know why CRO is critical in B2B SaaS marketing; Your website is the first impression potential customers have of your company. If they don’t like what they see, they’ll go elsewhere. So, with so many options available these days, it’s more important than ever to make sure your website has engaging content and provides value to your users, and enables them to enjoy the best customer experience possible.
Conversion rate optimisation (CRO) can help you do just that. It’s integral for any business but especially so in B2B SaaS marketing, and agencies that operate in the SaaS digital marketing space can help you create a solid strategy to reap the benefits of CRO and turning leads into conversions.
The importance of CRO in B2B Saas Marketing
Differentiation in a rapidly evolving Saas market can be tough, especially since more companies are adopting SaaS because of the COVID-19 pandemic. So, “The COVID-19 pandemic has become a catalyst for trends we expected to see later in the future. More companies are now shifting to remote working in the long-term and are pivoting towards SaaS-based offerings”.
Therefore, in an extremely competitive market, B2B Saas companies need to find ways to differentiate from their competitors. By following the principles of some CRO best practices, SaaS organizations will not only enhance their brand credibility, but they’ll also be able to improve conversion rates and sales.
Which CRO tips can be followed to turn leads into conversions?
In the business world, to say that first impressions matter would be a huge understatement. If your website’s design is outdated; potential customers will likely click away and never come back. Make sure to design your website with the user in mind, and you’ll be more likely to convert leads into customers.
Here are some key tips for improving the website design layout:
Including Call to Actions (CTAs)
CRO is key in B2B Saas marketing and therefore websites need to have a clear CTA to instantly grab users’ attention to entice them to stay on their website, and fill out either a contact form with an inquiry or download a whitepaper.
CTAs need to be obvious and indicate urgency. They need to be concise and show value to the user. A common and successful CTA that you can use, for example, is “download your free trial today.”
If a landing page has low conversion rates, then a contributing factor to that could be an inferior CTA.
Improve your website’s unique content
Your website’s content is another important factor when it comes to converting leads into customers. If your website is full of irrelevant; or outdated information, potential customers will be turned off.
The CRO is critical in B2B Saas marketing, so engaging content is essential; users need to know that the information they are reading is insightful and informative. Therefore, to make each content piece unique on the website to answer users’ queries, pages would contain important aspects; such Q & A segments or easily-digestible infographics.
Test, test, test (and test again)
In order to see how successful CRO has been, businesses need to test and track their results. If results are not being tracked, there’s no way to know which campaigns have been working and what hasn’t and what needs to be changed.
According to some statistics, 67% of companies had utilized lead generation as their sole KPI metric that determined whether their content was successful or not. Additionally, over 75% of marketers are reporting on the effectiveness of their campaigns and how they’ve directly influenced revenue. But unfortunately, this means that there’s still 25% who are not doing so.
CRO in B2B Saas Marketing: Conclusion
By understanding consumer psychology and what they are looking for, then with the assistance of the right tools, B2B SaaS companies can increase their conversion rates and generate more sales with the help of SaaS digital marketing agencies.
Besides the CRO best practices, as mentioned in this article, by conducting A/B testing, website analysis, and heat mapping, agencies can help identify problem areas on a website that prevent leads from becoming conversions.
Additionally, agencies can also help produce high-quality content relevant to potential customers and helps to answer their questions. CRO can become a successful strategy for your B2B Saas company with the right team behind you.
