What are the most effective CRO methods for B2B companies?
Learn from the community’s knowledge. Experts are adding insights into this AI-powered collaborative article, and you could too.
This is a new type of article that we started with the help of AI, and experts are taking it forward by sharing their thoughts directly into each section.
If you’d like to contribute, request an invite by liking or reacting to this article. Learn more
— The LinkedIn Team
Conversion rate optimization (CRO) is the process of improving the percentage of website visitors who take a desired action, such as filling out a form, requesting a demo, or making a purchase. CRO is especially important for B2B companies, as they often have longer and more complex sales cycles, higher customer acquisition costs, and lower conversion rates than B2C businesses. In this article, you will learn about some of the most effective CRO methods for B2B companies, and how to apply them to your website.
The first step to optimize your conversion rate is to understand your target audience, their pain points, goals, and motivations. You can use various research methods, such as surveys, interviews, analytics, heatmaps, and user testing, to collect qualitative and quantitative data about your visitors. This will help you create buyer personas, map out their journey, and identify the key factors that influence their decision making. By understanding your audience, you can tailor your website content, design, and offers to match their needs and expectations.
-
Patrick Hodgson
Experienced Senior Marketing Leader | MBA,PMP|
Effective CRO for B2B companies hinges on understanding the customer journey and delivering tailored experiences. First, A/B testing is crucial; by testing variations of web pages, you can discern what resonates with your audience, often leading to double-digit conversion improvements. Next, user feedback is invaluable. Tools like surveys and heatmaps reveal how users interact with your site, informing enhancements that can lift conversion rates by up to 30%. Also, optimizing the lead generation process, through clearer calls-to-action and streamlined forms, can increase lead capture by over 20%. Finally, personalized content, aligned with specific business needs and pain points, can boost engagement and CRO significantly in the B2B space.
3
-
Rohan Rajan
Founder / CEO Brandy Inc MARKETER | FOUNDER | INVESTOR 23+ Years Experience in Digital Marketing ✆ Toll Free (833) 410-1234 (USA & Canada) ✆ India (888) 977-0011
Employ a range of research methods including surveys, interviews, analytics, heatmaps, and user testing. These methods provide both qualitative and quantitative data about your website visitors, allowing you to build comprehensive buyer personas, map out their customer journey, and pinpoint the key factors guiding their decision-making process. Armed with this understanding, you can tailor your website content, design, and offers to precisely match their needs and expectations. This personalized approach is fundamental to improving your conversion rate and ensuring that your audience finds value in what you offer.
1
-
Ghulam Mohiuddin
Digital Alchemist | SEO Geek | Techiter | Microsoft/Google Certified | Product Designer | UX Researcher | MS Dynamics 365 | MS Power Platform | 40+ Students Pool | WordPress/Shopify/WIX | Trainer
The most effective CRO methods for B2B companies to understand their audience include data analysis, customer surveys, website analytics, and competitor research. These insights help tailor strategies and content to meet the specific needs and preferences of their target audience, improving conversion rates.
1
Your value proposition is the statement that summarizes why your product or service is the best solution for your audience's problem, and what makes you different from your competitors. Your value proposition should be clear, concise, and compelling, and it should answer the question: what's in it for me? You should communicate your value proposition on your homepage, landing pages, and other key touchpoints, using headlines, subheadings, bullet points, and images. You should also test different variations of your value proposition to see which one resonates the most with your audience.
-
Margaret Lee (Kashuba)
B2B marketing & sales expert | Head of Marketing | Belkins - #1 Ranked Appointment Setting Agency | TOP-50 Service Companies Globally 2023 by Clutch
In my opinion, many people fail marketing precisely because of a weak value proposition. This is something that must be done and come back to the question every quarter and update the proposal.
Forms are one of the most critical elements of your website, as they are the main way to capture leads and generate conversions. However, forms can also be a major source of friction and frustration for your visitors, if they are too long, complicated, or unclear. To optimize your forms, you should follow these best practices: use fewer fields, only ask for essential information, use clear labels and instructions, add trust signals and privacy statements, use progressive profiling and smart fields, and provide incentives and feedback.
-
Rohan Rajan
Founder / CEO Brandy Inc MARKETER | FOUNDER | INVESTOR 23+ Years Experience in Digital Marketing ✆ Toll Free (833) 410-1234 (USA & Canada) ✆ India (888) 977-0011
To enhance form performance, consider these best practices: Fewer Fields: Trim down the number of fields, requesting only vital information. Clarity: Utilize clear labels and instructions to make the process intuitive. Trust and Privacy: Include trust signals and privacy statements to boost visitor confidence. Progressive Profiling: Implement progressive profiling and smart fields for gradual data collection. Incentives and Feedback: Offer incentives and provide feedback to encourage form completion.
-
Margaret Lee (Kashuba)
B2B marketing & sales expert | Head of Marketing | Belkins - #1 Ranked Appointment Setting Agency | TOP-50 Service Companies Globally 2023 by Clutch
Usually, when I start working with a company, I start optimizing forms almost immediately. I remove unnecessary fields, change the design to a laconic and compact one, and sometimes break it into several stages. And this leads to an increase in conversions sometimes by 2x
Social proof is the phenomenon where people tend to follow the actions or opinions of others, especially when they are uncertain or unfamiliar with a situation. Social proof can be a powerful tool to increase your conversion rate, as it can boost your credibility, trustworthiness, and authority. You can use various types of social proof on your website, such as testimonials, reviews, ratings, case studies, logos of clients or partners, awards or certifications, and social media mentions. You should also make sure that your social proof is relevant, authentic, and specific to your audience and offer.
-
Margaret Lee (Kashuba)
B2B marketing & sales expert | Head of Marketing | Belkins - #1 Ranked Appointment Setting Agency | TOP-50 Service Companies Globally 2023 by Clutch
People trust people. And it doesn’t matter whether it’s B2B or B2C. Still, a person will look for confirmation of his choice. Therefore, do not be lazy to collect significant social proofs and present them beautifully at the consideration stage.
A/B testing is the method of comparing two versions of a web page or element to see which one performs better in terms of conversion rate. A/B testing can help you validate your hypotheses, measure the impact of your changes, and optimize your website based on data and evidence. You can use various tools and platforms to run A/B tests on your website, such as Google Optimize, Optimizely, or VWO. You should also follow a structured process to plan, execute, and analyze your tests, and use a statistical significance calculator to determine the validity of your results.
-
Margaret Lee (Kashuba)
B2B marketing & sales expert | Head of Marketing | Belkins - #1 Ranked Appointment Setting Agency | TOP-50 Service Companies Globally 2023 by Clutch
running A/B tests is a very useful habit in marketing, just like playing sports for a person. The only thing when choosing a tool is to look at the impact on download speed, the amount of traffic that you can test and other criteria that are important to you. And yes, don’t forget about statistical significance.
3
CRO is not a one-time activity, but a continuous and iterative process that requires a strategic and systematic approach. To achieve consistent and sustainable results, you should follow a CRO framework that guides you through the different stages and steps of optimization. There are various CRO frameworks that you can use, such as the PIE framework, the LIFT model, or the ResearchXL model. The main components of a CRO framework are: research, analysis, prioritization, hypothesis, testing, and implementation.
-
Tobias Hyldeborg
Marketing Manager @ Lexly
Conversion Rate Optimization (CRO) is a continuous, methodical process rather than a one-off task. It requires a strategic framework, like PIE, LIFT, or ResearchXL, guiding through stages of research, analysis, hypothesis, testing, and implementation. This systematic approach turns user data into actionable insights, ensuring that every optimization is informed and effective. CRO is about constantly evolving with your audience's needs, using a structured method to enhance user experience and achieve sustainable growth in conversions.
1
-
Jugela S.
🚀 Cross-Channel Marketing Expert | Data Analytics Aficionado | Crafting Conversion-Centric Strategies for Global Markets 🌍
Keep track of what worked for you in the past. You might need it again. Record as much as you can so that in the future you do not spend time on content/strategies that already have proved to be bad. This also serves as an amazing learning opportunity for new hires on your team.
-
Jugela S.
🚀 Cross-Channel Marketing Expert | Data Analytics Aficionado | Crafting Conversion-Centric Strategies for Global Markets 🌍
Keep in mind the golden phrase in Marketing: "Never guess, always test!" Ideas that you think are genius might not provide any results. You will only know after testing. Test a lot, test fast, and scale on what works.
1
-
Alexander Rye
Director of Marketing | Sales | Accounts Management
Using Chatbots and Live Chat! In a B2B setting, the sales cycle is often longer and more complex than B2C. Decision-makers usually need detailed information and assurances before committing to a purchase or partnership. This is where chatbots and live chat become invaluable. Chatbots and live chat in B2B CRO are tools for immediate customer engagement and effective mechanisms for lead generation and qualification, enhancing user experience and providing valuable insights into customer needs and behavior. They offer a blend of automation and personalization, making them highly effective in a B2B digital marketing strategy.