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Getting potential clients to your website is often only half the battle. Generating a lot of website traffic is great, but if you have a low conversion rate chances are you’re not reaching your ideal target audience or your website copy is not compelling enough to generate a conversion. Today we’re going to be discussing how you can increase conversions on your B2B website and garner more potential clients. 

What Is A Conversion Rate? 

The conversion rate is the percentage of users who take a desired action. These desired actions can include filling out a contact form, downloading an e-book or pdf, or buying a product. Conversion rate is calculated by taking the total number of completed actions/goals over a period and dividing that with the total number of visitors. So for an example if you had 2,000 website visitors but only 20 filled out a form your conversion rate would be 1% (20 / 2,000 = .01, .01 x 100 = 1%). 


How to Increase Your Conversion Rate

A low conversion rate is often a sign that your website is not performing as well as it should. There are a variety of updates you can make to your home and landing pages to build user experience and ensure a clear path to reach a conversion.

1. Strong Calls to Action

Campaigns are often centered around CTAs (also known as calls-to-action) for tracking goals and conversions. They can be very useful for showing significance between different links and catching the users eye when scrolling down the page. CTAs are often one of easiest design elements to change when optimizing your website. HubSpot provides CTA tracking capabilities that simplify campaign linking as well as personalization for each user. HubSpot gives you the ability to personalize CTAs using details in your contacts database as well as target anonymous visitors based on their location, device, referral source, or preferred language. This allows you to customize their experience and move leads further down the funnel. Start by adding CTAs to your top-performing pages to begin collecting valuable data and ensure the chance of a conversion. 

If you are not utilizing buttons for your CTAs already, now is the time to change. Using buttons to define your CTA from a regular link gives a 3D effect helping your offer to stand out on the page. You could also take this a step further and add a hover element to your buttons for an interactive feature. 

While it’s great to have an eye-catching CTA on every page, you should still use them sparingly. If you use too many buttons or CTAs you may end up with an over-complicated design which could confuse the user during their journey and result in them not clicking anything at all. You want the user journey to average around 3 clicks until they reach their end result. By being selective with your positioning, you can add to their user experience by clearly directing them to reach the end goal faster.


2. Skimmable Content

Yes, we all want to believe that our website visitors are going to read every sentence of website copy that we hand crafted for each page...but they’re not. Having a lot of content on your website is great for your SEO efforts but it can sometimes be hard to digest by a user. To combat this, you should format your content in ways that are easily digestible and highlight key features of our goods or services. 

You should format your content to include:

  • Strong Headlines
  • Short Paragraphs
  • Images
  • Videos 
  • Bulleted Lists 

Incorporating different headers along with short paragraphs broken up by images or videos can help to simplify your content. This keeps the user from feeling overwhelmed by the content itself. Posts that include images produce 650 percent higher engagement than text-only posts. Visual content such as videos, infographics, and images help users process and retain information faster, this will in turn help to keep them engaged and more likely to convert during their user journey. 


3. Responsive Web Design

In 2019, 63% of Google’s visits in the US were via a mobile device. If your website is still not responsive for mobile devices you could potentially be missing out on half of your client base. Quoracreative also reported that nearly half of users will stop using a website on a mobile device if they find the content is useless or the layout is complicated. If your users still have to zoom in on the page to read your content they are likely going to bounce and not convert. Ensuring you have a responsive web design can ensure a smooth experience when gathering information on their mobile devices.


4. Testimonials and Reviews  

When searching for B2B solutions, businesses are often seeking a partner that can provide them reliable services and help them overcome their business problems. According to Demand Gen Report, 97% of B2B customers cited testimonials and peer recommendations as the most reliable type of content. Utilizing testimonials and reviews on your B2B website can help you highlight your professionalism and expertise within the industry. Client testimonials can be found in a variety of online directories and can make or break your online reputation. The more positive testimonials you obtain, the more credible your business will appear.  

Try launching email campaigns to ask current customers for reviews or organize a shoot to create video testimonials. Another great way of highlighting reviews is in the form of a case study. Case studies can help you showcase significant stats on how your clients have grown using your services or what benefits they received. Gathering reviews can be used throughout all of your digital marketing efforts to boost your online reputation throughout the web. 


5. Simplify Your Form 

Improving user experience often goes hand in hand with increasing website conversions. Contact forms are often a big part of your goals and are frequently the ideal end result of the user journey. While this may seem like a no-brainer to you, filling out a form is often a big commitment to a user. Aim to simplify your form by eliminating unnecessary form fields, turning fields into checkboxes or other elements, and enabling autofill. 

You want to ensure that there are no barriers for a user when filling out a form and that you provide reassurance during this process. Using natural and conversational tones can lead to an increase in conversions. This will make the form appear more friendly and less intimidating when sharing their private information.


6. Test Everything

The most important part of increasing conversions on your website or landing pages is to test different color schemes, CTAs, and content to see what will work best for your target market. Monitoring your bounce rates and conversion rates will help you to understand what is performing well and what should be updated. A/B testing can help you gather data and analyze results to see which options perform better and will work best for you. From landing page background images to form field lengths, A/B testing can help you strategize and gain valuable insight into what your customers want. This blog by Neil Patel highlights how different companies used A/B testing to improve their website conversion rates. 

If A/B testing isn’t your thing, there are also a variety of screen recording and heat map tools that can be used to analyze how users are interacting with your website. Tools like HotJar can be implemented for showing where your users are dropping off, as well as what elements they are clicking on the most. 

Utilizing the above strategies you can put together a website optimization plan to drive traffic and increase website conversions. At LAIRE, we specialize in helping B2B businesses target their ideal user personas, while optimizing and building a solid plan for increasing conversions and ROI. Contact us today to schedule a 20 minute marketing audit and learn how we can help you achieve your revenue goals.

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