How To Increase B2B Conversions: A Checklist

With the evolution of online marketing, the B2B’s of the world are at times forgotten. The traditional methods of marketing to consumers are simply not as effective. With our longer more complex sales cycles, B2B organizations need to be able to create and deploy the right content at the right time to meet each customer organization’s unique buying process. B2B organizations need to stop talking about their brand and start delivering value to their customers. Every effective B2B marketing program starts by understanding customer need, and providing resources to fill those pain points.

Several small tweaks to your website could increase conversions by up to 20%. The following 6 tips are proven, easy to conversion tactics that will help you generate more quality leads from your website.

1. Implement Landing Page Optimization:
The design of your website, microsite or landing page is critical to B2B search marketing success. A best practice for Conversion Rate Optimization (CRO) is to incorporate a well designed, streamlined landing page to serve as any marketing campaigns visitor destination. A well designed landing page guides the visitor to a conversion point (i.e. an online sale or sign up form) and eliminates confusions and distractions.

The effective use of landing pages in a campaign can create better customer engagement and, ultimately, increased conversions.

2. Know How to Speak to Your Buyer
B2B landing page content is different than consumer “messaging.” Write at an 8^th grade level and highlight features, benefit statements, points of differentiation, and calls-to-action as quickly and efficiently, and at the top of your page. While consumers may need to be “wowed” your B2B buyers don’t have any interest in “the fluff” and will appreciate a simple, clean, clear landing page.

3. Bring the Benefits to the Forefront
As a whole, marketers tend to focus on how great their brand is, stop doing this. Instead, highlight the “what’s in it for me” value proposition.  Focus your webpage content, calls-to-action and downloadable assets on what will benefit the prospect. Provide visitors with something of value (whitepaper or digital tool kit) give them access to resources that help them do their job better. By providing them with unique information they feel like it’s less about brand promotion and more about providing top tier customer service.

4. Provide Options
Each customer and prospect has different needs, even when it comes to business. Empower visitors by providing them with options and allowing them to decide for themselves what package, product or service suits them. Test various types of offers and assets.

• Prospects who are early on in the sales cycle often prefer general market information.
• Prospects who are further along in their research appreciate comparison charts and independent user reviews.
• Prospect who are ready to buy want information on pricing, terms and conditions.

5. Be Accurate
Don’t make promises you can’t keep. Make sure your online buying process is straightforward and simple. Be accurate and consistent with your offerings and fulfillment of those offerings.

Example:  Do not promote a link sending visitors to a registration form by having the anchor text read “download  a whitepaper now” instead say “Sign up now for instant access“.

6. Create Urgency
Your average website visitor losses interest in 30 seconds or less.  Because of this, business marketers must present compelling, actionable information and offers should instill a sense of urgency. Utilize limited time or limited availability offers for that little extra push to compel website interaction.