B2B Conversion Optimization

Summary

“Taking what you’ve got and improving on it”

That’s the essence of this beginner’s overview of conversion rate optimization (CRO) on the Digital Marketing Podcast. Although titled B2B, it’s relevant for B2C as well.

So, before you throw more money at ads, get some ideas on how to improve the conversions on your existing funnel.

3 lessons…

  • Although Google Analytics is helpful, you need an analytics tool tailored to CRO (like HotJar) to run conversion projects.
  • Screen recordings of user behavior are a goldmine. When designing a page it’s usually not under the same conditions as when they get used (eg mobile, poor wifi, old browsers). Screen recordings can highlight that. And with that in mind – design with empathy.
  • Don’t get too attached to your copy, design, offers, etc. If users on your site are telling you it’s not working, test alternatives against it.

Discover how can you get the most out of the traffic you already have with effective CRO. To aid us with this task, we speak to Jeff White, a leading conversion optimization specialist from Kula Partners in Canada who focus their work helping B2B organisations and manufacturers. We explore what Conversion Optimization is, and what it can offer marketers brave enough to admit their website and content could be working much harder. If you are interested in learning more about Conversion Optimization and how to go about practising it effectively, Jeff provides a whole host of useful tips, tools and resources to help improve what you are measuring and to help you learn and improve your skills around conversions. Kula Partners Kula Ring Podcast   Google Analytics   Hotjar   Optimizely   VWO   Conversion XL - Peep Laja’s blog   Conversion Rate Experts   Also as a bonus thank you for taking the trouble to read our podcast notes- Check out the full audio of their new book Making websites win which they are giving away for free at the moment as a podcast