How to Boost Conversions for the B2B Website

Founder of Orchid Agency
Marissa Lodato
August 17, 2022
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Your B2B website is a multifaceted tool, responsible for nearly everything from creating brand awareness to promoting thought leadership to hosting all of your engaging content. But, at the end of the day, the main goal for your website is to grow your business through conversions.

A website with strong brand, messaging and positioning, user journey with powerful call-to-actions (CTAs) can position your company competitively in your industry. 

Here are some staggering stats that validate improving website conversions is crucial.

  • An average B2B website conversion rate, from search to traffic to conversion,  is about 2.35% though the top 10% of companies are seeing 3-5x higher conversion rates than average.
  • 7 in 10 marketers using conversion rate optimization (CRO) look at results to inform other marketing initiatives.
  • User-generated content can increase your CR by 161%.
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What are conversions?

A conversion happens when a user completes any specific action through your website. This could include signing up for a newsletter, filling out a contact form, or registering for a webinar. 

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Why are conversions important?

For a B2B company increasing website conversion rates is a top priority for growth. Collecting quality leads through your website increases your sales funnel and in return will grow your business to new heights. 

What are good conversion rates?

According to chilipiper.com the average conversion rate for B2B companies is 2.23%. For some context, the average conversion rate for B2B companies in the top 25 percentile is 4.21%. What does this all mean?

First off, if you don’t know your conversion rate you can calculate this by dividing your total goal completions by total website visits. If your conversion rate is below 2%, there is no need to panic. It does mean there is a golden opportunity for improvement!

Here are some tips for improving website conversions to grow your business.

Post a consistent drumbeat of content.

Creating engaging content is a foolproof way to not only increase conversions but boost your SEO rankings and establish credibility. The key is to push out content consistently! 

Here are some tips to keep your content calendar on track:

  • Social media posts- 4-10 per week
  • Blog posts- 2 per week
  • Email marketing campaigns to drive website traffic- 1 per week
  • Product features- as available
  • Customer testimonials- 1 per quarter 
  • Press releases- 2 per year

Always keep SEO in mind when creating content strategies to drive traffic to your website. For example, every blog you create should have a specific keyword strategy. You can also take advantage of tools like Semrush or Ahrefs to track SEO performance across your website including top content, and keywords that drive traffic to your website.

Make your forms EASY.

Form submission is a key step in the B2B conversion process. You can quickly increase your form conversion rates by making all your forms easy to fill out with a clean design.

As a general rule of thumb, using these elements will help you build the most effective form:

  1. Use a few fields as possible
  2. Start with the most simple questions
  3. Order the fields in a logical flow
  4. Implement prefill fields to reduce typing

Also, take advantage of pop-up forms. Not only do pop-ups yield a 3.09% conversion rate, but they are eye-catching and extremely versatile.

Use strong call-to-actions.

It’s crucial that your call-to-actions or CTAs stand out on your website for maximum conversions. CTAs encourage your visitors to complete an action on your website. Using strong CTAs vs unappealing CTAs will boost the likelihood of someone completing your action.

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In fact, if used correctly, 90% of your website visitors will notice your CTA. What’s more is that embedding your CTA will increase conversion rates by over 120%, according to BusinessMatters magazine. 

As a great source of CTA inspiration, Hubspot compiled this list of the best CTA examples of 2022.

Make your website speedy.

A slow website drastically impacts the ability to engage visitors. Not only will website speed impact conversions, but it will play a role in how your company is perceived. A fast website is perceived as reliable and trustworthy! 

According to CrazyEgg, just a one-second delay in page load time yields:

  • 11% fewer page views 
  • 16% decrease in customer satisfaction
  • 7% loss in conversions.

Thankfully you can take advantage of free tools like Google Analytics (GA) to track website speed and performance. In GA Site Speed Overview you can see how your website speed is trending by location, browser, and drill down to specific pages.

Additionally, Google Search Console allows you to monitor how your site stacks up in search results so you can monitor, maintain and troubleshoot your website's presence on Google.

Use metrics to track website performance.

Using metrics to track your website’s performance is important to boost conversions. GA can help you track visitor activities including:

  • Amount of time spent on any page
  • How your page was found
  • Total number of visitors 

Other ways to boost conversions.

Website conversions are both an art and science. You have to experiment with tactics that work best within your audience. We’ve laid out the top ways to boost conversions, but don’t let your journey end here. There are many more tactics you can try with your website, including:

  1. Make your navigation easy to use
  2. Write compelling headlines
  3. Use a live chat 
  4. Perfect your value proposition
  5. Try offering action incentives
  6. Perform A/B testing
  7. Make sure your website is mobile responsive  

Implementing these simple, but effective tactics will drastically improve your website conversions. Just remember to keep your website fast, clear, and easy to use! For questions, reach out here.

B2B MARKETING TIPS