Invaluable B2B Conversion Rate Optimisation Tips for Your Business to Follow in 2021 and Beyond

Getting your business to succeed today isn’t always plain sailing.

Competition is tougher than ever and you need to up your marketing game to stay ahead. Knowing the secrets of an award-winning SEO agency and the best conversion rate optimisation tips could boost your chances of business success.

Here are the five most important things businesses need to do to increase conversion rate optimisation:

1. Track your work

Whether it is your website traffic, backlinks or social media profiles, if you aren’t tracking it, you can’t improve it. Optimising your conversion rates is impossible without a proper understanding of your baseline. Before you even start thinking about improving your current strategies, you need to go back to the basics. Start tracking everything!

You’ll end up generating a lot of valuable data. You can see what your current engagement levels are, for instance. The data will show you what type of marketing strategies are working or what content gets the most views.

This will make it easier to build a future-proof conversion strategy. A good search engine marketing agency can really help with setting up a great data collection operation. There are also many free tools like Google Analytics to get you started.

2. Create engaging content

Want to optimise conversion rates? Create compelling content! It might sound simple and, in fairness, it can be, if done correctly. If you start with great content, you can build strong strategies around it. Link building and SEO outreach aren’t going to help if the content is boring and uninspiring to your clients. Nothing will convert a visitor to a client faster than compelling content.

What makes content engaging? Well, the answer depends. You need to understand your audience and you want to start by conducting proper market research.

This tells you if your clients prefer to read blog posts, watch videos, view infographics or perhaps consume a combination of these. By knowing who your customer is, you can focus on solving their problems and showing them the benefits of working with you.

You’ll also notice trends once you start tracking your content engagement. This data will help you create future content.

You can focus on optimising your content based on the activity it receives. For example, you might realise your video format generates a lot more interest than your blog, even though your blog leads to more sales.

By analysing your content engagement, you can find out what type is being consumed most and which is not appealing to your target audience.

3. Always add a clear Call To Action (CTA)

There is one aspect that any SEO agency would tell you to include in all your content and online activity. That is a Call To Action (CTA). Throughout your website and content, you want to ask the person to perform a specific action. This could be to sign-up, make a purchase or send you an inquiry.

Your CTA needs to be direct and short. You want the CTA font to slightly stand out from the rest. This makes it easier to see even at a glance. Think about the above example. It could be that your videos lack a proper CTA and by fixing it, you start improving your conversion rates!

4. Mobile responsive

According to IDG Global Mobile Survey, 77% of B2B clients conduct research on mobile. If you want to reach out to your clients, then you need to go mobile. Your website and content must be optimised for mobile.

You might have a client viewing your content on a lunch break. If they can’t view it on a mobile device, then you might lose a potential customer. Even if the actual conversion from a visitor to a customer doesn’t happen on the mobile device, the initial research could end up being vital.

5. Chat with your clients

SEO agencies also suggest using live chat on your website. B2B clients use this feature a lot and it can boost your conversion rate.

It’s best to offer the option to chat with a real person. The conversations will be more effective as the interaction will likely be much more natural.

However,  chatbots are great for certain queries, such as directing a user to an FAQs page or finding out the reason for their enquiry and passing them onto the most suitable team. They can also be a good option if you want to provide chat functionality 24/7.

Don’t be afraid to test and try again

Conversion rate optimisation is a process. You don’t want to rush into it. The above five are the building blocks that a great SEO agency would start with. Once you nail the basics, you can start fine-tuning your strategy.

It’s important to note that you can try different things. If you are measuring your content, then it’s easy to see what is working and what isn’t. Don’t forget you can get help with any of the above from the professionals.