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.

5 ways to improve your results with conversion rate optimization (CRO)

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.

Recommend products

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.

5 of the best online digital marketing courses

If you’re looking to improve your digital marketing approach, then exploring online digital marketing courses is a great place to start. But remember, not all successful marketers have a formal qualification in place. There’s hordes of great marketing tips and internet marketing advice available online. Discover Webeo: Futures — here you can find videos, best practice guides and blog posts exploring all things digital marketing. Delve into digital content marketing material produced by marketing industry leaders and gain valuable insight and knowledge. Whether you’re looking to boost your existing digital marketing knowledge, or you’re a beginner looking for all-encompassing online marketing courses, there is a program out there for you. We’ve explored some of our favorites, covering a multitude of abilities, price-ranges and qualification types.

Digital Marketing Institute: Professional Diploma in Digital Marketing

“Welcome to the Global Standard in Digital Marketing Training.”

DMI offers a globally-recognized digital marketing training certification. If you’re looking for a formal diploma, then DMI offers courses for you. The Professional Diploma in Digital Marketing is a program suited for all; from beginners to professionals looking to upskill. The course provides an on-hand team for support and an interactive learning system. Key skill development will include modules on social media marketing, SEO and more. DMI courses are paid for, and this specific course take place across 30 hours. Certification levels can range from Certified Digital Marketing Associate through to Certified Digital Marketing Master. DMI also offers a membership, which provides exclusive connections to thought-leading content, industry news and updates, and support for professional development. According to DMI, 95% of its graduates are currently employed, and 88% work at senior or management level.

Google Analytics Academy: get to grips with data

“Learn analytics with free online courses.”

Data is an extremely power digital marketing tool when used correctly. Google Analytics is a house-hold name in the world of marketing and learning to use it to its full effect is a crucial and sought-after skill. Google Analytics Academy helps marketers get to grips with the tool, with courses designed for beginners, advanced marketers, and those looking to discover more of its capabilities. As far as marketing courses go, Google Analytics Academy only explores its own tool; however, analyzing data, making sense of analytics, understanding website traffic and measuring campaign success are all transferable skills that marketers will use across multiple platforms and industries. Like Webeo, Google Analytics Academy also offers a range of informal mini-courses on YouTube to help you further develop your understanding of and relationship with Google marketing tools.

Hootsuite Academy: gain social marketing expertise

“Advance your social media skills and career.”

Online social media platform Hootsuite offers its own academy, providing learning resources and training taught by industry professionals. Boasting more than 400,000 students and 46,000 certified graduates, Hootsuite Academy offers the perfect digital courses for marketers looking to tackle the world of digital and social marketing. The academy offers some free digital marketing courses; however, the majority are individually priced. Courses are predominantly beneficial to Hootsuite users and those specifically working in social media. Costs and timescales vary but are usually between 2 and 40 hours. The platform provides certifications recognized by social media experts around the globe — certifications include a Hootsuite Platform Verification, Social Marketing Verification, and Social Selling Certification.

Marketing Profs: all things internet marketing

“Laser-focused, filler-free training to you a more awesome marketer.”

If you’re looking for a bounty of highly-focused digital marketing training courses, the MarketingProfs could be home to the perfect resources for you. Courses explore specific skills that marketers need to succeed, broken down into campaign frameworks; Strategy, Analyze, Communicate, Create, Management and Plan. Each course is individually priced and comes with a 7 day guarantee — if you’re not a better marketer, the brand will refund your purchase. After completing a course, you’ll receive a downloadable certificate. Or, you can opt to ‘Go Pro’ for access to all courses. Some of the most popular courses include Planning Your Content Marketing Campaign, Marketing Automation Made Easy, and The Six Secrets to Successful Influencer Campaigns.

LinkedIn Learning: for B2B marketing insight

“Keep learning in moments that matter.”

B2B marketer favorite, LinkedIn, is home to LinkedIn Learning. Back in 2015, the social platform acquired Lynda.com — a website founded in 1995, dedicated to creative and business skills. It offers courses, videos and learning path solutions for businesses, covering topics from digital marketing and brand management to advertising and promotion. Courses are individually priced, or users are able to pay for a monthly membership. Program times vary — ranging from under an hour to more than 4 hours, depending on the subject area. Training is hosted by instructors with real-world experience, and most courses offer a certificate of completion. Learn Online Marketing Foundations, Marketing on Instagram, and Digital Marketing Trends and more.

We hope you find the perfect course for you and your team. In the mean-time, why not discover more from Webeo? Our personalization software is leading the way in individualized website experiences. Utilizing a leading global database of business IP addresses, our software serves highly relevant content, tailored language, engaging imagery and personalized greetings based on your website visitor. Impress first-time visitors, wow dream clients, remind existing customers why they work with you and speed up current pipeline prospects. If personalization is part of your wider digital marketing strategy, it’s time to discover Webeo. Create the perfect website for every visitor and book your free demonstration today.

Getting more from your website marketing strategy

What is website marketing?

Website marketing can be defined as promoting your business website, getting more traffic and making more impact. It’s really as simple as that! There are a number of elements that make up an effective website marketing strategy, with multiple channels to explore. But essentially, it’s cost-effective, makes the best use of your B2B site, and creates the opportunity to reach more customers. To get more from your website marketing strategy, you should start with an analysis of your existing website — make use of available data to see what is working and what isn’t. Where are your visitors exiting your site? Which pages are slow to load? How long are users staying on your website? Then, establish who your existing customers are. This will help you identify the different groups that make up your customer base and gain an understanding of what they want to see.

Why website marketing is the cornerstone of your digital strategy

You could have the best product in the world — but if your website doesn’t reflect that, you risk losing customers. B2B websites are traditionally static, uninspiring and full of jargon. But it’s important for marketers to remember who websites are for. If your marketing objectives include acquiring new customers, maximizing existing customers, improving your brand’s reputation or enhancing your digital presence, then your site needs to be at the core of everything you do. It helps make your brand more visible, provides 24/7 access to your product or services, and creates a hub of information and content for potential customers to explore.

According to Business Insider, 40% of consumers head straight to search engines to get more information before making purchase decisions. So, ensuring your site is optimized for search engines is extremely important. SEO-friendly sites get the most back from their website strategy. SEO Hacker found that almost 90% of the world’s population only look at the first page of search engine results. And, according to New Media Campaigns, organic SEO is more than five times better than paid search ads. Consider developing an SEO marketing strategy as part of a wider website strategy. This should include:

  • Keyword research and implementation
  • Creating and posting regular content
  • Backlink building
  • Using quality images
  • Optimizing user experience               

The forgotten areas of website marketing

A website needs to be a well-oiled machine. Every visitor is a potential or existing customer, and for your business to thrive in a digital landscape, your site needs to impress your whole audience. Don’t forget to consider these crucial factors that can be make or break when it comes to visitors landing on your site.

Web design

UK Web Host Review found that 59% prefer a beautifully designed website. And, 94% won’t trust an outdated website. So, when creating a web marketing strategy, ensure you consider the way your site looks. Is it attractive? Is it easy-to-navigate? Does it look old-fashioned? If users are landing on your site and not being engaged, they’ll likely leave fast — negatively affecting your bounce rate and SEO ranking, and in turn, your online credibility. Don’t forget to create a pleasant and simple user experience — design clear calls to action and ensure gated content is easy to access, with minimal questions to answer or details to input.

Affiliate and social media marketing

According to Sprout Social, 90% of social traffic to B2B blogs comes from Facebook, Twitter and LinkedIn. So, make sure you’re regularly sharing and promoting your site via social. And, Business Insider found that affiliate marketing generates 16% of all online orders. Using platforms and third parties to link through to your brand can really help. Affiliate marketing works as an endorsement, encouraging audiences to follow the link to your website and explore your product or service. Research and build relationships with brands and influencers. A social media marketing strategy ensures brands build a follower base and utilize their own online platforms to drive traffic to your site.

Digital content marketing

Content is King. Be sure to produce high-quality, informative content to get your brand noticed. This could be in the form of online video marketing, webinars and downloadable eBooks. But don’t forget to make use of your website by ensuring your business blog is always full of shareable, engaging content. HubSpot found that organizations with blogs generate 55% more website visits than those without them. And, the more the merrier — according to Traffic Generation Cafe, once you have written 52 or more blog posts, your traffic increases by around 77%. Post regularly, make use of keywords and backlinks, and ensure content is relevant to your audience.

CRO

According to WordStream, a typical website conversion rate is about 2.35%. However, top performing websites see around 3-5 times higher conversion rates than average. But how can marketers improve their CRO? The best way to ensure visitors convert is to ensure they are seeing content that they want to engage with. That’s where personalization comes in. HubSpot found that personalized CTAs convert 42% more visitors into leads. Personalization also increases brand loyalty among millennials, according to Smarter HQ. And, Epsilon found that 80% of consumers are more likely to make a purchase from a site that uses personalization. For the ultimate website marketing strategy, personalization is key.

Using digital marketing tools for a more complete strategy

Discover some of our favorite technology to boost your business. At Webeo, we’re big believers in utilizing the latest marketing technology to take your website to the next level. Our leading website personalization software does just that. Webeo creates personalized website experiences for users landing on your B2B site, based on the business IP address they are visiting from. Thanks to a global leading database of business IP addresses, Webeo produces real time personalization for each of your website visitors. Tailor the images, content and language they see, and greet them by business name. Improve CRO, see ROI fast, improve bounce rates, and make your way to the top of the search engine. If it’s time to include personalization in your marketing plan, discover Webeo. Book your free demonstration today.

What is website conversion?

Every business’s website plays several important roles.  It helps to raise awareness – it is where your customers go to find out what they need to know about you, and in a lot of cases, it is where you will attract and secure new business.

When you initially set up your website, you should have planned out specific goals, desired outcomes and the KPIs to track your progress.  This is how website success is measured; so, without these in place, it is very difficult to know if your site is achieving what you want or need it to.

Establishing goals for your website

Think about what your company does, and what its aims are.

  • Do you want customers to buy a product or service?
  • Are you looking to increase enquiries or applications?
  • Would you like visitors to request or download a piece of content, such as an instruction manual, a how-to guide, or a whitepaper?
  • Do you need people to sign up to a company newsletter?
  • Are you hoping for people to share your blog content on social media?

In some cases, it will be more than one or even all these things.  But more often than not, some goals will stand out above others — these are the ones you should measure.

Defining a conversion

Website conversion can be defined as a visitor taking an action that the company wants them to take.  Whether that be making a purchase, filling in an enquiry form, or signing up to a newsletter.  These conversions can then be tracked, monitored and measured to help you see how successfully your business is meeting its goals.  The more users taking the action, the better.

Let’s say your company’s desired action is getting people to sign up to a newsletter.  How do you know if it’s working well?  That’s where calculating a conversion rate comes in.

What is a conversion rate?

To work out a conversion rate, start by picking a timeframe.  Perhaps in the past month.  You will then need two numbers: 1.) the number of people who completed your desired action, and 2.) the total number of people who visited the landing page featuring your desired action.  Let’s say you’ve received 1,000 newsletter signups (your desired action), and 2,000 visitors to your newsletter sign up page in total.  You then need to divide your total visitors by the number of visitors that took your desired action, and that will give you your conversion rate.  In this instance, the conversion rate is 50%, because half of the total visitors took the desired action.

What should my conversion rate be?

According to WordStream, the average conversion rate is 2.35%.  Sticking with our example, that would mean that out of the 2,000 visitors to the landing page, the average company would receive 47 sign-ups.  Larger companies, that have a conversion rate of around 11.45%, would receive 229 sign-ups.  The higher the percentage of people that complete your desired action, the higher your conversion rate, and the more successful your website.

What is conversion rate optimization (CRO)?

The act of improving your company’s conversion rate is known as conversion optimization or CRO.  This involves learning about your website users, and deciphering what stops them from taking that final step.  It is important to make changes to your site to improve your conversion rate; this is known as CRO marketing.

How to increase conversion rate

Businesses invest a lot of time and money into their websites, so it is important to get as much back from it as you can.  If you haven’t already, it is time to set your website goals.  Once you’ve decided what is most important to your business, it is time to monitor your desired action and measure your conversion rate.  In the meantime, here are five ways to improve conversion rate.

Be personal

Internet users expect an entirely unique experience when they visit a company website.  Webeo personalization software gives organizations the opportunity to create bespoke website appearances to attract audiences, brands, and even individual companies.  Relevance is described as ‘highly important’ by 84% of B2B buyers, so whether a potential customer receives a tailored experience could be the deciding factor in whether they are sold.

Appearance matters

The way your website looks is important — that is a given.  An attractive website says a lot about your company and is often a reflection on your brand.  When it comes to making purchases or signing up, users need to be able to trust your site.  If it looks untrustworthy, they may avoid making a payment decision.  Too much content, lots of images, and informal language can appear ‘spammy’ — this can put people off signing up for fear they’ll be inundated with irrelevant emails.  Consider the look, feel, and tone of your landing page and decide if your customer is likely to be attracted to it.  If not, it is crucial to make changes.

Be clear and concise

Tell the customer exactly what they need to do, and exactly what that will provide them with.  Use simple language and a straightforward navigation system.  Too much information could be distracting and lead potential customers towards other pages on the site.

Make it easy for your customer

How many times have you given up half-way through filling out a form because it asked you too many details?  Or abandoned a purchase because the payment process was too complicated?  If your call to action requires a potential customer to input their details — which it likely will — then it is important to make this easy for them.  Decision makers are often busy and the less time an action takes, the more likely they are to complete it.

Make the action the focus of your landing page

Contact forms, sign up buttons, and ‘request’ or ‘purchase’ icons should be high up, bold and draw website users in.  The most important part of your landing page should be the action — don’t miss out on a conversion by burying it under unnecessary content!

High conversion rates equate to high ROI, and after all, that is what businesses want from an effective website. Website personalization is proven to revolutionize website conversion rates.