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Just like that, we’ve entered the 12th month of the year, and what a year it’s been! Let’s face it, we’ve learned a lot in 2023. We learned not to be afraid of AI but to use it to our advantage. To stay competitive and keep our buyers’ needs and expectations at the forefront of our marketing strategies. Plus, we learned how to continue to drive more leads from our websites (something we hope to continue to improve on into the new year!). As 2023 draws to a close, let’s explore some key learnings from our Conversion Rate Optimization (CRO) strategies that we can take into 2024 to ensure it’s our best year yet.
The power of personalization
Personalization has played a part in B2C marketing strategies since before we can remember. Finally, B2B organizations are starting to catch up and take their ‘personalization’ beyond “Hi {insert First Name}”. With 74% of buyers feeling frustrated when website content is not personalized, it was about time.
Website visitors are more likely to convert if they’ve had a seamless journey, with relevant information presented at each touchpoint. This is where personalization comes into play. Marketers should be utilizing website personalization tools to give each visitor relevant information that is more likely to push them through the funnel faster. B2B websites serve as the ‘shop window’ for information, playing a crucial role for all stakeholders to find information relevant to them and their pain points. B2B marketers are finally getting to grips with how they can use their websites to speak to different segments and decision-makers, resulting in a more efficient buying cycle. Plus they’re able to drive more top-of-the-funnel prospects to convert.
Knowing when to use AI
We’d be lying if we said we haven’t wondered if Artificial Intelligence (AI) is going to change the marketing world as we know it, with rumors sparking that AI could end the need for a traditional marketing department, it’s rocked the boat. But the truth is AI can’t entirely replace our human skills and nature, and if we relied on it completely we’d risk regurgitating information and never producing innovative thoughts and solutions. 2023 has taught us not to be scared and instead use it to support our day-to-day activities and research.
One element that separates your business from the next is your brand voice and how you communicate with your customers. We know that relevancy and consistency are key to a successful CRO marketing strategy, plus maintaining your brand voice across each communication channel will build more trust between brand and buyer. Messaging across your site should resonate with your audience whilst speaking in your brand voice (something that we can’t rely on AI for alone!). Marketers should be using AI and ChatGPT to help them find information, current trends, and pain points about their different audience segments. For example, if you’re optimizing your website for an industry that you have less knowledge about, AI is a great place to start. Optimize the information delivered by AI for your specific business so you can create effective website personalization experiences.
PPC + CRO = a love affair❤
For many businesses, pay-per-click is a key channel in their marketing strategy. However, ads are becoming more expensive with the cost per click for keywords on the continuous rise. Businesses are spending more time crafting personalized ads to get more visitors to the website. However, when these high-cost leads land on the site they are greeted with a generic message… (Not the best experience!) Marketers are learning that driving traffic to a website is just the first step. The real magic happens when you optimize the user journey to convert those visitors into valuable leads or customers.
Smart marketers are using CRO to elevate their PPC campaigns, focusing on the entire process, from Google search > Website visit > desired CTA. The most effective CRO solution to do this is website personalization because you can link the ad content directly to the content on your website. Showing your visitors they’re in the right place and reinforcing your solution can fix their problem.
The lesson here is clear: CRO maximizes the ROI of your PPC ads.
Using GA to its full advantage
Google Analytics
Pretty much every marketer is using Google Analytics (GA) to measure and analyze their website performance. Now is the time to leverage this data into valuable lessons for your CRO marketing strategy. It’s time to dive deeper into your website visitors’ behavior, to understand which pages convert the most traffic, and identify any potential bottlenecks your website may have.
In 2024, we should take our use of GA to the next level to increase the effectiveness of our CRO marketing strategy. Rather than focusing on your website as a whole, start looking deeper into each page and your visitors. This information will allow you to make data-driven decisions to optimize your website and ensure an effective CRO marketing strategy.
As we continue on the CRO journey in 2024, the lessons from 2023 shouldn’t be taken lightly. From the importance of integrating CRO with PPC ads to harnessing all the data at our fingertips to make better decisions. These learnings will ensure you stay ahead of the curve in 2024. Make sure you’re embracing innovation and elevating your B2B website with these powerful CRO insights.
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