5 Tips to help boost your B2B conversion rate

1. 5 Tips To Help Boost Your B2B Conversion Rate

2. (1) Emphasize Your Credibility B2B transactions are typically long-term commitments with an extended decision-making process, and no client will make the decision to do business with your company without a stable foundation of trust established first. From a UX design standpoint, this means utilizing every opportunity available to highlight your company’s credibility. There’s a number of ways to accomplish this, ranging from obvious methods like customer testimonials or product reviews, to more subtle techniques, such as a logo wall of your notable clients or a list of certifications and awards. [Left] An example of Codal (B2B company) emphasizing their credibility directly on the homepage of the website.

3. (2) Keep It Content-Centric Graphics & images should maybe take a backseat to the real driver of B2B conversion: content. The design of your website should be tailored to support and underline your website’s content, whether it’s a curated collection of downloadables like whitepapers and eBooks, or just your company’s blog. And if your target demographic is especially diverse, consider personalizing your website’s experience by offering dynamic content. This is content tailored to a sect of your user base, that can recognize who is viewing it and respond accordingly.

4. (3) Perfect Your Call-To-Action Copy No matter the website, the call-to-action is paramount. However, B2B CTA’s need to be written and implemented a bit differently than what we typically see. Like B2C sites, your B2B CTA’s should be bare-bones concise, and impossible to miss. But unlike their consumer-based counterparts, these CTAs should make an effort to exude tact and professionalism, rather than the more attention-grabbing or informal ones seen in online retail. This may seem obvious, but writing CTA copy that takes a different direction than a flashing “Buy Now!” can be harder than it sounds. Remember, you still need to lure the user into the conversion funnel with something attractive and noticeable.

5. (4) Drive Home The Details B2B conversion lies in its complexity and length, and part of this can be attributed to the fact that many B2B products need to match a company’s unique requirements and specifications. That’s why it’s important to include these details in your website’s copy. It’s almost certain the product you’re selling will have to interface with the client’s pre existing operations, so it’s important to broadcast the compatibilities and capabilities of your product. Depending on your product, this could mean technical specs, API information, integration details, feature parity, and more. The Nielsen Norman Group, a pioneer company in UX design research, lists more of these details and the types of products that should use this technique here.

6. (5) Do The Job For Them How do clients think of their interactions with your company? — Criteria for a decision on whether or not to do business with you. And because B2B decision-making is nearly always a long-term commitment for an important use case, there’s almost always pressure on the client’s side to make the right choice. So help them with their job. In fact, go to an extreme—do the job for them. Whether that’s including an estimated pricing calculator, offering comparison charts of you and your competition, or even providing tools that help your clients share your content with the other decision-makers in their company—the best way to streamline conversion is to do their job for them.

7. Plug in our teams, boost your business. www.codal.com | go@codal.com