Website optimization metrics: measuring website success

When it comes to optimizing your website — whether that be for SEO, CRO or customer experience — measuring your results is pivotal. Without knowing where you are, where you aim to be, and the changes you make to get there, how can you identify what you’re doing right? After all, the key to effective optimization is testing for success. Selecting the right tools to provide you with the data you need should be included in your strategy from the outset. Remember, different tools will provide you with different information — but a high-quality, reliable analytics provider is a necessity.

Understanding analytics

Understanding analytics tools is crucial to help marketers improve their B2B websites. When executing a website optimization strategy, marketers will make lots of changes to their site and, often, their wider marketing strategy. Analytics give marketers the data they need to quantify the results of those changes. They provide hordes of important data that enables businesses to see what’s working and, more importantly, what isn’t. The data you can access will depend on the particular analytics tool you select to use — for example, alongside providing seamless on-site personalizations, Webeo provides users with data on their visits, the average time spent on their site, the total page views, average pages per visit and bounce-rate.

Bounce rate and time spent on site

Your bounce-rate measures the percentage of your website visitors that exit your website as soon as they arrive — making no further movements across your site. A high bounce-rate indicates that your website pages, and their content, aren’t engaging enough. Include long-form, compelling copy, a simple user journey and optimized content that is relevant to your audience to help keep your visitors around for longer. Websites with a high average time spent on site perform better when it comes to website search engine optimization, as search engines like Google will deem your site engaging. Not to mention — the more time visitors spend on your website, the more chances they have of making a conversion

Unique vs repeat page views

Page views tell you the total number of times a page has been viewed over a period of time. It is important to note that repeat visits are included in this number. Unique page views, on the other hand, are calculated based on sessions — so even if a user loads a page 10 times, it will be counted as one, unique page view. Both metrics are useful to know. A repeat visit could be an indication that they are highly engaged — and, in turn, be a potential customer. Similarly, unique visitors can help you see the number of new opportunities you have. Creating an experience that meets the needs and expectations of your visitors, whether it’s the first time they’ve discovered your brand or they’re an existing customer, is key. 

Referrer channels and traffic sources

Gaining insight into where your website traffic is coming from can help you make important decisions about your marketing strategy as a whole. Which of your marketing activities is bringing you the most traffic? And, in turn, what is that traffic doing when it gets to your site? For example, while social media may direct large quantities of visitors to your website, visitors may exit fast and increase your bounce-rate. And, while search engines may bring in less visitors, if they spend a long time on your site or make a conversion, this could be more valuable. It will vary for every website, but identifying and prioritizing your best referrer channels will help you see the best ROI.

Conversion-rate

A website conversion is what happens when a visitor completes a desired action on your website — like making a purchase or downloading a piece of content. In turn, your conversion-rate is the percentage of visitors that are doing this. The higher your conversion-rate, the better your results! Website conversion optimization is the process of making improvements to your site so it’s easier for visitors to complete these actions.  Remember, the average conversion-rate will vary across industries, so familiarizing yourself with what yours should be is a crucial step. The equation is simple:

Number of visitors that complete your goal or action ÷ total number of visitors = conversion-rate

Webeo is a leading on-site personalization software that enables B2B organizations to create bespoke, on-site experiences for their website visitors. The tool works by utilizing a global leading database of business IP addresses — tailoring your existing website in real-time when a visitor lands. Users can edit the language, greeting, calls-to-action, content and imagery displayed on their site to meet the needs of every visitor, every time. Watch your measurable marketing metrics improve — from conversion-rate and SEO ranking to page views, bounce-rate and time spent on your site. And, gain access to detailed website visitor information and site analytics. Discover the power of website personalization and book your Webeo demonstration today!     

10 eye-opening stats about website optimization

Website optimization is a powerful strategy that businesses should use to transform their websites and achieve the best results. It’s all about making changes to your website to help you meet your wider goals — whether that’s optimizing your site for search engines to improve your ranking and increase your site traffic, implementing a website conversion optimization strategy to enhance your conversion-rate, or improving your customer experience. A number of factors come into play — from the quality of your content and the keywords you use, to your calls-to-action and your user journey. If you aren’t already sold on the importance of web optimization, here are 10 stats that prove it’s crucial for B2B online success.

1.  According to Impact, in 2019 Google accounted for more than 75% of all global desktop search traffic.

If you aren’t appearing high up on Google’s search engine results page, you could be missing out on hordes of traffic looking for brands just like yours. So, don’t dismiss the importance of making your way to the top of search engines.  

 2. Almost 80% of users ignore paid ads in search results, according to SEO Tribunal.

While paid-for online adverts pose some benefits — especially if you’re trying to increase the overall awareness of your brand — the stats suggest that they are largely ignored by consumers. Instead, the majority of clicks go to the brands that rank high organically.

3. Crazy Egg discovered that, if done right, SEO can drive a 14.6% conversion-rate.

The more traffic you get, the more opportunities you have to gain new customers, right? So, getting SEO right can help you boost your conversions. Not to mention that a number of tactics involved overlap and work together to achieve better results.

4. Animaker found that having a video on your homepage could make you 53% more likely to show up on the first page of Google.

The popularity of online video is growing and can no longer be ignored by B2B organizations. Not only is it a shareable and engaging aspect of your content marketing strategy, but it helps with the wider optimization of your website.  

5. According to Unbounce, reducing the number of form fields from 11 to 4 can result in a 120% increase in conversions.

Getting traffic to land on your website is one thing, but encouraging that traffic to take action is equally as crucial. Make inquiring as easy as possible and put yourself in your customer’s shoes. The shorter the form, the better!  

6. As many as 7/10 marketers use CRO to inform other marketing initiatives, according to Marketing Experiments.

Not only does an effective conversion-rate optimization strategy help businesses turn more of their website traffic into leads and customers, but it can also help marketers identify what’s working, what isn’t, and where they need to make changes to their campaigns.

7. PwC discovered one in three customers will leave a brand they love after just one bad experience.

The demand for great customer experience continues to grow. Optimizing for CX is an imperative part of ensuring that no customer leaves your site feeling frustrated or disappointed. Think user journey. Think page loading time. Think response time. Think automation.

8. According to iPerceptions, 73% of customers expect businesses to understand their needs and expectations.

Getting to know your customers should be your first step when it comes to optimization. After all, they’re the ones going on your buyer journey. Conduct research, make data-fueled decisions and test everything for success.

9. HubSpot found that personalized calls-to-action convert 42% more visitors than impersonalized ones.

The quality of your calls-to-action can be the difference between closing a sale and losing a potential customer. Get personal, test what’s working best for your audience specifically and display your CTAs above the fold for maximum impact.

10. Econsultancy found that 80% of organizations report an uplift since implementing personalization.

When it comes to seeing the best results from your B2B website, a personalized approach is pivotal. From campaign specific landing pages and bespoke content, to embracing mass personalization, putting your potential customers at the heart of your strategy is necessary to succeed.

If you’re looking to optimize your website, then personalization should be a key part of your plan. Webeo is a leading website personalization tool that enables B2B organizations to create a personalized user experience for every one of their website visitors. Utilizing a global leading database of business IP addresses, the tool works by tailoring your existing website in real-time based on a set of criteria decided by you. Users can change the images, content, language, greetings and calls-to-action that appear on the website to meet the needs of the visitor. Increase your conversion-rate, improve customer experience, reduce your bounce-rate, increase the time spent on your site and see your SEO ranking soar. Discover the power of website personalization and book your demonstration today!

Website optimization for enhanced marketing

A robust marketing strategy is at the heart of every successful business.  And, at the center of every innovative, creative, educational and data-driven marketing strategy is a high-quality website.  According to UK Web Host Review, as many as 94% of people won’t trust an outdated website.  And, Adobe found that 38% of people will stop engaging with a website if the content or layout is unattractive.  So, it’s safe to say that your website matters — even if your marketing strategy is flawless.  A website search engine optimization plan to make your site is easy to find — and a website conversion optimization strategy, to ensure it’s easy for visitors to take action — are both pivotal to your online success.  But, how can an effective, all-encompassing website optimization strategy help boost your marketing measurables?

How does website optimization work?

Website optimization, by definition, is the process of making improvements to a business website to ensure it achieves specific goals.  This could include achieving a high-ranking search engine results page position or getting a higher percentage of website conversions — such as downloads, sign-ups and purchases.  Businesses have to test the changes they make to see what works best for their specific audience — weaving great customer experience and a simple customer journey throughout at all times.  There are a huge number of factors that play a role in optimizing your website, so utilizing effective technology can help businesses get it right.

Your B2B buyer journey

The customer journey is far from linear — particularly in the B2B world.  With so many channels and platforms working to raise your business profile and generate traffic, there are several different journeys your potential buyers can go on before becoming a customer.  Website optimization helps ensure that — no matter how they come across your business site — the likelihood of them becoming a customer is high.  For example, if they search for a business like yours on Google, the likelihood of them clicking on your page decreases the further down the results page you sit. In fact, Advanced Web Ranking discovered that 67% of all clicks go to the first five organic results.

Let’s say that — thanks to a great SEO strategy — your website sits proudly at the top of Google and, in turn, generates lots of traffic.  But remember, search engine results are just one way you could be discovered.  A potential customer may have found your business via a paid social media advert, by clicking on an email marketing link, or by visiting your site off the back of a direct mail marketing campaign.  And, to make matters more complicated, 81% of sales happen after 7 or more contacts, according to LeadPages.  Once they land, the next step is getting your visitors to convert to customers.  So, to get the most return from your marketing channels, optimizing your website for conversions is crucial!

Personalized landing pages

With visitors landing on your site from all different directions, how can marketers be sure they’ll convert?  A personalized approach is always the answer!  According to Marketing Experiments, 48% of marketers build a new landing page for every marketing campaign.  And, HubSpot found that businesses see a 55% increase in leads when they increase their number of landing pages from 10 to 15.  Campaign-specific landing pages are a great way to enhance marketing ROI. Design highly-relevant pages with clear, tailored calls-to-action.  This way, when your potential customer lands, they’ll know they’re in the right place — and, the next steps they need to take are clear and intuitive.  For optimum results, adopt personalization software for an even more bespoke approach.

Optimization for increased marketing efficiency

Your team puts large quantities of time, effort and budget into your business marketing strategy.  Social media campaigns, direct mail pieces and content marketing.  Webinars, digital advertising and events.  You name it, there’s a team in your organization working hard to perfect their strategy and generate leads.  For the most part, your wider marketing efforts will all direct people to your website.  But, if it’s optimized for search engines, conversions, and customer experience — you risk turning potential away potential customers.  To get the most out of your strategies, make the maximum impact and see the best ROI, optimizing your website should be key.

Webeo is a leading website personalization software that enables B2B organizations to provide a personalized user experience for every visitor, every time.  Utilizing a global leading database of business IP addresses, the innovative tool works by identifying your B2B visitors and creating bespoke website experiences in real-time based on the organization they are visiting from.  Users can edit imagery, language, content, greetings and calls-to-action displayed on their website to meet the needs of the visitor.  Boost your conversion-rate, skyrocket your SEO ranking, enhance customer experience, increase your page views and watch your bounce-rate drop.  Discover the power of website personalization — book your Webeo demonstration today!

Using SEO and CRO together

Your website is a useful tool for a number of reasons. As the online hub of your business, it needs to accurately reflect your brand, be filled with high-quality, informative content, help you generate new leads and be easy for potential customers to discover. That’s exactly where website optimization comes in. To get noticed, drive traffic and achieve the Google stamp of approval, you need a robust search engine optimization (SEO) strategy. And, to maximize on your visitors, see enhanced business results, and generate inquiries, you need to implement a conversion-rate optimization (CRO) strategy. Let’s explore what the fundamental differences are, how both strategies work to improve your website and how they go hand-in-hand to help you see results.

Website search engine optimization

It’s simple. For your business to thrive, your website needs to be discoverable. With so much competition out there, it’s never been more important to implement a website optimization strategy. We’re not going to pretend it’s a quick-win. There’s a lot to consider when it comes to optimizing your website — in fact, according to Backlinko, Google’s search algorithm uses more than 200 factors to rank websites. But, it’s worth it! Databox found that as many as 70% of marketers see SEO as more effective than PPC and, according to HubSpot, the first position on Google search results has a 34% click-through rate for desktop and 35% for mobile.

Optimizing for search means improving your website’s traffic — in terms of both quality and quantity — by working to increase your search engine results page (SERP) position. There are a number of ways to do this. For example, undertake keyword research — find out what your target audience is searching for and use these terms to fuel your site copy. Implement a content marketing plan to support your keyword strategy and ensure your site is always being updated. Be sure to include long-form content to increase the time spent on your site and aim to reduce your bounce-rate, and include a backlink building strategy to build trust and authority. Of course, that’s just the start! Algorithms change and update all the time, so staying in-the-know is key. 

Website conversion optimization

While your SEO strategy works to take your website to the top of the search engines, your CRO strategy tackles what happens when traffic lands on your page. According to Econsultancy, only about 22% of businesses are satisfied with their conversion-rates. This makes sense when we learn that as many as 81% of sales happen after seven or more interactions, according to LeadPages. The B2B buyer journey isn’t simple. So, your website needs to be captivating if you want your visitors to convert. From the way it looks and the language you use, to your navigation and the position of your calls-to-action, sometimes the smallest factors can make the biggest difference.

Ensure your website is clear, easy-to-navigate, and is transparent about what your business does. Start by making it simple for your visitors to make a conversion. This could mean adding more calls-to-action, making them more visible and ensuring it’s clear that they’re ‘clickable’. If you rely on form-fills to convert customers, ensure they are simple and don’t require too much information. Remember, your target audience is made up of busy decision-makers! Weave personalization throughout your website and use multiple landing pages that have a single focus or action. The key to CRO is to test and measure everything. No guessing or assumptions — instead, the results need to fuel your decisions.

Combining the two strategies

According to Web Presence Solutions, Google is responsible for 94% of organic traffic. And, Status Labs found that 90% of searchers haven’t made up their mind about a brand before starting their search. So, it’s up to you to ensure you’ve done everything you can to ensure your website proves that your business is the right choice. Both SEO and CRO present great opportunities to take your website to the next level. And, you don’t have to choose just one strategy. In fact, they can work together to help your site run like a well-oiled machine. While SEO gets you noticed, CRO helps you get the most out of your high-ranking SERP position and the traffic that generates. Plus, a number of the important tactics involved overlap and contribute to a better overall customer experience.

Static websites will soon become a thing of the past, with personalized website experiences growing in popularity and proving strong results. Webeo is an innovative website personalization software transforming B2B websites into engaging, bespoke on-site experiences. Utilizing a global leading database of business IP addresses, Webeo tailors your website in real-time based on the visitor. Users can alter the imagery, language, content, greetings and call-to-action displayed to meet the needs of the visitor. Reduce your bounce-rate, boost your conversions, increase the time spent on-site, improve CX and watch your SEO ranking soar. Discover the power of website personalization and book your free Webeo demonstration today.

Using personalization to accelerate website optimization

It’s no secret that personalized marketing has taken the B2B world by storm over the past few years. In fact, according to Smarter HQ, 72% of consumers will only engage with marketing messages that are customized to their specific interests. And, Segment found that an average of 71% of consumers feel frustrated when their shopping experience is impersonal. As the demand grows, and high-quality data becomes more and more accessible, impersonal and static websites will get left behind. Customers want to feel valued, and a tailored, relevant experience is the answer to that. To accelerate your website optimization strategy, personalization is pivotal!

Stand out from competitors

Having an attractive website matters. To gain the right attention and stand out in a crowded market, your site needs to look the part! If it is unattractive, unengaging or irrelevant to your target audience you risk turning potential customers away — and, in turn, telling search engines like Google that your site isn’t high-quality. To achieve a high-ranking position, you need to be the best of the best. Enter personalization — the ultimate solution. According to Statista, more than half of marketers are currently using website personalization. But, getting it right is crucial — Digital Doughnut found that as many as 63% of consumers stop purchasing products and services from businesses that provide poorly executed personalization.

Reduce your bounce-rate

When a visitor lands on your website and exits fast, this negatively impacts your bounce-rate. Think about your own experience with online marketing. If an advert, social post or piece of content is relevant to you but, when you click the link to find out more, you have been misled or taken to a generic page, you’re likely to leave the site immediately. The same goes for B2B buyers! The more personalized your entire marketing experience — all the way through to your website — the longer visitors will stick around. Link to a personalized landing page, ensure you’re sending potential visitors to relevant content, and ensure your website copy clearly outlines why you can help them. Be sure to use analytics to identify pages with high bounce-rates, implement a plan to improve it and, in turn, optimize your website.

Step-up your CX and boost conversions

On-site personalization can advance your overall customer experience, as well as enhance your website conversion optimization. In fact, Evergage states that some of the top benefits of personalization are customer experience, customer acquisition and increased conversion-rates. By optimizing your website for conversions, and putting customer experience at the heart of your website, you’ll reap the rewards of a high-performing website.

Businesses are seeing a measurable difference in terms of revenue, too — according to Monetate, in-house marketers are seeing a 19% uplift in sales thanks to personalization. By increasing relevance and making their experience easy, your customers feel valued and understood — plus, personalized calls-to-action and greetings help guide your website visitors towards the conversions.

Your website optimization strategy

Personalization is effective, but your website needs to be a well-oiled machine to make an impact. Outlining a clear, detailed plan before embarking on an optimization journey is always a good idea. But, what do you need to include in your strategy to get started?

  • Assess your existing site

Start by looking at your website as it stands to see what kind of task you have ahead of you.

  • Identify problems from the outset

Be sure to take note of any problems such as broken links and slow-loading images as you go.

  • Improve your structure and usability

Notice where your on-site user journey could be simplified and enhanced for your visitors.

  • Get to know your audience

Gain insight about your target audience so you can design the optimum experience for them.

  • Update meta and alt tags

Meta tags provide data about your site and alt tags make your content more accessible. Don’t dismiss them!

  • Undertake keyword research

Using the right keywords on your site and in your content will get you noticed by search engines.

Based on the information you’ve acquired, implement an engaging, bespoke content plan.

  • Include the right technology

Having the necessary tools in place from the beginning is crucial — don’t forget to explore some of our favorites

Website personalization should be a key part of your wider optimization approach. Webeo is an innovative website personalization software that takes B2B websites to the next level! It works by turning static, one-size-fits-all websites into engaging, bespoke online experiences. Utilizing a global leading database of business IP addresses, Webeo tailors your website in real-time to meet the needs of your visitors. Users can alter the imagery, content, language, greetings and calls-to-action displayed — boosting CRO, enhancing customer experience, reducing bounce-rate, increasing time spent on site and ensuring your SEO ranking soars. Discover the power of personalization and book your Webeo demonstration today!

5 of the biggest problems with website optimization

If you’re looking to optimize your website, there are some common problems that B2B marketers face that you should know about before you try to tackle it. For your website to achieve the best outcomes for your business, it needs to be easy to discover, run seamlessly in the background, and offer a great experience to your potential customers. According to Advanced Web Ranking, as many as 67% of clicks go to the first five organic results. And, Marketing Experiments found that using the correct targeting and testing methods can boost conversion rates up to 300%. So, implementing a strategy that takes your website to the top of the search engines all while increasing your conversions and your wider marketing results is key to success!

Your site looks outdated

According to UK Web Host Review, 94% of people won’t trust an outdated website — and, as many as three quarters of people base an organization’s credibility on its website. So, keeping an up-to-date, attractive website is pivotal. When you’re optimizing your site for search engines, its appearance matters. Design a site that stands out and captures your visitors interest from the outset. Experiment with colors, language and layout, and identify what works best for your specific audience. Remember, it needs to be engaging from the moment they land — especially since, according to Sweor, it takes users just 0.05 seconds to form an opinion of a website! Be sure to make it count.

It’s taking too long to load

When your target audience is made up of busy B2B buyers, website speed optimization is crucial. In fact, Invisionapp discovered that as much as $2.6 billion is lost every year because of slow-loading websites. And, according to Neil Patel, more than half of shoppers state that loading speed is important to their site loyalty. From choosing the right host and reducing server response time to reducing the size of images and the number of plugins on your site, there are a number of factors that can impact your website speed. Conduct an audit and do what you can to make your website soar.

Your user journey is poor

According to Toptal, 90% of users will continue shopping because of great user experience. But, considering just how important this is, Skyhook found that only around half of businesses are conducting UX testing. Your website navigation should be intuitive, and your customer experience should be seamless from start to finish. Look out for broken links, ensure your form-fills are simple, and make it as easy as possible for visitors to understand what you do, get in touch, find you on social and make a purchase. Consider mobile optimization where necessary, too — Impact Bnd discovered that 52% of users said a bad mobile experience made them less likely to engage with an organization.

The content could be better

If you’re in B2B marketing, you won’t be able to ignore the popularity and success of content marketing. It’s an effective tool for nurturing leads and positioning your business as an industry-leader — but, it also plays a key role in helping to optimize your site. According to Impact, high-quality content and link building are the two most important factors used by Google to rank your website for search. If your content is not being posted regularly, isn’t loaded with relevant keywords, full of backlinks and highly relevant to your target audience, you won’t be getting the most out of it. Put content marketing at the heart of your strategy and design it with your ideal customers in mind.

Your calls-to-action are generic

According to a study by Copy and Check, websites have an average of 2.68 CTAs per page — and HubSpot discovered that personalized calls-to-action perform up to 202% better than generic ones. Don’t dismiss the impact of guiding you website visitors towards making a conversion, but remember the importance of testing what works best, too. After all, factors as seemingly small as the length of copy, the language used, and the appearance of a call-to-action can make all the difference when it comes to seeing conversions. Opt for personalized CTAs as part of a wider personalized marketing approach for the most impactful results.

Webeo is a leading website personalization software that transforms static B2B websites into engaging, bespoke online experiences. Utilizing a global leading database of business IP addresses, Webeo recognizes your website visitor and tailors your site in real-time to meet their needs. Users can alter the imagery, language, content, greetings and calls-to action displayed on their site, helping to create the perfect website for every visitor, every time. Boost your conversion-rates, watch your bounce-rate drop, increase the time spent on site, create the ultimate customer experience, and improve your SEO ranking — all through the power of website personalization. Discover Webeo for yourself and book your demonstration today!



What is conversion rate optimization in digital marketing?

Your B2B digital marketing strategy should be robust and all-encompassing — providing your business with the optimum chances of getting noticed by the right people online. While several digital marketing activities focus on raising brand awareness, enhancing visibility and improving reputation, measurable marketing metrics should still matter and be included from the outset. Conversion rate optimization, or CRO marketing, is the practice of optimizing your digital activities for the maximum chance of converting leads and customers. The more you convert, the better chances you have of generating new business and increasing revenue. So, let’s explore how best to optimize your digital channels with conversion in mind.   

SEO and website CRO

SEO and CRO should work in harmony for the ultimate website optimization. SEO helps improve your website’s discoverability, making it easier than ever for your prospects to find you online. SEO Tribunal found that 93% of all online experiences begin with a search engine, and according to Advanced Web Ranking, 67% of all clicks go to the first five organic search engine results. So, a high SEO ranking matters and could make all the difference! Busy B2B decision-makers aren’t going to want to spend large quantities of their time searching through SERPs for your business — plus, a site with a high ranking benefits from increased trust and the Google stamp of approval. If you’re looking to capture leads and convert customers through search, then implementing an effective SEO strategy should be at the top of your list of things to do.

Landing page CRO

Optimizing your landing pages can make impactful changes to your website and conversion rate. Marketing Experiments found that 52% of organizations using landing pages also test them to find ways to improve conversions, and Impact discovered that 48% of marketers build a new landing page for each marketing campaign. When it comes to conversion optimization, experimentation is an important factor. You’ll likely have multiple audiences and be running several digital marketing campaigns across different platforms. Landing pages help you identify referrer channels, offer personalized experiences and the ability to test to see what works best. Remember, seemingly small changes can make all the difference — Eyeview Digital found that using video on your landing pages can increase conversions by 86% and HubSpot discovered that organizations see a 55% increase in leads when they increase their number of landing pages from 10 to 15. Consider utilizing optimization tools to help you.

PPC/CPC CRO

While DataBox found that 70% of marketers believe SEO is more effective than PPC, 86% said they’re actively using their PPC campaigns to support their SEO strategy. When it comes to paid digital advertising, it’s important to think creatively and strategically. You want to generate clicks and drive conversions, and to do that, you have to catch the attention of your target audience. Use relatable language and eye-catching copy, ensuring your ads link to an optimized landing page for the ultimate results. Consider what your ads are promoting — try linking to industry-specific content and downloadable, actionable assets. And, keep personalized marketing in mind throughout, ensuring you are targeting the right people with the right content. Be prepared to test, monitor and adapt for the best results.

Social CRO

GlobalWebIndex found that discovered that 54% of social browsers use social media to research products. So, while a large part of social media strategy and output is about improving your online presence, it is possible to utilize it to drive conversions. Think of social media as the tool that spreads your content far and wide. Your website is the hub of your digital content, with a quality SEO and CRO optimization strategy helping to skyrocket it to the top of Google and create an unbeatable on-site experience. Your paid ads are working in the background, generating traffic and getting your brand seen. And your social media output is what drives an engaged group of followers to your site. Consider a social-selling approach, reaching out to potential customers, sharing relevant and engaging content, positioning your brand as a thought leader and showcasing great customer service. When it comes to converting followers to customers, it’s more about playing the long-game than looking for impulse purchases or quick-wins.

Website personalization is the missing piece of the puzzle when it comes to converting visitors to high-value customers. Webeo is an innovative website personalization tool that transforms B2B websites by creating highly-personalized online experiences. The software works by automatically tailoring the imagery, language, content, CTAs and greetings displayed on your website based on the visitor. Utilizing a global leading database of business IP addresses, Webeo can create the perfect website for every visitor, every time. Increase content relevance, skyrocket conversion rates, reduce bounce rates, prove ROI fast and improve customer experience. Discover the power of website personalization for yourself and book your Webeo demonstration today.

CRO: 5 steps to world-class conversion rate

According to Econsultancy, only around 22% of businesses are satisfied with their conversion rates. So, how do we take CRO results from disappointing to world-class? It’s no easy feat — and there’s a level of experimentation involved in getting it right — but it’s possible! Every seemingly ‘small’ positive change that you make to your website will play a role in boosting your chances of converting more and more of your website traffic. From targeting a highly relevant audience rather than mass marketing, to optimizing your on-site customer experience, your site will slowly but surely evolve into the ultimate digital hub to capture hot leads, impress customers and get conversions.

Understanding conversions and conversion rate

Before we get started, let’s go back to basics and get a clear understanding of exactly what a conversion is. Essentially, a conversion is what happens when a website visitor takes a desired action on your website. They come in all different shapes and sizes — ranging from micro conversions to macro conversions — and can include anything from signing up to a newsletter to making an inquiry. Conversion rate optimization is the practice of making necessary changes to your website to prioritize converting traffic. This could be altering its appearance or layout, implementing personalization, or editing calls to action, to name just a few. A good conversion rate indicates that a large percentage of your traffic is completing the action you want them to — whether that be filling in a form, completing a purchase or anything in between.

Remember, conversion success is relative

Every business is different, and therefore will measure success in different ways. Conversion rates in particular can vary across industries, and what may be a great result for one business may seem small to another. WordStream states that the average website conversion rate is about 2.35%, but the top 10% of organizations are seeing conversion rates of 3-5x higher than that. Your own results will depend entirely on your industry, the products you sell and your sales process, and a whole host of other factors. Familiarize yourself with what is considered a good conversion rate for your business specifically and set your own goals and targets to work towards improving it.

Your CRO strategy

When it comes to CRO marketing, it’s all about putting yourselves in your customers’ shoes. Their experience should be your priority, and nothing should stand in the way of them making a conversion. Like all things in marketing, don’t start without a clear strategy in place. Identify what your goals are, where you need to make improvements, outline the budget and resources you have in place, and plan how you’re going to get there. Use SMART objectives to help you ensure your goals are achievable and are working towards specific business goals. Marketing Sherpa found that 7 in 10 marketers practicing CRO use results of experiments to inform other marketing initiatives. So, execute a well-planned strategy, measure results and use the data to drive your decisions going forward.

Getting started with CRO basics

When it comes to implementing any new strategy or approach, it can seem a little overwhelming. Remember, there will be trial and error, so be prepared to embrace new ideas and change your plans. Start off simple. Are there any obvious snags that are impacting your website’s performance? Make use of analytics tools to help you understand what’s performing well and what isn’t. Is your page slow to load? Are there any broken links? How well are you ranking on Google? Then, consider the layout of your site, your user journey and your calls to action. All of these factors can impact your conversion rate. Consider implementing conversion optimization services to help you. 

Getting your CRO to ‘world-class’

You can design the best website in the world, with the ultimate conversion strategy, but if the experience you’re creating isn’t relevant to your audience, then visitors won’t convert. It’s as simple as that! Spend time identifying your target audience, getting to know what they respond well to, and designing a bespoke marketing experience with them in mind. Marketing Experiments found that using correct targeting and testing methods can boost conversion rates by up to 300. And, Barillience found that users who click on suggested products convert 5.5% more frequently than those viewing other products. So, it’s time to ditch the mass marketing approach for highly-personalized experiences.

Website personalization is your secret weapon when it comes to conversion optimization. Webeo is a leading website personalization tool that creates bespoke online website experiences for B2B organizations. The software works by utilizing a global leading database of business IP addresses to identify your website visitors and tailors their experience in real-time. Users can edit the appearance, content, language, greetings and calls to action displayed on your site to meet the needs of the needs of the visitor and skyrocket your results. Reduce bounce rates, improve your web conversion rate and enhance customer experience. Create the perfect website for every visitor, every time. Want to discover the power of personalization for yourself? Book your free Webeo demonstration today. 

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-read 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.