B2B Conversion Rate Optimization: How Top Companies Achieve 3X Higher Conversion Rates

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
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Today, many marketers put all their efforts into driving more website traffic, hoping it turns into leads and loyal customers. But that is only half of the equation. A proper B2B conversion rate optimization strategy that converts existing traffic and leads into clients can lead your company to long-lasting growth. For that, you must take a closer look at where you are directing your leads; in today’s digital age, that place is your website. Your business website remains your primary lead generator source, providing the best opportunities to convert leads into customers and generate revenue. 

Based on conversations I had with previous clients, I learned that improving conversion is among the top goals of most B2B marketers. I have already developed a conversion rate optimization checklist with all the essential points to create a strategy that ensures conversion. In this article, I will go deeper into CRO, specifically for B2B businesses.

You’ll understand how to boost your conversion rates by applying best practices big players within your industry use to dominate the market.

Table of Contents:
B2B conversion rate optimization

Why Common Tactics Don’t Work For B2B Conversion Rate Optimization?

You’ve launched a B2B marketing campaign, and the traffic numbers are high as expected. However, the frustration kicks in after noticing that only a few site visitors completed the goal you had in mind. Instead of signing up for your newsletter, scheduling a demo, or purchasing your products, potential clients keep leaving without taking any action.

Conversion rate optimization (CRO) revolves around taking various steps to make more people complete the desired action on your website. This means more leads, more sales, and a more effective sales funnel.

However, applying common strategies that work in the B2C sphere is usually not enough in the business-to-business landscape. There are several reasons why B2B conversion rate optimization is a unique field…

In B2B, deal cycles tend to be longer, many shareholders participate in the decision-making process, and you’re expected to demonstrate a higher level of expertise about your offerings. A slight misstep can result in many lost business opportunities.

I’ve had many clients ask me: Why is my conversion rate so low? There could be many; for example, your company could be falling into one of the many CRO mistakes that deter visitors from becoming customers. Whatever the reason behind your low conversion rate, that is always a warning sign telling you it’s time to pay attention to your B2B conversion rate optimization strategies.

Important note: There’s no one-size-fits-all CRO solution. Every business is unique. However, I’ve identified some common B2B conversion rate optimization strategies top companies use to triple this vital metric. As we explore each strategy, I’ll help you understand how to adapt it to your own B2B marketing campaigns to boost conversion rates.

8 Best B2B Conversion Rate Optimization Strategies

How can your B2B company improve its conversion rate and make the most of leads and visitors? By following these proven conversion rate optimization strategies to maximize conversions. Let’s get started.

B2B sales cycle

Understand the B2B sales cycle to make your offers more tempting

As mentioned, the B2B sales cycle is unique. Just like you have B2B vs. B2C website design, both practices have different deal cycles that you must understand to start increasing conversions.

By understanding how the B2B sales cycle works, you can improve each step of the process and acquire new customers at an increased speed. 

This is a crucial step of the CRO process that allows you to identify where your potential clients are in their buyers’ journey and what their pain points and needs are at each step. With that knowledge, you can tailor your marketing efforts accordingly to your customer’s needs and efficiently lead them toward your desired action. 

The B2B deal cycle involves several stages, three of the most important ones being:

  • Awareness stage
  • Consideration stage
  • Decision stage

In the first stage, awareness, potential customers are doing some research, trying to see if there’s a solution to their problems.

During the consideration stage, they evaluate several options – yours among them – to see which one is a better fit.

And in the last stage, they are ready to make a decision and, for example, make a purchase.

The better you understand each stage, the more you can tailor your offer and messaging to satisfy potential customer needs and increase the chances of turning them into clients. 

Learn about your target audience

Identifying your target audience is one of the first and most crucial steps for all successful marketing campaigns. This task involves understanding who your ideal client is and figuring out their needs, desires, pain points, and what motivates them to make a purchase. With that data, you can customize your marketing efforts to target their specific needs and pain points, increasing your chances to drive conversions. 

Again, there is a difference between B2B and B2C target audiences. When managing a B2C company, your target audience is usually an average person, and emotions drive most of their purchasing decisions. For B2B companies, the game entirely changes; here, you deal with several shareholders who approach the purchase strategically, making it more challenging to convince them to acquire your offering. 

Identifying your ideal audience and practicing B2B prospecting tactics is a vital B2B conversion rate optimization step that will allow you to tailor your marketing efforts adequately, increasing your chances of turning leads into paying customers. 

Optimize your website to provide a smooth user experience

Your business website is where the magic happens. Ideally, all your channels and marketing strategies lead users to your website, where you must apply all the tips I am giving you in this article to convert them into customers. Your website is also the first impression a visitor gets from your company, so it’s crucial you don’t leave anything to chance. Improving your professional website and checking all the B2B website design checklist boxes will help you create a sales-driven website that stands out from the competition.

A website design that focuses on providing a positive customer experience will help you turn lead generation into clients. Check your site user experience thoroughly to find areas of improvement. How does the overall look feel like from the user’s point of view? Is your website easy to navigate and enjoyable for visitors to use? By working on those and other essential UX factors, you can create a business website that is both aesthetically pleasing and optimized to improve conversion rates.

CTA and Conversion rates

Improve landing pages and call-to-actions

Landing pages are an essential element in any B2B marketing strategy. B2B companies usually use landing pages as part of their overall digital marketing campaign to capture leads. Once users “land” on your landing page, maybe after clicking on an ad link or email, they are offered a valuable resource – free ebook, access to events, personalized demos, etc – in exchange for their contact information. Landing pages can help you attract better lead quality and enhance campaign tracking and analytics. 

A well-crafted landing page can make or break your conversion rate, so if you are not happy with your current average conversion rate, maybe it’s time for a B2B landing page redesign

One of the key elements of landing pages are call-to-action (CTA) buttons. CTAs are meant to encourage readers to take a specific action, such as making a purchase, completing a form, or subscribing to your email newsletter.

When working on your website landing pages, you can’t forget to optimize your CTAs. They should include a concise and compelling message that clearly states what actions you want the potential client to take.

You should also mind where you place your CTAs; your landing page design should be free from clutter and distractions and lead visitors toward the call-to-action button.

Don’t forget to make your forms user-friendly

While optimizing your landing pages, you should also take a look at your website forms. Are they short and intuitive? Do they include a strong CTA? Regardless of the type of contact form you include on your site – sign-up form, content download form, etc. – you must optimize them for conversion. 

Generally, you should keep your online forms short and sweet, ask for minimal requirements, and include a clear CTA. To make them even more user-friendly, use auto-fill or auto-complete features. Finally, integrate your forms with your customer relationship management (CRM) system to better track and manage your leads.

Write clear headings to guide potential customers

Using main headings, also known as H1 tags, on each page of your site is essential to have a well-organized B2B website that successfully attracts customers. Those main headers work by helping search engines, like Google, to understand what each page is about. Besides helping with search engine optimization, H1 tags make it easier for visitors to understand and use your website. Think of your main heading as signposts guiding potential customers around your website. When your site is easy to navigate, that enhances user experience, making it likelier for visitors to buy your products or services. 

Ultimately, learning how to make a headline more compelling can improve conversion rates by generating interest in the reader. I highly recommend B2B companies take their time and put extra effort into crafting headlines that resonate with their audiences and grab readers’ attention.

Live Chat Feature B2B conversion rates

Include a live chat to provide quick answers to complex questions

In today’s digital landscape, people are used to immediacy; they expect quick responses and solutions to their inquiries and issues. Live chat can help you satisfy the users’ demand for speedy customer service. 

Through a live chat feature, you will be able to immediately address and resolve issues that can be a barrier between the potential client and the purchase. You can also effectively guide visitors through the sales funnel and reduce the time it takes to convince a user to make a purchase. In addition, clients love the real-time service and human touch a live chat provides. 

Track your conversion rate strategies and constantly adapt

Last but not least, you should regularly measure and track all your conversion rates and metrics. That is the only way you can have accurate data about how all the strategies I mentioned above are performing, including your website, B2B landing page design, checkout forms, ad campaigns, social media, and more.

This practice involves using analytics tools to collect data from clickthrough rates, social media channels, lead generation platforms, your business website, and more. Then, use that measurable information to assess performance and make appropriate changes when needed. Besides making improvements, you can also escalate the strategies that are working, attracting leads and driving conversions. 

Measuring and tracking conversion rate metrics is an essential B2B conversion rate optimization step I advise you not to skip. Any seasoned digital marketing agency will tell you this: you cannot change or improve what you didn’t measure. I highly recommend your company spend time and enough resources on collecting and analyzing data to conduct relevant improvements. Remember, the best way to increase your conversion rate is to regularly measure and update your CRO strategy. 

It’s Time To Start Upgrading Your B2B Conversion Rates

Conversion rate optimization will help you increase the number of users performing a specific action, such as purchasing your offerings or subscribing to your website. This practice is even more crucial for B2B companies, where the sales cycle is longer, and turning leads into paying customers can be more challenging. 

In this article, I share with you my top conversion rate optimization examples and tactics so you can apply them to your business. Remember that you must implement your B2B conversion rate optimization strategy across all your marketing strategies. By putting in the work and following this guide, you will start seeing how your conversion rate numbers start to rise. Is all this information a little overwhelming? You can schedule a call with me, and I will guide you through every step of the B2B CRO process.


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