Why is Conversion Rate Optimization important for B2B companies?

You have the best website design, hired a top-notch tested and proven copywriter for your landing page copy, set up a solid content marketing strategy that sets your B2B lead generation on steroids but when it comes to conversions? Crickets chirping. 

Did you know that even a 1 second delay load time lowers your conversion rate by 7%? Well, there is a lot more in store for B2B marketers to optimize. Welcome to the world of Conversion Rate Optimization (CRO).


CRO is the systematic analysis and tweaking process that increases the conversion of leads coming into your site to take the desired action. This can range from opt-ins which too can do with CRO to direct sales. Conversion rate optimization is the master key to seeing off your competition and acing B2B sales.

Let us say, you generate 1000 B2B leads to your website and only 1% of them convert into customers. With CRO, you can improve this percentage which in turn improves your Return On Investment. 

This article takes you through the core benefits of CRO for every B2B business.

Improve the quality of your B2B lead generation

If you wanted to boost your sales, you may want to think about having more potential leads coming into your website. The competition for B2B businesses is through the roof. And closing B2B sales is a lot more complex as the buying decision is made by many people whilst taking longer than a B2C sale.

Now, what if you optimized your website to convert more of the generated leads into sales rather than going for more traffic to generate more leads? CRO does exactly that. By understanding why you don’t close every lead on your site, you can optimise and retain the bouncing traffic as conversions.  

Saves you important resources

Think about it. SEO and PPC are strenuous and relatively expensive strategies to increase traffic to your website. On the other hand, redoing your copywriting, branding or website design will cost you an arm and a leg. However, this is what many people fall for to increase their ROI. 

Conversion Rate Optimization saves you all the time and money that you could have spent to redo all these. You see, if done properly in the first place, you may be getting some customers. The question is whether you are satisfied with the number of sales that you are making. Reviewing how your traffic interacts with your online presence, performing split tests where possible and tweaking is easier than redoing everything. 

Increase your repeat clients

Customer retention is very important for B2B businesses. You see, it is not every other day that you will be nailing new clients. Retaining those you have already done business with is important and CRO helps you with just  that. You may ask how. 

By tweaking the technical and psychological aspects of your website, you stay ahead of your competition. A website that generates more engagement is likely to rise or stay higher in SEO ranking, right? Also, with more conversions and a great product, you are bound to receive even more recommendations and 5 star reviews. This cements your reputation and it is no rain that many clients will stick to the best seller. 

Finally: Conversion Rate Optimization for B2B businesses is the missing piece to higher ROI

Numbers don’t lie. If you increase your website conversions, it triggers a chain reaction that never ends right from B2B lead generation. The benefits from each step are huge. Ensure that you get every aspect of your CRO implementation right.

21 thoughts on “Why is Conversion Rate Optimization important for B2B companies?”

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