Conversion Rate Optimisation For B2B

The biggest challenge B2B marketers have regarding lead generation is generating high quality leads.

Why does this happen?

This is what we’ll find out in this chapter.

  • What mistakes beginners make
  • How to identify what your starting point should be and what questions you’ll need answers to before getting started with CRO
  • How to leverage the traffic you already have to increase conversions
  • How to use surveys to find out more about your audience and personalise their experience
  • How to ultimately convert more leads from your existing traffic

pasted image 0 14

Avoid Making Novice Mistakes Before You Start Doing CRO For Your Website

How would you go about starting conversion optimisation for your website?

You could go onto Google and just check the lists of things to test, right? Or, you could just find a bunch of blog posts with extensive lists of CRO (Conversion Rate Optimisation) techniques.

If we implement all 100 ideas at once, we’ll get this:

And yes, there is a site like this! Most of us don’t want that. At least I hope not anyway.

OK, so, we can’t do that; instead, we need to implement A/B testing. Just to test what works and what doesn’t.

Easy?

Not really. Running A/B tests to look at traffic alone can take about 4 weeks on average. If we have 100 things to test, it might take 7 and a half years to finish everything. 😉

Not a good idea as digital marketing moves very fast.

What about CRO checklists?

They are useful, but they are just a starting point. Things that seem simple to implement with a click of a button, such as just taking a look at some checklists, are all BS. If it were that easy, we would all be millionaires.

Source: Moz.com

What about best practices?

Best landing page, best product page, best pricing page, and so on. They are useful, but again, they are just a starting point.

When you’re designing the first version of your website, best practices are where you start, not where you end up. There’s a huge difference there.

What about design trends?

We could look at all kinds of cool websites for inspirational ideas.

Such as using ghost buttons that we want people to click, but they are made to be less visible.

Not a good idea.

Or including video backgrounds on your website. They sound fun, but they distract people from what you’re offering as they’re watching what’s going on in the background.

What about copying market leaders?

Can we just copy them? For example, Amazon is doing well, and so is Netflix.

In the US, Amazon’s subscriber conversion rate for Prime is 74%. What is yours? 5%? So the difference is 15 times greater.

Is Amazon’s design or copy 50 times better than yours?

I don’t think so.

So, believing that Amazon’s success is down to its copy and design and that we could just rip it off is just naive. The world doesn’t work like that.

And copying your competition is not a good idea either. Most probably, they are copying someone else too.

So what do we do in this case?

How can we sustainably and continuously improve our conversions?

The most important thing in CRO is discovering what matters.

To find out what matters, we need to know WHAT the problems are and WHERE to find them.

In my opinion, we need to start making sure that we have a clear system in place.

Keep reading and we’ll go through some of the main steps for building a simple, useful system that you can start implementing right away.

source: Omniconvert

Nowadays, we have lots of information and a plethora of data, but the biggest problems we have in our businesses is that we don’t know how to organise and analyse that data.

We don’t necessarily need more traffic to our website or to create more content; we just need to make sure that the value we are adding is relevant for our audience and that it is converting.

So, you need to ask yourself a few things before getting started.

[ht_message mstyle=”info” title=”Ask and answer these questions before you start diving into CRO:” ” show_icon=”true” id=”” class=”” style=”” ]

  • Whose problem are you solving?
  • What do they need?
  • What do they think they need? Why?
  • How are they choosing / making a decision? Why?
  • What are they thinking when they see your offer?
  • How is what you’ll be selling clearly different?
  • Where is the site leaking money?
  • What is the problem?
  • What are they doing or not doing on the website?
  • What leads more people to do X?

[/ht_message]

Make sure you ask yourself these questions before you get started with the rest of what you’ll be learning in this chapter of the guide.

There are 4 things that you need to do in order to get the most leads from your traffic. This is what we’ll be talking about here:

  1. Getting real insights into your audience
  2. Using the good old Pareto principle to understand your buyer persona
  3. Developing an ongoing process to A/B test your landing pages
  4. Re-engaging visitors with exit-intent

Get Real Insights Into Your Audience

We covered a lot in Chapter 2, where we talked about How To Do Market And Competitor Analysis For Your B2B Business.

There are some additional pieces of information that I would like you to look at regarding conversion rate optimisation for your website.

drew collins 155674

The first stage is to get real insights into your audience.

What kind of sources do you use to get this information?

We get our insights from:

  • Web Analytics
  • Surveys
  • UX Audits

pasted image 0 17

Get Data From Your Audience Using Web Analytics

The first thing to do is to figure out the whys and to get the right insights into your audience.

The first source you could work with is Google Analytics, or any other analytics tool that you might use. This could be Mixpanel, Kissmetrics, etc.

We went into detail on how you can get Demographics And Geography Insights in Chapter 2. Go back and read it carefully so that you know what data to look at before going ahead with CRO.

Make sure that you understand this data very well.

Get Qualitative Insights Into Your Audience Using Surveys

Now, one of the most important data resources that you should think about when optimising your website is surveys.

Surveys are crucial for getting qualitative insights into your audience and for optimising your website based on this information.

User Experience Audits – UX Audits

Here, we are looking at the flow of how you present the content on your website, so that you know what you need to change or what things you want test out.

I don’t want to go into too much detail, as UX Audits could be covered in a separate guide all of its own. If you want to learn more about it, I would recommend reading this article on Medium.

Based on these insights, you can gain knowledge about:

  • the behaviour of your users
  • the motivations that your users might have
  • buyer personas and who your users are
  • landing page optimisation: what things you need to optimise to get more conversions

The first thing you need to do in order to grab more leads is to understand your audience and to use all of the tools that are now available to you.

Use The Good Old Pareto Principle To Understand Your Buyer Persona

Use the Pareto principle to define your buyer persona.

[ht_message mstyle=”info” title=”As you can see in the mind map below, there are 4 phases involved in identifying our buyer persona:” ” show_icon=”true” id=”” class=”” style=”” ]

  • Definition Phase
    20/80 your existing audience
    Tools: Google Analytics, Mixpanel
  • Pain Identification
    20/80 their pains with surveys
    Tools: Omniconvert, VWO
  • Landing Page Crafting
    One for each buyer persona
    Tools: Instapage, Landingi, Unbounce
  • Form Management
    Different for each buyer persona depending on what you know about them
    Tools: Paperform, Typeform, 123ContactForm, custom-made

[/ht_message]

An Ongoing Process To A/B Test Your Landing Pages

To have an ongoing process to A/B test your landing pages.

If you’re using less than 5 LPs you are doing something wrong.

If you’re using between 5-20 LPs you are doing something very good.

If you have more than 20 LPs you are doing an amazing job.

Besides that, you should A/B test them so that you can craft them as an ongoing process.

[ht_message mstyle=”info” title=”Here’s what we recommend you to test (one test at a time):” ” show_icon=”true” id=”” class=”” style=”” ]

  1. Landing Page Layouts – you’ll need to test layout no.1 vs. layout no.2 (ask your designer to make 2 different layouts)
  2. UVPs (Unique Value Proposition) – you’ll need to find out which UVP fits your audience
  3. Test Forms – how many fields they have, and how the answers are presented within them
  4. Call to Action – test content, colours, and place

 

[/ht_message]By doing this, you’ll be able to find out which landing pages fit the best.

Re-engage Visitors With Exit-intent

The 4th thing you need to do is to not miss out on the zero moment of truth, when your users are trying to leave your website.

For this, you need to re-engage them with exit-intent pop-ups.

You can trigger surveys and offers, or you can do landing page engagement.

You could redirect them to a specific landing page based on that data you are gathering about them. We use Omniconvert to do this.

Understand The Vicious Cycle That Kills Your Lead-rate

pasted image 0 20

95% of your traffic is unknown and lost, from which you can recover 84% using remarketing. (Source: Wordstream.com)

From the 84% recovered, you lose another 95% because your website content is not relevant to your returning visitors. (Source: Marketing Sherpa)

From the 5-10% converted into email subscribers, only 20% will open your emails and 2-3% will click on the links that lead to your landing page. Then, you’ll lose another 95% of your email traffic because your forms are not optimised. (Source: MailChimp)

Losing Leads

Why does this happen?

Mainly because you are taking the standard approach to lead generation:

pasted image 0 18

Source: Omniconvert.com

You have a total number of traffic and you lose 11%, so now you do some classic remarketing. You lose another 84% and you re-engage with 8%.

From this 8%, you start emailing and you convert 1%.

What would be a smart lead-generation approach and how can we get an extra 4% more leads from the same traffic?

pasted image 0 19

Instead of leading visitors leaving your website, in that moment when they are trying to navigate away, place an exit-intent buyer persona survey.

Most people aren’t going to answer: approximately 81%. You can expect a 15% response rate and based on that data, if you’re smart enough and if you create a logic branch that is really persuasive, you’ll be able to convert them into qualified leads.

If they’re simply not answering and not providing you with enough data, you can still get information about their cookies. Using this survey information, you can do further buyer persona remarketing.

Buyer persona remarketing can bring you another 1%, and another 2% can be gained from leads captured through the survey.

3 Steps You Can Take Without IT Assistance To Increase Leads For Your Business

Here are 3 things you can do without having to ask your IT team for help, so that you can increase lead generation for your online business:

Step 1: Deal With Treating Real-time Objections Using Surveys

An exit-intent survey with lead collectors will help you to:

  • Treat your prospects’ objections in real-time
  • Get more information for the sales team to close the deal
  • Get insights for A/B testing for the marketing team

Here’s a case study about this I have from our partners at Omniconvert.

Case Study:

Provident (a financial services company) used surveys to increase their lead generation by 25%.

Based on the answers they received, Provident were able to discover how much of their audience was looking for a loan for a specific purpose, such as for education, health, going on holiday, redecorating the house, or a family event.

By doing this, they had now found what kind of audience they were attracting with their traffic generation. This led them to be able to make their personalisation strategies even more relevant.

Read more about the case study here.

Step 2: How To Be Relevant During Their Next Visit Using Personalisation

Define special landing pages for each buyer persona you’ve detected in Step 1.

  • Do smart remarketing based on buyer persona
  • Increase the conversion rate of the most profitable segments of traffic on your site
  • Drive interest towards your product and turn top-of-the-funnel leads into qualified leads

Let’s continue with the previous case study and show you how Provident used personalisation to increase their conversions.

Because they had some data from their users’ previous visits (from when they filled in the survey), Provident were now able to do some “smart remarketing” and offer the right content based on the answers provided in the survey.

As you can see below, they show relevant banner ads on Facebook or Adwords based on their users’ needs.

Now, this is very powerful because they are not being spammy or generic; they are taking the real needs of their prospects into consideration.

As we already talked about in Chapter 4, the main key here is to be relevant.

Step 3: Optimise Forms Based On Your Buyer Personas

The 3rd thing we should be doing is testing our website’s forms to increase the conversion rate from our landing pages.

Here’s a case study from T-Mobile.

Just by changing their call to action from “order now” to “yes, call me”, their conversion rates increased because “yes, call me” is a much softer approach and is not such a hard-selling phrase.

They achieved a +38% conversion rate and gained +30% more leads from changing their contact form.

See the whole case study here.

Conclusions For Chapter 5:

  • Before you get started with CRO, make sure you have a process and a system in place; it will make all the difference.
  • Respond to what your customers want from you and look into where you believe you’re leaking leads.
  • Understand your buyer persona and learn smart remarketing to get them back onto your website.
  • Use surveys to find out more about your prospects and, based on this data, do smart remarketing and personalise your content to their needs.
  • Have a continuous process for carrying out A/B testing on the things that you’ve discovered matter to your audience.

 

Together with NorthStar Consulting, (sales experts ) We put together a free 6 part video course on lead generation and digital marketing tools, which will help you get more leads and nurture them to be sales ready. All for free.  Check it out here.