Whenever a visitor lands on one of your platforms, you have a particular action planned for them. Your social media platforms are bang-on at converting, your emails are getting more clicks than ever, your content strategy is on-point, but why isn’t your website  generating leads?

The answer could lie in your website’s conversion rate optimization. If your site isn’t optimized for conversions, getting results will be a struggle.

An effective inbound marketing strategy requires conversion rate optimization (CRO) to turn visitors into leads. A good example of this is how Voice.com, a leading marketplace for voice-over artists adopted CRO tactics to increase its conversion rate by 400%.

To help you generate leads and turn those leads into sales, here are eight B2B conversion rate optimization tips to take your website to the next level.


Add more landing pages to your website

First time visitors are hard nuts to crack. 96% of first-time visitors are hesitant to make a purchase. One reason might be that your website doesn’t have enough opportunities to convert visitors to leads.

The best way to deal with this is to build more landing pages. A HubSpot report showed that companies gain 55% more leads when they increase the number of their landing pages from 10 to 15. This means that the more landing pages your website has, the more leads it will generate.

Perform more A/B testing

After you create more landing pages, another great way to optimize your website’s conversion rate is to A/B test the calls to action (CTA) on your landing pages. Neil Patel states that “data, not opinions should influence the testing.”

GoToMyPc.com increased its conversion rates by 400% by A/B testing its landing pages for everything from headlines, CTAs and images to buttons, locations, graphics and testimonials.

A startup B2B business called CityCliq saw a 90% increase in its conversion rate by A/B testing the position of the headlines on its homepage.

conversion rate optimization

Redesign your existing landing pages

Once you A/B test any of the elements of your landing page listed above, you’ll realize you need to redesign your landing pages to optimize them for more conversions.

Place more emphasis on your customers’ behavior than on your landing page’s aesthetic appearance. The results of your A/B testing should decide what works best on your new redesigned landing page.

When the consulting firm Widerfunnel.com, redesigned their landing page for CRO, they A/B tested three redesigned versions of their landing page alongside their previous one for a few weeks. The results were an increase of almost 15% in their overall conversion rate.

Even something as simple as changing the color of your CTA buttons can make a big difference. HubSpot A/B tested different colored buttons on the home page of a company they acquired called Performable. They found that changing the color of the button from green to red increased conversions by 21%.

Improve your content

Serving the right content—be it headlines, buttons, calls to action, taglines, meta data or image description—can be a game changer. Changing even a single word could transform your website. For instance, “Start my free trial” is a more effective CTA than “Start your free trial.”

A website dedicated to building landing pages called Unbounce.com proved this. It split tested a PPC landing page that featured a CTA button. The two version only differed by one word. The old one stated, “Start your 30-day free trial,” whereas the new version said, “Start my 30-day free trial.” During the three-week test, the new button beat the old button’s click-through rate by 90%.

Increase your visual content

Website visitors find videos, images and infographics appealing and attractive. Thus, your website should provide more visual content. Producing and placing product videos alongside the product on its landing page can increase purchases by 144%.

Adding a human element also attracts more consumers. Highrise, a CRM software provider for small businesses, redesigned their product pages and added a picture of a smiling person next to their product descriptions, which increased signups by 102.5%

Produce more qualitative data

B2B decision makers are the epitome of busy bees. The time they have to analyze the value of your products or services before making a purchase is limited. They don’t have time for emotional hodgepodge, so for them, facts are mightier than words. Studies have shown that some organizations have seen conversion rates increase by 50% on their B2B landing pages when they take a more factual approach.

Take your website mobile

We live in a mobile-induced world. Smartphones are everywhere. With the variety of applications and utilities out there ranging from responsive design to voice search technology, there’s no reason not to use mobile to provide a better experience to your visitors.

A good mobile site can double your overall conversion rate. This helped SkinnyTies.com increase mobile revenue by 377.6%. The company studied the market and then went from an outdated desktop website to a website for tablets and then to a smartphone website. They optimized their mobile website for mobile leads, resulting in impressive conversions.

Increase your website’s loading speed

The speed that your website and its pages loads can also contribute to low conversions. Even a delay as short as one second in your site’s loading speed can result in a 7% reduction in conversions.

Use tools to increase your website’s speed. A speedy website can also improve your SEO rankings.

Inbound Marketing Lead Gen