Marketing a business can prove to be difficult for those who may not know how to build their customer base. Gaining a customer base can traditionally require a large investment in terms of time and money. However, by using new tactics such as the optimization of your website’s conversion rates, it has never been easier to gain and maintain clients for your business.
What is Conversion Rate Optimization?
Conversion Rate Optimization, often referred to as CRO, is a practice that intends to increase the number of website users that interact with a certain portion of the website. Often this is used in order to get viewers to perform a specific action like filling out a form or subscribing to emails from the business.
When referring to business-to-business or B2B conversion rate optimization, the goal is to turn leads into customers. In this case, instead of encouraging site visitors to subscribe, the goal is to lead them to purchase something from the business. These tactics are always evolving as time progresses.
What Are The Benefits?
There are great benefits for businesses that learn to optimize their conversion rates. Other than gaining more sales and a larger customer base, the following are other benefits that optimizing conversion rates has on a business:
An understanding of your customer’s needs
It is important to monitor what your customers are viewing on your website so that you know which services or products are successful. Tracking the interactions on your site will allow you to see which parts of your business are doing well and what parts need to be further developed.
A better return on investment
After you understand what your potential customers are interested in, some of the money that you get in sales should be put towards optimizing the parts of your business that are doing well to get a larger return on investment or ROI.
Better customer experience
By placing that money back into your business, you are creating a better experience for your customers. It shows them that you understand their wants and needs and that they are being taken into consideration. This instills a level of trust between you and your customers.
Lowers customer acquisition costs
Searching for customers and promoting your business to potential customers can be tiring and prove to be less effective than using optimization conversion rates that convert viewers into customers quickly. It saves both the time and money involved with attempting to gain clients and creates a solid customer base much easier.
Increased customer retention over time
By sending out promotional emails, engaging with customers via social media, and finding new ways to stay in touch with customers, you will be able to retain many past customers. Engagement with your customers will keep them interested in your business. It may also be beneficial to send discount codes through these mediums or offer other discounts and deals for past clients.
Optimizing your business’s conversion rates is very lucrative and offers you a newfound confidence in your business and your business’s presence. Taking charge of your business in these ways can also attract new customers and increase your local profile.
How to Optimize Your B2B Conversion Rates
Trying to market your business can be confusing, especially in relation to how to create the best experience possible for your customers. Though it may be hard at first, optimizing your business’s conversion rates will produce higher sales and customer retention when done correctly. If you’re looking to improve your business’s conversion rates, apply the following:
Make your website as simple to navigate as possible. Websites that feel bulky or that are overly complex can deter potential customers. Try to streamline each page so that it is easy to use and doesn’t cause confusion.
Personalize your content
There are many ways in which you can personalize your content to a particular audience. One of the most common ways is to create unique landing pages for specific customers. This could be for customers in other areas of the country or world, or simply for different tiers of customers if you have a rewards program.
Utilize PPC and SEO
Pay per click or PPC and search engine optimization or SEO are great additions to your website that will affect its interaction rate. PPC is a quicker way to gain traffic to your site and involves your business paying another every time your ad is clicked. This can get expensive depending on the traffic that you receive because of it. On the other hand, SEO provides a cheaper and more organic way to receive traffic based on using keywords to place your business in the top search results on a search engine.
Look at your competition
Pay close attention to the way your competition handles conversion rates. Notice what they do well and what they may need to work on. This can help you when you begin optimizing your own conversion rates. Implement what they do well and avoid any issues that your competition may have. You can do this by following them on social media platforms or simply subscribing to content from their website.
Display your credibility
It can be hard for new customers to trust a business that they’ve never used before. If possible, display testimonials, positive reviews, and any credentials and certifications that your business has to build that trust with new customers.
Make sure that every aspect of your website is tested, works, and is easy for an average person to navigate. It is also important to make sure that all web pages look uniform and accurately portray your business’s image.
Implementing the above tactics will greatly help you better your B2B conversion rates. This can be a great deal of information to process and may be a demanding effort for those unfamiliar with where to start. If you are unsure of how to begin implementing these tactics, it may be easier to hire another business to handle it for you.
If you want professional help with optimizing your business’s conversion rates, contact the experts at NOVA Advertising. We have years of experience helping businesses like yours improve their optimization and increase their patient base.