Average lead to opportunity conversion rate for corporations

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did you know that the average conversion rate for a B2B business is 2.23 that's 2 out of 100 visitors on a good day I think it's time we went up and above average and I know how we can do that this aside from user getting and we're looking at the very best best practices you can find on conversion rate and how to increase it so without further Ado let's get to it [Music] I don't know about you but I'm a firm believer that road maps do work so I've created a five-step roadmap into optimizing your conversion rate it goes mindset research website optimization marketing and mobile optimization so let's take a look at each and the best practices for each it's hard to achieve much if you don't have your priorities straight and some kind of strategy going on so it is essential that you set up a conversion mindset before beginning to do anything so our first best practice is empathy and empathy and more empathy basically here's the thing if you have a lack of empathy for your users potential buyers they're simply not going to buy from you even if you are the very best at your game even if your product is the very epidemic of what your industry offers because they're innately going to think if they cannot make this experience good enough for me then how good the product can be if they cannot emphasize with my uh user experience how are they going to solve my problem and that is exactly why you want to empathize and put that into the entire conversion rate optimization process don't believe me remember the last time you came across a bad ux best practice number two is expectations versus reality when you try to emphasize with your users you automatically open up a different part of their psyche their expectations so basically any user any potential buyer has some sort of expectation from your product and you have two pads to take you're either going to emphasize the positive expectations or redefined negative expectations for example your possible buyer might be uh expecting seeing visuals on their website you might want to reinforce it and like document 360 does you might want to take it even further to impress them or you can choose to redefine their negative expectations for example they're going to be expecting to see some marketing some promotion something that will pop up on their screen you might show them very psychologically very discreetly that you are not one of those people and that you actually care about their experience and the last best practice of the mindset stage is to make sure that your value proposition is clear enough so if you think your value proposition isn't necessarily very clear uh you might want to ask yourself three questions why should your our buyers buy anything why should they buy it now and why should they buy it from you once you have answered these questions you're going to have a very clear value proposition and it is time to Showcase it if you're okay with that let's move on to the second stage of the roadmap the second stage of the roadmap is researching to convert now no conversion happens for no reason out of nowhere randomly is uh unless of course you are not tracking it properly and you always want to make sure that you're tracking it properly because without proper research and proper planning your conversion rate optimization plan is going to flop so let's take a look at the best practices to avoid that first things first you have to remove your products before diving into all the complex user Behavior stuff it is essential that you know what you're doing and how you're doing it so some questions to ask are what is it that I offer how do people feel about my specific industry and my product can my team and the rest of the teams in my company Define our rally proposition our tool our product and can I do it well who are my competitors how are they converting and finally what is my conversion rate as of now once you have the data we can move on to the bigger picture which is analyzing visitor data so basically your target audience is very obviously the most important part of your conversion rate uh planning strategy everything but if your target audience isn't willing to buy then there is no point in looking into conversion rates so what you want to do is to look into their behavior how they behave on your website what they click on what prompts them to be what prompts them to stay so and so the trick is to know how to analyze visitor behavior for example tools like hot jar can help you figure out how they behave on your website with heat Maps while other tools like Google analytics can tell you which Pages they visit how long they spend here uh so and so but the main thing to be careful about is to make sure that you dive deep enough into data and that you do your research properly because the data you're going to collect here is going to be the base of your entire conversion uh boosting project making sure that you use the right metrics is also an essential step in our world map uh this is because the reason why you're looking into your conversion rate and boosting it might be that you've seen the industry average or that you think yours is very low but you just might be looking into the wrong data metrics and kpis that the B2B industry use for conversion optimization are caused per acquisition uh bounce rate click through time to Value uh customer reviews customer feedback and so uh but the main thing is to make sure that the metric you're using is the right one for you and your specific solution because every product and every business uh are different and it is important that you distinguish yourself from the rest and don't compare yourself to them on this front much like choosing the right metrics you might want to change or make some little changes to the conversion funnel for your own business uh the traditional conversion funnel as we are all aware has four or sometimes five steps it's awareness interest desire and action but for your own specific business it might be a little bit different and it's totally okay to add different steps or completely redefine it what overrules everything is your specific business and the needs for it and the last best practice of the research to convert stage is to clean it out now this might sound like a no-brainer but 68 of all businesses most of them are small businesses of course they don't have a planned conversion project so uh there are so many optionable tips so many best practices but if you cannot gather them together in your own personal plan your conversion rate boost project just won't come through so essentially your conversion strategy is going to depend on three simple steps you're going to want to figure out what draws people to your website and enhance it you're gonna want to figure out what the frictions are in the website and get rid of them completely and you're going to figure out uh how you can push your visitors to convert slash buy from you and that's it and that three steps are going to dictate the rest of the process for you the third stage of the roadmap is a converting website experience and our very first best practice is designing to convert uh and you're going to want to make sure that three things are happening with your website you're going to want to pay attention to visual hierarchy which is one of the most important uh conversion rate optimization best practices to begin with uh here's an example from monday.com uh they know exactly how to direct the attention of the visitor off the website and they just know that the attention is not going to last they make sure to direct it properly one thing you want to do is to place a CTA very close to the top or to the very top of the page uh and you're gonna make sure that what they see is your Valley preposition immediately and then a complimentary visual as glassware semi-glance at it and immediately they see a CTA now uh putting the CTA up top is not gonna definitely uh guarantee that conversion rates gonna go up but it's going to guaranteed that there will be no friction when they want to convert and there is no button in place and the third thing you want to do is to use convincing images now this doesn't necessarily mean that you have to put your product out there and make it burst with value but it can also mean that you can get psychological for example uh people are prone to trust things more if they see a face on it so putting a happy face on your website can and help like in get responses case uh and also like in drift's case uh using the Gaze of the people on your website can help for example they are looking at the um computer screen which probably has drift on it and they're looking so very happy so that does a psychological trick on your visitors and you want exactly that our next best practice is that you're gonna want to test what you're doing and then test it again here's an interesting step for you only 52 of all businesses conduct a b testing to increase conversion rate and that means half of the entire business area does not do that now it should go without saying that you should do a b testing but some don't and I'm gonna show you how nav testing can change the game here's what Aaron a tourist did uh with their website through AV testing uh and it uh increased their conversion rate by 52 and they couldn't have done it without a b testing so that goes to show that AV testing is something that you cannot get rid of that you cannot just ignore you have to test it and test it again it just covered the visual part but here's the kind of more important part the copy you're going to want to use great copy and no business Bingo whatsoever you're going to want to make sure that three things are in place with your copy first your copy must focus on value and not futures for example look at what we do at user guiding's website I mean you can see it right next you're going to want to make sure that your copy is the center of everything uh for example canvas example here there are many images but they're not as significant as the copy that's because of the font they use and that's because of the copy itself and you want to make sure you do that too lastly your copy has to be short and concise here's a sad fact for you no one wants to read anymore even if it's important so you just want to make sure that you format it so well that you get people even trick them into reading your copy next best practice a strong CTA is your very best friend so here I'm going to show you two examples uh for example Zoom they do CTI is really good because they care about the copy it might be a little small maybe and um it might be a little invisible maybe but it's on the top it has good copy and people know where to find it meanwhile HR graphs also does a great job because even though the copy isn't perfect uh and it could be probably better uh it's the very center of the screen with the color contrast and it's positioning so that's how we want to do CTA buttons just perfect for 13. friction is your worst enemy you want to make sure that you design it perfectly you test it you test it again but you still might have a low conversion rate and the trick is to go back to number 10 and test again um while you're at it it's important to know what friction might originate from it could be too many breadcrumbs people might have to visit too many pages before they reach their goal uh it might be slow voting time it might be a language barrier not offering different languages can affect visitors or it just could be small bugs or glitches uh remember keep that in mind uh just as a tiny tiny element can increase your conversion rate a tiny tiny element can decrease it too so take the measures needed number 14 details make all the difference I just said as tiniest things can affect your conversion rate let's just look at some examples shall we so job form uses a tiny little Banner that says say 50 which is in a kind of like an unconventional place and draws the visitor's attention right away uh so makes them it makes them interact with it more meanwhile clickhub uses this tiny uh little faded copy right next to its CTA it's just a little detail but it makes all the difference because it says uh free forever no credit card and it's so reassuring to see it and we just give kudos to them for using that and the last best practice of this stage of the road map is the faster the better you want to make sure your website is fast enough so that people won't run away in fact here's an interesting step for you a one second delay of a website building can uh make an 11 decrease in your page view numbers and the average for desktop is already 2.5 that means you're going to be losing 30 of 100 visitors on a daily so to make sure that you don't deal with all that you want to make sure that uh your images on the website are minimized you use a reliable website hosting platform you maintain it regularly and that you Minify all code HTML JavaScript uh whatever uh and just make sure that website loads fast because it's a very important thing for conversion rate now after mindset research and website we are onto the fourth stage of the roadmap marketing to convert and uh obviously opt on until the website it's fine to go that far but if you want to take a step further and increase your conversion rate chances even more uh converting uh through marketing is real it's efficient it's effective and here are some best practices to do it right we're on best practices of course to prove your social proof so an interesting stat again 92 percent of all buyers consider testimonials when making a purchase and another one 63 of these trust a website that features testimonials a lot more so like video at user guiding you want to make sure that you show off your testimonials and just trust that people are going to understand that other people trust you and start trusting you next you're going to want to start conversion email campaigns now email has always been a strong tenant of marketing and it would be a crying shame if you didn't use it for conversion rates as well but you here's the top truth people who have visited your website who have put stuff in their cart who have started a free trial aren't necessarily going to remember all that um and they just won't follow through unless of course you send the right emails and there are some good practices to start doing that here are some first you're going to want to make sure that you fill the subject line with value now if you've been following me on the blog you might have realized that I've been currently obsessing over click Ops email campaigns and just look at it the subject line bursts with value so much that even without opening the email I know they have something to offer to me and I'm going to be interested so I just open it second you're gonna have a cool design like click hop I also obsess over uh canvas emails as well uh they have all these pictures visuals and it's just so engaging uh you want to make sure you have next you want to be careful with your in email ctas just because you're outside the website doesn't mean you cannot use cta's CTA buttons also I especially allow appsumos uh example they use a different CTA uh copy for every uh product they introduce through email and it's just such a perfect practice and it should be done by more people lastly you want to get those people back to your territory no matter what so I have started using asana's free trial and they haven't sent me so many emails and I'm not even bothered because here look uh they sent me uh insights on what I've been doing they sent me uh different options that I can check out they sent me resources and everything so they just really want me back it might get skinny but it shows how much they care and how much they want you back on the platform um I just say kudos to that next best practice is to do in-app marketing the right way now I'm just going to jump into my example because I'm very excited about it here's uh the pricing page of app cues and you might notice a little banner up top it says start the free course uh and it's great for two reasons firstly uh you can very easily promote your own product with a user rewarding course and get people to buy from you and secondly even if they are not going to buy from you you can get their emails and uh contribute to Future conversions by sending them different emails that can engage them later on it's just perfect enough marketing our next best practice is to use chat Bots to your advantage you're probably using some sort of chatbot solution but you probably are not doing it the way in recombs intercom uses their check bot to prompt a pop quiz where they ask visitors what they um is associate customer engagement with and upon getting an answer they kind of paved the way into pitching in a solution they even ask for a company name and other details and what is more interesting and cool than a chatbot doing the sales for you may I ask of course you don't have to use your chatbot as a salesperson you can use it for different things like uh showcasing campaigns and Deals uh showcasing your social channels answering questions of visitors who are facing friction just showcasing different product Futures collecting feedback even and all that just make sure that you use the current technology to your advantage our next best practice is using your own unique voice against competitors so showcasing your strengths and weaknesses openly and clearly can be a good way of converting and it is an even better way of converting when you compare yourself to a competition and show that you do have some weaknesses but there are strengths that you Excel better at than your competition so you can use blog posts and social media posts and other medium to do that just make sure that you do your research the right way and you don't lie at all because some Industries are not very big and it can very easily turn into Paddy fight so don't do that and our last best practice for the marketing to convert stage of the roadmap is expanding to other platforms and to do it right because uh for example if you're a B2B business uh LinkedIn and Twitter might be your territory but some B2B businesses can also go to tick tock and e-commerce businesses can handle themselves on Facebook it's just finding your audience in the right places and at the right time so you want to expand and but expand at the right places presence on other platforms then gives you the opportunity to do three things you're gonna be increasing your brand awareness you're gonna be able to uh be more visible and get more reviews on different platforms and lastly you're going to be available on all those uh and then people can ask for support through those platforms as well which is something you always want to make sure you do and the very last stage of our uh conversion strategy roadmap is conversion optimized mobile experiences and you do not want to overlook this because in 2021 72 of all e-commerce sales have been performed on mobile this gives you enough reason to look into the best practice I'm about to tell you oh for the stage I only have one best practice and it is to acknowledge mobile experiences and optimize for it this is because we uh spend more than three hours a day looking at our phone and we checked an average of 58 times so this gives us enough reason to start looking into how we're going to optimize it and however going to optimize it is pretty simple with a mobile experience you have to make sure four things are going on first make sure that it loads even faster make sure that your visuals and fonts are minimized make sure that you go easy on the buttons and ctas and make sure the checkout process is simpler if you think that optimizing for Mobile isn't necessary you're going to want to rethink that because Google has recently decided that they're going to make it harder for websites that don't optimize for mobile experiences and if you have already optimized for mobile there's always places and spaces to grow in uh you can always do a lot better than that so just start optimizing for mobile so as a wrap up let's just go over the five stages of the roadmap you want to make sure your mindset is set right you want to make sure you do your research correctly you want to make sure that your website experience is designed well you want to make sure the marketing is right and you want to make sure you are optimized for mobile experiences I always say the success of a cro strategy depends essentially on whether your decisions are aligned with the product at hand and if you know what your product is and who you're working for the rest is going to work out on its own this was Sarah from user guiding thank you for watching don't forget to comment if I forgot something and give us a thumbs up if you like it see you next time foreign