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Posted by: Brandon Moore

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When it comes to marketing, driving traffic to your website is just one piece of the jigsaw. Actually driving a prospect to convert is usually the finishing line that many web owners struggle to reach—or struggle to reach cost-effectively.

Download SalesHub's Inbound Marketing and Sales Enablement Glossary of Terms.

But why is this a predicament for so many? The truth is many websites are undervalued, unloved, and sit there just to exist. They’re created with a brand focus instead of a value focus, presenting the user with pretty pictures and fluffy text with little focus on an objective. This is where we introduce the concept of conversion rate optimization, or CRO for short.

CRO consists of the little improvements that increase the likelihood of a user converting or completing a goal on your website. This could be a purchase, a download, or access to exclusive content. Either way, it usually involves exchanging your value proposition for prospect data, and it’s integral in driving lead generation, especially for B2B owners.

So, what are the tactical improvements that make up conversion rate optimization? Well B2BMetric, an SEO Agency in Surrey, has tried and tested hundreds of elements and put its 16 recommendations into one easily consumed infographic below.

The best thing about this is that a number of small incremental changes can have huge positive impacts on generating a far more profitable pipeline. Start reshaping your web content with the 16 invaluable points from B2B Metric below:

Infographic_16-Ways_B2B_Companies_Can_Improve_Their_Conversion_Rates_Infographic

7 Steps to Improving Your Website’s Conversion Rates