Is your B2B website losing you business?


Amy Culham
Digital Marketing Manager

The costs of ignoring conversion optimisation

Every B2B marketing team is heavily invested in driving website traffic. The way to the top, they figure, is through an impeccable Search Engine Optimisation (SEO) strategy, pouring money into Pay-Per-Click (PPC) campaigns, and pushing out engaging content. However, there's an important element often forgotten about: Conversion Rate Optimisation (CRO). Spending time on website CRO is pivotal to reaping the rewards of those hard-earned marketing efforts.

Missed chances

It's a common scenario – marketing teams tirelessly focus on driving traffic to their B2B websites, yet many fall short when it comes to optimising for conversions. There’s a disconnect between the energy spent on attracting visitors and the lack of attention given to ensuring they take the desired actions. Simply put – you’re missing out on business.

The cost of ignoring CRO

Overlooking CRO doesn't just mean missed business opportunities. The costs to your business include:

  • Lower conversion rates: This is direct revenue slipping through your fingers, as every visitor who leaves without converting is a missed lead.
  • Inefficient marketing spend: Without CRO, your investment in driving traffic might not yield the ROI you expect, leading to wasted budgets.
  • Stalled growth: Relying solely on increasing traffic without optimising conversions is a recipe for stagnant business growth.
  • Competitive disadvantage: In markets where your competitors prioritise CRO, failing to do so puts your business at a distinct disadvantage.
losing money

Understanding the impact

The connection between effective CRO efforts and business growth is undeniable. Marginal gains in conversion rates can transform into increased revenue and profitability - highlighting the huge impact of seemingly small tweaks.

Key components of effective CRO

  1. Landing page optimisation

    A landing page is your digital handshake so crafting compelling landing pages that resonate with users and guides them towards your conversion goals is paramount. Optimise every element – the headlines, visuals, copy, and CTAs – to create a seamless, persuasive journey. 
  2. Form optimisation

    Forms are often the final checkpoint before a conversion, yet they can also be a major deterrent. The shorter your enquiry forms the higher their conversion rates will be. Remember the purpose of forms is to generate leads not an extensive capture exercise.
  3. CTA optimisation

    A clear, persuasive Call-To-Action is key. It's not just what you say, it's how you say it. Your CTAs should stand out, offer unmistakable value, and convey a sense of urgency to prompt the user to action.

Taking action

Here's how to kickstart your CRO journey effectively:

Quick website audits

Begin with a thorough audit to unearth any issues that might be blocking conversions. Identifying stumbling blocks such as slow loading times, unclear messaging, or poor navigation that are reducing your website conversion rates.

Streamlined A/B testing

Armed with insights from your audit, begin A/B testing key website elements. This practice helps pinpoint what truly engages your audience, transforming guesswork into data-backed decisions. Patience is key here; persistent testing and tweaking can significantly elevate your conversion rates.

Smart investments in CRO tools

Lastly, investing in robust CRO tools and technologies, such as Hotjar for heatmap tracking to understand how users interact with your site, or Unbounce for creating and testing different landing pages, can offer deep insights into user behavior and facilitate ongoing optimisation efforts. However, technology alone isn't enough. Consider partnering with external expertise or enhancing your team's skills in CRO to stay ahead of the curve.

Let's circle back to where we started: Is your B2B website losing you business? If CRO isn't on your marketing plan, the answer is probably a "yes". Focusing on CRO will unlock the full potential of your marketing efforts and pave the way for sustainable growth. Don't let your B2B website be the reason you're falling behind.

This article was updated on , filed under website content.

Get the latest B2B website news straight to your inbox