Ways to Optimize Conversion through B2B Websites

by | Aug 22, 2017 | Customer Service | 0 comments

“Research indicates that the more landing pages you create, the more leads you generate. Companies can see 55% more leads when increasing from 10 to 15 landing pages,” – Alex Embling

B2B websites (or trade portals) that enable transactions between two businesses or commercial organisations are gaining ground in light of the fact that digital marketing has emerged as an enabler and facilitator of modern commerce. Buyers, manufacturers, suppliers, traders, distributors, wholesalers, and vendors are increasingly relying on B2B websites to prospect for new business leads on the World Wide Web. Commercial entities including small, medium, and large business enterprises from all over the world have established such websites in an effort to gain wider exposure to current and future commercial opportunities. Consequently, website administrators and website owners need to convert online traffic to sales prospects on B2B websites.

Enterprises seeking to boost conversion rates through B2B websites must ensure that a surfeit of information, pertaining to business processes, operations, products, and services are available and posted on the website. These websites are essentially marketing websites and must furnish the maximum possible information so that online visits can be converted into transactions. Online product promotion should attract special attention because product imagery and detailed attributes posted on webpages of B2B websites help to attract potential customers. In addition, businesses that advertise their wares on such websites should post current and updated contact information for the benefit of prospective buyers. This approach helps to promote an image of business transparency, which can be leveraged to consolidate the customers’ trust over the long run.

A high number of landing pages exponentially increases the chances of higher number of leads and conversion for B2B websites. This is because a higher number of landing pages enables online search engines to index a higher number of pages, which amplifies the chances of online discovery by potential clients. A significant number of landing pages also helps to reinforce a client’s impression of a particular B2B website and this promotes the chances of a visit to said website. In addition, landing pages are critical for B2B websites because it enables businesses to broadcast various forms of content to online audiences. These factors help to justify the strategy of building multiple landing pages for business-to-business websites. That said, we must note that businesses should work to raise incrementally the number of landing pages in light of the above.

Content represents a key technique that can help B2B websites to boost the number of conversions. Webinars, blog posts, white papers, videos, e-books, and long-form prose can be used to impart a special flavour to such websites. Site owners and administrators should ensure that such content is prominently posted on landing pages of B2B websites and refreshed at regular intervals. The use of such content can enable websites to establish an on-going connection with online visitors, thereby building an element of rapport and familiarity. In addition, website owners and administrators should work to connect with their online audiences by exploring various topics that outline concerns and problems being faced by their clients. Various case studies can be created to outline problems and their creative resolution using a variety of means and techniques. These aspects can be refined continuously and may be instrumental in forging deeper rapport levels with clients and customers.

Business websites thrive on an incremental gathering of knowledge and information from a variety of customers and stakeholders. The Internet often uses online forms to gain such information and B2B websites are no exception to the rule. However, such sites should offer forms that do not exceed four fields of information. This approach should help to strike a balance between the demand for information from online visitors and interest levels from sales prospects. Online forms that are designed to extricate exhaustive levels of information may turn away visitors because typically business visitors are pressed for time and may not comply with exacting demands for detailed information.

B2B websites should be engineered to gain the visitor’s trust because trustworthy and credible websites have significantly higher chances of retaining the visitor’s attention and boosting conversion metrics. To achieve that end, B2B websites should demonstrate unmistakeable signs of credibility, such as trust seals, genuine customer testimonials, photographs of real employees, etc. These building blocks of trust are important because they help viewers to form an early impression of the legitimacy of a trade portal or a business website. In addition, ‘https’ technology should be employed to indicate that transactions and visits to said portals are secure and cannot be compromised. Trust can also be established when these websites take a factual approach to information fielded in their web pages. This is an important plank because any departure from facts (such as product information, service attributes, etc.) can stress the visitor experience and lead to turbulence in the relationship. Therefore, B2B websites should establish a reputation underpinned by facts because this helps to build a healthy market reputation and gain repeat business offers.

Visual content such as info-graphics, product images, wallpapers, animation, etc. can help to increase traction with visitors. The importance of images cannot be overlooked by B2B websites because images comprise a basic attraction for online visitors. Therefore, business-to-business websites should ensure that visual content is refreshed at regular intervals in order to retain customer appeal. That said, we must note that visual content should be linked to other forms of content on display in B2B websites. This would increase the relevance of using images as a core strategy to attract customer attention.

Website administrators and content strategists for B2B websites should work to include market research pieces that capture current market information for the benefit of readers and visitors. This technique can easily capture visitor attention and they may bookmark the website for future visits. Further, visitors can be offered samples of such documents for free previews; the full document can be downloaded once the visitor chooses to register on the B2B website. The availability of facts-based quantitative data on these websites should enable a higher proportion of conversions because visitors can use said data in their business processes. That said website owners should consider mobile versions of their websites to boost online traffic and the chances of subsequent conversions. This stems from the fact that mobile technologies are ubiquitous and a growing number of online visitors use connected mobile devices to surf the Internet.

In the preceding paragraphs, we have examined some techniques that can enable B2B websites to boost customer conversions. These techniques should be used in conjunction with each other to accelerate the achievement of business outcomes, while helping such websites to establish a distinctive identity. The operators of such websites should exert themselves to establish trusted relationships with every buyer and sales prospect. These actions may demand time and effort but persistence in such matters can help to move the needle on customer conversions. Email and marketing automation techniques can be leveraged to engage and re-engage prospects and customers. High quality leads should attract special effort because these bear the promise of significant business opportunities. That said business operators must ensure that their value proposition remains intact because core values have an outsize impact on customer impressions and on business development.

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