Conversion rate optimization for B2B.

The author’s thoughts are entirely his own (except for the unforeseen event of hypnosis) and may not always reflect Moose’s thoughts.

Austin Peachy of Obility joins us again to talk about conversion rate optimization (CRO) – especially for B2B companies.

B2B SEOs know that, compared to B2C businesses, the sales cycle in B2B means multiple visits from potential customers before making their final purchase. To help you encourage conversions, Austin covers four areas for improvement.

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Hey, banana fans, and welcome to another edition of Whiteboard on Friday. I am Austin Peachy, SEO Manager at Obility, a digital marketing agency based in B2B, Portland, Oregon. Today, I want to talk to you about optimizing conversion rates, especially optimizing sites for B2B organizations.

When compared to a typical B2C business offerings, the sales cycle in B2B means that customers will visit your site several times during their sales cycle before making a final purchase, and you must visit them. Reaching them at different stages of .

CTR optimization

The initial and sometimes overlooked step in conversion rate optimization is actually click-through rate optimization.

Increasing traffic to your site from Google search results can help increase your potential pipeline and increase total leads. Google Search Console is a great tool for reviewing and refining your listings on search page results. Audit your FAQ and pages and find out which performance is the lowest. For example, draw a report of all items with a clickthrough rate of less than 1%.

Once you’ve targeted your low performance, review the title tags and meta description. Start with simple things, like they’re getting smaller and your full message isn’t appearing. But go beyond that and evaluate the language actually used. Are you encouraging them to click on a competitor vs. you? Is there a CTA? If not, try adding one. It can also be helpful to look at pages with high clickthrough rates and see what is written for their titles and descriptions.

What is different and what can be transferred from a superior actor to a lesser actor to try to replicate these results?

Get to know your audience.

The next step in optimizing the conversion rate is to get to know your audience. This is especially important when it comes to B2B businesses because you have people from many different roles who explore your site, provide input and ultimately make important decisions.

Don’t make assumptions and let the data help you along the way. Google Analytics, Google Tag Manager, and hat mapping tools, such as Hotger and Crazy Eggs, can provide valuable insights to your users and how they interact with your website. When using the heat mapping tool, you can see how often users are scrolling through your page, and you can get a lot of different insights.

For example, if they don’t go very far down your page, but are all in your CTA footer, try moving the second CTA mid-page to capture the maximum audience that is at the bottom. Not reaching . You can also use heat mapping tools to see where users usually click on the site. If they constantly click on a piece of content that has no link, they are more likely to want to click there and read more about it.

So you can improve the user experience by going to relevant content. Track your user’s journey with Google Analytics and see where they can typically fall into the funnel and what opportunities they have to reduce the time from site entry to where your site has conversion points. An important point to know about your audience is to keep in mind where they are in the buying process.

Take a look at the keywords that are driving traffic to this page using tools like Moose Keyword Explorer. If they are using long tail keywords, they are more experienced users and ready for a gated asset such as a white paper or case study. But if these are short-term keywords, they are probably still in the discovery stage and just want to read a blog post or a recent article. Try not to think of things as a marketer, but put yourself in the shoes of your potential customers.

Find out what they want, not what you want.

Solve for poor UX.

Now that you know your audience, the next step is to address the poor user experience on the website. User Experience Tip number one, please remove the popup from your website. No one wants to go to a page and immediately a big ad wants to block the content they are trying to see.

They are going to this page for some reason, and not to be redirected to another site. Once you’ve got rid of all the popups, the next step is to improve the navigation at the top of your site. Make sure you have easy access to all the different areas of your site content, and make sure you have a CTA available in the header so you can easily send them to conversion sites.

To help improve your navigation, use Site Search in Google Analytics to track what people are looking for and make sure the topics they search for are searchable on a regular basis. Easy to do. The next step is to review your content and add relevant links to relevant content that can help the user in their decision making process.

Technical health is also important. Make sure your site loads quickly and that users aren’t always running into broken links that will hinder their discovery and learning about your product. The last thing I want to talk about is the contact form when it comes to the user experience.

As mentioned earlier, anyone from a small team manager to a sea suite executive can view your site, and they want a form that is quick and easy to use. Only collect data that is needed to achieve conversion and do not replace it with additional form fields that do not make sense. Now I will not talk about conversion rate optimization if I did not mention improving your CTAs.

When it comes to CTAs, you want to make sure they are unique and relevant to the content of the page. Contact us and learn more about what’s on each site and really try and adapt to what’s happening. If your content is about the benefits of your software, say something like, “Don’t believe the hype and try a demo to see for yourself.” That fact must be taken into account. “

Check everything.

Lastly, when it comes to optimizing conversion rates, there is testing. Check everything. A lot of data is being collected and analyzed, so there’s no reason why you should make all your changes based on hits only. If you see a low performance on your site, set up an A / B test or a multivariate test to gather information on what works best for your users.

Software such as Google Optimize or Optimize lets you easily perform these tests and make robust, data-based changes to your site. There are so many types it’s hard to say. Try different ways of saying things, different colors of buttons or components, or even the whole layout. But as you are testing, remember to go through the five steps of testing something.

Is a research phase. What can you learn from your data as it is now? Two, the assumption stage, which educated ideas can you possibly think of testing? Third, the priority step, what changes are going to have the biggest impact on your site and make sure you are already doing this to drive further conversions in the future.

Fourth, the testing phase, run and collect your data, whether it’s an A / B test or a multivariate test, and make sure you can find some solid evidence to make a permanent change to your site. Then five, the learning phase, what can you learn from these tests to improve in the future? Remember, the only failed test is where you don’t learn anything.

Well, that’s all. These are our best tips to improve conversion rates. Thank you for listening and I hope you all have a good day.

Video transcript from Speechpad.com

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