B2B conversion 

We're not the best at brand design. But we increase your sales. Convert visitors into leads and leads into business.

How B2B conversion optimization differs

B2B conversion optimization differs from traditional conversion optimization in the following ways:

1. The buying/selling process is measured in weeks or months.
2. A buyer converts in multiple ways across multiple occasions
3. A salesman is involved.

A longer B2B sales process places greater demands on understanding customer interests and communicating relevantly over a longer period of time. Both on digital channels and in person.

Think conversion to sales - not branding or design

Many web agencies make the mistake of starting with what the website should look like or what content you have. Instead, start with the customer and the goal. Where is the customer now and what needs to happen for the customer to take the next step?

Design and branding help you drive that journey. Good design clarifies the next step and makes it easy to take that step. A strong brand removes mental barriers to the step.

The conversion journey maps to the structure of the website.

Every step of the customer's buying journey is a conversion point for you. The entire customer journey can be mapped to content on different parts of your website. The website can be structured like a tree:

1. The journey starts with perceived need. The customer is looking for understanding. They find your knowledge on the blog and social media represented by the leaves.Conversion means new relationship and is measured in number of leads.

2. The journey continues with relationship. The customer wants to see if they can trust you. They read about you on the front page represented by the stem. Conversion involves buying signals and is measured in lead score.

3. the journey ends with a purchase. The customer wants to see how you can satisfy their needs. They read about your products and services on the product and service pages represented by the roots. Conversion means purchase and is measured in signed contracts.

1. Converting visits into leads

1.1 Developing lead magnets that can convert

Conversion always starts with your target audience:

• What needs or symptoms of problems do they experience?
• What expectations led them to your side (probably up in the leaves of the tree)?
• What insights can you provide there to build trust?
• What insights are they willing to give their email for?

Build trust by giving them insights that match what they came there to learn. Turn that trust into conversion by offering more knowledge in return for their email.

We call this "knowledge in return for email" a lead magnet. Often it takes the form of PDF documents and downloadable guides filled with tips. But even better are interactive tools, such as ROI calculators you can test online.

1.2. Driving the conversion points through UX-driven design

Drive focus to your lead magnets with well-known UX principles, metrics and user testing. Some key principles are:

• Place converting elements visibly without scrolling and where they become a natural continuation (e.g. after blog posts, on the right column, and after appropriate paragraphs).
• Make converting elements stand out with distinctive designs and colors.
• Remove distractions like lots of choices and have menu-free landing pages
• Point design elements that have direction (e.g. faces and arrows) to conversion points.
• Have relevant lead magnets that are a natural next step from where they are.
• Prevent mental barriers with social proof, clear benefits and simplicity

Creating UX-driven design is a process that starts with measurement and user testing that is transformed into hypotheses, implemented in new designs that are tested with A/B testing, and then starts again with new measurement data.

2. Convert to relationship and buy signals

Once you have an email address, you can build a stronger relationship. To do that, you need to get to know your leads.

Follow your new leads and understand what they are interested in. Talk to your salespeople and understand what information customers need at different stages of the buying journey.

Send relevant information with email marketing. Display relevant offers on a dynamic website. Systematize this with marketing automation.

3. Converting hot leads into business

Soon the customer will show buying signals by reading about your products, features or case studies and at the same time have a high lead score.

Increase your call conversion by calling when the customer is at their peak. Notify salespeople when it's time. Have a more relevant pitch and better calls by studying what the customer is interested in before you call.

Maintain the relationship by using dynamic mailing lists containing customers with different needs. Upload these on Facebook and show relevant tips on how to use your product. Notify salespeople when a lead returns so they can resume the dialog.