What is B2B conversion rate optimization?

In this article, we answer the question, what is B2B conversion rate optimization? B2B conversion rate optimization (B2B CRO) is a method for continuously improving websites based on incremental testing with the aim of helping websites to better deliver on business objectives.

Key takeaways: What is B2B conversion rate optimization?

  1. B2B Conversion rate optimization is the process of increasing the number of visitors who complete an action that meets the goals of the business.
  2. Through conversion rate optimization,  changes can be made to a website, these changes can then be tested and measured,.hat is B2B conversion rate optimization?
  3. Conversion rate optimization involves testing changes on real visitors and measuring impact over a period of time until a level of confidence in the results is achieved.
  4. A website is never finished, and conversion rate optimization allows you to develop and improve your websites based on quantitative data.
  5. Conversion rate optimization helps businesses increase the ROI they see from their websites and their marketing activity. It means more of the visitors driven to your website are likely to convert.
  6. Conversion rate optimization helps businesses make incremental changes that increase the return on investment from their website.

 

What is B2B conversion rate optimization?

What is B2B conversion rate optimization? A website is a business tool, a way of forming prospects, generating leads,  increasing sales or supporting customers. B2B Conversion rate optimization is the process of increasing the number of visitors who complete an action that meets the goals of the business.

Introduction to B2B conversion rate optimization

For any digital execution, it’s important to have measurable objectives, and a website is no different. By having clear objectives, everyone who works on the site knows that their contribution must work towards a common goal. Having measurable objectives for visitors on your website ensures that website owners can take steps to increase the chances that visitors will complete the goals you have set. For example on a B2B website, a common goal is lead generation, one optimization to increase lead generation could be to decrease the number of form fields.  Such incremental changes that are measurable and tested over time are part of a process called B2B conversion rate optimization. Through conversion rate optimization,  changes can be made to a website, these changes can then be tested and measured, successful changes can be made permanent and changes that have an adverse impact can be rolled back. Website improvements through conversion rate optimization prove much more cost effective than doing a large refresh every few years.

What is B2B conversion rate optimization?

  •  Conversion rate optimization is a structured way of testing changes to a website to increase conversions.
  •  Critical to conversion rate optimization is the ability to measure the impact of changes and make decisions based on that data.
  •  The goals of conversion rate optimization are based on the objectives of a website.
  •  Typically conversion rate optimization involves testing changes on real visitors and measuring impact over a period of time until a level of confidence in the results is achieved.

Does my website need B2B conversion rate optimization?

B2B conversion rate optimization plays a critical role in making sure websites meet business goals and customer needs. Here are just a few reasons why your website needs B2B conversion rate optimization.

  • A website is never finished, and conversion rate optimization allows you to develop and improve your websites based on quantitative data.
  • Conversion rate optimization reduces the need for frequent website refresh projects. The website is being improved all the time not just when it falls behind the competition.  You never get to the point where the website is out of date.
  • With conversion rate optimization opinions go out the window. You no longer need to spend your website budget to deliver what the most senior person in the room wants, rather you can spend it on improving your websites in a measurable way for your end-users. Decisions are made based on insights from real world data.
  • Conversion rate optimization helps businesses increase the ROI they see from their websites and their marketing activity. It means more of the visitors driven to your website are likely to convert.

Is my website finished?

Many businesses that build and launch new websites assume that the project is complete. They believe the website is “finished” once your developers have hit the publish button.  The reality is that this is just the start of the journey, or at least it should be. All successful websites undergo ongoing testing and improvements. Websites never launch as the perfect finished article, it’s impossible to know how your website will perform in the wild until it’s launched and real visitors try to complete actual tasks. Conversion rate optimization helps you make incremental changes that increase the return on investment from your website.