10 B2B conversion rate optimisation tips for your website
Written by Alex Embling
Oct 8 2014
You've got hundreds or even thousands of website visitors each week, but no one's converting into a lead. Why?
If your social media, email and content marketing are completely on-point, but your website isn't optimised for conversions, you'll struggle to see results. Research shows that 96% of first-time visitors to your website aren't ready to make a purchase. An effective inbound marketing strategy requires conversion rate optimisation in order to turn visitors into leads. Here are some ways to turn your site into a conversions machine:
1. Build More Landing Pages
You might not have enough opportunities to convert visitors on your website. HubSpot research indicates that the more landing pages you create, the more leads you generate. Companies can see 55% more leads when increasing from 10 to 15 landing pages!
[Tweet "Companies can see 55% more leads when increasing from 10 to 15 landing pages."]
96% of first time visitors to your website aren't ready to make a purchase.
2. Use A/B Testing
You don't need to be a computer science genius to run A/B testing on your call-to-action buttons and landing pages. As Neil Patel puts it "data, not opinions should influence tests."
If you're not getting the click-throughs you desire, the colour of your buttons, pages, or eBooks could be the culprit. In some research, a simple colour change has increased conversions by 21%!
[Tweet "Don't underestimate colour. A site colour change may increase conversions by 21%!"]
4. Utilise White Space
White space, the idea of surrounding important on-page elements with lots of "negative space" or empty space, is a powerful and under-utilised tool for conversions. Removing clutter can train the visitors' eyes to land exactly where you want them!
[Tweet "Negative space" or white space, is a powerful and under-utilised tool for conversions."]
5. Write for Conversion
While your blogs and social media posts should never be overly pushy, copywriting for conversion on landing pages is your time to make your offers shine. Here are some ways to write convincingly:
Use active words, and avoid passive or boring language
Include data and statistics to quantify the value of your offer
Use bullet-points and numbered lists to break up your text.
[Tweet "Want readers to convert? Clearly tell them why your offer is worth their time!"]
6. Consider Video Content
If your B2B buyer personas tend to prefer video over text, it could be worthwhile to include more visual content on your website and landing pages to significantly increase your conversion rate optimisation.
[Tweet "Use visual content to hold attention and increase conversion."]
7. Be More Factual
B2B decision makers are often extremely busy people. In many cases, they want to know just how your product or service will make an impact in their organisation before they purchase. While traditional advertising copywriters have taken an emotional approach to persuasion, sometimes facts speak louder than descriptive words. Case studies have shown that some organisations experience 50% more leads generated when taking a more factual approach.
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Put your landing pages through the 5-second test. Have an unfamiliar colleague, friend, or family member spend 5 minutes looking at the page. After that length of time, ask them to recap it's purpose. If they're unable to, your headlines and bullet points could probably use some help.
[Tweet "Would your landing pages pass the 5 second test? #conversion"]
9. Create Higher-Value Offers
In the B2B realm, the kind of offers that will increase your conversion rate optimisation are incredibly high-value. Before you sit down to pen a new case study, eBook, or whitepaper, ensure your competitors aren't offering anything similar!
[Tweet "Are your offers high-value enough? Or are competitors offering better?"]
10. Use Clear Calls-to-Action
Your calls-to-action, buttons or sentences of text that encourage your readers to take a certain action, are among the most important factors in conversion rate optimisation. Use bright colours, clear text, and active language to entice your readers into clicking-through.
[Tweet "Clear CTA's (using colour and active language) are crucial to conversion rate optimisation."]