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Improve B2B Conversion Rates

improve B2B conversion rates
03 Jul 2014

5 Simple Ways to Improve B2B Conversion Rates

You are having decent success getting people to your B2B website. You have mastered the art of SEO, and you are feeling pretty darn good about yourself. But then you notice your conversion rate is less than ideal. What is the point of spending all of your time and effort getting people to your site if they don’t become clients? Good question. Obviously, as important as SEO is, your conversion rate is even more crucial because that’s what leads to money in your pocket. So what can you do to improve B2B conversion rates? Read on.

Evaluate Ease of Use

One of the biggest reasons a potential customer leaves a site is because they get frustrated. Whether it’s a slow loading time or they simply can’t find the information they need easily, these customers (with money burning a hole in their pockets) just move on without giving it a second thought. To improve B2B conversion rates, view your website from an outsider’s point of view. Is it easy to find pricing and product information, request a quote, or contact you for more information? If not, you better fix that before you do anything else.

Spruce up the Content

First, does your content draw you in? Of course it is strong on the SEO front, but does it inspire readers? Does it motivate them to buy? Is it formatted in a way that is easy to scan? You also want to make sure your website provides a variety of content. Blog articles are undoubtedly important, but the more value you can offer to your visitors, the more likely they are to purchase.

Do you have any white papers that prove the effectiveness of your product? Is there anything you can give away as a free download? Are there videos your users can watch to quickly get the information they need in an entertaining way (Fun fact: Videos can improve B2B conversion rates by as much as 80%)? The more information you can deliver, the more credible you become, and the more sales you will make.

Consider Live Chat

When someone has a question, what do they need to do? Perhaps they have to search an FAQ section, send you an email, or fill out a Contact Us form. Imagine how much easier and quicker the process could be if they were able to instantly get their questions answered via a live chat. Because remember, if they leave your site (like when they are awaiting your email reply), there is a high probability they will never be back.

Capitalize on Your Customers

If you are not already, you should be asking your past and current customers for testimonials and reviews. These valuable insights can not only help you improve your company, but also they are a gold mine when it comes to conversion. Whether you want to hear it or not, your prospects will trust their peers’ (aka other customers) opinions over yours when it comes to what you have to offer.

Highlight What Makes You Unique

Finally, focus on what makes you stand out from the crowd. You likely have several competitors, so why should your clients choose you over them? Perhaps you have award-winning customer service, a faster turnaround time, or your product is locally made. Whatever it is, make sure that every visitor to your site understands exactly why you are superior to any other options out there. Be loud, and be proud, and the sales will soon be yours.

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