9 B2B website optimization ideas that work
Strategies to increase B2B website conversions
Introduction
Competition is increasing, budgets are shrinking1, and it’s becoming harder for marketers to hit their aggressive targets. Buying and procurement cycles are also getting longer and more complex, often involving multiple stakeholders with different levels of involvement and engagement during the evaluation process.
While different stakeholders will interact with your brand in unique ways, there is one touchpoint that is consistent: your website. Ensuring your website meets each buying committee member where they are in the funnel is critical to success in B2B marketing. There are simple ways to drive high value and impact on your website through a combination of testing, personalization, and continuous optimization —ensuring it's meeting the needs of every unique visitor. Best of all, implementing these strategies isn’t as complex as you might think.
The strategies outlined in this ebook are designed to enable you and your marketing team to increase the volume of conversions across multiple buyer types at different stages in the funnel. They are also tactics that real brands have used to not only optimize their websites, but improve the overall user experience. So, let’s dive in.
- https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/beyond-belt-tightening-how-marketing-can-drive-resiliency-during-uncertain-times
Lean into action-oriented CTAs
CTAs should be clear, concise, and actionable. However, refining this copy further to ensure visitors know what to expect when they engage with your content can settle the difference between a conversion and a lost opportunity.
Try testing different verbiage on your core and secondary CTAs to see what resonates with your buyers at different stages of the funnel. You can try concise vs. verbose and open-ended vs. specific language. For example, if you offer a free trial, try a CTA that shows how quickly prospective buyers might be able to see positive results from the implementation.
You can also test different CTAs based on the company size of the visitor. For example, the requirements of an enterprise company are generally more complex, so a “Book Demo” CTA may resonate better than a “Get Started” CTA, which might be more applicable to a small-to-midsize business (SMB) audience.
Special thanks to the contributors of this book
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