The primary goal of every b2b organisation is to attract more customers and retain the ones it already has. Your b2b website is your number one ally when it comes to reaching out to people, providing valuable information and turning visitors into customers. This is why it’s highly important that you keep an eye on your site conversion rate to see where you stand.
A website’s conversion rate is a number telling you which percentage of total website visitors performed the desired actions – i.e. converted. It’s a golden number you should never lose sight of, as it tells you a lot about the success of your business and the efficiency of your website. But, what can you do if your conversion rate is low? Or if it’s stuck at a certain number and just won’t go up? If this is the case, it’s time to get things moving.
Here are five things you can do right now to increase your site conversion rate.
Use data – analyse the current situation
When it comes to conversion rates, data analysis is everything.
You can’t go very far without a clear picture of where you’re currently standing with your conversion rate and what the reasons behind it are.
Therefore, make sure to:
- Analyse every move that you make
- Follow the numbers for each segment of your marketing strategy
- Identify patterns – what converts more and what converts less
With the right kind of information, you can actually start thinking about bringing changes to your website and your business.
Use the data to learn about your customers and what they expect from you.
Localise your content
The internet is a global market. People from all over the world are able to visit your website and learn about your business.
But, did you know that English is only the third most spoken language in the world and that only around 20% of the global population speaks it?
There’s a huge gap in the market for people advertising and doing business in languages other than English.
Therefore, by making your website’s content available in more than just one language, you’ll be increasing your conversion rate immensely.
Not only will more people be able to find you and learn about you, but they’ll be more likely to become your customers if the website’s available in their language.
Include a call-to-action
CTAs are known to be a good strategic weapon when it comes to increasing conversions and turning visitors into leads and, ultimately, customers.
However, there’s more to a CTA than just telling people what to do. In fact, it’s crucial that you find the right formula for your specific audience and identify which CTAs they prefer.
In order to find the right type of CTAs for your clients, you simply have to test them out. Here are a few different types you could try:
- Starting with a YES
Yes, I want to get my discount right now! - Immediate action
Get my free samples - Using the trial period
Join for free for 3 months! - Getting started
Try it now! - Signing up
Sign up for FREE
Try out different ones and stick with the one with most clicks and conversions. And remember, give your customers a reason to click the CTA and make sure the landing page doesn’t disappoint.
Make your site fast and mobile responsive
It’s all about the presentation for some people. And, if you fail to present, you’ll fail to sell.
According to Statista, in 2018 “mobile devices accounted for over half of all organic search engine visits in the United States”. That’s a lot!
Mobile searches are dominating the market and you definitely need to adapt. This is why you need to make your website mobile responsive. That means:
- Optimising the layout – the images, headlines, text and different sections of your website need to be displayed in an eye-soothing manner on all mobile devices.
- Optimising the content – make sure all the major information is visible and easy to find.
- Removing the unnecessary
Making your website minimalistic is a great idea for two reasons: it makes it work faster and your visitors will find it more appealing.
If your page takes too long to load, your potential visitor will probably just leave. And, if it’s not mobile responsive, your mobile visitors are not going to bother sticking around.
Make the necessary changes and you’ll see your site conversion rate increase in no time.
Incorporate user-generated content
When people are looking for new things online, they’re constantly on the watch for being scammed or tricked into doing something they don’t want to do.
This is exactly why most people love seeing and reading previous users’ comment, reviews, and recommendations.
User-generated content (UGC) is content created by your previous satisfied customers. it could be a picture of them using your product or service, or a written comment about how great the service was.
If you want to increase your site conversion rate, UGC can be a great way to make your website look trustworthy and safe.
Here’s how you can do it:
- Choose the UGC you’re most proud of
- Create a UGC gallery or a section with comments from customers
- Make it a visible and highlighted section of your website
This way, all your new visitors can be reassured that you are a serious business they can trust. It’ll increase your conversion rate for sure.
Conclusion
Your b2b website requires constant care and improvements. You can’t just create the initial version and hope it will survive. On the contrary, you always need to explore the market trends, analyse the data and find ways of making it better for your visitors and potential customers.
By ensuring your website stays up to date and is designed to make the customers happy, you’ll be well on your way to increasing your site conversion rate. Use the advice given above and start making changes today.
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Elisa Abbot completed a degree in Computer Science. She finished her study last year but is already an expert when it comes to presenting a text in a creative and understandable manner. Now she’s engaged in assessing translation services for PickWriters. Elisa is thirsty for knowledge and is always on the lookout for tips to share with her readers.
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