Monday, 13 August 2018

Increasing B2B Conversions

A common problem that business to business (B2B) companies have with their online inbound marketing campaigns is increasing their conversion rates. It can be difficult enough to get the businesses representatives you want to come to your site, but securing those leads and converting them into customers is a whole new challenge.

If you're wondering where you've gone wrong in terms of increasing your conversion rate, these strategies are some that you can begin to implement on your website and your landing pages today.

Make Offers that Make Sense

Here's something that we're all quite familiar with: we hop onto Google, type something into search, then click on one of the first few search result links. That website may answer our query (if we are lucky!), but many of these websites also have inappropriate offers, or "calls to action" (CTAs) on the page that deliver no value to the visitor.

For example, if you're trying to troubleshoot how to fix your clogged sink, you likely wouldn't click on a CTA that offers 10% off that website's plumbing services. What you may click on, however, would be an offer for a free white paper or eBook that takes someone, step by step, through the process of properly getting rid of a clog in the sink.

Other CTA tips:

- When creating a CTA, try having two offers presented at the same time. This can increase your lead conversion rate by 63% (Search Engine Land, 2011) - Avoid vague language and insinuations. Be direct and tell people exactly what they should do. - Consider creating offers that are time sensitive. Having a sense of urgency can boost your lead volume by as much as 46% (Search Engine Land, 2011) - Use images thoughtfully. For example, having a picture of a human face that's looking towards the CTA can help direct a visitor's eyes to that converting offer

Plan your Pages According to the Buying Cycle

It's well worth any business' time to do an audit of their website to determine what web pages are most visited by different businesses (and what specific industry or niche they're in) and then what stage of the buying cycle they're in.

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