The importance of B2B websites has grown massively in recent years. Moving from brochureware to lead generating. This is not surprising as92% of B2B purchases now startwith an internet search1. But many B2B companies are not fully maximising the opportunities offered from their website traffic; in fact, only28%of companies are satisfied with their conversion rates2.
Websites play a key role in partner marketing programmes and can be a powerful tool in joint go-to-market plans. Following the great learnings fromThe Manchester Metropolitan University, along withPRWDand the expertPaul Rouke, below are a handful of top tips and considerations.
1. Grow a customer-centric business mindset with websites at the core
2. Capture customer insight to formalise continuous learning
3. Identify a senior executive to champion CRO
4. Dedicate resource to user research
Conversion rate optimisation can be complex, but with the right strategy and culture, and some dedicated resource, websites can be made to work harder and be a key weapon in your partner marketing armour.
References:
1. Wizdo, L. (2019) Welcome to The B2B Marketing Renaissance –https://go.forrester.com/blogs/welcome-to-the-b2b-marketing-renaissance/
2. Sharma, G. (2019) 3 B2B Conversion Optimization Practices You’ve (Probably) Overlooked –
https://unbounce.com/conversion-rate-optimization/b2b-conversion-rates/
3. Wizdo, L. (2015) Myth Busting 101: Insights into The B2B Buyer Journey, Forrester –https://go.forrester.com/blogs/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey/
4. Simmonds, R, (2019) Why Are Most B2B Websites Designed So Poorly Even In 2019? Foundation Inc. –https://foundationinc.co/lab/b2b-websites-designed-poorly/
5. PRWD (2016a) The Four Pillars of Digital Transformation-People & Skills –https://www.prwd.co.uk/blog/the-four-pillars-of-digital-transformation-people-skills/
6. Grundy, J. (2016) 10 Benefits of A/B Testing –https://www.mightycall.com/blog/10-benefits-ab-testing/
