How the smartest B2B marketers are investing in CRO

Regpack

Conversion challenge

Regpack is an international software company that supports over 10,000 organizations worldwide to register applicants quickly and effectively through their online registration, payment, and user management systems. Although Regpack's software has a universal benefit, its application is very different across each of the verticals they work with and equally the value proposition is very different for a non-profit compared to a subscription based sass organization.

Their goal was to increase their onsite conversion rates by driving more engagement from their existing website traffic.

Solution & approach

A sizeable portion of Regpack's website traffic is organic and unlike website visitors generated from their other marketing channels, this audience was being presented with a generic experience. To rectify this a simple campaign was set up for organic website visitors, using IP data to identify which industry the website visitor is from and personalizing the content for their sector.

Key messaging focused on highlighting the fact that Regpack are experts in the visitors specific industry and are already working with many clients just like them.

Regpack identified the web pages that had the most footfall, most conversions, and highest bounce rate to establish the biggest growth opportunities to keep customers engaged and sticky when they hit the site. Selecting six pages including the homepage, pricing page, and demo request page to make subtle but significant industry personalizations.

They achieved two things:

It provided the reassurance and social proof to the buyer that they are in the right place with a solution to support their needs.
It increased MQL's for sales through more demo requests.

Acumatica

Conversion challenge

Acumatica are a global provider of cloud ERP solutions, delivering a real-time view of their client's businesses anytime and anywhere. The 3 key objectives of their website? To generate demand, nurture pipeline, and retain existing customers.

Their customizable product means they have the highest customer satisfaction rating in the ERP space. However, the fact that they have success across such a wide range of verticals made it near impossible to demonstrate their expertise from the first time a visitor came to their website. They wanted to increase website conversion by 20-25% through the use of Webeo.

Solution & approach

Acumatica had five key verticals where segmented messaging was already being delivered. Using Webeo visit data, combined with Google Analytics, Acumatica were able to rank the pages of their website by influence for those key sectors and identify where the biggest opportunities for improved performance were.

Based on this insight, initial focus was placed on the pricing page, request a demo page, and homepage. Using Webeo's IP based firmographic data businesses were identified in real time as they hit the website and were presented with a personalized experience addressing their specific needs.

Previously, buyers would have to search for the content most relevant using the top navigation to find solutions and selecting their industry. If a prospect was short of time and didn't find this easy, engagement would be lost. Acumatica removed this friction and focused on helping the buyer get to what was most important to them fast.

They achieved two things:

It demonstrated expertise in the visitors industry, displaying Acumatica as a leading provider and works with businesses like them.
It activated interest and demo requests, leading to increased MQL's for sales.

What to tackle first

Install free to use software to look at your quantitative and qualitative website data (check out Google Analytics for your quant data and Hotjar for your qual data)

Using your quantitative data from GA: calculate the pages that require the most focus.

To do this, you’ll need to look at the pages that have the biggest impact and generate the most conversions. Then the pages that get the most traffic, then the pages that have the biggest growth opportunity (where are the most drop offs occurring?). This will enable you to create a page prioritization table, where you can calculate which pages require the most focus.

Using your Qualitative data from HotJar: calculate where your visitors focus the most attention on your priority pages.

HotJars heat mapping shows where the visitor is focusing on the page and what information their mouse is drawn to. Ask yourself, are the important elements of your page getting the attention they need, are your visitors recognizing CTA’s?

Look at your buyer personas and pain points and align them with your business goals to determine the most relevant content you need to be sharing on your B2B website.