Hundreds of millions of dollars in sales are lost every year due to poor website usability. According to eConsultancy, companies estimate that they lose 24% of their annual online revenue due to a bad website experience. Further, they state that companies have very little understanding of what is happening at the bottom of the sales funnel, near the point of conversion.
Given that 70% of B2B purchases start with search, these companies have even more reason to make sure that website visitor flow is simple and creates no barriers to conversion.
What is B2B Website Conversion Optimization?
B2B website conversion optimization is the process of using data to understand how visitors interact with a website, and then creating marketing experiments to drive more visitors to take actions of economic value.
Using Data to Find Actionable Insights for Improvement
Endai uses a process of analysis, experimentation, and measurement to optimize websites for better conversions. The first part of this process can be summed up in one word: data. Without strong analytics to parse for a broad picture of where visitors are falling off your website, it’s impossible to create changes for improvement.
Step one in understanding where problems lie is pinpointing bottlenecks in your current conversion process. This is done by analyzing data from Google Analytics and drawing conclusions from past visitor data. Endai processes thousands of visits to get an understanding for where the roadblocks to goal completion occur.
The second step in website conversion optimization is to take the conclusions drawn and design experiments based on the conversion barriers uncovered in step one.
For instance, healthcare manufacturing giant Midmark grew online form submissions by 600% after Endai identified a roadblock in their visitor flow. The small change of moving the location of the online submission form, and subsequently removing two steps in the conversion funnel, drastically increased the effectiveness of their process without having to undertake a large website redesign.
Similarly, after identifying that a submission form was too lengthy for our client STERIS Isomedix, Endai modified the form and increased submissions by 17%. This small change is expected to bring an additional $77,000 in revenue within the first year.
The final step in optimizing for conversions is to measure the effectiveness of the changes made. Endai continues to monitor user behavior and quantifies any improvements seen as a result of our experimentation.
The conversion optimization process isn’t a one-time step – it’s a constant process that seeks to incrementally increase the usability and effectiveness of your online presence. As soon as we’re done with step three, we go right back up to step one in order to identify any new issues that have arisen, or to find other areas for improvement. By taking incremental steps based on actual data, we eliminate much of the uncertainty and economic risk of investing in unproven strategies, and provide a clear return at every step of the process.
Put simply, Endai’s B2B website conversion optimization process is a more cost-effective, bottom-line friendly way to make sure that your website is working as hard as your sales team at growing revenue.