Conversion Rate Optimization (CRO) and Why It’s Important in B2B Lead-Generation

What is CRO?

Conversion rate optimization (CRO) is a process of increasing the percentage of users to convert when on a website, landing page or email.

The biggest benefit of CRO is that it helps increase more revenue for a company’s online needs.

  • MAXIMIZE return-on-investment (ROI)
  • Generate more sales or leads with the same amount of traffic
  • Enhances website and gives a competitive edge

Evaluating a page’s or site’s sales funnel can uncover opportunities to reduce anxiety and friction for the user. What sometimes catches people off guard is that even the smallest change can greatly increase conversions on a page. In fact, there have been tests that prove that simply changing the color or the wording on a button (call-to-action) can increase conversion rate by as much as 200%.

In the world of B2B conversions, the great thing about CRO is that it helps all marketing work better. Driving people to your site or landing page is not cheap. If you don’t give them an easy and exciting path to what they need, they will most likely not come back.

CRO Is More than Just Testing Color

CRO is more than just analyzing numbers and testing colors and layouts. It is all about the needs/wants of the customers and finding out where the website or landing page fails to fulfill that need or want. There are quick wins in most everything, and CRO is not an exception. Implementing some easy fixes to a site or landing page can yield significant increases in conversion. On the other hand, to get the full ‘lift’ potential, some investigation is required, such as:

  • Persona research
  • Who are the visitors? Finding the right people
  • What is/are the action ‘funnel(s)’?
  • What are the goals?

CRO is and should be top-of-mind for all companies that have a digital presence, be it B2B, lead-gen, e-commerce, etc.  The impact that it can have on maximizing ROI in itself is why everyone should have CRO on the top of the list for B2B lead-generation.

Kevin Lewalk

About Kevin Lewalk

Kevin is a Google Analytics Certified Senior Designer / (CRO) Conversion Specialist at Fathom. He holds a BFA from Akron University with over 15 years of work experience in design, Web usability and layout, Kevin works with such tools as Google Analytics, Visual Website Optimizer and CrazyEgg to measure and test designs and visuals for his clients.

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