So you’ve got incoming B2B companies at your B2B site, but not enough are taking the desired action and turning into qualified leads. Don’t sweat it. This is common, and there are solutions.
A conversion occurs on your company’s site when a visitor takes the preferred action. This could be asking for a trial, signing up for your newsletter, or buying. The conversion rate is the percent of visitors that take that action after seeing your site.
Here are some ways to help you carry out conversion rate optimization (CRO).
1. Understand conversion metrics
When it comes to enhancing conversion, here are a few metrics to track:
Jump Rate— The portion of site visitors that check out a page on your site and leave instantly. A high bounce price is an indicator that individuals are not discovering just what they are searching for. If you establish your bounce price to be high, you have to take some action.
Average Time of Site— This shows how much time a person is spending looking at your site. A high average time suggests that your content is very interesting.
Average Page Views— This shows how many pages site visitors look at before leaving your site. If your content is engaging, site visitors will want to see more of it, therefore looking at more pages.
2. Place text CTAs in your blog posts
The majority of website owners put call-to-action (CTA) buttons at the end of blogs. While this can be effective, there are incoming B2B companies who might disregard them as they review your content. Many readers will just glance at the blog post and might not get to the end. It’s a good idea to have text-based CTAs within your content. Text CTAs have been found to produce more engagement compared to button CTAs.
3. Enhance your email subject lines
The subject line is one of the most important aspects of your email. A well-written subject will get the attention of recipients and entice them to open the email. If the subject line is boring, customers will disregard it or mark it as spam. There are lots of ways to maximize your emails. For example, individualizing emails has been shown to boost open rates considerably. Make sure the subject line offers customers a clear idea of what they will find when they open your email. Stay away from common subjects like “Newsletter Edition 5.” A Hubspot study found that emails that had the recipient’s name in the subject performed better than those that did not.
4. Use multimedia content
Different people learn in different ways. While some don’t mind reading lengthy posts, others might be visual learners. To improve conversion rates, make sure that your content satisfies all learners. For example, a white paper or case study would work well for people that are analytic. Visual learners might prefer infographics, videos, and animations. Take time to identify your buyer personas and produce targeted content to attract them.
5. Enhance high-performing blog posts
Tech Client suggests that having a blog as a part of your site improves your chances of being ranked in online search by 434%! Nevertheless, the effectiveness of your blogs will vary. Look for the posts that have the highest conversion rates and optimize them. Insert relevant keywords and phrases in the headline and content. This will help your search engine position, bringing more traffic to your site. Update the content with new information to keep it fresh and relevant. Do not forget to advertise it on your social media accounts and online communities.
You also need to identify the posts that have low conversion rates. This could be a sign that your content is not well-aligned with the offer you are advertising. It can also imply that the call-to-action is unclear. Take some time to modify the posts and boost conversion rates.
6. Test your landing pages
The landing page is an important component of any kind of marketing strategy. This is the page where incoming B2B companies are transformed into leads, and then buyers. To get the most from your landing pages, you should run A/B tests on them. Start by evaluating different headlines to see which one brings in more traffic. You can also check your calls-to-action buttons, the colors on your page, and your photos. Make sure to only do one test at a time to avoid overlapping results.
7. Enable chat messaging
After incoming B2B companies digest the content on your landing pages, they might still have some questions about the offer. If they don’t get an answer right away, they are more likely to head to your competition. Including a chat option on your page will allow you to reply to their questions in real time, which will boost conversion chances.
The final word
The strategies listed above are part of a collection of marketing strategies called Inbound Marketing. The method focuses on the importance of turning site visitors into leads with effective content that will bring in traffic. Your B2B Tech firm could use Inbound to draw in new site visitors, convert them into qualified leads, and then nurture them into faithful customers.
It can be hard to do this by yourself, and Responsify can help. We partner with B2B Tech marketing professionals to offer strategy, support, and help in applying these tasks. By working together, we help online marketers bring in new site visitors, convert them to qualified leads, and then happy customers.
We’ve worked with many marketing pros to help them carry out Inbound. Book a free strategy session to help you identify your current methods and find ways to attract even more visitors.