Every company wants its website to convert visitors, whether you define conversion as a sale, a lead or merely as someone viewing a lot of the site’s pages. Many consumer companies, especially ones that run eCommerce websites, engage in serious analysis and optimization of site conversion. Business-to-business marketers have just as much, if not more, at stake. A visitor to a B2B website is likely to be part of a decision-making process for a substantial transaction, so it is critical that they have an optimal experience that moves them down the sales funnel.
Beyond Web Analytics
Analytics data only goes so far when it comes to site conversion intelligence. Tools like Google Analytics and Adobe SiteCatalyst will show areas with high bounce rates, clicks and drop-offs in the conversion funnel, but they don’t show what’s drawing user’s attention or help discover more effective conversion element placements. The data provided by heatmap and A/B split testing software provides critical insight into how users are interacting with your website, and where the site needs improvement.
The goal of most B2B websites is to convert a visit into an inquiry. There are multiple paths users can take to get there — some will show up just looking for contact information because they’re already interested in doing business with you. Some will need to know who you are and will want to browse your services. Some will consume your education and thought leadership content before considering doing business.
Knowing how users interact with your website is key to identifying optimal customer conversion element placements to make them easily accessible. When a user lands on your website, they are seeking information. Ensuring they can effectively locate the information they are seeking creates a positive user experience. Using testing software like heatmapping and A/B split testing allows you to monitor where the user’s attention is drawn to, and test multiple page variations to discover how to put your most important content and conversion elements in places the user pays attention to. Website testing software enables you to track user interaction through the conversion funnel, and discover areas needing improvement.
One of the most powerful tools in the arsenal of B2B marketing professionals is heatmapping software. Heatmaps enable marketers, designers and developers to monitor mouse movements, clicks, scroll reach and attention. Knowing where your visitor’s attention is drawn is key to converting them into customers and creating an overall better user experience. Converting elements such as contact forms, email subscribe buttons and thought leadership download links are some of the most effective conversion elements for B2B websites. If no attention is drawn to these key elements, your website may be providing a poor user experience.