The biggest challenge B2B marketers have regarding lead generation is generating high quality leads, and that’s a fact.
Why does this happen?
This is what we’ll find out in this chapter.
- What mistakes beginners make
- How to identify what your starting point should be and what questions you’ll need answers to before getting started with CRO
- How to leverage the traffic you already have to increase conversions
- How to use surveys to find out more about your audience and personalise their experience
- How to ultimately convert more leads from your existing traffic
Avoid Making Novice Mistakes Before You Start Doing CRO For Your Website
How would you go about starting conversion optimisation for your website?
You could go onto Google and just check the lists of things to test, right? Or, you could just find a bunch of blog posts with extensive lists of CRO (Conversion Rate Optimisation) techniques.
If we implement all 100 ideas at once, we’ll get this:
And yes, there is a site like this! Most of us don’t want that. At least I hope not anyway.
OK, so, we can’t do that; instead, we need to implement A/B testing. Just to test what works and what doesn’t work quite right.
Not really. Running A/B tests to look at traffic alone can take about 4 weeks on average. If we have 100 things to test, it might take 7 and a half years to finish everything. 😉
Not a good idea as digital marketing moves very fast.
What about CRO checklists?
They are useful, but they are just a starting point. Things that seem simple to implement with a click of a button, such as just taking a look at some checklists, are all BS. If it were that easy, we would all be millionaires.
What about best practices?
Best landing page, best product page, best pricing page, and so on. They are useful, but again, they are just a starting point.
When you’re designing the first version of your website, best practices are where you start, not where you end up. There’s a huge difference there.
What about design trends?
We could look at all kinds of cool websites for inspirational ideas.
Such as using ghost buttons that we want people to click, but they are made to be less visible.
Not a good idea.
Or including video backgrounds on your website. They sound fun, but they distract people from what you’re offering as they’re watching what’s going on in the background.
What about copying market leaders?
Can we just copy them? For example, Amazon is doing well, and so is Netflix.
In the US, Amazon’s subscriber conversion rate for Prime is 74%. What is yours? 5%? So the difference is 15 times greater.
Is Amazon’s design or copy 50 times better than yours?
I don’t think so.
So, believing that Amazon’s success is down to its copy and design and that we could just rip it off is just naive. The world doesn’t work like that.
And copying your competition is not a good idea either. Most probably, they are copying someone else too.
So what do we do in this case?
How can we sustainably and continuously improve our conversions?
The most important thing in CRO is discovering what matters.
To find out what matters, we need to know WHAT the problems are and WHERE to find them.
In my opinion, we need to start making sure that we have a clear system in place.
Keep reading and we’ll go through some of the main steps for building a simple, useful system that you can start implementing right away.
Nowadays, we have lots of information and a plethora of data, but the biggest problems we have in our businesses is that we don’t know how to organise and analyse that data.
We don’t necessarily need more traffic to our website or to create more content; we just need to make sure that the value we are adding is relevant for our audience and that it is converting.
So, you need to ask yourself a few things before getting started.
Ask and answer these questions before you start diving into CRO:
- Whose problem are you solving?
- What do they need?
- What do they think they need? Why?
- How are they choosing / making a decision? Why?
- What are they thinking when they see your offer?
- How is what you’ll be selling clearly different?
- Where is the site leaking money?
- What is the problem?
- What are they doing or not doing on the website?
- What leads more people to do X?
Make sure you ask yourself these questions before you get started with the rest of what you’ll be learning in this chapter of the guide.
There are 4 things that you need to do in order to get the most leads from your traffic. This is what we’ll be talking about here:
- Getting real insights into your audience
- Using the good old Pareto principle to understand your buyer persona
- Developing an ongoing process to A/B test your landing pages
- Re-engaging visitors with exit-intent
Get Real Insights Into Your Audience
We covered a lot in Chapter 2, where we talked about How To Do Market And Competitor Analysis For Your B2B Business.
There are some additional pieces of information that I would like you to look at regarding conversion rate optimisation for your website.
The first stage is to get real insights into your audience.
What kind of sources do you use to get this information?
We get our insights from:
- Web Analytics
- UX Audits
Get Data From Your Audience Using Web Analytics
The first thing to do is to figure out the whys and to get the right insights into your audience.
The first source you could work with is Google Analytics, or any other analytics tool that you might use. This could be Mixpanel, Kissmetrics, etc.
We went into detail on how you can get Demographics And Geography Insights in Chapter 2. Go back and read it carefully so that you know what data to look at before going ahead with CRO.
Make sure that you understand this data very well.
Get Qualitative Insights Into Your Audience Using Surveys
Now, one of the most important data resources that you should think about when optimising your website is surveys.
Surveys are crucial for getting qualitative insights into your audience and for optimising your website based on this information.
User Experience Audits – UX Audits
Here, we are looking at the flow of how you present the content on your website, so that you know what you need to change or what things you want test out.
I don’t want to go into too much detail, as UX Audits could be covered in a separate guide all of its own. If you want to learn more about it, I would recommend reading this article on Medium.
Based on these insights, you can gain knowledge about:
- the behaviour of your users
- the motivations that your users might have
- buyer personas and who your users are
- landing page optimisation: what things you need to optimise to get more conversions
The first thing you need to do in order to grab more leads is to understand your audience and to use all of the tools that are now available to you.