying it.  And with an increase in personalized marketing materials, a personalized web experience is the missing piece of the puzzle.  As customer experience becomes more and more important to buyers, marketers need to ensure the entire B2B buyer journey is seamless.  And, that includes once they land on your website.  If you’re tailoring marketing communications to suit your audience, and directing them to an impersonal website, you reduce the likelihood of conversion.  After all, the more relevant the content your potential buyer sees, the more likely they are to engage.  If you’re still not sure on web personalization, here are 5 stats that prove the power of on site personalization:

● According to InstaPage, 74% of customers feel frustrated when website content is not personalized.
● Evergage discovered that 88% of personalization users report a measurable uplift in business results.
● Business 2 Community found that personalized homepage promotions influenced 85% of consumers to make purchases.
● According to Dynamic Yield, 96% of marketers believe in the value of personalization.
● 38% of website visitors are willing to specify interests so that a website provides personalized content, according to Verizon Media.

Webeo is a leading website personalization software that creates the perfect website for every visitor, every time.  It works by dynamically tailoring your B2B website based on the organization visiting — thanks to a global leading database of business IP addresses, it can create a bespoke experience in real-time.  Users can greet even first-time visitors by business name, and edit the content, language and imagery they see.  Impress everyone — from first-time visitors to long-standing customers — with a site designed with your audience in mind.  Supercharge your customer experience, watch your CRO soar, see your bounce rates drop, and make your way to the top of search engines.  Discover the power of online personalization and book your Webeo demonstration today.