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A Beginners Guide to CRO for B2B Businesses

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Every business owner today knows how important it is to have a website, and attract visitors to it. However, once you get them there, what are they doing? Is your website acting as a tool to help move them down the sales funnel and convert them into customers?

According to Econsultancy, only about 22% of businesses are satisfied with their conversion rates[1].

Increasing your conversion rate means a better return on investment (ROI). It is much more cost-effective to convert more of the visitors you already have than to attract new visitors.

This is known as Conversion Rate Optimisation.


What is CRO?

For every $92 spent acquiring customers, only $1 is spent converting them [Econsultancy, 2016)][2]

Conversion Rate Optimisation, or CRO, is the process of increasing the percentage of visitors to a website that convert into customers, or perform a desired action on the webpage.

In the B2B space, CRO is even more important due to the longer sales cycle. B2B purchases are typically high involvement decisions, as the product is at a much higher price point, and there are multiple end users that the purchase decision will affect. As such, B2B customers make much more considered purchases, and require more persuasion and nurturing to move them through the sales funnel.


Why Your B2B Organisation Should Consider CRO

It’s important to remember that while enquiries or sales may be your ultimate goal, B2B buyers may not be ready to contact you straight away. As such, a ‘Conversion’ on your website may not necessarily be an enquiry, it may be when a visitor views a certain piece of content on your website or downloads an eBook. Simply put, any action that moves your visitor through the sales funnel and closer to purchase can, and should, be counted as a conversion.

By making changes to your website to increase your conversion rate, you are capitalizing on the traffic you already have, which lowers your customer acquisition costs. These saved acquisition costs can be reinvested in other advertising and brand awareness strategies.


CRO Strategies You Can Implement Immediately

When it’s done right, CRO gives your visitors what they are looking for sooner, before they go looking somewhere else. In order to do this, you have to take a structured and systematic approach to improving the performance of your website. Any changes that you make should be informed by insights, such as website analytic data and user feedback.

The first step of CRO is to identify any barriers in your conversion funnel and take steps to fix these. This can be done by looking at your website from the point of view of the visitor. Look specifically at the actions you want users to take on your website, and the steps that they have to go through to get there. By doing this, you can identify any complications that are potentially blocking the path to conversion.

A few areas to start with include:

  • Calls to Action: Are all Calls to Action on the website clear and easy for the visitor to find? Do they stand out? Do they accurately define the action that you want the user to take?
  • Graphics: Do the images on your website add to the user experience? Are they relevant and well positioned? Are they clear, without unnecessary text?
  • Usability: Can users easily find what they are looking for on your site? Consider the actions that you want your user to take, and how many steps it takes them to get there. For example, how many pages do they have to view before they get to what they are looking for?
  • Navigation: Is it easy for users to navigate your site? Can they find what they are looking for?
  • Mobile Optimisation: Almost 60% of all searches are conducted on a mobile device[3]. It is vital to check whether your site is mobile friendly, as this can cause a massive drop off in visitors and conversions.
  • Trust: Is your site trustworthy? Do you display testimonials from satisfied customers? If a visitor doesn’t trust your site, they are unlikely to enquire about your services.


The key with Conversion Rate Optimisation is to start slowly. Don’t make too many changes all at once, or you won’t know which ones are working for you. For example, try changing the calls to action on your website (the button positioning, size, colour), while leaving everything else the same. Monitor this for a few weeks to see if it is making a difference to your conversion rate, and then move on to testing another area.

Conversion Rate Optimisation doesn’t have to be difficult, but it does involve a lot of testing, monitoring and analysing. At The Lead Agency, we have experience in Conversion Rate Optimisation and have worked on creating top performing landing pages for a number of clients across a range of industries.


Contact us for more information on how we can help your business out on the Digital Marketing side of things.


[1] Source: https://www.hubspot.com/marketing-statistics

[2] Source: https://www.hubspot.com/marketing-statistics

[3] https://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

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