Starter Guide to B2B Conversion Rate Optimization (CRO)

Starter Guide to B2B Conversion Rate Optimization (CRO)

Is your web design suitable for converting customers?

The art of generating online revenue is not about getting people to your website; it’s about getting website visitors to perform an action on your site. Revenue generation in today’s modern age is not very easy. In marketing, there are more touch points for meeting a potential client and them making a purchase than ever before. Therefore, there are more opportunities for you to lose the contact and their potential sale along their purchasing path.

It is why it is best to create an inbound marketing strategy that not only attracts your target audience but converts them. It is where Conversion Rate Optimization (CRO) comes in.

What is Conversion Rate Optimization?

It is the science and art of creating a website and an inbound marketing strategy which converts visitors to your site into leads and clients. There are many different elements to CRO that make it challenging to implement, but the most successful businesses are excellent at optimizing their websites to convert visitors.

The start of CRO focuses on how you are capturing the details of the visitors to your site. There are several options for you to consider:

  • Contact us page
  • Newsletter / Email Marketing
  • Gated ebooks, guides, and white papers
  • Offers
  • Quotes

Some of these are more successful than others, but by using them in the right mix, they can all increase the number of potential customers entering your sales funnel.

How Can You Test Your Conversion Rate Optimization?

Testing how potent your website is at converting visitors may seem daunting, but there are several tools available that can help you. For instance, Google Analytics can be used to measure your website’s KPI’s, such as bounce rates, viewing time, exit time, traffic sources, user flows and page navigation summaries.

Then you can manually check the content on your site. Look for the way the content is written and ask yourself several key questions:

  • Is it written in the language of my target audience?
  • Is it easy to read?
  • What is the compelling story?
  • Is there an actionable piece of advice?

These questions can help you know whether a key page or a blog post is fulfilling its primary purpose – attracting your audience to take more action on your site.

Finally, take the time to test your website. Use tools like Pingdom and GTMetrix to check your website’s speed and performance, both of these will also provide a report on how you can improve your site’s speed. It is important as many customers will abandon your site if it is slow and you can lose 7% of your revenue for every 1 second it takes to load.


Next, you need to look at testing your website. Look at the call-to-actions and try A/B testing to see what’s best for your audience. The testing period for your site should almost never end. There are millions of variables to test, and each one of these could make a difference to your conversion rate.

It isn’t just your website either that you should test. Consider checking your social media, email marketing, pay-per-click campaigns and any other content that goes out to your target audiences. All of these aspects could make a significant difference in your conversion rate.

Here are some of the elements you can test.

  • Call-to-action (location, copy, color, size).
  • Images (the image, size, location, number).
  • Content (different content, formatting, text).
  • Website (colors, design, navigation).

The best practice is to test one element at a time; otherwise, you won’t know what change helped your website perform better.


Optimizing your site for visitors is a critical aspect of creating online revenue for your business. Part of the task is assessing and optimizing your website to maximize the collection of visitor information. It is a long and hard task, but the rewards will be worth it.

Get support in optimizing your website with our experienced team. Contact us today for more information.

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