Studies show that the top 25% of websites on the world-wide-web have an average conversion rate of 5%, and the numbers fall significantly when smaller websites are in talks.

A number of factors influence the conversion rate of a website—CTA is one of them.

With the help of interactive and actionable CTAs, marketers can attract qualified leads, boosting business potential. However, the process of understanding CTAs can be elaborate.

In this blog, we share a list of useful call-to-action CTAs that can help you optimize your business’ conversion rate.

So, buckle up and read on.

What is a Call-to-Action (CTA)?

At its core, a CTA is like a virtual handshake, inviting users to engage further with a brand, product, or service.

It’s a clear prompt that encourages visitors to take the next step, whether it’s subscribing to a newsletter, making a purchase, downloading a resource, or simply exploring more content.

CTAs can help bridge the gap between a passive observer and an active participant, inviting users to become part of a larger narrative.

Crafting a Compelling CTA

Creating a compelling CTA involves more than just slapping a button onto a webpage or email. Instead, CTA is an artful blend of psychology, design, and strategic messaging. 

Here’s a breakdown of key elements that make CTAs resonate:

• Clarity: A CTA should leave no room for confusion. Its message should be crystal clear, conveying exactly what action users are expected to take.
• Action-oriented language: The language of a CTA button should inspire action. Phrases such as “Shop Now,” “Get Started,” or “Download Your Guide” can provide a sense of urgency and direction.
• Relevance: A CTA’s message should align with the user’s context. If users are reading about a product, the CTA can be related to a purchase or sign-up action.
• Placement: The position of a CTA matters a great deal. It should be strategically placed where users naturally look, such as at the end of a blog post or within a prominent webpage section.
• Design and visuals: The visual aspect of a CTA is equally essential. It should stand out from the rest of the content, often through contrasting colors and straightforward typography.

15 Call-to-Action Statistics To Help You Boost Conversion Rate!

Let’s explore the key CTA statistics:

1. Email CTAs get an average click-through rate (CTR) of 3-5%

When it comes to email marketing, CTAs usually exhibit a remarkable average CTR ranging between 3-5%.

This metric showcases the effectiveness of well-crafted CTAs in compelling recipients to take action—from exploring a product to subscribing to the newsletter, CTAs facilitate everything.

2. 43% of marketers use only one CTA per email, whereas 30% use two per email

Crafting an effective email often involves strategically placing CTAs.

Approximately 43% of marketers opt for a single CTA in their emails, while 30% choose to include two CTAs.

This balance underscores the importance of providing clear and actionable choices for recipients without overwhelming them.

3. Personalized call-to-actions perform 202% better than basic CTAs

Personalization adds a significant layer of effectiveness to CTAs.

Data indicates that personalized CTAs outperform basic CTAs by a striking 202%. This insight highlights the power of tailoring CTAs to align with individual preferences and needs, ultimately driving higher engagement and conversion rates.

4. Customers are 16X more likely to share news about their purchase on social media if they see a CTA button on the post-purchase page

Integrating CTAs strategically can also impact post-purchase interactions.

Customers are 16 times more inclined to share their purchase experiences on social media platforms if they encounter a prominent CTA button on the post-purchase page.

This finding clarifies how CTAs can amplify customer advocacy and promote organic brand awareness.

5. The red CTA button consistently outperforms the green one

The color of a CTA button can significantly influence its performance.

Notably, the red CTA button consistently surpasses its green counterpart in terms of effectiveness.

This color psychology insight underscores the importance of selecting button colors that evoke desired emotions and actions.

6. Michael Aagaard, a conversion optimization consultant, increased the conversion rate of a long landing page by a staggering 304% by placing the CTA button at the bottom

Strategic placement of CTAs can yield remarkable results.

Michael Aagaard, a conversion optimization consultant, achieved an astounding 304% increase in conversion rate by positioning the CTA button at the bottom of a long landing page.

This experimentation highlights the impact of CTA placement on user behavior and engagement.

7. PartnerStack increased its conversion rate by 111.55% after tweaking its homepage CTA copy from “Book a Demo” to “Get Started”

The wording of a CTA can be a game-changer. PartnerStack witnessed a substantial 111.55% increase in conversion rate by making a seemingly minor adjustment. They changed their homepage CTA copy from “Book a Demo” to “Get Started.”

This showcases the significance of choosing compelling and action-oriented CTA language.

8. “Grow Convert” conducted a comprehensive study on conversion rates of an email capture form across different locations on a landing page

Fine-tuning the CTA placement involves meticulous research.

“Grow Convert” conducted an extensive study focusing on the conversion rate of an email capture form positioned across various locations on a landing page.

This in-depth analysis reveals how strategic positioning can impact user engagement and conversion outcomes.

9. Including social proof under its landing page, CTA helped “Augumentive” increase its conversion rate by 68%

Social proof is a potential ally for CTAs.

Argumentative’s strategic inclusion of social proof beneath its landing page cTA led to an impressive 68% boost in its conversion rate.

This underscores the influence of social validation in motivating user action.

10. Including doubt removers under CTAs helped “Nomad Cooks” increase their conversion rate by up to 124%

Addressing user concerns can significantly enhance CTAs.

“Nomad Cooks” witnessed a remarkable uptick of up to 124% in their conversion rate by incorporating doubt removers under their CTAs.

This approach can instill confidence and minimizes hesitation among users.

11. CTAs surrounded by less clutter and more white space can increase conversion rates by 232%

Visual clarity is crucial for effective CTAs.

CTAs enveloped by cleaner layouts and ample white space can experience an impressive 232% increase in conversion rates.

This design-focused insight highlights the importance of creating a visually pleasing and focused user experience.

12. Getting rid of the email field helped “Communicate” increase clicks to their CTA button by 25.5%

Simplifying the user journey can yield substantial results.

“Communicate’s” decision to eliminate the email field from their CTA processes resulted in a 25.5% boost in clicks to their CTA button.

This helped them streamline the user experience and reduce friction, encouraging more visitors to take action.

13. Switching from text-based to button-based CTA and making it more visible helped “The Vineyard” increase their CTR by 32.12%

Visual presentation can largely influence CTA performance.

The Vineyard’s transition from text-based to button-based CTAs and increased visibility led t an impressive 32.12% boost in the overall click-through rate (CTR).

This emphasizes the role of design in influencing user interaction.

14. Making their CTA button larger and darker helped “Demio” shoot up their conversion rate by 57.79%

Visual elements can drive CTA efficacy.

By enlarging and darkening their CTA button, “Demio” boosted their conversion rate by 57.79%.

This modification and result demonstrate how small adjustments can yield notable improvements.

15. Adding a human touch to their CTA copy helped “Mailmodo” double-up their conversion rate

Injecting a human touch into CTA language can resonate deeply with users.

Mailmodo’s incorporation of personalized and relatable CTA copy resulted in more than doubling their conversion rate.

This showcases the power of establishing authentic connections through CTAs.

Tips for Creating a Perfect CTA

Elevating your CTA game entails embracing strategic techniques that resonate with your audience and elicit the desired response.

Here are some proven strategies to help you craft the perfect CTA:

1. Use clever verbs and attractive words

Employ the art of language to your advantage.

Infuse your CTA with dynamic verbs and compelling words that ignite curiosity and prompt action. 

Verbs such as “Unlock,” “Discover,” or “Transform” instill a sense of empowerment, while captivating adjectives such as “Exclusive,” “Innovative,” or “Sought-after” evoke intrigue.

2. Create a personalized statement

Tailor your CTA to mirror the unique preferences and aspirations of your audience.

Incorporate personalization elements such as the user’s name or location to foster a deeper connection. A personal touch can help you impress your customers, urging them to be responsive to your CTAs.

3. Offer a solution

Position your CTA as a solution to a prevalent pain point or challenge.

Frame it as a gateway to addressing a problem, thereby positioning your product or service as the remedy.

By conveying the benefits of engaging with the CTA, marketers can compel users to take the plunge.

4. Know where to place the CTA

Strategic placement can make or break the impact of your CTA.

Situate the CTA where users are naturally inclined to interact, such as after compelling content or within the visual focal point.

Balancing prominence with contextual relevance ensures optimal visibility and engagement.

5. Be creative

Innovation helps set your CTA apart from the crowd.

Embrace creativity in design, typography, and color choices to make your CTA visually distinctive. Aesthetic appeal can help capture attention and kindles curiosity, augmenting the likelihood of user interaction.

6. Get rid of distractions

A clutter-free environment bolsters the efficacy of your CTA.

Eliminate distractions that might divert users’ attention from the intended action. Clean, uncluttered spaces draw focus to the CTA, enhancing its impact and driving higher engagement rates.

7. A/B testing

Deploy the power of A/B testing to unearth the nuances that resonate best with your audience.

Experiment with different CTA elements, including wording, color schemes, and placement, to pinpoint the formula that garners maximum engagement.

8. Embrace the power of urgency

Infuse your CTA with a sense of urgency, propelling users to act promptly.

Incorporate time-sensitive phrases such as “Limited Time Offer” or “Act Now” to convey that the opportunity is fleeting, evoking a fear of missing out.

9. CTA consistency across channels

Maintain consistency in your CTAs across various digital touchpoints.

Whether on your website, social media, or email campaigns, a uniform CTA aesthetic and messaging reinforces brand identity and fosters a seamless user experience.

10. Testimonials and social proof

Integrate social proof elements beneath your CTA.

Display endorsements, ratings, or success stories to validate the efficacy of your offer. Social proof helps bolster user confidence, reducing hesitation and facilitating conversions.

Wrapping up

Numbers play an important role in present-day marketing scenarios. In this blog, we shared 15 top call-to-action statistics that can help marketers optimize their conversion rates.

Hopefully, this was helpful.

Table of Contents

• 1. The Average Cart Abandonment Rate Across All Industries is 69.57%
• 2. Mobile Users Have an Even Higher Abandonment Rate of 85.65%
• 3. eCommerce Brands Lose $18 Billion in Sales Revenue Each Year Because of Cart Abandonment
• 4. Checkout Optimization Can Increase Conversions by 35.62%
• 5. Extra Costs are the Number One Reason Why Shoppers Abandon
• 6. Being Forced to Create an Account is the Number Two Reason People Abandon
• 7. 57% of Shoppers Will Abandon if They Have to Wait Three Seconds for a Page to Load
• 8. The Average Checkout Flow Has 23.48 Form Elements and 14.88 Form Fields
• 9. A Fully Optimized Checkout Flow Can Have as Few as 12 Form Elements and 7 Form Fields
• 10. 55% of Shoppers Will Abandon if They Have to Re-Enter Their Credit Card or Shipping Information
• 11. 46% of Shoppers Abandon Because a Discount Code Doesn’t
  Work
• 12. 39% of Mobile Users Abandoned Because of Difficulty Entering Their Personal Information
• 13. Using Retargeted Ads Can Send 26% of Shoppers Back to Your Site
• 14. Personalizing Retargeted Ads Can Lead to ROIs of Over 1,300%
• 15. Facebook and the Google Display Network are the Best Platforms for Retargeting
• Wrapping up

Challenge: Shopping cart abandonment is a persistent problem that continues to haunt online retailers.

Good news: You can avoid some, if not all, of these cart abandonment cases!

Before you try to solve the concern of shopping cart abandonment on your eCommerce website, you need to understand more about why your customers are not completing their purchase journey. In this rapidly evolving eCommerce industry, understanding consumer behavior can be the differentiating factor between you and your competitors.

So, let’s take a look at 15 shopping cart abandonment statistics and invaluable insights that every eCommerce business owner, marketer, and strategist must know.

1. The Average Cart Abandonment Rate Across All Industries is 69.57%

That’s right! Nearly seven out of ten customers abandoned their virtual carts, leaving behind a trail of unrealized revenue and missed opportunities. While this number may seem daunting, it serves as a call to action for businesses to dig deeper and explore the reasons behind this.

From unexpected shipping costs to cumbersome and complicated checkout processes, each hurdle presents an untapped potential for improvement.

With this knowledge, entrepreneurs and business managers can optimize their eCommerce strategies, leading to higher conversions.

2. Mobile Users Have an Even Higher Abandonment Rate of 85.65%

The mobile revolution is in full swing, but unfortunately, it brings with it an even higher shopping cart abandonment rate of 85.65%.

With a vast majority of customers using their smartphones to shop, optimizing the mobile shopping experience becomes paramount. Factors such as slow loading times, unresponsive designs, and cumbersome checkout processes can drive potential customers away. To capitalize on the mobile market’s potential, businesses must ensure seamless experiences that cater to the needs of on-the-go consumers.

Mobile users have unique preferences and needs, and their behavior differs from desktop users. Websites must be optimized for mobile devices to ensure quick loading times and a user-friendly interface. Studies show that mobile users are more likely to abandon their shopping carts if the checkout process is lengthy and complex.

Therefore, businesses should invest in responsive web design, streamlined checkout flows, and mobile-friendly payment options to retain mobile shoppers and improve conversion rates.

3. eCommerce Brands Lose $18 Billion in Sales Revenue Each Year Because of Cart Abandonment

Cart abandonment is more than just a minor inconvenience; it can have serious financial implications.

In 2023, eCommerce brands are projected to lose a whopping $18 billion in sales revenue due to abandoned carts. These unrealized opportunities can cripple businesses, making it crucial for them to address the root causes of abandonment and implement effective strategies to minimize losses.

Shopping cart abandonment can happen for various reasons, and identifying these pain points can be a game-changer for businesses. By analyzing customer behavior and feedback, brands can pinpoint the exact stage of the checkout process where most users drop off and take corrective actions.

Incentives such as limited-time discounts or free shipping during the checkout process can encourage customers to complete their purchases, lowering cart abandonment rates.

4. Checkout Optimization Can Increase Conversions by 35.62%

The good news is that checkout optimization can work wonders in reducing cart abandonment and boosting conversions. Studies show that by streamlining the checkout process, businesses can increase conversions by an impressive 35.62%. From simplifying form fields to offering guest checkout options, every improvement can make a significant impact on the bottom line.

Streamlining the checkout process involves a series of incremental changes that collectively lead to a smoother and more efficient customer experience. Removing unnecessary form fields, automating address entry, and offering multiple payment options are just a few examples of checkout optimization strategies that can significantly reduce friction and encourage more customers to complete their purchases.

5. Extra Costs are the Number One Reason Why Shoppers Abandon

Transparency is key when it comes to pricing. The number one reason online shoppers abandon their carts is the surprise appearance of extra costs during checkout. These may include shipping fees, taxes, or handling charges. To win over customers and build trust, businesses must be upfront about all costs from the beginning of the shopping journey.

One way to tackle the extra costs is to provide an estimated total cost early in the shopping process.

Adding a shipping cost calculator can allow customers to input their location and view shipping fees before entering the checkout page can eliminate surprises. Offering free shipping thresholds or prominently displaying shipping costs can also help reduce shopping cart abandonment.

6. Being Forced to Create an Account is the
Number Two Reason People Abandon

Forcing customers to create an account before completing a purchase is a surefire way to drive them away. It is the second most common reason for cart abandonment. Offering guest checkout options and providing incentives for account creation can strike the right balance, encouraging more conversions without turning away potential buyers.

Customers value convenience and may not want to go through the hassle of creating an account, especially for one-time purchases.

Offering a guest checkout option allows customers to complete their purchases without the need for registration.

Additionally, businesses can provide incentives such as discounts or loyalty program benefits for customers who choose to create an account, encouraging account creation without making it mandatory.

7. 57% of Shoppers Will Abandon if They Have to Wait Three Seconds for a Page to Load

In the fast-paced digital age, patience is in short supply.

A staggering 57% of shoppers will abandon a site if they have to wait for just three seconds for a page to load. This highlights the critical importance of optimizing website speed and performance to reduce shopping cart abandonment, retain visitors, and convert them into paying customers.

Website speed is a crucial factor in reducing bounce rates and increasing conversions. Businesses can take several steps to improve page load times, such as optimizing image sizes, leveraging browser caching, and using content delivery networks (CDNs) to distribute website content to servers located closer to users.

Regularly monitoring website performance and conducting speed tests can help identify bottlenecks and ensure a smooth user experience.

8. The Average Checkout Flow Has 23.48 Form Elements and 14.88 Form Fields

Lengthy and complicated forms on the checkout page can be a major turn-off for customers.

On average, checkout flows contain 23.48 form elements and 14.88 form fields. Simplifying and streamlining these forms can significantly improve the overall checkout experience, reducing friction and increasing the chances of completing a purchase.

Businesses can optimize checkout forms by removing unnecessary fields and consolidating related information.

For instance, combining shipping and billing address fields into a single section can save customers time and effort. Implementing autofill features for common fields like names and addresses can also speed up the checkout process and improve user experience.

9. A Fully Optimized Checkout Flow Can Have as Few as 12 Form Elements and 7 Form Fields

A fully optimized checkout flow with as few as 12 form elements and 7 form fields can be a game-changer for eCommerce businesses.

This streamlined approach drastically reduces the number of steps and information required from customers, making the entire process faster and more efficient. The impact of this optimization is significant, leading to higher completion rates and improved customer satisfaction.

To achieve such a well-optimized checkout flow, businesses must thoroughly review their existing forms and identify areas for improvement. The first step is to prioritize the collection of essential information only, focusing on what is necessary to process the order and fulfill the purchase. This means eliminating any redundant or non-essential fields that may only serve to frustrate customers.

Additionally, dynamic forms that adjust based on the customer’s location and purchase preferences can enhance the checkout experience.

For example, the form fields may change depending on whether the customer is within a particular country or region, ensuring that the required information is relevant to their location.

10. 55% of Shoppers Will Abandon if They Have to Re-Enter Their Credit Card or Shipping Information

A smooth and hassle-free checkout process is vital for retaining customers.

If online shoppers have to re-enter their credit card or shipping information, 55% of them will abandon their shopping carts. Implementing secure and convenient payment options like saved payment details can go a long way in preventing this type of abandonment.

Offering customers the option to securely save their payment and shipping information for future purchases can significantly streamline the checkout process.

Implementing tokenization technology to securely store payment data can also alleviate customer concerns about data security, encouraging repeat purchases and reducing online shopping cart abandonment.

11. 46% of Shoppers Abandon Because a Discount Code Doesn’t Work

Discount codes and promotions can be effective in driving sales, but they can backfire if they do not work as expected.

About 46% of customers abandon their carts if a discount code fails to apply correctly. Ensuring that all promotional codes are valid and easy to apply can prevent shopping cart abandonment.

Testing discount codes thoroughly before launching promotions is crucial to avoid potential issues. Businesses should also provide clear instructions on where and how to apply discount codes during the checkout process. Additionally, displaying a prominent message confirming the discount code’s successful application can reassure customers and encourage them to proceed with their purchase.

12. 39% of Mobile Users Abandoned Because of Difficulty Entering Their Personal Information

Mobile shoppers face unique challenges during the checkout process, with 39% of them abandoning due to difficulties in entering their personal information on small screens.

Implementing user-friendly and responsive design and mobile-friendly input options can address this shopping cart abandonment issue and improve mobile conversion rates.

Mobile optimization is crucial for providing a seamless checkout experience to customers on smartphones and tablets. Implementing autofill and input validation features can reduce the effort required from customers while entering their personal information.

Simplifying the checkout flow and displaying a progress indicator can also help mobile users understand the process and improve completion rates.

13. Using Retargeted Ads Can Send 26% of Shoppers Back to Your Site

Retargeting can be a powerful tool to re-engage potential customers who have abandoned their carts.

Remarketing ads can bring back 26% of these shoppers, providing a second chance to complete their purchase and decreasing the website’s shopping cart abandonment rates.

Retargeting works by displaying ads to users who have previously visited a website or added items to their carts. These ads can be strategically placed across various platforms, reminding customers of their abandoned carts and enticing them to return. Businesses can leverage retargeting to offer discounts, limited-time promotions, or personalized product recommendations, creating a sense of urgency and encouraging shoppers to complete their purchases.

14. Personalizing Retargeted Ads Can Lead to ROIs of Over
1,300%

Personalization is a game-changer in the world of marketing. By tailoring retargeted ads to match individual preferences and past behaviors, businesses can achieve ROIs of over 1,300%, proving the effectiveness of this approach in recapturing lost customers.

Personalization is achieved by segmenting customers based on their browsing and purchasing behaviors. Businesses can use this data to create targeted ad campaigns that speak directly to customers’ interests and needs.

Retargeted ads become more compelling and effective by displaying products relevant to each customer’s preferences, leading to higher click-through rates and conversions and reduced cart abandonment in the future.

15. Facebook and the Google Display Network are the Best Platforms for Retargeting

When it comes to retargeting ads, Facebook and the Google Display Network stand out as the top-performing platforms. Leveraging these platforms’ reach and targeting capabilities can significantly enhance the success of retargeting campaigns and reduce your shopping cart abandonment numbers.

The vast Facebook audience provides businesses with a tremendous opportunity to reconnect with potential customers who have previously shown interest in their products or services. Through the Facebook Pixel, a snippet of code that tracks website visitors’ interactions, businesses can segment their audiences based on specific actions or behaviors on their website.

The power of Facebook’s retargeting lies in its highly sophisticated targeting options. Businesses can create custom audiences that include website visitors, cart abandoners, past customers, or even lookalike audiences who share similar characteristics with their existing customers. By using these custom audiences, businesses can deliver personalized and relevant ads to people who are already familiar with their brand, increasing the likelihood of driving conversions.

The Google Display Network is another powerful retargeting platform, providing businesses access to an extensive network of websites and apps. The GDN spans over two million websites and reaches over 90% of internet users worldwide, making it a highly effective tool for retargeting campaigns that help reduce cart abandonment.

Through Google’s remarketing tags, businesses can track website visitors and create audiences based on specific behaviors. For example, businesses can retarget users who added items to their shopping carts but did not complete the purchase or retarget users who visited specific product pages. This level of granular targeting ensures that retargeting ads are highly relevant to each audience segment.

Wrapping up

Cart abandonment remains a significant challenge for eCommerce businesses in 2023. However, these 15 shopping cart abandonment statistics can provide businesses with valuable insights into customer behaviors and preferences.

By simplifying the checkout process, embracing mobile-centric strategies, and leveraging retargeting efforts, online retailers can reduce abandonment rates, recapture lost sales, and thrive in the ever-competitive eCommerce landscape.

So, let these statistics guide your strategies and transform your approach to cart abandonment. Embracing innovation and staying responsive to customer needs will be the keys to success in the ever-evolving eCommerce landscape of 2023 and beyond.

Table of Contents

• Introduction
• Landing Page Conversion Strategies
  • Minimalism
  • Don’t Stuff Your Page With Multiple Ads
  • Personalisation
  • Create a Sense of Value and Call to Action
  • Use Landing Page Videos To Drive Action
  • Add Social Media Share Buttons
  • Make Your Sign Up Forms Smart & Appealing
• Conclusion

Introduction

In this digital age where everyone and everything is constantly vying for attention and notice, it is very hard to get past the ignorance of the netizen and attract their attention. Having a website and posting ads isn’t enough. Frankly, it’s more of a waste of precious money unless you have to do it right.

Growing websites direct traffic to themselves all right, but they often do it wrong. The elusive and ethereal bird of the landing page ever seems to be too hard to catch.

Landing Page Conversion Strategies

There’s a long list of things that can go wrong in life. Here’s a bunch of tried and tested stratagems to keep your landing page off of that list.

1. Minimalism

We love WeTransfer‘s minimalistic page design. Instead of long overview text, the page directs users to what they need WeTransfer for- to send files! The idea is to show value to your users first before you drag them into your premium membership sales pitch.

Websites have adopted minimalism for their entire navigation. Keep the navigation simple and if you do need to include multiple navigation options, try the ubiquitous Hamburger button to keep a low profile.

The past 5 years have seen almost all major brands switch to this minimalistic design for their sites and even their logos. Microsoft, Nike, Amazon, Twitter, and a lot of others changed their themes.

Minimalistic designs are easy to remember, convey a sense of surety and solidity and with the use of simple colours and appealing graphics , you can attract attention to exactly the places you want.

2. Don’t Stuff Your Page With Multiple Ads

One of the most common mistakes that most websites make is by littering the pages with multiple offers and ads. Visitors wouldn’t know what to do or where to click first.

That’s exactly the emotion you have to not induce. Don’t let people feel lost and frustrated. Guide them and direct them to one key call to action.

According to a study, people are much more likely to consciously or unconsciously ignore ads. Even if they contain essential information. So remember to keep your landing page customised for one ad or call to action.

3. Personalisation

Keep tabs on where your traffic is coming from and add personalized offers and greetings for your segmented audience. It eases them into a sense of familiarity, establishing trust and surety.

You can make a ‘Start Here’ tab on your Homepage to give people a tether to hang on to if they are completely unfamiliar with your site. Or, include a short message about what your website is about, what it does and how. Introduce the people behind it or at least introduce a link to it on the landing page.

It might be a simple algorithm that calculates relative recommendations, but it surely adds a little personality to what they are viewing.

4. Create a Sense of Value and Call to Action

Take this page from Crikey, for instance –

It has a free highlighted offer, minimalistic style, solid & unobtrusive color scheme, and clever use of colors to direct your attention to the right details. It even has an arrow that tells you where to do what.

It does a perfect job of guiding you through what it is giving you with visuals that do not make you want to gouge your eyes out.

You could even include a timer on your landing page to highlight the duration of an offer, for instance. A sense of urgency does wonders to how we make decisions. That’s why all those offers on the big e-commerce sites look all the more attractive with the ‘OFFER VALID FOR ONLY 6 HOURS’.

Having a clear CTA (Call to action) on your landing page is very important. You have to be able to grab the attention of the visitor. If you’re a blogger, offer special tips, tricks and special article access to sign-ups.

If you have a product, provide special discounts or offers on them. If you have content, make it partly visible and enticing.

Use Q&A format in writing to generate interest but be sure to fulfil the curiosity that you incite, lest you frustrate the reader.

Let the customer be the decision-maker and driver of change and make yourself appear as the tool giver to ease the whole process for them.

5. Use Landing Page Videos To Drive Action

We, homo sapiens, process information much faster visually than aurally and textually. That’s the reason why videos have been on the rise and going stronger still since internet connections became faster.

Videos are much better at conveying information than text or audio because they require less attention and commitment.

Dropbox, a file-sharing platform, had immense success with an explainer video that they included. It boosted their beta account signups from 5000 to 75000 overnight.

RankWatch had similar success with its sign-ups increasing by 27% following the launch of their explainer video.

Crazy Egg’s explainer video also helped bag conversions by 64%.

If you have the resources, go ahead and invest in an explainer video. Heck, using them on your landing page can increase your conversion by up to 80%. Go ham.

6. Add Social Media Share Buttons

Social media platforms are already established platforms that offer insane exposure to pretty much everything you can think of. Every kind of niche has a space in social media.

With humongous platforms like Pinterest, Twitter, YouTube, Facebook, LinkedIn, G+, Instagram and a bevy of others, cross-platform sharing directly from your landing page is a huge deal. It nets you popularity through shares and maybe even some organic conversions.

This is especially useful for sites driven by media content like articles, videos and such, but is not limited to them. Have your landing page feature minimalistic social media share options. They could be on the sides of the page or highlighted at the bottom depending on the length of the landing page you have made or are making. Including unobtrusive sharing icons like these on top or the sides of your pages is wondrous. Be sure to make it dynamically stay with whatever content is on the screen as the viewer scrolls.

If you have a product to be sold, you could include an after purchase sales sharing experience to your buyers, referral discounts, and even brand appreciation from your customer son social media to build credibility and trust in prospect visitors.

7. Make Your Sign Up Forms Smart & Appealing

It’s a must-have on a landing page. But you should sign up smartly. Create value in sign-ups by offering visitors benefits.

You have to make it seem like a trade. Offer the visitor something in return for their details and build your connections. A free report access, a goodie offer, maybe a discount.

You could include a click-through page that details your product with offers or a free trial or a landing page that brings the visitor to the relevant content with a clear option for signing up, or it could be a limited benefit for a paid product/service.

A little incentive goes a long way in providing reliable visitors to your site. You could even offer them an unannounced treat after they sign up. Sure, it might not be as lucrative as declaring an offer beforehand, but it builds a stronger viewer base.

Conclusion

The internet is an ever-changing place of variables. You have to go with the hit and trial method with most things. Have multiple products? Tweak the prices. Multiple ad spaces? Switch positions. A media site? Change the content.

Test. Always test the content you publish. Tweak it slightly and compare the results. Sit back, observe and remove the clutter, retain the relevant, important content and test again. Ask a friend. Use the 5-second test.

Mix and match strategies as you like. Experiment with things you think might work, and then test again. It doesn’t always take a specialist to come up with something groundbreaking.

Got a question? Implemented any of these strategies yourself? Or did you use a completely new strategy that worked for your landing page? Leave a comment and let us know how it worked out for you.

FAQs

Table of Contents

• Introduction
• 15 tips to dramatically boost your conversion rate
  • Targeting is the Key
  • Fine tune your page layout and design
  • Use actionable images
  • Boost your website speed
  • Nobody likes clutter
  • Advanced Search or No search
  • Reduce form fields
  • Work on your CTA copy
  • Use contrasting colors for your CTAs
  • Make use of Videos
  • Create an urgency
  • Highlight your Phone number with Large Font
  • Add value to your offer
  • Add Testimonials and Awards/badges section
  • Use Live Chat
• Final words

Introduction

To boost your conversion rates, you might have tried a number of things. Changing design elements. Colors. Text copies. Images. Targeting settings and what not.

But, are you satisfied?

While most websites enjoy an average conversion rate of 2.35%, 78% of business owners want to convert more. And if you are one of them, we’ve got something for you.

15 tips to dramatically boost your conversion rate

1. Targeting is the Key

Do you know your audience? Do you know what they want? Do you know where they are located?

No matter what your business is about, knowing these things will help you target your marketing campaigns and design your products and services better.

Just start off. Analyze your audiences’ behavior. Find their interests. Genders. Age groups and basically everything that you can.

Most of the advertising platforms these days allow advertisers to target campaigns based on a number of demographics.

This is where you use all the existing intel and run a test campaign.

It’ll provide you with more information about your audience just by looking at the breakdown menu in your platform’s ads manager.

For a better understanding, take a look at the following screenshot.

The part highlighted in red is the breakdown menu for a Facebook Ad Campaign. It lets you choose the demographics (age/gender/location etc) that you want to see the campaign’s results for.

It’s easy to find in Facebook ads manager and once you have it, you can acquire useful data for further optimizing your ad campaigns leading to better results.

2. Fine tune your page layout and design

While optimizing your PPC campaign is a thing for boosting conversions, that’s not where the journey ends.

You’d also need to fine tune your landing pages. Making it easy for you, here’s how you do it.

• Remove automatic image sliders

  While the big automatic image sliders on your website are making life easy for your users, it’s not really the case.These image sliders look nice but in reality, they don’t let the users access your website and its information at their pace.Almost all conversion experts suggest that you remove these sliders as they reduce conversions So, instead of using an image slider, place a static offer banner or something that really entices the users to click-through.

• Remove navigation menus or strategize them wisely

  Time and again, we’ve all been hearing that navigation menus kill conversions. And for the matter of fact, it’s no lie.What actually happens is that a navigation menu gives your visitors an option to leave your landing page. And that my friend, shouldn’t be happening until you have a strong backup plan for it.For example, if you really want to use the navigation menus, what you can do is strategize them. Use the navigation menu as a CTA and display the buttons which you want your users to click on.Like maybe a bunch of login options (Facebook, Google, Twitter, etc).

• Use the right colors

  While you are looking forward to boosting your conversion rates the color scheme of your website would matter a great deal.The right colors can make your content easily comprehensible and anything tacky can instantly turn your users off.So make sure your website’s color scheme goes well with its design and theme because it’s really crucial.Also, note that the colors on your website affect readability.If your website’s background and font colors are not fit for each other, users may find it hard to read your content.

3. Use actionable images

When you are designing your landing page, the images that you use can make or break your conversion rates.

Studies show that internet readers pay close attention to information-carrying images. If you use this to your advantage by including well thought, original and creative images you can successfully persuade your visitors.

For example, this Dutch house-selling firm ran an A/B test by replacing just an image.

Their first landing page had an image saying ‘Need help?’.

Now, saying something like ‘Need help?’ isn’t wrong at all. It just indicates that you are willing to help. But is it really actionable?

Although the first image was performing fine for them, they wanted to know if they could do better. So, they replaced it with an image of a man placing a board saying ‘Sold’ over the one saying ‘For Sale’.

And it worked. This simple, small change of one image boosted their conversion rates by 89%.

Cool, right? That’s just how it is. You use the right images ~ your visitors start responding better.

Note: Never use stock photos. They are boring. Lame. And take value away from your campaign.

4. Boost your website speed

An average internet user leaves a website that doesn’t load in 2 seconds. Where does your website stand with that?

Think about it. Is your website fast enough? Can its speed be costing you priceless conversions?

In all good and bad cases, it won’t hurt to take a website loading speed test. A number of speed analysis tools out there help find issues with the loading speed providing useful insights on how you can make it better.

And then it’s a really easy process.

For example, if you are using GTMetrix or Google Pagespeed Insights, just paste your URL and hit enter.

A test report displaying all the issues regarding your website speed will appear. All you need to do after this is fix all of these issues one by one.

The most common issues include poor usage of browser caches, parsing of javascript and gzip compression, etc. But nothing to worry about. These issues can be resolved within 10 minutes at the most.

Boosting your page speed can increase pageviews by 11%, user satisfaction by 16% & conversions by 7%. No wonder, it’s something that all businesses need to invest in.

Note: This process may require you to get into the cPanel of your website. If you lack experience with the same, better consult someone who doesn’t.

5. Nobody likes clutter

Never burden your visitors with tons of redundant information.

While the idea of giving out all the necessary details may entice you to the core, turns out, it can cost you conversions.

How?

Well, imagine visiting a landing page loaded with information. Imagine feeling stuck in the web of that information. Imagine yourself in a situation when you are clueless about what should be your next action on that webpage.

Daunting, right? It’ll be the same for your users as well.

So, understand this and don’t give your users what you won’t want to have on a landing page that you visit.

Better get to the point. Keep your webpages as clean and comprehensible as possible.

And if you have doubts about what a cluttered and distractingly loaded landing page looks like, we got it for you.

While in the first look it may look like a normal landing page, a few things could’ve been made better.

Like, the layout could be more cohesive. They could’ve used a better headline (something like ‘Get the best deals in the city on Mazda 3s’). And the information on this page, it looks cluttered, unstructured and incomplete. They could sure fix that to boost conversion rates.

In fact a better landing page for selling cars could look like the one below.

This page is free from clutter. Has a simpler and more cohesive layout. Looks complete. And is easy to go through with a prominent lead form. Just how a good landing page should be.

6. Advanced Search or No search

Time and again we’ve all been hearing that a landing page should never have any distracting elements. And for that reason, despite being a useful asset to any normal webpage, a search bar is generally a misfit for landing pages; until it’s an ‘advanced search’ bar.

And what is advanced search?

Well, have you ever noticed how search works on websites like Amazon and eBay?

Source

Both these platforms and several others provide an advanced search option. It enhances the user experience by displaying a number of product feature options to choose from.

For example, the moment you make a search with the keyword “smartphone”, hundreds of search results appear.

Here, the advanced search feature enables you to filter these search results based on your specific needs like your budget. The brand of your choice. Screen size. Operating system. RAM. ROM. And almost everything else that you can think of!

And that’s how it makes any buyer’ journey easy. By letting them sort everything as they need. And by giving out choices that don’t only entertain them better but also lead them to those of your products which they are most likely to buy.

7. Reduce form fields

Can you recall the number of times that you stopped by to fill out a 4-page form on the web?

Sure, we’ve all done it for bank documentation, college, and hospital admissions and for a bunch of other similar paperwork. But, are we really willing to do that for a website making money out of us?

Let us take an example. You click through an enticing CTA used with a great offer. Now, you may be expecting something useful against it. And then the CTA takes you to a large form with 10-15 form fields.

What are the odds of you filling that out unless it’s really important?

We live in a world of 8 second attention spans. A long form doesn’t help here.

Understand this. Shorten your sign-up forms. Be as crisp as you can be. And you will see the results flowing in.

For example, Neil Patel uses this amazing spin-wheel to collect email addresses from visitors coming to his blog.

You enter nothing but your email address and spin. The wheel will show what you’ve won and whatever it is, it’ll be mailed to you; RIGHT AWAY!

Now, this is an offer. This is a CTA. This is a lead magnet.

And you can do it too. Just think of a clean and concise form with not many form fields.

8. Work on your CTA copy

While every single element on your landing page plays a vital role, CTA is one of the major game changers for conversion campaigns.

Why?

Well, this is the place where your visitors will click through. This is where you will be pushing your prospects down the conversion funnel from. This is your stairway to heaven.

So, pay enough attention to it because the right CTA can convert 42% more visitors into leads.

And as you try to optimize your CTA to the max, here are a few tips that you can use.

• Never use a normal textual link

  One of the biggest mistakes that you can probably make with your CTA is to use a link instead of a button.Just as mentioned above, CTAs are really crucial for conversions and so they need to be taken seriously.While using a link is an easy way out, turns out easy isn’t always the best alternative.Keep this in mind. Don’t risk your conversions over anything at all. Think of a good button design and go for it.Note: Use a design that gels well with the page and is distinctly visible at the same time.

• Write actionable CTA copies

  Another brick in the wall, you really need to come up with good CTA copies.Something that doesn’t impose work. Something that doesn’t inflict any unnecessary authority. Something that’s polite but compelling.While normal phrases like ‘Read More’ or ‘Fill this Form’ or ‘Buy me a Drink’ are commonly used, turns out they don’t really perform that well.The thing is that these CTAs impose work. Reading more is work.Filling out a form is work. Buying you a drink or coffee or whatever else is work plus generosity. What reason do you think your visitors will have, to do you these favors?Think about it and come up with better CTAs that offer your visitors something.For example, instead of a ‘Read More’, you can try saying ‘Find out’ or instead of saying ‘Fill out this form’ you can try saying ‘Sign Up for Free’.Try. These little things can largely determine your conversion rate success.

9. Use contrasting colors for your CTAs

You might have read a number of case studies saying a red color CTA converts better than a green one. But does this mean you should go for a red one mandatorily? Not exactly!

It’s like when someone says that changing the button color from green to red improved their conversions by 32.5%, they are talking about the better contrast and not the actual color that improved the conversion rate.

So, understand this. Contrast plays a vital role in switching ‘ON’ the actionability of your CTA. In fact, it’s best to pick a CTA color that hasn’t been used anywhere on your landing page.

10. Make use of Videos

When people hear information, they’re likely to remember 10% of it three days later. However, if a relevant visual is paired with the same information, people can recall almost 65% of it three days later.

And you need more reasons to use videos?

Don’t stall it further. Start using the right kind of videos that are suited for your landing page.

For example, a good explainer video can perform really well to convert your prospects at the initial stages of your sales funnel, just like it did for Dropbox.

‘In its starting days, Dropbox had faced disappointment with the paid search ads. So, they’ve had a change of plan.

Drew Houston, the founder of Dropbox had earlier used a demo video to validate the idea of Dropbox in the market. The video performed pretty well for him for which he said:

“It drove hundreds of thousands of people to the website. Our beta waiting list went from 5,000 people to 75,000 literally overnight. It totally blew us away.”

Now they knew that something else too could work. So, Drew contacted a professional video company and came up with a good explainer video.

Source

This 2-minute video that cost less than $50,000 in 2009 boosted their conversion rate by 10% leading to 10 million extra customers yielding an ROI of $48,000,000 in extra revenue.’

Brilliant, right?

Well, this was just one example. There’s a number of others where explainer videos caused a big bang of sales for businesses across different niches.

For your business, you need to save yourself from missing out on this big opportunity and cash it right away with a video that’s spot on for your conversion campaign.

11. Create an urgency

We know how the crowd on the internet is; ‘a bunch of impatient individuals jumping from one webpage to another’.

While there’s nothing wrong in it, this simply adds another hurdle to the conversion process.

The visitors may not always take your offer seriously. They may not click through your best CTA copies. They may just not be in the right head or mood to be converted. And then a number of other odds?

Your best bet?

Use reverse psychology.

Before your visitors realize that they are too busy to walk the next step down your funnel, tell them they are running out of time.

Now, hold on a second. You don’t have to blatantly say that out loud.

Create an urgency. Tell them if they don’t quickly take action against your offer, they might lose a lot. And, if you can, then tell them what they are going to lose.

You can use an offer timer or phrases like ‘Just 2 Items left’ (if yours is an e-commerce store).

For example, this e-commerce website used this timer offering a discount to the customers placing their orders within 15 minutes.

Simply something that can boost conversion rates real quick.

Think about it and see how you can use it to boost conversions on your website.

12. Highlight your Phone number with Large Font

When you are looking forward to converting more, you don’t particularly want to convert just through your sign-up forms.

Conversions are conversions. Whether they come through a sign-up form or through a phone call.

Keep this in mind. Adding your phone number on your landing page will help you in the following ways.

• It adds credibility and tells your visitors that you are easily approachable
• It provides your prospects (visitors) one more medium to reach out to you (which is awesome and boosts your chances of converting)

Also, make sure you add your phone number in huge font. Most brands do this to highlight it better.

See how Crackitt does it for all of its webpages.

13. Add value to your offer

“A Mediocre copy and a good offer can always out-pull a great copy and a mediocre offer any day. So, make a good offer and if your grammar isn’t correct, if your spellings are wrong, or even if you have red text on a green background, you still might convert.”

– Breakthrough Copywriting by David Garfinkel

Do you get what it means?

If everything else in your conversion campaign is being done right and you are still struggling for results, something can be wrong with your offer.

Basically, if your product’s perceived value isn’t greater than what your customer is to pay, conversion rates will stay low.

You know what to fix now?

Get into your customer’s shoes. Fix everything with your offer. If the price is too high, you’d know it, so cut it down. If they doubt your products’ quality, give them proof to believe in your product. If there’s anything else that’s needed, find that thing and give it out.

The idea is to sell. And to be useful after the sale.

14. Add Testimonials and Awards/badges section

Just as discussed in the previous section, it is good to provide proof of quality. And it works best when not you but your clientele says it.

That’s what the testimonials section is for.

So, do you have one for your landing page? Well, if not, then this is the time you get one.

Start with asking your clients for feedback on your services/products. Ask them what they liked? How did it work for their benefits? If they have any stories to tell regarding your product?

Once you publish appreciative words from people you worked with, your prospects will know that your services/products helped someone, so those can help them as well.

Also, you can display the awards and badges that your organization has earned over all the years of functionality.

This increases credibility and boosts conversions. No wonder, websites like webtogs do it too.

15. Use Live Chat

You have a decent user base. Good search rankings. Your campaigns are driving loads of web traffic to your landing page. But then you lost a few customers as no assistance was available when they needed it.

While losing a few sales here and there may not always look like a great deal, it can always nip it in the bud in the long run.

The best way you can ensure that your landing pages are optimized to the fullest is by adding a live chat option.

This is a feature which can greatly add to your conversions.

First of all, providing a live chat feature on your website/landing pages will help you to resolve your visitors’ queries/issues the moment they crop up.

Secondly, a live chat in itself is pretty useful for collecting email addresses from users.

Many websites do this. They provide a live chat feature and right before you mention your concern, you have to enter your email address.

You can look at the screenshot below for a clearer understanding.

Also, consumers using their live chat feature have a 15% higher average order value than other customers.

Final words

While your business may be having a tough time trying to boost conversions, it’s not something that can’t be eased out.

In this post, you read about 15 of the most effective conversion optimization techniques that can work wonders for you even on a bad day.

Hopefully, this helps you better your conversion campaigns.

Still have doubts? Don’t hold back. Share and discuss this piece with your marketing buddies. It will help.

FAQs

Table of Contents

• What Is Conversion Rate Optimization?
• Why Is Conversion Rate Optimization Important?
• How to Calculate Conversion Rate?
• 1. Homepage
• 2. Pricing Page
• 3. Blog
• 4. Landing Pages
• Conversion Rate Optimization Strategies 
• 1. Create text-based CTAs within blog posts
• 2. Add lead flows to your blog
• 3. Run tests on your landing page
• 4. Help leads become MQLs
• 5. Build workflows to enable your team
• 6. Add messages to high-converting web pages
• 7. Optimize high-performing blog posts
• 8. Leverage retargeting to re-engage website visitors
• Tips: How to Improve Conversion Rate Optimization
• Create compelling CTAs and place them at optimal points
• Enhance user journey by placing visual content on landing pages
• Ensure coherence between your ads and landing pages
• Top Conversion Rate Optimization Tools You Should Start Using
• Web Analytics Tools
• User Behavior Analytics Tools
• CRO Testing Tools
• Closing thoughts

If you want your business to grow in 2023, you need to have a functioning eCommerce site. However, that does not always guarantee a consistent flow of paying customers. You need the right digital marketing strategy that would not only make your product pages visible to the target audience but also increase conversions.

Conversion is the process of turning potential customers into paying ones. You can find a site’s conversion rate on its Google Analytics account. A higher conversion rate often translates into a higher number of sales. So, if you want your website to do well, you need to know about conversion rate optimization techniques. But first, let’s understand the basics.

What Is Conversion Rate Optimization?

Conversion rate optimization (CRO) is a set of practices that allows a website owner to increase the percentage of visitors who perform a desired action on the website. The desired action is defined by the objectives of the business and typically involves filling out a web form, clicking on an ad, subscribing to a newsletter, buying a product, or opening an email.

To optimize your website’s conversion rate, you need to perform content enhancements, workflow improvements, and split testing. If you can successfully optimize your website’s conversion rate, you may witness increased revenue, highly qualified leads, and lower acquisition costs.

Why Is Conversion Rate Optimization Important?

Conversion rates are one of the major Key Performance Indicators (KPIs) that help you have a clear and accurate assessment of a particular marketing campaign. Conversion rate optimization is only possible through reaching the right audience. Once they start noticing your ads, they are more likely to spend money on your products or services. This ultimately leads to a higher return on investment (ROI).

Moreover, conversion rate optimization (CRO) allows you to reduce your customer acquisition costs by taking advantage of the visitors and users your website already has. With successful conversion rate optimization strategies, you can increase revenue per visitor, convert more leads into customers, and grow your business.

How to Calculate Conversion Rate?

Calculating the conversion rate of a campaign is fairly easy. You only need to perform the following steps:

• Count the total number of conversions
• Divide that number by the overall number of website visitors
• Multiply the result by 100

That is how you get the conversion rate percentage. However, you need to evaluate the conversion rate in relation to your business objectives to ensure that the marketing campaign meets your desired goals.

If you want your website conversion rate to be high, you need to make sure that your website is properly optimized for search engines. Also, the average conversion rate of a website depends on the effectiveness of its certain pages.

1. Homepage

The website navigation plays a pivotal role in determining conversion rates. Since most visitors arrive at the homepage first, the clear and intuitive navigation of the homepage that is optimized for user experience keeps the visitors engaged and increases their chances of taking the desired action.

Put emphasis on links that lead to product details, offer a free signup button, or introduce a chatbot on the homepage that helps answer simple questions that most visitors have after arriving at your homepage. Your objective is to retain the visitors to the website and guide them further into it.

2. Pricing Page

The pricing page of the website is one of the crucial elements of the conversion funnel. As you may realize, customers typically visit the pricing page when they have decided to make a purchase. If your pricing page is properly optimized, it is more likely to have a higher chance of converting customers.

Allow the visitors to modify pricing intervals (monthly, half-yearly, annual), describe the additional features associated with each price, or ask them to get a personalized quote by calling a toll-free number. These practices can help boost the number of conversions for your website.

3. Blog

Blogs are one of the most effective components of a digital marketing strategy. Apart from helping you build authority with thoughtful and informative content about your industry, a blog can help you with conversion rate optimization as well.

Proper placement of the call-to-action buttons within the blogs can help improve the conversion rate significantly. It is important to ensure that the CTA stands out from the rest of the blog content so that the readers can identify it as a clickable link. You can ask the readers to submit their email addresses in exchange for an industry report or a relevant e-book.

4. Landing Pages

While homepages and blogs can be a little ambiguous for visitors, landing pages are generally more straightforward. These pages make it very clear what would happen once the visitor performs a certain action on the page. Since they are usually designed for visitors to take action, quite naturally, such pages have the highest average conversion rate (23%).

With a well-structured landing page, you can improve your chances of conversion by refining visitor interaction. Also, there are plenty of ways to make a landing page more effective. While some use video marketing tactics to make the landing pages more actionable, some prefer to optimize it with preview content of a resource that has a better chance of encouraging visitors to perform the desired action.

Anything between 2% to 5% is considered a good conversion rate for a website. According to industry leaders, the average conversion rate of eCommerce websites is around 2.5% to 3%.

Conversion Rate Optimization Strategies 

If the conversion rate of your website is lower than the industry average or underperforming in relation to your conversion goals, you need to think of ways to boost conversions. Now that you have a basic understanding of conversion rate optimization, it will be easier for you to acknowledge the conversion rate optimization techniques that work.

1. Create text-based CTAs within blog posts

As mentioned before, call-to-action (CTA) buttons are one of the major components of a website that help increase conversions. It can be anything actionable, from a “download e-book” button to “share this post on social media.” When they are clearly written and easily accessible, they help improve the conversion rate of your website.

When it comes to writing blog posts, you should consider using text-based CTAs within the content. Blog posts typically have 3 CTAs – one at the bottom of the page, one in the introduction of the blog, and one as a pop-up when the visitor scrolls down the page.

To make the blog post CTAs more effective, you need to make sure that the CTAs can be identified within the content. Since you need to use text-based CTAs, do not forget to hyperlink them and make them fit the context while asking the visitor to take action.

2. Add lead flows to your blog

Lead flow, if you don’t know, refers to the steady flow of leads coming to a website. This is generally associated with a lead conversion path to turn website visitors into leads. You can boost your conversion rate by adding such lead flow to your blog.

Once you have a clear idea of your target audience and understand the behavior of the users, you need to map out the sales funnel. This should include the different stages of the customer journey. As soon as the leads start to flow, you need to implement campaigns to nurture those leads.

Ultimately, you need to route the leads to appropriate sales channels using relevant blog posts. Create different blogs that serve the various stages of a customer journey. Also, try to link the blogs with one another so that the readers are directed to the next blog that serves the next stage of the buyer’s journey.

3. Run tests on your landing page

Landing pages have the highest conversion rate among all the web pages on a site. However, if your landing pages take a significant amount of time to load, they may not be able to convert leads into loyal customers. So, you must test the loading speed of your landing pages and optimize them if the loading time is more than usual.

Moreover, you need to perform A/B testing on your landing pages to understand what is working and what is not. Check which type of headlines, layout, and CTAs are converting more leads, and replicate the formula for other landing pages, too. You may need to try a new type of CTA or change the format entirely if the tests suggest you do so.

You should also check the content offers. Ensure that those offers properly align with your target audience and whether they make sense for the page or not. Instead of putting generic offers, try adding tangible and compelling offers that seem relevant to the page they are on. That would help conversion optimization.

4. Help leads become MQLs

Not every lead that comes to your website meets the basic qualifications of a customer. You must have clear criteria for a marketing-qualified lead (MQL) who indicates interest in your brand’s offerings based on marketing efforts. If you can help your leads become MQLs, it will certainly boost the conversion rate of your website.

Usually, a lead becomes an MQL once they are vetted by the marketing team. Since the marketing team has several touchpoints with leads, they can identify the highest-quality leads, which are termed MQLs. Next, you need to understand what stage of the buyer’s journey they are in. This data will help your marketing team use a tailored approach to guide the leads down the proper conversion funnel.

To ensure that you get more MQLs, you need to create personalized content for each stage of the marketing and sales funnel. However, you should not filter all new leads straight to the top of your funnel. Clearly define stages and assign content guidelines and metrics to make out when a lead becomes an MQL. You also need to consistently provide added value through your content. Also, creating multiple omnichannel touchpoints improves your chances of turning leads into MQLs.

5. Build workflows to enable your team

Creating workflows for the processes and major requirements allows your team to automate your email campaigns, score leads, nurture them, move leads to the sales funnel, and more. If done correctly, this practice can also help increase conversions for your website. Start by ensuring that all the existing workflows are consistent and align with your company goals. If you are building a workflow, create a roadmap first.

You also need to build your workflows based on contact segmentation. The contacts need to enter workflows contextually. You have the option to set up your workflow criteria in various ways, but that typically depends on how they have engaged with your brand. It can be through CTA clicks, form submissions, email engagement, event registration, or others.

For optimum results, you need to set smart goals for your workflows once you have mapped them. Start by understanding what action you want the leads to take when they enroll in your workflow. Next, you need to test your workflows, review their performance, and conduct A/B testing to optimize the results. You also need to perform workflow audits to identify the ones that are not helping your conversion strategy.

6. Add messages to high-converting web pages

When you have several high-converting web pages on your site, you may want to look for ways to optimize their performance. And the right use of messages can help you do that. Ensure that all your high-converting landing pages follow consistent messages. This will send a clear message to your audience. You may add visual elements like images, videos, and infographics to your landing pages for better appeal, but for some websites, minimalist designs work the best.

You may also want to add quick solutions to your visitors so that they can take action promptly. Since you have already identified the pain points and problems faced by your target audience, it will be easier for you to talk about the solutions. Make sure to add a detailed description of what you are offering and highlight the major features of your products or services that separate them from their competitors.

Also, it will help your conversion rate optimization strategy if you hire an experienced copywriter for the copy of your high-converting web pages. Such professionals can help you create well-written content that aligns with your page’s intention perfectly. The message on your high-converting landing pages should be able to evoke emotions and deliver exactly what the visitors want. This will help you lead your visitors to the path of conversion.

7. Optimize high-performing blog posts

Even though blog posts are considered one of the essential marketing tools for businesses, keeping the audience interested in the blogs and then converting them can be a lot harder than you think. Once you have a clear idea about who your target audience is, you need to see whether your blogs match the user intent or not. Also, check if the blog posts offer the readers enough value.

To further optimize the high-performing blog posts, you should consider linking more relevant content to your blog posts. Encourage them to click on the product links or download content mentioned on the blogs. Also, add internal links to help the visitors find more useful blog posts on your website.

Apart from the product links and downloadable content, you may also offer previews and trial versions of your service or product. It is easier to convert the readers when they can see what they are getting. Also, these elements help establish trust among your visitors. And most importantly, make sure your blogs have catchy headlines, short and simple paragraphs, insightful data, and engaging design elements.

8. Leverage retargeting to re-engage website visitors

While optimizing every blog post of yours can help your CRO strategy, you also need to ensure that your regular visitors are converted into customers. It is comparatively easier to get your regular audience back to the website and convert them rather than attracting new subscribers. This is why you need to focus on remarketing and retargeting as a part of your conversion rate optimization strategy.

Retargeting allows you to bring your audience back to your products, blogs, and landing pages. You may have already experienced the retargeting feature for eCommerce websites. Once you visit such a website, you start getting their ads on every platform, isn’t it? That is because those sites run a retargeting campaign to remarket their offers to the visitors. You should also do the same to boost conversions on your website.

The purpose of retargeting is to help you bring back potential customers who may have otherwise forgotten about your product or service after their initial visit. You can use personalized email campaigns to re-engage visitors. This also helps you reduce customer churn rate. Moreover, displaying targeted ads to individuals who have already shown interest in your products or services can help you create a more engaging advertising experience, leading to increased customer loyalty.

Tips: How to Improve Conversion Rate Optimization

Now that you are aware of the most effective strategies for conversion rate optimization, it is going to be easier for you to prepare a plan of action. However, it is important to understand that the strategies need to align with your marketing goals. If you run an eCommerce business that sells fashion accessories, following the same strategy as a large enterprise that has an established customer base won’t give you results. Instead, you should focus on what your business has to offer and choose a conversion optimization strategy accordingly.

Here are some conversion rate optimization tips that you may find useful.

Create compelling CTAs and place them at optimal points

Call-to-action buttons are the most crucial element on any site because they ultimately lead the customer towards the purchase. So, when it comes to getting more conversions, well-written and well-placed CTAs matter a lot.

Additionally, with mobile optimization gaining more significance with mobile-first indexing, it is essential to remember that CTA design needs to keep mobile at its core, or else you might end up losing your potential customers coming through mobile devices. When you’re optimizing CTA for mobile, it makes sense to keep the CTA in the first visible fold of the page or provide directional cues to take the visitor to the CTA button where he can easily identify it and take the necessary action.

Enhance user journey by placing visual content on landing pages

A video on a landing page can increase conversion by 80%. So, when you are focusing on increasing your conversions, you must pay attention to including visual content.

Since the attention span of the people is not greater than 8 seconds, it is almost impossible to hook them without using visuals.

Ensure coherence between your ads and landing pages

For your landing page to boost your conversion rates and sales, there must be relevance between the ad/other content that brings the user to that page. Without a coherence between these two elements, your landing page won’t help you achieve your goals.

This uniformity should be kept in terms of both the design as well as the content. For the design aspect, make sure to keep a uniform color palette. For the content part, ensure that there is a sequential move from the point of origin to the landing page.

Top Conversion Rate Optimization Tools You Should Start Using

When it comes to conversion optimization, there are plenty of online tools that can help you achieve your goals. The conversion rate optimization (CRO) tools help you gather data regarding your website and the visitors. You can use that data to better understand how people use your website and identify necessary changes that would help you get more conversions. Based on their functions, these CRO tools can be divided into three major categories:

Web Analytics Tools

The web analytics tools give you a clear picture of what is going on with your website. You get numerical and quantitative data about your site and visitors, including key performance indicators (KPIs) like bounce rate, time spent on a page, and session duration.

• Google Analytics:

This is one of the most popular, free-to-use analytics tools that businesses use to get valuable insights about their websites. It automatically collects website data and generates reports in Google Docs and Sheets, focusing on metrics like internal site searches, bounce rates, and others. You also get the option to create personalized reports using your preferred metrics and parameters.

Google Analytics lets you track existing website traffic, its patterns, its sources, and goal conversion rates in real-time. The tool also allows you to keep track of common metrics like which page has the highest bounce rate, session durations, where the visitors exit, and more.

While the free app is good for small businesses, you may want to consider upgrading to Google Analytics 360 if your website registers more than 10 million visits a month.

• Adobe Analytics:

This one also helps you track real-time marketing data across various channels, including websites, apps, kiosks, email marketing, and more. It helps you evaluate user flow, track KPIs, and, most importantly, monitor conversion rates. Also, the visually appealing and comprehensive reports make this tool a popular choice for businesses.

One of the major highlights of this tool is that it allows you to mix, match, and analyze information from any digital point in the buyer’s journey. You get to improve the customer experience of your website by leveraging the in-depth analysis, predictive intelligence, and versatile reporting of the tool.

• Heap:

This one also helps you monitor your conversion optimization efforts, allowing you to improve your strategy for better results. You get a clear idea of your customer’s digital journeys with this tool, enabling you to improve your conversion strategy, retention, and customer delight.

A lot of businesses prefer Heap over Google Analytics because it offers a better analysis of user journeys. You also get to track common metrics like page views, form analytics, and sessions with this tool. It further allows you to automatically capture user interactions in both apps and websites.

User Behavior Analytics Tools

As the name suggests, these tools help you get a better understanding of what the website visitors (users) want. Unless you know what your audience wants, you won’t be able to prepare a conversion optimization strategy for them. These tools collect data regarding how visitors use your website and behave in a certain manner.

• Hotjar:

You can measure and track user behavior and feedback using this tool. This CRO tool helps businesses improve the user experience of their websites while aiding their conversion efforts. This tool comes with features like heat maps and session recordings that allow businesses to identify the pain points of customers when they visit their sites.

It also offers feedback tools like feedback widgets and on-site surveys, which give voice to the customers. You can use these features to learn from the users themselves what they like about the website and what they do not. The funnels feature of this tool lets you identify where in the conversion funnel the user drops off and why.

• FullStory:

Businesses use this tool to measure the digital interactions a user performs across various channels. This allows them to boost the user experience on the websites and improve conversions. You get features like heat maps, bug detection and tracking, and session recordings, which you can use to identify the areas that need work and improve user behavior by making necessary changes.

Unlike other tools that rely on screen grabs or recordings for session replay, FullStory offers high-fidelity recreation of the session users have. It is specifically designed for mobile. You can use this tool to get a clear idea about your user experience while keeping the privacy of the users safe. Even though it has a free plan, businesses prefer the paid plans for the availability of better features.

• Crazy Egg:

This behavior analysis tool also allows businesses to record the complete user session and get a better understanding of how users behave on their websites. You can use this tool to investigate visual data and test changes made to the website. Crazy Egg also offers useful features like heat maps, overlay maps, and confetti.

The data visualization feature of this tool allows you to easily understand which sections of a web page are getting the most attention and which parts are being ignored by the users. You can even run split tests on your pages to see which ones are performing better than the rest. With this tool, you can easily understand how your users are interacting with your website.

CRO Testing Tools

As mentioned before, you need to keep on testing the changes made on your website to understand which version is driving more conversions. Once you know what improvements you want to make, you can take advantage of these CRO testing tools to compare and measure changes.

• Google Optimize:

If you are using Google Analytics as a part of your CRO strategy, you should consider using this tool as well to compare and measure changes on your website. This experiment and testing platform integrates seamlessly with Google Analytics since they both are owned by Google. Businesses use this tool to evaluate the most complex changes on their websites.

This tool is capable of handling the experiments on the server side for the testing of dynamic changes on the website. You can create and set goals and objectives, track performance, specify variants, and do much more using this CRO testing tool. You can perform A/B testing, multivariate testing (MVT), and split testing of different versions of web pages.

• Optimizely:

This digital experience platform lets you develop content and conduct tests and experiments to help improve conversions. Apart from helping you manage your content, this tool allows you to run tests at scale, validate new features, and refine customer interactions. You can also take advantage of the built-in tools of Optimizely to grow your eCommerce business.

This tool is specially designed for high-traffic sites. However, it works perfectly fine on low-traffic sites as well. You can use this tool to perform split and multi-page testing. In other words, you can run a variety of experiments based on cookies, location, and other parameters on the same page in real-time.

• CRO Checker:

You can use this free resource to gain useful insights into how your website is performing. Such data would allow you to understand the potential reason why your conversion rates are low. You can test your site with this tool and detect potential areas that require improvements.

It is easy to use and only requires you to enter your website URL to get all the insights. You can also perform A/B testing with this tool and use popups as a lead magnet and conversion tool. Moreover, you can track and record user videos to see how the visitors engage on your website.

Apart from these three major categories, several other CRO tools can help you improve your conversion rate. Popups and overlays, live chat tools, and conversion funnel analyzer tools are some of those variants that you may find useful.

Closing thoughts

Conversion rates are a direct measurement of your site’s success. To enhance this value, make sure to put down the above points in your 2023 checklist.

FAQs

Table of Contents

• Why B2B Businesses Should Focus On Videos For
  Marketing
• What Makes A Marketing Video Great
• Top Types Of Marketing Videos (And How To Get Them
  Right)
  • Repurposed Video
  • Live Video
  • Replay Video
  • Brand Video
  • Educational/Tutorial Video
  • Product Video
  • Testimonial Video
  • Video Case Study
  • Explainer Video
  • Expert Interviews
• Conclusion

Why B2B Businesses Should Focus On Videos For Marketing

There was a time when it was easy to distinguish the practices that worked for B2B businesses and those that drove results for B2C businesses.

However, these days, that line is a little blurred, and for good reason. While some may consider that B2B purchase decisions are more “logical”, the truth is that they are still taken by individuals. Thus, the marketing you do needs to communicate with the right individuals or decision-makers. 

In order to effectively communicate with them, you must capture their attention and video has emerged as one of the most engaging forms of content on the web. That’s perhaps why surveys reveal that:

• 81% of businesses use video marketing
• Nearly all surveyed businesses increased their marketing budgets in 2020
• Online users watch an average of 1.5 hours of video content every day

Let’s look at how marketing videos help B2B businesses:

Why B2B Businesses Should Focus On Videos For Marketing

A majority of B2B researchers these days are from the millennial generation and as mentioned earlier, they love watching videos. 

A big misconception around using videos for B2B marketing is that prospects only watch videos when they are in the “awareness” stage of their buyer’s journey. However, surveys reveal that 70% of B2B decision-makers and researchers watch videos throughout their buyer’s journey.

The popularity of video, however, is not the only reason you should consider investing in video marketing for your B2B business. B2B marketing campaigns are enjoying more success than ever before.

The reason, besides the popularity of the video format, is data. With marketing videos, marketing teams now have access to granular consumer behavior data that wasn’t available before. 

From tracking the watch time of videos down to the last second to tracking instances where consumers rewatch a video or a section of a video, marketers can reveal insights that can be used to improve engagement and conversion rates.

Videos in emails are known to improve open and click-through rates. In the case of search engines, video results are displayed on top of all the organic results.

All in all, the benefits of using video for B2B marketing are simply too significant to be overlooked.

With that said, producing result-focused marketing videos is no joke. In fact, producing a video that engages and inspires viewers to take action or interact with your business is the most pressing challenge associated with video marketing. 

So how can you start producing marketing videos that delight your prospects? Let’s find out:

What Makes A Marketing Video Great

With 80% of businesses producing video marketing content, some videos are bound to perform better than others. Let’s look at the common elements present in the videos that perform well:

• Entertaining: Entertaining your audience is perhaps the easiest way to grab their attention. You may have heard the phrase that “good marketing does not feel like marketing”. This applies best to producing marketing videos for any business. 

With entertaining videos, you can create a marketing experience that cares about more than just making sales. You can show your target audience that your brand is one that they can relate to, one that understands their struggles, pain points, and maybe even their humor. 

• Educational: If you aren’t entertaining your audience, then you can add value in the form of education. This doesn’t mean your educational videos cannot be interesting or entertaining.

However, you must pay special attention to adding value. Make sure you are making videos educating viewers about the subjects that your audience cares about or struggles with. At the same time, don’t forget topics that are directly relevant to your products and/or services.

• Short: B2B marketing communication usually targets business decision-makers and individuals in decision-making positions in a business usually have a lot on their plate. They usually don’t have the time or the attention span needed to watch a 20-minute video, even if it isn’t a marketing video.

Most current video marketers understand that. Over 75% of B2B marketing videos produced in 2018 were less than 2 minutes long. It is safe to assume that this percentage has grown since. Keeping most of your videos shorter than the 2-minute mark is a good thumb rule, to begin with.

• Shared On The Correct Distribution Channels: This quality actually has dual meanings. One, the length and nature of your video need to be aligned with the platform where it is shared. A video developed for a landing page may not be suitable to be shared with your Instagram audience. Similarly, one meant for YouTube may not resonate with your audience on LinkedIn.

The other aspect of distribution is that the targeting of your videos will influence the choice of distribution channel. Meaning, if you are creating a video that talks about a case study of how one of your customers achieved success because of you, it may not perform that well on YouTube. Since that channel is mainly used to attract top-of-the-funnel prospects. 

In this case, the correct channel to distribute the video may be your email marketing list, where consideration stage prospects are present. Alternatively, you can also use the video to retarget a certain type of website visitor with social media ads. 

• Storytelling: An element of storytelling is extremely important if you want to create engaging videos. Humans love stories, they help them relate to the situations and instances being shown in a video. 

Stories also help you bring more coherence to your ideas and connect your product or service with your prospects’ real-life struggles.

• Support Of Other Content Formats: If you are launching a video marketing campaign, make sure it doesn’t simply create one or even a single set of interconnected videos. While most of your prospects may prefer videos, not all of them do. 

Moreover, it is also not necessary that all prospects that know about your brand and may find the video relevant will visit the platform where it is shared. That’s why it is important to use other content assets such as email blasts, social media posts, and website blog posts to make sure your marketing video gets the attention it deserves.

Another common and incredibly popular way to produce engaging videos is to repurpose other successful content pieces into videos. Since not all marketing videos are like this, this idea was not included in the above list. 

Nonetheless, repurposing content works surprisingly well. This is primarily because the popularity of the content piece is already proven. By converting it into a video, you are making it more accessible to the part of your audience that doesn’t like reading content but won’t mind watching a video.

Now that we have understood the elements of a winning B2B marketing video, let’s look at the types of marketing videos that you can share with your audience.

Top Types Of Marketing Videos (And How To Get Them Right)

In this section, we will explore all the types of marketing videos that are relevant to a B2B business. We will also be discussing the elements that make those videos engaging and attractive and will also discuss examples that have achieved success for their creators.

Without further delay, let’s jump right into it:

Repurposed Video

We have already discussed this type of video and why it works. What you need to make your repurposed video work is:

• To understand what made the original piece of content and focus the video around that point.
• Add more value in terms of actionable information. Add something that was not mentioned in the original piece of content.
• Choose the right distribution channel. Just because a blog post on your website performed well, it doesn’t necessarily mean that the video will too. Think about the channels that drove traffic to the blog post and share the video on those channels.
• If you are sharing your repurposed video on multiple channels (which is strongly recommended), make sure you are editing the video to suit the content guidelines of that platform. For instance, if you are sharing a long-form video on YouTube and LinkedIn, and also want to share that content on Instagram, make sure you are also creating a short version fit for Instagram Reels or IGTV videos.

Example: HootSuite’s Holiday Mean Tweets

The trend of celebrities reading out mean tweets about themselves got a lot of traction back in 2017. Hootsuite saw this as an opportunity and decided to repurpose their user-generated content on Twitter in the form of a video. The clever part was, Hootsuite timed their ‘mean tweet’ video at the time of an update. The update addressed all the issues users pointed out with Hootsuite in their tweets.

To date, the video has garnered over 150,000 unique views on Facebook.

Source

Live Video

Live videos are often used by social media influencers to interact with their audience and it has emerged as a surprisingly successful way to do that. However, live videos work a little differently in the case of B2B businesses. Since most B2B business followers are business decision-makers, a regular live video simply talking to your followers will feel like a waste of time.

That’s why live webinars have emerged as popular marketing tools. In fact, “webinar marketing” is now being viewed as a separate marketing discipline by a lot of marketing experts. Live webinars can be used to create hype around your products and services while delivering real value to your audiences. If you are thinking of hosting a live webinar, make sure you keep these tips in mind:

• Keep the agenda of the webinar extremely relevant to your business core competency and your audience’s pain points. In fact, I strongly recommend using your webinars to address the most pressing and common pain points faced by your audience.
• Unlike a regular live video, a B2B webinar needs to be approached as a planned event. This means it needs to be supported with other marketing activities to ensure attendance. 
• Plan out the entire live event before it starts, down to the last minute. Sure, things may not go entirely as you have planned but having a plan will ensure you don’t go off-track at any point during the webinar.
• Make sure you are delivering actionable value. Your audience will take out time of their busy schedules to attend your online event. Make sure they don’t walk away feeling like they have wasted their time.

Alternative ideas for live videos are to live stream an industry event that you may be attending or host or stream a live video of a new product launch.

Replay Video

If you are hosting a live online event, there is a good chance that a significant percentage of your audience will not be able to attend it in real-time. That shouldn’t necessarily mean that they cannot watch the valuable content you meant to share with them.

To ensure this, make sure you are recording your own live stream every single time. After the event, all it would take is to edit the video a little bit and you will have a finished video, filled with valuable content, that you can share with your audience.

The best part is, you can even use the replay video as gated content. If your content is valuable enough, you can ask interested viewers to opt-in with their email addresses before viewing the video.

Example: Webinar Replay- Growing A Patreon Community

Hosted by Steve Dotto, who is the producer of one of Canada’s longest-running technology TV shows, the live webinar about growing a Patreon community had several value bombs. That’s perhaps why even the replay video has amassed over 34,000 views on YouTube.

Brand Video

From the perspective of a B2C customer, understanding the brand that they are purchasing from is not a high-priority matter. In most cases, B2C customers only care about the product and how well it does what it promises to do. 

Things are, however, a little different in the case of B2B businesses. Most B2B businesses tend to look for long-term partnerships with their prospects, and for good reason. Besides establishing a predictable revenue stream, it gives them time to prove the effectiveness of their product or service. 

However, establishing such a long-term partnership means customers will want to know about the brand they are partnering with. They would want to understand how things work at their (potential) partner organisation and how it is structured. This is where a good brand video becomes relevant. 

There is no right or wrong way to create a brand video. The only guideline is, your brand video should be aligned with the brand personality that you want to forge.

Examples: I Like It When He Gives Me The Business:

This Zendesk video is perhaps the most popular example of a brand video. Unlike traditional and boring brand videos, this one uses humor to introduce the brand. The difference may not seem like a big one but it has helped the Zendesk video get over 150,000 views on YouTube.

On the contrary, Salesforce has created a lighthearted, semi-animated video introducing their popular brand. The video focuses on the capabilities of Salesforce and how it enables its customers. This video has over 250,000 views on YouTube.

Educational/Tutorial Video

Providing customers with value in the form of knowledge gained from your own experience is the backbone of content marketing, and it works beautifully well in the case of B2B videos. 

To make sure your educational video content is as popular as the examples that follow, keep these tips in mind:

• Make sure you are choosing a topic that your audience cares about.
• Whatever subject you have promised to cover in your video, make sure you are covering it in its entirety. 
• Make sure you are simplifying complex concepts for your audience. At the same time, keep their existing level of expertise in mind and don’t oversimplify.
• Keep your tutorials short. If a concept or subject requires a lengthy explanation, break it down into bite-sized videos. This practice is called microlearning and it has been psychologically proven to improve retention in learners.

Example: Moz Whiteboard Fridays

Moz Whiteboard Fridays is an SEO training series that was originally hosted by SEO superstar Rand Fishkin. The course is about a complex and vast subject but Rand breaks down his lessons into quick 6-7 minute videos focused on a single aspect of SEO. This particular video has over 54,000 views. For a weekly video series, that’s a superb number.

Product Video

Producing videos that promote products is an age-old aspect of marketing. Almost every television advert that you have ever seen is actually a product video.

However, all those “ads” or “product videos” are usually hardcore promotional. Meaning, they rely on making the product in focus attractive with the hopes of generating interest and ultimately, sales.

But business decisions are usually more logical. They are rarely influenced by how “cool” a product video seems. That’s why B2B businesses need to approach their product videos a little differently.

B2B businesses must use their videos to show how their product or service solves the pressing problems of their customers. 

Example: SurveyMonkey

One of the best examples of such a product demo video is SurveyMonkey.

While the video is a little unconventional since it is over two minutes long, it does a great job of showing SurveyMonkey in action. The best thing about this video (in my opinion) is that it doesn’t miss out on mentioning any of the important features of SurveyMonkey.

Source

Testimonial Video

Using social proof to support credibility and boost perceived dependability is a well-known marketing tactic. One of the most common ways to offer prospects social proof is in the form of testimonials. The reason testimonials are so popular among brands is simple- they are cheap, they get the job done, and they are easy to collect. 

Surprisingly, video testimonials are more impactful than regular testimonials because they are not easy to collect. 

Think about it, asking a customer to write a 50-word positive review is much easier than asking them to take out time to sit in front of a camera and answer questions about your brand or product.

However, this added challenge also goes to show that every customer that has appeared in a testimonial video is so delighted with your product or service (or both) that they are willing to go through the trouble of helping you create a testimonial video.

This is why testimonial videos inspire great confidence among prospects and work incredibly well at boosting conversions.

The best part is, your testimonial videos can be as professional as you want them to be. In fact, in many cases, testimonials recorded by customers using the front cameras of their phones look much more authentic than professionally created videos.

With that said, professionally created video testimonials have their own advantages. Besides offering excellent cinematography, professionally done video testimonials allow for strategic scripting of the video.

Example: On-Demand Advisors

Using a script is a great way to ensure that your video testimonial is focused on the important aspects of your product or service. The following is a great example of the same:

Source

This testimonial is great not just because it is beautifully made, but also because it goes into specific details about how ICUC was able to benefit from the services offered by On Demand Advisors. The video gives specific numbers that show the improvement brought about by On Demand Advisors (“we went from 15 leads a month to 300 leads a month”).

Video Case Study

Case studies are high-impact content, even when they are not presented in the form of a video. However, the video format can seriously boost the marketing potential of showing off how you have made the lives of your existing clients a delight. 

Example: SalesForce

One of the best case study videos I have personally watched is by SalesForce. The one thing that I especially love about this video is that it hardly ever mentions Salesforce. The entire video is about Barclays, a client of Salesforce, and how they are using CRM to do better business.

Source

Salesforce’s approach for this video resulted in the video going viral. As you can see, it has amassed over 48,000 views.

Explainer Video

Explainer videos do exactly what the name suggests, they explain what your business does. Such videos may seem very similar to product demos but actually follow quite a different approach.

While product demos are about your products and their features, most explainer videos are about the benefits of your product or service and the advantages that your customers enjoy as a result of those benefits. 

Explainer videos are especially relevant in the case of B2B businesses that are solving complex problems.

Example: Frrole

Social media marketing has become a necessity for businesses that are looking for online success. Social media intelligence is one of the most important but least-known sources of data that businesses can use to their advantage. 

Frrole tells businesses about their audience in innovative ways. While the concept is a little difficult to put into words, this video does an excellent job of explaining what Frrole does:

Source

Expert Interviews

Expert interviews are an excellent way to educate your audience, establish your brand as an industry authority, and educate your audience.

B2B brands can interview subject matter experts and industry leaders in their own companies or conduct interviews with influential personalities in their industry. 

There are a few things that make expert interviews great and attractive to audiences. While the choice of the expert that you are interviewing has an obvious influence over the popularity of your video, others like keeping the tone conversational and using open-ended questions. 

Controversy also works well in the favor of expert interviews. There are two ways you can introduce the element of controversy to your expert interviews. You can either ask controversial questions or you can choose to interview a popular personality whose views don’t align with your own (or your brands’).

Conclusion

There you have it, the process and the elements that you need to create a winning B2B video. Choose the type of video you are making based on the availability of resources, expertise, and of course, your budget. I hope that the examples shared in this article will give you the right inspiration to create your own conversion-focused B2B videos.

FAQs