Conversion rate optimisation (CRO) refers to improving the likelihood that a user will complete a defined goal on your website.

This can be anything from buying a product, requesting a quote or downloading a white paper, and is vital for successful B2B lead generation.

As crucial as CRO is, it’s easy for marketers to become obsessed with driving traffic and putting little focus on optimising their site. CRO remains just one aspect of the customer decision process, and ensuring you convert the traffic you drive from the research team is integral to any campaign success.

In fact, for every $92 spent acquiring leads only $1 is spent converting them. Once more, only 22% of marketers are happy with the number of conversions they achieve.

This infographic outlines key elements a lead generating B2B website needs in order to improve conversion rates and increase sales.


Tracking analytics

You can’t improve what you can’t measure. Tracking customer behaviour allows you to keep the elements that work, and change the ones that don’t. 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation. Any good SEO agency & PPC agency should be able to set this up for you.

H1 Header

H1s are one of the most potent UX elements that you have in your arsenal. One glance should give the reader everything they need to know about what your company does. A clear header can also reduce bounce rate and can do wonders for your Google rankings 

A clear call to action (CTA)

Over 90% of readers who read the headline also read the CTA, a clear action is arguably one of the most vital components of your landing page. If your conversion rates are low, it could easily be because of unclear CTAs.

As a rule of thumb, the CTA font should be about 20% larger than the copy, but still smaller than the headline.

Creds bar Third-party validation is important for users to trust websites. A strong client or ‘featured in’ credentials bars can go a long way to helping users hit the ‘quote’ button. 

No stock images

If your images are not conveying the value proposition, you should remove them.   Good images increase readership, but Random stock images slapped on a page do not. if your images are not conveying the value proposition, you should remove them.   Testimonials & case studies

As 90% of buying decisions are influenced by reviews. It’s a no-brainer, if you have great reviews, put them where they can be easily seen.

Awesome content

Don’t just write on company news. Include in-depth information-rich content to offer readers crucial information they need to finish their sales cycle. 55% of B2B buyers read 5 bits of content before they make a purchasing decision.

Body text

Don’t overload sentences with information, especially in your opening paragraph. In fact, studies show users only need 14 words to understand the majority of what you are saying.

Secure your site with SSL

SSL encrypts the link between your landing pages and your visitor’s browser. A study shows that close to half of people will check a sites security certification before giving up personal details.

Footer those icons

Don’t give your users an immediate way out. Keep your readers on-site before they get the chance to swerve to their much loved social media.

Remove Youtube related videos

If you’re using videos on your website, great! Just make sure if you’re embedding from Youtube to remove the ‘related videos’ at the end. You don’t want YOUR visitors watching other companies videos on your website.

Live chat

Over 44 % of people say that live chat with a real person is the most important feature a website can offer in aiding conversions.

Mobile responsive

42 per cent of researchers use a mobile device during their B2B purchasing process. If you want users to come back and convert, make sure your site works on mobile.