Your conversion rate is the percentage of visitors to your website or landing page that complete a pre-determined and desired action on your website. Depending on your B2B business goals, a “conversion” could be almost anything—submitting a form, (contact us, lead generation, etc) downloading an ebook, or signing up for a newsletter, to name a few. The more conversions you get on your website, the more opportunities you have to connect to your customers and create a sale.
Below are 5 things that B2B websites with high conversion rates have in common:
1.Easy to fill out forms
Make the initial step of reaching out to your company easy for prospective customers. Try to keep your forms as short and sweet as possible by omitting unneeded information.
Liongard’s B2B website is a great example of how a simple straightforward approach gets prospects excited to request a demo. Remember, users are less likely to commit to filling out a form if they feel like there is a huge time investment. Forms can also feel invasive or sketchy if a user is asked to provide too much information about themselves.
2.Strong call-to-actions and strategic content flow
It’s really important to guide your visitors through the buying journey by using strategic call-to-actions. Effective, direct CTAs convince users to act and give them a clear path to follow.
They should briefly explain how your product or service will help, then give a clear, easy way to take the next step and reach out. QuickFrame’s “Contact Us” CTA is compelling and visually interesting—inspiring users to contact for more information.
3.Create content and offers for every stage of a buyer’s journey
Not everyone who visits your B2B website is at the same point in the sales funnel. This makes it extremely important to offer a variety of “offers” throughout your site. The average customer engages with 3-5 pieces of content before talking to a sales representative.
Edge Technology Group does a great job of providing informative, downloadable resources for its clients and potential prospects. Becoming a solid resource in your industry not only increases conversions, but also makes you a leader and expert in your industry.
Read more: How a well-designed website builds confidence.
4.Create trust with third party validation
Adding testimonials, reviews, and logos improves buying confidence. Solusguard’s website is a great example of well-placed testimonials and logos. If we say something about ourselves, it is typically taken with a grain of salt. But if someone else says it about us —it is seen as much more credible.
Buyers want to mitigate risk and feel 100% certain that they are making the best buying decision. Third-party validation in a B2B website design gives prospects the confidence to reach out or make a purchase.
Read more: Common issues found during a B2B website audit.
5.Faster website load times
A 1-second delay in your site speed can result in a 7% reduction in conversions. Page speed is a critical element of every website in 2020. Google and other search engines penalize sites that load slowly—but more importantly, so do users. They stop visiting, bounce, and don’t buy.
Make sure your B2B website host has well-tuned servers, keep website image sizes as small as possible (without compromising quality of course) and get rid of any third-party scripts that you aren’t using.
Following these 5 steps will help you stand apart from the competition and create higher conversion rates.