We explain how, with simple measures, you can generate more leads in your B2B business and improve the usability of your website.
For a successful online marketing strategy, it is indispensable for companies to record certain key performance indicators (KPI). The conversion rate (CVR), which in the B2B sector usually records the rate of initial contacts between companies and potential customers, is particularly suitable here. These contacts are typically established through forms on the corporate website, but e-mails or telephone calls are also possible. The conversion rate in B2B business depends strongly on the industry sector. A while ago, research institute MarketingSherpa found that the CVR in the financial sector, for example, is ten percent, while in e-commerce it is significantly lower at around three percent.
In this blog article, we provide ten tips for conversion optimization to help you achieve immediate lead increase for your company.
A structured website is the most important measure for a high conversion rate. The keyword here is usability: Internet users have become used to a certain page structure and find their way around only slowly if your website deviates from the usual layout.
In order for users to perceive your website as “useful”, you should make sure, for example, that your company logo is placed on the left side of the website. A click on it should lead to your homepage. For good orientation, the navigation should also be consistent: All main categories should be clickable in order to guarantee a uniform structure.
When generating leads, it is important that you present yourself as a reputable company to potential business partners. For this purpose, you should purposely rely on trust seals that you place on your home page and landing pages. This includes well-known quality seals such as the TÜV standard, the online trustmark of Händlerbund or the EHI seal. They create trust and give your customers the feeling that their data is in good hands with you.
The texts on your website should also convey integrity. In the B2B sector, in particular, services or products often require an explanation. When creating the texts on your website, make sure that the advantages of your services are easy to understand so as not to overwhelm users.
What makes your product or service unique and sets you apart from the competition? Users should get an answer to these questions at first glance. Therefore, clearly communicate your unique selling propositions (USPs) such as “Free advice around the clock”, “Experience acquired since 1980” or “Free shipping”. It is recommended to place the USPs clearly visible on your website so that potential customers do not have to spend a long time searching.
As already explained in point 1, the structure of your website is essential in order to increase the time spent by visitors on your website. If you are redesigning your web presence or have some budget available, investing in a so-called user experience design (UX Design) generally pays off. This aims to increase the usability of your website. Basic questions of design are: Is the website easy to use for the user? Do users have a positive experience on the website? Does the website offer any added value?
In order to answer these questions, so-called A/B testings should be performed. Here, the website developer compares two slightly modified website versions and tests which version is easier to use. This empiricism allows for the best possible user experience and increases the likelihood of site visitors becoming leads.
Many visitors to your website are probably looking for certain information. They should find it as quickly as possible—preferably with the help of an internal search function. According to Hubspot, the probability of a conversion increases by 216 percent thanks to an internal search. In order for users to find the internal search function as quickly as possible, you should place it in the top right-hand corner of your website.
People tend to adapt to other people's behavior. This also applies to marketing. Therefore, classical advertising often contains statements such as: “More than 90 percent of respondents would recommend the product.” This strategy can also be applied to your website. Demonstrate how many B2B customers you have already convinced of your product. For example, include quotes from satisfied and relevant customers in your industry. If you are already successfully using social media such as LinkedIn or Facebook, you can also include the number of your fans.
Lead your customers to conversion by encouraging them to take concrete actions. Call-to-action (CTA) buttons with prompts such as “Subscribe to newsletter now” are suitable for this purpose. Using striking colors, you should place these at the beginning or the end of your advertising message. Make sure that the wording is not patronizing, but triggers an impulse for action from your site visitors. Do not use negative calls to action like “cancel” or “close”.
The longer your website takes to load, the less likely you are to generate a lead: According to Google the likelihood of a bounce increases by 90 percent if a website takes five seconds to load instead of one. Therefore, make sure that your page speed is no more than three seconds. This Google Tool provides you with information about the loading times of your website and possibilities for optimization.
A final and particularly important tip for lead increase is to place a simple and clearly visible contact form on your website. Make sure that users can fill out your form as easily and quickly as possible. Ghost texts in the fields are recommended to facilitate completion. It is also useful to give a positive impulse after each completed line—a small green check mark appearing behind each correctly completed field is sufficient. On the other hand, you should include an inline correction that recognizes e-mail addresses with typos, for example.
If you implement these tips on your website, you will increase your conversion rate within a short period of time. For a successful lead increase, we recommend additional investments in online marketing. TrustedTargeting helps you reach three million B2B decision-makers online at any time.Find out here how many of your industry decision makers you can reach.
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