Conversion rate optimization (CRO) means increasing the likelihood that a user will complete a seller-set goal on a B2B website. This could be buying a product, requesting a quote or something similar and is vital to converting the visitor into a potential b2b customer. In this article, we will take an overview of conversion rate optimization and touch on its importance for b2b companies.
Conversion rate optimization (CRO), defined by the initials of the English equivalent of the words Coversion Rate Optimization (CRO), is the positive increase of numerical data based on the ratio of the number of visitors visiting the b2b website and the users who perform the targeted action. As in every e-commerce type, increasing the sales figures in b2b e-commerce platforms is the main goal. For this reason, every visitor should be seen as a potential customer and efforts should be made to realize the purchasing activity.
Increasing sales rates is the most important goal for B2B companies. Data is needed to develop various strategies to achieve this goal. Thanks to the conversion rate optimization made on the conversion rate data, the steps to be taken to achieve the necessary goals are determined and put into practice. Successful conversion rate optimization results in business growth.
B2B companies can have many advantages thanks to conversion rate optimization. To list these advantages;
1. Better Audience Scaling
For B2B firms, initially audience scaling is relatively straightforward. As time passes and the customer base the business serves expands, target scaling becomes more difficult. On the other hand, b2b companies that take the right steps in conversion optimization have the chance to mobilize and retain both their portfolio and potential audience by scaling better target audiences.
2. Opportunity to Increase Income
In the previous parts of our article, we mentioned that the main purpose of b2b companies is to increase sales and therefore income. Both conversion rate optimization and other data and strategies have been developed to serve this purpose. Since conversion rate optimization means enabling individuals to perform targeted activities, this is also a method that offers the opportunity to increase revenue.
3. Improving User Experience
User experience is what a user experiences during the actions they take and visit your website. A good user experience also triggers the customer's purchasing activity. For this reason, we have the chance to reflect the obtained data to the steps to improve the user experience.
4. Improved Customer Awareness
In every field of business, those who try to understand their customers win. Determining expectations and requests correctly and offering solutions accordingly can be made a part of conversion rate optimization.
It is possible to perform conversion optimization in two main ways. Which of the two methods to use is a decision that should be made after determining when, what and for whom conversion optimization will be done. Let's take a quick look at both of these methods:
1. Quantitative / Analytical Method: Data obtained by companies through various services. For example, tools such as Google Analytics, Yandex Metrica, Adobe Analytics provide detailed quantitative data about the users who visit the website and their movements.
2. Qualitative method: These are the methods used to reveal the customer profile and habits based on quantitative data and to shape B2B strategies accordingly.
Whichever method you use for conversion rate optimization, it can be a bright idea to include software in the process. While managing your B2B platform, Trizbi offers many tools to optimize, improve and intervene in conversion rate and other issues.