Marketing and selling your services can take days, weeks, even months. In the B2B industry, it can take even years! As a company that strives towards success in the marketplace, not converting leads into clients fast enough can lead to a serious inconsistency in your lead and sales flow.
You need to nurture and continuously educate your leads, and to be fair, at times, it can be an intensive and time-consuming process. If not done properly, nurturing can lead to inefficiency. As a matter of fact, up to a third of B2B companies follow-up with their leads on a monthly basis.
But, there’s always a way to alleviate the process, and that can be only through your website! Every company needs to have a proper website! A well-developed CMS build can help you convert leads into clients, and generate positive business results in the process.
This is why in this article, we’ll go through the most effective strategies that you can utilize to persuade your prospects and their buying decisions with your website for a maximum outcome.
Define the CRO Process
If you want to use your website’s design to increase sales, you need to figure out or rethink your entire CRO (Conversion Rate Optimization) process.
Who is your target persona? Who is the ideal website visitor that you want to attract? After all, what is a website design without a target persona? Your target persona is a fictitious portrayal of your ideal customer, based on real data on your client demographics and online conduct, together with his/her personal motivations, and concerns.
Taking actions on your website should be effortless. If your website has been designed using the CRO process, you can address the various target personas that need to visit your website and accept what you offer.
So, what do you think needs to be done to design your website with the right CRO process in mind?
First, Get Your Data Right
Gathering data that can reveal your CRO process’s loopholes is the sensible thing to do, and at the same time, something that can equip you for better website enhancements.
For a more thorough overview of your current state of affairs, you can use Google Analytics. In order to see if the data takes you in the right direction, you need to set GA goals first.
In GA, there are three main goals that you can define:
- Destination Goals: Track visitor activity on an individual or a set of pages. For example, an order completion or a filling out a form.
- Engagement Goals: Track the time that people spend on your website, the number of pages that they visit and their activities.
- Event Goals: Track actions that occur separately from a page load, such as document downloads, video plays, AJAX elements, etc.
Setting Up Destination Goals
Here are the steps that you’ll need to set up destination goals for your B2B website:
At the bottom of your left navigation area, select ‘Admin’
In the next column, select ‘Goals’:
Select ‘New Goal’
Select ‘Custom’ and go to ‘Continue’
Name your goal and select the Destination.
In the Destination field, you can include the URL of the page that you want to track the goal for. Check if each of the settings is ok, and when you save the goal, you can access it on your Goals page.
Setting up Engagement Goals
As an example, let’s say that you want to set up ‘Session Duration’ or ‘Pages/Screens per session’.
Again, use the Admin panel to access ‘Goals’, and also, under ‘Goals Setup’, again, access ‘Custom’. Give your goal a name, for example, “10 pages in a visit”
And click on ‘Save’ after you’re done. Again, you can access the goal in your ‘Goals’ page.
Setting Up Event Goals
Event goals are completed when a specific event is executed on your page. The event goal can measure and track CTA button clicks, video views, and other visitor interaction on your website.
Follow the steps above to create a Custom Goal, and in ‘Goal Description’, name your event and select ‘Event’.
If you know what type of event you want to track, you can insert the category, the action, label, and value too, for example:
- Category: CTA
- Action: CTA Click
- Label: Landing Page CTA
- Value: N/A
The Event goals option of Google Analytics is really flexible, and you can use it to track pretty much everything on your website.
Analyzing your current conversion process and the data from GA will help you gauge whether you’ve achieved your defined goals or not.
You need to learn how users behave on your website. This includes the way they click and scroll down the pages, how they read articles, and much more. Each question about user behavior can be answered by using GA, such as:
- What do the users do when they arrive on your website?
- How does each element impact the performance of your page?
- What are the main points of user attention, and what are the weak ones.
Analyzing your website data can help you visualize the current state of the CRO process and you’ll be able to locate the exact points where you fail to convert your visitors. You’ll need to analyze different metrics about your users, such as:
- Demographics data
- Geographic data
- Page behavior
- Bounce rate
- Page load speed
- Conversion value
- User flow
- Source of traffic
Analyze each of your pages and how your target customers are using them. By defining the customer journey of your buyer persona, you can establish what you need to change in your pages in order to turn them into conversion rate machines.
Devise Your Hypothesis
Look into your GA data and see if you can spot frequent patterns and trends. These patterns of users’ behavior will help you determine the components of your website design that you need to focus on. Your data will help you devise hypotheses that will result in an outline for A/B testing purposes.
A strong hypothesis encloses three key parts:
- A suggested alteration
- The desired effect after the alteration takes place
- The logic behind why the alteration will bring the desired result
Let’s say your website data shows that a lot of your potential clients abandon the cart after they enter the checkout process. After you’ve become aware of the fact, you might want to check if the form fields that lead to the purchase are a bit too much.
In this case, your hypothesis might be:
“Reducing the billing form fields will boost purchases by X% because, in that manner, the checkout process will be much faster for our customers.”
With every defined hypothesis and A/B testing process, you learn more about your target audience behavior.
Document each hypothesis, the test results and measure your progress. The more you do it, the better the tests will be, and the better you’ll be able to optimize your website for conversions.
You need to collect the information and dive into analysis mode. Make sure that you measure the right metrics. Assess each metric and KPI individually and focus on the bigger picture.
Lots of the A/B testing tools have an integrated analytics system to track the desired metrics:
- Google Optimize: A tool that comes directly from the biggest A/B testing advocate – Google! You can combine it with your Google Analytics. However, you must integrate it into the code of your website header.
- Optimizely: An A/B testing tool. You can use it to run A/B and multivariate tests, multi-page tests, and much more. An entire set of A/B testing tools that can help you optimize your page for more conversions.
- Nelio A/B Testing: A tool that helps you define, manage, and keep track of A/B-testing experiments, combined with heatmaps. Nelio is also compatible with WooCommerce.
- Thrive Headline Optimizer: A premium plugin that you can fully automize. Just like Nelio, fully compatible with WooCommerce.
- Title Experiments Free: A plugin that you can use to test your titles and discover what your readers find interesting. A simple tool that displays multiple versions of your titles.
- Marketizator: You can use this plugin to create A/B testing experiments and surveys to find out what your visitors think, as well as personalized banners that convey relevant messages.
- WordPress CTA: A plugin that you can use to create CTAs for your website. You can monitor and track conversion rates, run multivariate split tests on your CTAs, and increase your lead flow in the process.
- Marketing Optimizer: You can use this plugin for A/B tests, create headline variations, layouts, images, testimonials, buttons, feedback forms, CTAs, and more.
If you don’t want to use a specific tool, you can use Google Analytics and continue to analyze the data from your tracking code.
Remember, defining and tweaking a CRO process is not a one-time task! It’s an ongoing process with new paths to web design and improvements to your bottom line. Having a clear-cut CRO process will help you detect and use optimization efforts with the biggest impact on your website and your business growth.
Prioritize Your Content
Despite the design of your website, you must get your message across. This is possible only through the power of content. If you have a predefined space for your content, you must be able to communicate your messages in a concise manner.
This is why it is much better to develop your content first, and then adapt your design according to where that content would be most effective!
Think about Hierarchy
Content hierarchy matters because the modern user loves to scan content, and along with the average bounce rate of 58%, it is not likely that people will stick around on a website more than few seconds.
Arranging your content strategically will attract more attention from users, and they’ll definitely stay longer on your page. Before you place the content, you need to decide what sort of content you’re going to insert in your pages.
Let’s take Teambit’s homepage content hierarchy as an example that you can implement on your homepage as well:
- Connect: Connect your service to the readers’ problem.
- Explanation: In short, explain your offer and how it can solve the target users’ problem.
- Social Proof: You’ve helped some of your clients successfully brag about it.
Want to achieve maximum effect from your content? Then you need to know how to style it, and this does not only include a beautifully arranged blog post – you need to ensure that each element of the post doesn’t clash with other components of the page.
When it comes to content style, the following properties need to be addressed on your WordPress website:
Bad imagery means bad content, and bad content means an ugly website. A resolution too small – everything is blurry. An image too big, it will slow down the page. Or you can’t find a suitable image for your article. Don’t worry, there are lots of beautiful stock images out there that you can use and download them in the resolution and quality that you need:
Having good typography for your content has the power to effectively improve the UX of your website. This is crucial for a couple of reasons:
Brand Identity: Various typographies can communicate different messages to people. There are fonts that convey creativity, stability, trust, strength, elegance, sophistication etc.
More Conversion Rate: The right typography and layout make your target users feel at ease, which can directly result in increased website visit time and consequently, bigger conversion rate.
Bottom line, you need typography that is readable, relevant with your brand, and in context with the rest of the elements of your site.
Size of Your Fonts
Use a size of 16px for paragraph letters and increase the size for other elements like subheadings, titles and main titles. 18px is not a small size but not too big either, so it’s excellent to use for your paragraphs.
It is the space between your paragraphs, rows, headings, subheadings, images, videos, body text, etc. Whitespace can help you style content in the following ways:
- Elegance: With more whitespace, your pages look more minimalistic and elegant.
- Focus: With the right amount of whitespace, the user’s attention is focused on what’s important.
- Less Stress: Even long and potentially overwhelming content can become more readable with the proper use of whitespace.
To make sure that the content on your site is on point, run through the following:
- User-Centricity: Do you post what your target users want to read? Is the entire experience engaging for them?
- Understandable: Even if you’re Jeff Bezos, you need to write your content like each of your readers are a tabula rasa, but at the same time, leave no stone unturned.
- Content-First Design: Make sure that the design of your website makes sense with your content.
Have a Proper UX
Getting more clients through your WordPress website will depend highly on its UX.
But, UX optimization not a walk in the park. Not every website owner has the exact knowledge or the tools to improve the website’s usability. However, with a versatile and user-friendly platform like WordPress, UX optimization can become an effortless process.
Is it Useful?
Even an artwork must be useful to someone! At least someone can hang it on the wall. So, if your website is not useful for anything, why bother having it in the first place? A website that is not useful won’t serve your target customers and it won’t be competitive enough with the other website in the marketplace that is packed with features.
Is it Usable?
When the target customer opens one of your pages, he/she wants to perform the desired action without any single obstacle. This means that your clickable areas should be visible and large enough, and the spaces where users know that they can access something should be intuitively placed.
Is it Credible?
Your target customers are content and tech-savvy. So, when they open your WordPress website, you have 2-3 seconds to win over their trust. And how can they trust you more, apart from having a neatly-designed site? With social proof of course, in the form of testimonials, images from your team, industry recognition badges, etc. If you don’t have a proper UX, it is almost impossible to develop a credible image for your company.
Is it Desirable?
Ford and Mercedes both make cars. Both of them can take you from A to B. However, one cannot deny that a Mercedes is much more desirable than a Ford. Sure, Ford might sell hundreds of thousands of cars per year, but if consumers have the budget and the choice between the two, they’ll often go for the Mercedes without a single doubt.
This is because Mercedes are pretty confident that they provide better luxury, quality, technology, and safety with their vehicles, and they know how to brand that.
When it comes to the desirability, copywriting is key. In most of the cases, your prospects are not interested in stats. They want what they see, they want the feeling, and that’s what you need to sell on your website.
The desirability of your brand needs to be delivered through WordPress website design, logo, images, elements, and aesthetics. The more attractive and desirable your website is, the more the users will want to return and let other people know about it.
Is it Accessible?
Accessibility is all about good UX for users that have a condition that prevents them from using the website normally. As a matter of fact, low contrast ratio, small fonts, hard-to-read text, are problems for all users.
In general, you need to have a website that is easy to use for everyone. Currently, there are accessible web design regulations as a mandatory obligation or a standard that companies need to contemplate when they approach the design of their pages.
Is it Valuable?
The second someone opens your website, you must deliver value! Without delivering value, today, it is unthinkable to convince your target clients that you have something in the store that deserves their money and attention.
Without further delay, here are some quick tips that can help you enhance the UX of your WordPress website and win over clients in the process:
Speed Things Up
Speed is one of the vital parts of your UX strategy. If users leave your website because they had to wait two seconds longer, it can lower the site’s ranking. People are getting used to faster online experiences, and if they don’t get some speed, they will leave and most likely never come back.
To analyze your website speed, you can use Google’s PageSpeed Insights. This tool can analyze how your website performs online for mobile and desktop devices. It will provide you with sufficient data about what’s good and what’s not when it comes to speed, and additionally, with tips on how to improve performance.
There are several ways to enhance the speed of your WordPress website:
- Apply a Caching Plugin: There are CSS and JS files so that they don’t have to be downloaded every time the user loads a specific page from your website. Users that return to your page will benefit the most from the caching process.
- Optimize Your Images: HQ photos might have a resolution like a billboard and a size that is easily more than 5MB. Even modern smartphones generate HQ photographs with big resolutions. Imagine how much additional weight they represent for your WP website.
- Fix Google Maps: Ensure that the map doesn’t slow down your website. If a map takes more than 2MB, your visitors might need to download additional memory that they may not be interested in or that is not in their focus at that moment.
- Optimize Databases: Cleaning and optimizing your WP databases is one of the ways to improve the performance. If you don’t have the technical expertise to manually open and clean each database, you can always use a plugin called WP-Optimize.
- Cut Down HTTP Requests: When a page opens in a browser, the computer must send hundreds, if not thousands of HTTP requests to servers. The more requests and the more information goes back and forth, the more time it takes for the page to load.
Have an Unequivocal CTA
Your CTAs and messages need to be emphasized for the users to notice them straight away.
When a person accesses one of your pages, the CTA, and additional messages is what pushes him/her to take action. In most cases, when it comes to WordPress, CTAs often come in the form of buttons or links. To successfully guide your users to the CTAs, you have to make them clear and visible.
For instance, if you design the CTA button to be large enough but also place it to be aligned in proportion with the other elements on your website, your users will not be able to ignore it.
The CTA message or the value that you offer with it should be clear as well, but at the same time persuasive enough to make users click the button or the link. Let’s take the Prezi’s CTA and messaging.
Their CTA has a clear message and language, the right typography size and it sounds convincing. The way the information is positioned just enhances the visual experience. Visitors know what the page is about as soon as they open it.
If you think that your CTAs are not noticeable enough, again, you should turn to UX testing and figure out where the conflict comes from. You must know what turns off the users from your CTA and fix that without delay.
Maintain Scannable Content
When people land on your page, you don’t want to obstruct them. An enhanced content scannability for the users will result in:
- Increased understanding of the content.
- Reduced task errors.
- Comprehension of the site’s architecture.
- Content quality and likability.
- Reduced bounce rate.
- Return visits.
- Enhanced SEO.
With better content scannability, you can stress the value that you provide with it. Visitors are more likely to spend more time on your page and immerse themselves in your words/messages.
Mobile Experience on Point
When they use their smartphones, your target customers look for websites that don’t require them to constantly zoom in to see the content. Of course, most users browse websites on their mobiles than on desktop, and it’s really a no-brainer to offer them a flawless mobile experience.
Fortunately, WordPress provides you with a mobile-responsive experience from the moment you put your page online. It is ideal if you don’t want to manage two separate websites (one desktop, another mobile) for your users.
Responsive WordPress websites work by moving components in for a much better mobile experience and visibility. It’s kinda like liquid, the page scales up and down to fit the screen when a user opens it on his/her smartphone.
Enable Google AMP
The Accelerated Mobile Pages (AMP) Project is an open source project that was born out of the need for an improved mobile experience for everyone, including publishers, consumer platforms, advertisers, creators, and users.
AMP presents users with a stripped-down version of your articles, but all the important content that you want to present will remain. This can include ads, and it can even include your related posts section.
There are several benefits of implementing AMP to improve the mobile experience of your WordPress website:
- Faster Page Load: One of the most important WordPress UX improvements is speed, which is what AMP is all about.
- Decreased Bounce Rate: Faster load times can successfully decrease your bounce rate.
- Better SERP positions: The AMP icon in Google search results is an excellent recommendation It increases your click rate and improves your position in SERPs.
- Paid Search: Advertised content will be opened much faster than the content of your competitors that haven’t implemented AMP.
- Image Optimization: The Google AMP Cache utilizes the image optimization stack used by the PageSpeed Modules and Chrome Data Compression.
Setting up Google AMP on your WordPress website is easy with a plugin.
Go to Plugins → Add New → then search for “AMP for WordPress” → Install Now and activate the plugin.
Next, go to your WordPress dashboard and click Appearance → AMP. There, you can see how your website looks on mobile when the plugin is activated.
If a 404 error appears when you try to preview the amp version of your page, Visit Settings → Permalinks page in your WordPress admin dashboard and click on ‘Save Changes’ to refresh your website’s permalink structure.
To learn more about building sites, themes, and plugins via AMP, please read the official documentation guide provided from the AMP project.
Structure Your Homepage the Right Way
One of the largest factors why you can’t attract more customers with your website is the vagueness of your UVP (Unique Value Proposition) and the way you present it on your homepage.
So, how can you organize the content on your homepage in order to highlight the UVP of your website?
Have an Unmistakable Headline in Your Hero Section
You only have a few seconds to capture the attention of your target users! The headline in your hero section plays a big role here, and it must be distinctive and clear enough at the same time in order to let them know exactly what you offer.
When it comes to your hero section headline, keep it simple remember, your customers scan the content and if your hero section is not understandable enough, you’ll lose their attention in a flash!
Don’t Forget the Hero Image
A UVP can be highlighted with more than copywriting. Visual representation matters as well, and there are two excellent ways to achieve this on the hero section of your homepage:
- Photo: If you have a tech product, a good idea might be a photograph of someone using it.
- Video: You can directly showcase the benefits and the product UX with a video.
Your homepage has one single goal – to inform target customers about the product/service and guide them to the conversion point. In order for the conversion to take place, you need to minimize the superfluous distractions that may redirect the attention of the user to something else. Remove unnecessary things from your homepage such as:
- Excessive buttons: Your focus must be on your CTA buttons. The CTAs must be placed in a strategic manner, alongside your copy and your offer, as opposed to being distributed on as many places as possible on your homepage, which can be damaging to your conversion rate.
- Unnecessary images: Of course, using images is important, however, they must be carefully selected. You need images that clearly communicate the goals of your product/service and enhance your copywriting. bad quality images can be distracting and damage the credibility of your business.
- Ineffective testimonials: Don’t lie in your social proof section! You need testimonials from real clients that describe how they’ve benefited for your product, and how you’ve resolved their problems. Make sure that you include when you can names, their job titles, and company name.
- Lengthy paragraphs: We said clear and concise headlines, not blog paragraphs! Use a bulletin list if you want to break down the benefits and features of your services/products.
Too many items on your menu and you’ll confuse your web visitors. you need hierarchical homepage navigation that is logical and organized in a way that everything the user needs is accessible. Some tips to execute this successfully:
- Logical order: The main menu category should be precise and stand out from others. With that in mind, the sub-categories as well must be in context with the main category under where they’re placed.
- A Limited number of categories: It’s best not to have more than 7 main menu items
Embrace Customer Testimonials
If you want to increase your sales, your satisfied clients might be your biggest selling point! Social proof directly showcases how your clients use your product to improve their businesses and lives in the process.
The two most important things in a customer testimonials section on your homepage are:
- The challenge that the client faced before he/she found your solution.
- The benefits and the solution that the client got and he/she opted for your product/service.
Have an Effective About Us Page
Customarily, the second most popular page that a prospect can visit is the About us page! A properly organized About us page can help you to:
- You get to introduce your business to your target audience and prove that you’re a credible brand.
- Share your brand’s story to build a connection with the visitor.
- Present your team aka the people that can solve the target client’s problem.
Tell Your Story
Every company has its story, its beginnings, and hurdles on its way to success. Differentiate from the pack that blandly describes just the business model and the service perks! Provide your clients with an inspirational story of each of your company, what have you accomplished through the years, how you launched from zero and the steps that led to growth!
Put Your Team in the Spotlight
In other words, put a face to your company name and convey the culture that you have. Present the people that power your business and your services. Do a short write-up along with a photo for each member and showcase the personality of your team.
Link it Up
You can also use your About page to direct your visitors to other pages of your website. Ensure that you include all the necessary links into your copy and encourage your prospects to:
- Follow you on social media
- Sign up for your email newsletter
- Browse your products
- Read your articles
At first glance, you won’t see too much conversion opportunities in the About page. However, doing a proper job optimizing it, an About page can get those sales numbers rolling.
A Compelling Product/Service Page
Your product/service pages are vital to winning over more clients. Most product descriptions out there provide nothing more than features and specifications. Don’t forget that people make purchasing decisions based on emotions, and justify their decisions afterward.
The following steps will ensure that you optimize your product/service page for a greater sales success:
Don’t be too broad about your product details. You need to pique the interest of your target customers. By including too much info about your service, you risk overwhelming your prospects.
Think about elevator pitches. When someone pitches a product, it must be good enough to open the doors and attract investors. This is why a product/service presentation in a brief manner can convert more page visitors than a long and tedious product description.
Prove the Value
The perfect product page immediately encourages prospects to take the desired action, from submitting a form, to purchasing the product. But, in order for that to be achieved, they must see some motive.
This motive is the value of your product/service! It can come in the form of a case study or a customer testimonial:
Encouraging trust: Prospect trust other customers more than the words of your copy.
No sales lingo: Erase the boring sales language from your customer testimonials. Satisfied people should speak from the heart about the benefits of the product and in turn, they’ll sound more natural in the process.
Data and facts: What’s better, telling that you’ve helped them, or saying how much you helped with numbers! Data and facts can outdo stories and beautifully-crafted copy.
Another vital element of your successful product/service page is visuals. If prospects are given at least 15 seconds on a page, they’d rather look at something visual than a copy.
Some people love to read, and others, well, they want to see a graphic, an image, or a video about your product. This is why it’s a wise tactic to use screenshots, photographs, and even videos that can demonstrate your service and how your team works.
An Obvious CTA
It is perhaps the most important element on your product page! This is where you turn page visitors into clients.
For your CTA to work, you need to transmit what the prospect should do. In any case, avoid phrases that sound commanding, such as “Buy it!” or “Order Now!”
Wrapping It Up
Bottom line, while visual elements and the defined CRO process matter for your website, it is the copy and the rest of the content that helps you win clients and influence sales decisions!
You need to structure your site in a way that helps people form a connection with your company and that showcases your product benefits while building trust through case studies and customer testimonials.
If you want to discover more on how to skyrocket the conversion rate on your WordPress website, don’t hesitate to contact the DevriX team! We have partnered with established and successful businesses that deliver high-quality work, and our team of WordPress engineers and business analysts is responsible for their infrastructure and growth planning.