Place CTAs Above the Fold
Only 2% of website visitors typically inquire – but if you make sure you have a bold, relevant CTA above the fold, you’ll capture attention during the critical first few seconds of a visit.
This kind of tweak can see you improve conversions from your website. But it’s wise to make sure you test the changes to make sure the edits have a positive impact on website behavior.
Consider testing things like the wording, color and position of your CTAs and use tools like Hotjar to review scroll and click heatmaps for greater insight into the user experience of your website.
Make it Easy for Visitors to Inquire
Your B2B buyers expect the same seamless experience they get on consumer sites. As a result, long, multi-step forms and confusing navigation kill conversion.
To capture more demand from your website, consider using simplified contact forms and features like one-click meeting or demo booking.
You can also try asking someone outside of your business or industry to complete a form and observe how they do it. This may highlight any points of friction that need to be removed in order to encourage more visitors to convert.
Personalize Your Site to Boost Relevance
One-size-fits-all messaging kills engagement. Instead, segment your web experience by industry, company size, or buyer stage.
You can use simple tools – like a self-selector – that asks your visitors to identify which experience they’d like to see. Or you can deliver an entirely personalized experience that happens automatically, based on the industry of the visitor.
For ABM, you’ll see ROI uplifts if you create dedicated landing pages for your top-tier accounts with tailored CTAs and social proof.
Follow-Up with Prospects Instantly
Speed to lead is critical. In fact, response speed is as important as price to 66% of people, Forbes reports.
Ideally, you should follow up with a prospect within the hour. That’s what 88% of people expect, HubSpot found. Plus, it makes you 60x more likely to qualify the lead, according to Harvard Business Review.
It can be as simple as setting up alerts for when a potential customer sends an inquiry, or routing leads to the right salespeople and ensuring they action those within an agreed timeframe.
Try Conversion-Boosting Engagement Tools
Incorporating live chat into your website can boost conversions by 12%, G2 reports. Similarly, the average popup conversion rate was 11% in 2023, Popupsmart claims.
By embracing these tools, you can nudge even more conversions from your website visitors and help drive up ROI.
And when you combine this functionality with intent-driven behavior – for example, by displaying popups when someone is about to exit your site – you can capture even more demand from your website visitors.
Use Behavioral Insight to Optimize Your Site
Are you tracking what content your visitors consume, where they drop off, and which pages drive the most conversions?
Web analytics tools like GA4 will help you understand what users are doing on your website and see whether they’re following the desired user journey.
If they’re not making their way through your website in the way you expect, you should investigate why they aren’t reaching your priority pages. For example, you might need more CTAs to direct people to the right pages, or clearer navigation and signposting throughout your website. Or you might need to overhaul your content strategy and update existing pages to help users find them through search.
When you’re prioritizing which pages to optimize, focus on those with high traffic but low conversions, as that’s where you may see the greatest impact.
Don’t Just Sell, Educate
If you can establish your business as a thought leader with content that addresses pain points, not just product features, you’ll build your brand, help establish trust, and shorten sales cycles.
The simplest content to produce is guides, but if you have the resource, you could publish calculators, playbooks, webinars, podcasts, and beyond.
Make sure your content supports your CRO strategy by embedding CTAs naturally and review your time on page, scroll depth and conversions to measure content effectiveness.
Nurture High-Fit Leads Who Haven’t Converted
If you can’t convert a lead – perhaps because they’re at the early stage of their buying journey or they’re not a decision maker – you can still pursue the opportunity by nurturing them with content until you’re closer to closing a sale.
After all, a good lead nurture strategy can help businesses increase their sales success by 20%.
You could start out by adding them to a regular newsletter mailing list or add them to pre-built nurture workflows via LinkedIn retargeting. For more sophisticated nurturing, try tailoring your emails to match their buying stage or to reflect the topics they’re interested in.
Illuminate Your Dark Funnel
Anonymous website traffic is one of the biggest blind spots for B2B marketers – but website visitor identification tools like Lead Forensics help you get visibility of which companies are visiting your website and which webpages they’re browsing.
This kind of data is valuable by itself, but you can also overlay the data with your CRM and campaign sources to uncover previously unattributed pipeline value.
You can even use the data to build dashboards that visualize traffic by campaign source, segment, and buying intent, so you can build a clearer view of your website ROI and improve your attribution.
Not already using Lead Forensics? Start your free trial today and prepare to maximize your website ROI.
