If you’ve created a website chock full of engaging content and your website visitors aren’t taking the actions you want them to take — whether that means requesting a quote, downloading a white paper, or watching a video — you’ve got a conversion issue.
There are a variety of marketing challenges but conversion rate optimization (CRO) shouldn’t be one of them. In this blog post we’ll help you understand how to draw real insights from your data and identify the key actions that will maximize business value. Here are four proven CRO components for B2B organizations:
- Track everything – Implementing CRO practices without quality analytics is like flying blind. B2B organizations must rely on various analytic platforms to gather data, analyze results, and identify key actions to help in the CRO process. Tools like Google Analytics provide macro-level data on your overall web traffic while marketing automation and customer relationship management (CRM) platforms provide micro-level data on individual leads, prospects, and customers.
- Focus on micro-conversions – Most B2B organizations have long, complex sales cycles with larger deal sizes and more influencers in the decision-making process. B2B organizations must think of the conversion experience as a journey and delivering relevant, valuable information at all stages of this journey. By capturing those interactions as micro-conversions, marketing and business development teams can identify where in the buyer journey a person based on the life of the lead.
- Utilize lead intelligence – Most marketing automation platforms provide some sort of lead scoring and analytics feature. Lead score models should be developed based on both buyer persona and fit along with user behavior. When a lead score reaches an agreed-upon value, it can trigger marketing workflows or business development outreach to help move contacts through the customer lifecycle.
- Test and learn – Executing a multi-touch, multi-channel approach provides ample opportunities for testing different messages, designs, calls-to-action, and landing pages. A/B split testing and advanced marketing analytics can reveal campaign strengths and weaknesses and identify additional optimization opportunities.
In today’s evolving B2B landscape, data-driven and actionable insights can help improve the CRO process. By collecting the right B2B marketing data, both macro and micro, B2B organizations can accurately analyze and interpret the information to meet decision-making needs throughout the customer lifecycle and create a truly optimized buying experience.
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