Conversion Rate Optimization Strategies for B2B

A good conversion rate optimization strategy is vital for successful B2B lead generation. Learn CRO foundations and 3 strategies for b2b commerce that will help you boost your conversion rates and improve your sales.

Improving your website so it turns more of your visitors into leads and paying customers is part of the conversion rate optimization for b2b companies. A good conversion rate optimization strategy is vital for successful B2B lead generation.

In this post, you’ll find conversion rate optimization foundations and strategies for b2b commerce that will help you fix your conversion rates and improve your sales.

What is conversion rate optimization?

Conversion rate optimization (CRO) is the process of transforming leads into customers and refers to improving the likelihood that a user will complete a defined goal on your website, such as buying a product or service, requesting a quote, or leaving contact information.

E-commerce website mobile version

Why does my B2B commerce need conversion rate optimization?

Simply put, better conversion equals better sales and ensuring you convert the traffic you drive into real clients is integral to any successful marketing campaign. Improving your conversion rate is the first step for the sales growth process:

Boost actions – Boost sales – Boost revenue

The key benefits of B2B conversion rate optimization

Some of the benefits of using a B2B conversion optimization strategy include:

  • Better understanding of customers: By designing the right strategy you’ll be able to determine your clients’ likes, pain points and work on testing your website to find the answers for maximum optimization. 
  • Increase in return on investment (ROI): Optimizing your conversion rate means finding a clever way to spend your money and make every cent worth it to fulfill the ultimate goal of your B2B commerce. 
  • Better user experience: To improve your conversion rate you need to optimize your website, ending with a website that offers a greater user experience and having a better brand reputation.  
  • Lower customer acquisition costs: You will get a chance to increase value and lower customer acquisition costs by retaining customers that already exist. 
  • Get quality leads for your business: Conversion rate not only affects your sales, but you also improve your lead generation results obtaining quality prospects. 

Conversion rate metrics how to define them for your B2B commerce

Conversion rate metrics

Defining conversion metrics is a crucial step in your B2B conversion rate optimization strategy. Conversion types tracked vary from business to business, the most popular are:

  • White paper download
  • Contact form completed
  • Demo requested
  • Bounce rate
  • Purchases completed
  • Products added to shopping cart
  • Average time on page
  • Unique visitors

How to know which metrics to use? Depends on the specific action that you would like your site visitors to perform. What do they need to do before actually purchasing you? That will be the starting point to define your metrics.

Conversion rate optimization strategies for B2B

To generate more leads and attract sales, you need to carefully plan what your strategy will be. And the most important: keep an eye on every detail and track. Discover 3 strategies that will help you boost your conversion rate and improve your revenues:

1. Landing page optimization

The first strategy for b2b conversion rate optimization is to create the right landing pages for our goals.

Landing page example

The three main points of a goal-oriented landing page are:

Keyword targeting and copy

Creating landing pages based on a targeted keyword previously researched to suit your audience can greatly boost your conversion rate and ranking as it will be more relevant to the searcher, than generic landing pages. Be sure to choose appropriate keywords (preferably long-tail) to become relevant to your niche and become the solution your customers are looking for.

This might interest you: Types of Keywords: How to choose proper ones?

Also, don’t forget to pay special attention to your headlines and CTAs. Evaluate whether your pages include all the information your visitors need to make a buying decision and ensure all your copy is relatable and action-oriented. You can visit this blog to get more information: Copywriting: Convert your visits into clients through text.

Number of landing pages

Statistically speaking, the higher the number of pages, the higher the conversion rate according. Having 15+ optimal landing pages can increase your chances of improving your conversion rate optimization and attract more clients.

A/B Testing

In landing page conversion, this means to compare two versions of a page and see which one works best in terms of clicks, leads, traffic. This technique is highly recommended to start focusing effort on strategies that work and obtain insights about what’s most important to your audience.

If you want to learn more about A/B testing: How to Do A/B Testing

2. Customer experience simplification

One of the biggest mistakes B2B commerces make is creating web pages and processes that are too complicated and long. But the truth is, this just makes the potential customers switch to a simpler website that serves their needs. 

How to improve the customer experience on your website?

Page load speed

A page that takes too long to charge kills conversions and makes users never go back. Also, it increases bounce rates. So, improving your loading time even by seconds can have a huge impact on your engagement rate.

Page loading speed for higher conversion rate

Want to improve your page’s loading speed? This might interest you: The definitive method: how to improve the page loading speed

Mobile Optimization

More than 60% of B2B buyers use mobile devices to purchase and research. So, check out how your website performs on mobile and analyze if it needs any improvements. Ensure responsiveness for a greater user experience. 


Good visuals can influence your visitors’ desire to stay more on your site and do actions. So, assess the colors, fonts, and images as your page layouts. Make sure all is clear, attractive and that the most important information stands out. 

3. PPC and SEO

Pay per click (PPC) and search engine optimization (SEO) are both critical for the success of online businesses and a great strategy for increasing the conversion rate.

SEO will help you drive organic traffic, by creating high-quality optimized content that offers great value to your website visitors and improve your conversion rate. In this area there’s so much you can do newsletters, guides, blogs, ebooks, success cases.

Even though this organic tool is slow and can take months to see any real-time results, it is very effective if well known and used. The key is to think about what would make your customers become loyal and want to stay tuned for what you have to offer. 

PPC, on the other hand, is quicker and result-driven. Same as SEO, a well-planned PPC strategy for B2B can get you noticeable conversions with paid ad campaigns. Learn how to create an effective PPC strategy: 6-step guide to effective PPC advertising for B2B companies.

How PPC advertising works

Tool to track B2B conversions

There are plenty of useful digital tools available to help you analyze and improve your conversions. The most popular is Google Analytics, which provides you a great overview of your site users and overall site performance. 

Some metrics that this tool provides are page views, traffic source, page load time, average time on page, bounce rate, unique page visitors, number of customers, and demographics. A great recommendation if you want valuable information that serves you for analysis. 


B2B conversion rate optimization must become a priority in your digital marketing strategy. By just making improvements on elements like the user experience, written content, or design, you can boost your conversion rate and increase sales.

We hope this guide serves you with useful information to focus on what’s relevant for your conversion rate and to follow strategies that ensure your website is fully optimized and increase your inbound leads and conversions. 

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