For many people, talking about conversion and its optimisation is synonymous with talking about ecommerce. Online stores that need to increase their sales, improve their purchase processes, raise their average cart value… But CRO goes far beyond this type of digital business. Optimising your website should be a priority for any digital business.
CRO for B2B companies is a growing trend. The challenges this type of business faces are no small matter: longer and more complex sales cycles, less intuitive processes… Knowing how to optimise each visit is vitally important for your company if your focus is on other businesses. And in this article we're going to explain the keys to applying CRO correctly.
Let's start with what matters most: understanding what CRO involves and how it can be useful for your B2B business. When we refer to "Conversion Rate Optimisation" we're talking about the process of improving and optimising any website or digital product to increase the number of visitors who take a desired action (such as subscribing), without increasing the investment in traffic.
When thinking about CRO for B2B companies, it's important to understand that the approach is different from ecommerce. While the ultimate goal of any business is to increase profits, in the case of B2B businesses the expectations for their website are not as direct. The conversion process is more complex and users typically require much more than a single website visit. For this reason, CRO in B2B has different objectives and a different nature.
In general, all the optimisation actions carried out in B2B environments focus on generating higher quality leads for the business. In other words: the ultimate goal is to attract genuinely interested potential customers who can then be reached and persuaded through the rest of the initiatives being run.
Achieving conversions and new customers in B2B businesses is not easy. Convincing another business to invest in yours requires a great deal of patience, solid arguments and a certain level of trust in your product. CRO can help you improve in all of these areas.
Decision-making cycles between companies are longer and typically involve multiple stakeholders. Whereas in an ecommerce business the purchase process can begin and end on the same day without leaving the website, in B2B businesses the process involves different touchpoints (email, phone calls or meetings) and extends over time.
On top of that, these types of customers are governed by far less impulsive purchasing criteria. They typically require stronger arguments and a consultative role from the potential supplier. And that's why building a perception of authority and trust is so important.
If there's something with even greater potential than CRO for B2B companies, it's the combination with AI. Among the advantages of combining both is personalisation, a strategy that makes a significant difference for many B2B businesses.
Thanks to CRO and AI, your B2B business can design experiences that adapt to the behaviour and needs of your potential customers. Depending on their origin, interaction or characteristics, you can define criteria that modify your website or product, increasing the likelihood of improving your conversions and metrics.
AI and its ability to process large amounts of data easily can also help you decide which leads or potential customers to invest your time, resources and efforts in.
By analysing their behaviour, origin and characteristics, artificial intelligence classifies your leads based on their quality. Different indicators help it determine which profiles are most likely to eventually convert, helping you filter for those that will truly be worthwhile.
A large part of the work involved in winning more customers and conversions in B2B businesses is following up on each lead. Communication flows, calls, checkpoints… Most companies have a dedicated team that manages the progress of each case one by one, manually. Until they meet AI.
Implementing artificial intelligence in these processes also allows you to simplify the monitoring of each case. Information is processed automatically, documents update themselves and, in many cases, forecasts can be made about possible workload peaks or new team needs.
There's always room to keep improving. That's the logic behind CRO, and AI allows you to get the most out of it. In fact, AI is a great booster for optimisation initiatives throughout the entire process.
From identifying possible errors or areas for improvement in your funnel to defining hypotheses and alternatives, artificial intelligence not only simplifies the process but also raises challenges and opportunities that might escape you at first glance.
The impact of CRO on B2B companies is a reality. Improving processes, designs and experiences on websites and digital products has already enabled thousands of businesses to increase their lead acquisition, simplifying the sales cycle and generating more results.
Some of our clients, such as Iomob, have managed to transform their business model and their results thanks to improved digital analytics that give them access to more accurate and reliable data. This has become a strength for the business when it comes to decision-making, as they know their customers better and can get ahead of potential changes and trends.
CRO for B2B companies starts even before acquiring customers. The first thing any digital business must do is stop and analyse its weak points. Or in other words: identify at which point in the funnel leads are being lost.
With the root of the problems identified, it's time to take action. To do so, it's necessary to have the support of tools and methods adapted to the nature of B2B business and to embed a data-driven culture and continuous learning within the company itself.
If you want to start putting CRO into practice, designing B2B experiences that truly help you capture more leads and optimise your conversion funnel, count on Boost. Reach out and find out how to make it happen.
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