As a B2B marketer, I know first-hand how difficult it is to convert your website visitors into paying customers. Not only does it require an extensive plan, it demands continuous experimenting to optimize that conversion rate.
This isn’t as simple as presenting your value proposition on a landing page and expecting quick returns in a week. In fact, there are multiple factors that decide if a website visitor would convert.
One of the main factors is the average transaction value.
If this number is large, then your product is built for enterprises or big SMEs and there are multiple decision makers.
Do you think if Randy from the Marketing department visits your website, and falls for your product that he could immediately convince the company decision makers to go for your solution?
This does sound satisfying but this scenario is very unlikely to be true.
You need to further nurture your prospects with content that will allow them to trust your brand.
Therefore, you should always consider two levels of conversions and measure them accordingly.
- Visitor to lead – This is the transition between when a website visitor shows interest in your content, shares their email address, and provides consent to send them more.
- Lead to sales – This is where your efforts would pay off. After weeks of consuming your content, your lead is now ‘hot’ and is ready to be contacted by your sales department.
Now, let’s look at some tips that should help you in converting your website visitor into a hot lead.
Many B2B websites have multiple landing pages and email lists. This volume is necessary because not every visitor falls into one single segment.
Some are customers who have joined your newsletter, some are returning visitors who find your content useful.
Others might be present at the bottom of the funnel and are looking for a specific solution or pricing inquiry.
If you send a TOFU (top of the funnel) content to the person who is ready to make a purchase, it would be the same as educating someone in a shoe store debating between Air Jordans and Nike Lebron on basketball rules.
Depending on where your prospect is in their buyer journey, the type of content they will need from you varies.
Provide product features and comparisons to the BOFU (bottom of the funnel) lead and educational content to the top of the funnel lead.
How do you segment your leads?
If a prospect subscribes to your blog while on one of your educational posts, send that lead to a specific email list with a pre-defined audience. In other words, you should know the type of lead that each of your content targets.
Engage your visitors in a conversation
Today, the world is moving towards real-time conversation. Unlock your phone and see the number of messaging apps you’re using. For personal conversations, you have WhatsApp, Facebook Messenger, iMessage, and for professional conversation you may be using Slack, Microsoft Teams, Zoom, Basecamp, etc.
This is extraordinary. There is a plethora of conversation apps present in almost everyone’s handset.
People have become addicted to real-time conversation and it’s beyond my understanding why all businesses are not leveraging this behaviour? Most of the businesses are still stuck in email conversations with their prospects which is asynchronous in nature.
We’ve all seen this happen. A visitor subscribes to your updates and two days later, you send them a link to blog post in email. Judging average email engagement rates in B2B marketing, it isn’t the most effective, or highest-performing channel. As per the study by Smart Insights, the average email open rate for a B2B software business is around 20%.
This is the problem with emails when you rely solely on email.
For now, the best solution is to greet your website visitors with a chatbot once they spend a significant time consuming the content on your landing page.
The purpose of this approach is to help your visitor navigate your website, and add an additional layer of one-on-one service.
If they are on a blog post that talks about marketing automation, then it would make sense to ask them if they want to know more on the topic and present them a link to other articles on the same subject.
You can also ask them if they would like to chat with the author of the article to clear their doubts, if any.
A smart conversational marketing platform should be able to deliver these activities.
Your CTA isn't working
You can spend hours optimizing the content on your landing page but if you fail to notice this seemingly obvious thing, you’re missing out on a lot of potential leads.
This is very basic and most of the times businesses neglect the right placement and messaging of their CTA (call-to-action).
There are mainly two mistakes that you can avoid to have a better CTA on your landing page.
First is visibility.
Your prospect should immediately spot the CTA (ideally, less than a second). Anything more than that means you need to work on your CTA design and placement.
An example of a bad CTA would be using just a ghost CTA as your main call to action.
More often than not, people would miss it and moreover, it doesn’t invoke the feeling that you should click on it. It can easily come off spammy.
Second is the CTA text.
Any generic text is a big no! In this day and age, people have seen countless CTAs on websites and what was considered a unique text before is now quite generic. For example, the typical “download your free copy now”. This is so overused that it has lost its early appeal.
A good CTA text is something that is very specific to the action you want the visitor to take. Crazy Egg does this brilliantly.
You spend your time and effort in driving the right traffic to your website landing pages, but if the conversion rate is low, it’s hurting you and your business.
Making small tweaks on your content pages, introducing conversational platform, and following the process of audience segmentation would be very effective in the long run.