Conversion Rate Optimisation For B2B – Part 2

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This is a continuation of post Conversion Rate Optimisation For B2B. See the first part here.

Use The Good Old Pareto Principle To Understand Your Buyer Persona

Use the Pareto principle to define your buyer persona.

As you can see in the mind map below, there are 4 phases involved in identifying our buyer persona:

  • Definition Phase
    20/80 your existing audience
    Tools: Google Analytics, Mixpanel
  • Pain Identification
    20/80 their pains with surveys
    Tools: Omniconvert, VWO
  • Landing Page Crafting
    One for each buyer persona
    Tools: Instapage, Landingi, Unbounce
  • Form Management
    Different for each buyer persona depending on what you know about them
    Tools: Paperform, Typeform, 123ContactForm, custom-made

An Ongoing Process To A/B Test Your Landing Pages

To have an ongoing process to A/B test your landing pages.

If you’re using less than 5 LPs you are doing something wrong.

If you’re using between 5-20 LPs you are doing something very good.

If you have more than 20 LPs you are doing an amazing job.

Besides that, you should A/B test them so that you can craft them as an ongoing process.

Here’s what we recommend you to test (one test at a time):

  1. Landing Page Layouts – you’ll need to test layout no.1 vs. layout no.2 (ask your designer to make 2 different layouts)
  2. UVPs (Unique Value Proposition) – you’ll need to find out which UVP fits your audience
  3. Test Forms – how many fields they have, and how the answers are presented within them
  4. Call to Action – test content, colours, and place

By doing this, you’ll be able to find out which landing pages fit the best.

Re-engage Visitors With Exit-intent

The 4th thing you need to do is to not miss out on the zero moment of truth, when your users are trying to leave your website.

For this, you need to re-engage them with exit-intent pop-ups.

You can trigger surveys and offers, or you can do landing page engagement.

You could redirect them to a specific landing page based on that data you are gathering about them. We use Omniconvert to do this.

Understand The Vicious Cycle That Kills Your Lead-rate

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95% of your traffic is unknown and lost, from which you can recover 84% using remarketing. (Source: Wordstream.com)

From the 84% recovered, you lose another 95% because your website content is not relevant to your returning visitors. (Source: Marketing Sherpa)

From the 5-10% converted into email subscribers, only 20% will open your emails and 2-3% will click on the links that lead to your landing page. Then, you’ll lose another 95% of your email traffic because your forms are not optimised. (Source: MailChimp)

Losing Leads

Why does this happen?

Mainly because you are taking the standard approach to lead generation:

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Source: Omniconvert.com

You have a total number of traffic and you lose 11%, so now you do some classic remarketing. You lose another 84% and you re-engage with 8%.

From this 8%, you start emailing and you convert 1%.

What would be a smart lead-generation approach and how can we get an extra 4% more leads from the same traffic?

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Instead of leading visitors leaving your website, in that moment when they are trying to navigate away, place an exit-intent buyer persona survey.

Most people aren’t going to answer: approximately 81%. You can expect a 15% response rate and based on that data, if you’re smart enough and if you create a logic branch that is really persuasive, you’ll be able to convert them into qualified leads.

If they’re simply not answering and not providing you with enough data, you can still get information about their cookies. Using this survey information, you can do further buyer persona remarketing.

Buyer persona remarketing can bring you another 1%, and another 2% can be gained from leads captured through the survey.

3 Steps You Can 3 Steps You Can Take Without IT Assistance To Increase Leads For Your Business

Here are 3 things you can do without having to ask your IT team for help, so that you can increase lead generation for your online business:

Step 1: Deal With Treating Real-time Objections Using Surveys

An exit-intent survey with lead collectors will help you to:

  • Treat your prospects’ objections in real-time
  • Get more information for the sales team to close the deal
  • Get insights for A/B testing for the marketing team

Here’s a case study about this I have from our partners at Omniconvert.

Case Study:

Provident (a financial services company) used surveys to increase their lead generation by 25%.

Based on the answers they received, Provident were able to discover how much of their audience was looking for a loan for a specific purpose, such as for education, health, going on holiday, redecorating the house, or a family event.

By doing this, they had now found what kind of audience they were attracting with their traffic generation. This led them to be able to make their personalisation strategies even more relevant.

Read more about the case study here.

Step 2: How To Be Relevant During Their Next Visit Using Personalisation

Define special landing pages for each buyer persona you’ve detected in Step 1.

  • Do smart remarketing based on buyer persona
  • Increase the conversion rate of the most profitable segments of traffic on your site
  • Drive interest towards your product and turn top-of-the-funnel leads into qualified leads

Let’s continue with the previous case study and show you how Provident used personalisation to increase their conversions.

Because they had some data from their users’ previous visits (from when they filled in the survey), Provident were now able to do some “smart remarketing” and offer the right content based on the answers provided in the survey.

As you can see below, they show relevant banner ads on Facebook or Adwords based on their users’ needs.

Now, this is very powerful because they are not being spammy or generic; they are taking the real needs of their prospects into consideration.

As we already talked about in Chapter 4, the main key here is to be relevant.

Step 3: Optimise Forms Based On Your Buyer Personas

The 3rd thing we should be doing is testing our website’s forms to increase the conversion rate from our landing pages.

Here’s a case study from T-Mobile.

Just by changing their call to action from “order now” to “yes, call me”, their conversion rates increased because “yes, call me” is a much softer approach and is not such a hard-selling phrase.

They achieved a +38% conversion rate and gained +30% more leads from changing their contact form.

See the whole case study here.

Conclusions

  • Before you get started with CRO, make sure you have a process and a system in place; it will make all the difference.
  • Respond to what your customers want from you and look into where you believe you’re leaking leads.
  • Understand your buyer persona and learn smart remarketing to get them back onto your website.
  • Use surveys to find out more about your prospects and, based on this data, do smart remarketing and personalise your content to their needs.
  • Have a continuous process for carrying out A/B testing on the things that you’ve discovered matter to your audience.

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.

Learn more How To Generate and Nurture More B2B Leads from our Playbook!

 

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Article by Romeo Man

Romeo Man is a Business Automation specialist and founder of MAN Digital. If you can get him on your side, you'll start attracting the right people and converting them to customers with a custom-built sales funnel built on data, not hunches. Find out how he does it at MAN.Digital, and follow him @RomeoMan. Follow @romeoman

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