How are Top Companies Enhancing User Experience?

Before the pandemic disrupted our ability to freely travel, a term was rising to prominence called the “experience economy.”

Millennials led the surge in demand for more experience-based purchases and less material things.

Some wonder if the experience economy as we knew it in 2019 will ever fully recover. It no doubt will eventually, but for now, there are other types of experience that matter too.

Like everything else, the things people seek, expect, and crave as consumers don’t suddenly disappear when they get to work at their B2B office.

Your business buyers are the same people they were in the morning as they scroll Reddit while drinking their coffee.

The lines were already blurring between B2B and B2C marketing before the pandemic. Now with people working remotely, they keep blending.

Hence, the need to enhance user experience.

In fact, experience matters much more for B2B.

You’re competing in crowded markets. Differentiating yourself by price point isn’t smart. It’s not effective either because 86% of buyers say they’re willing to pay more for the same product if one includes a better experience.

How to Improve User Experience on Your Website: 8 Important Factors

With all business happening virtually, the experience you provide via your website and customer service is your best chance for earning loyal customers. Here’s what an awesome user experience should look like on a B2B site.

1. Mobile-First Browsing

2. Personalized Content Recommendations

3. Endless Content Streams

4. Minimalist Forms

5. Custom Pricing and Offers

6. Seamless Navigation

7. Straightforward Buttons

8. Interactive Design

How to Enhance User Experience with Inspiration from Top Companies

Some of the examples below are consumer brands but that’s irrelevant where experience is concerned. Everyone wants a seamless and interactive website – even if they don’t realize it.

Roku

Unsure how to improve the user experience on your website? Trim it down. Keep things simple.

Roku gets it.

Roku’s site has all the features you could possibly need but it’s so streamlined you don’t even realize it.

On each channel page, Roku includes large interactive buttons. Each button clearly describes exactly what it does. There’s no confusion.

Here’s the best part. The Install button starts purple and white like the rest of the Roku buttons.

When you click it, however, the button switches to red and gray, and the text changes to Installed.  

Graphical user interface, application, Teams  Description automatically generated

Roku

It’s so simple but it makes browsing the channel store and installing channels to your TV so smooth.

Speaking of the channel store, we can clearly see right away which channels are already installed thanks to the red and purple buttons.

Roku

Plus, the two menus make it effortless to find what you need.

The top menu describes basic functions while the second menu categorizes the available channels, allowing you to scroll as you browse categories.

Channel descriptions are concise, photos are large, and there’s absolutely nothing you don’t need clouding the page.

Gmail

Google is no stranger to awesome user experiences.

A few months ago, Gmail added a feature that alerts you if you attempt to send an email with “please see attachment” in the copy but forgot to upload any attachments.

Gmail also lets you set up a timer so you can unsend emails up to 30 seconds after you’ve sent them.

It doesn’t stop there though. Opening your Gmail settings leads to a ton of personalization and customization options:

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Gmail

Gmail also takes it upon itself to organize your inbox with primary, social, and promotional tabs. Within the promo tab, Gmail even prioritizes which emails it thinks you’d like to see first.

Gmail

KWFinder

KWFinder is an SEO and keyword research tool.

Like all awesome design, KWFinder’s homepage is simplistic and interactive with only a handful of menu items and the primary function smack in the center:

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KWFinder

There’s minimal copy as to not distract you and a little explainer under the main search input. Plus, the CTA button is bright green to make sure it stands out from the rest of the red imagery on the page.

Once you search, KWFinder opens an interactive experience.

Despite the screen being loaded with varying stats and information, it’s still easy to scan and find what you need.

KWFinder

Different difficulty ratings are color-coded since that’s one of the most important stats.

Everything is where you expect it to be and again, the CTA button to search another keyword is bright green to stand out.

Amazon

Finally, we can’t talk about enhancing user experience without mentioning Amazon and their industry-leading personalization.

Plus, 69% of B2Bs say they expect an Amazon-like shopping experience from your website.

Amazon knows their personalized recommendations drive most of their revenue.

That’s why they include personalized recommendations for products people often rebuy:

Graphical user interface, website  Description automatically generated

Amazon

One issue with Amazon’s experience is the menu. Rather, the three menus.

Their main menu is extremely convoluted once you start opening the dropdown tabs.

Amazon

Notice along the left side of the screen there’s a hamburger menu that opens random generic tabs.

Amazon

Finally, along the right side of the screen, above the main menu, there’s another menu to manage your orders and account details.

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Amazon

Even that menu opens to two full menus along with a widget with personalized recommendations!

Maybe Amazon is following the common in-store strategy of making the shopping experience overwhelming and confusing so you stay on the page longer. There’s no way they don’t have an entire team constantly enhancing their website experience.

Your All-in-One Tool to Enhance User Experience

You really don’t need to pay for five different martech tools to create the personalized experience your website visitors deserve. One AI-powered tool delivers eight different features you can customize to suit your unique brand and audience. 

Hushly helps B2B companies enhance user experience across their websites with AI-driven personalization tools like content recommendations, ABM campaign pages, smart micro-forms, self-nurturing content feeds, and much more.

Our platform is user-friendly (because we know experience is important), straightforward, and templatized to make your job seamless.

See why so many businesses trust Hushly to engage their audience and improve the user experience for customers across their website.

Why Content Marketing for Financial Services is Mandatory

The finance world is evolving before our eyes.

In February 2020 just before COVID-19 went global, Deloitte predicted that traditional banks and finance institutions would face an unprecedented wave of disruption over the next ten years.

We already knew it was coming with the rise of consumer fintech like Robinhood, Venmo, and Chime.

Then the pandemic struck, and brick-and-mortar banks closed their doors.

Most debated whether they should reopen their storefronts at all. Others still debate whether they should pivot their physical locations to business hubs and coworking spaces.

Consumers had years to adapt to digital banking and payments before the pandemic. B2B companies, meanwhile, struggled to adapt to life 100% online. Many even found themselves as victims of fraud due to poor digital finance experience.

Financial service B2B companies have their work cut out for them educating buyers and establishing trust.

Financial digital transformation is scary for companies who don’t deal with tech daily or have already gotten burned. That’s why content marketing for financial services is absolutely vital for positioning yourself as a trustworthy and friendly solution.

Why is Content Marketing for Financial Services Essential?

Would you trust someone you just met to control your finances? Of course not.

Well, without content marketing for financial services, your potential customers don’t even have a meeting to base their trust – just a logo and name!

Content marketing familiarizes people with your brand. Over time, with the right kind of content, you can build trust among the right customers to partner with your brand.

Content Marketing Can Generate Demand for Financial Services

Lots of non-tech B2Bs won’t understand exactly what you do, much less why they need your service.

Content marketing lets you explain your solution to them in such a way that they feel like they came up with the answer on their own. The trick is to understand your audience segments and their organizations.

Content Marketing Helps Establish Trust in Your Financial Services

Once someone decides they need the product you offer, you still have to convince them you’re the one they should trust to provide it.

If you’re a new company or unknown to them, content marketing for financial services is vital.

Luckily, the average buyer consumes 13 pieces of content during their journey so take advantage of that to demonstrate your knowledge, expertise, and transparency – not promoting products.

Content Marketing Helps You Connect with Customers Emotionally

Financial marketing content is typically extremely dry and technical. Who said it has to be?

You can keep it professional while adding emotion to your content – and you absolutely should.

B2B buyers are humans too. Friendly, warm, welcoming, and conversational content can really set your brand apart from others, especially videos and blogs.

Consistent Content Can Boost Your Search Rankings for Competitive Keywords

Publishing comprehensive content regularly gives Google’s bots more information to scan. The bots gradually learn more about your site, expertise, and where you deserve to rank.

Eventually, you can prove your worth for those high-volume keywords everyone in your industry wants.

HubSpot recommends publishing three to five original (and high-quality) blogs each week for optimal SEO.

HubSpot

Content Marketing for Financial Services Generates Leads

Content is technically a form of inbound marketing. The more content you publish, the more chances you get to reach prospects and convince them to sign up for your lists or contact your sales team.

Quality Content Lets Leads Self-Nurture on Your Site

Thanks to AI-driven personalization engines, financial service leads can self-nurture as they browse your content. A lead might arrive at your site in awareness and gradually nurture themselves into consideration via your eBooks, whitepapers, and videos.

Regular Content Engages Your Social Media Audience

Publishing content on your website – be it blogs, eBooks, podcasts, video, or infographics – gives you a reason to post on social media.

You can even repurpose blogs into social media infographics or clip videos for social sharing. Once you publish a high-quality blog, it’s extremely versatile to adapt across different platforms.

It’s Cost-Effective and Sustainable Long-Term

While PPC certainly has a role to play, that doesn’t make it any less costly. Content marketing lets you play the long game while delivering instant results too.

A one-time investment in a single blog post can produce thousands of visits to your site for years to come. The more content you publish, the more you boost your reach as you carve out your little space on the web.

4 Important Content Marketing Strategies for Financial Services

These are the most important high-level content marketing strategies for financial services. These strategies below will help you explain who you are, why you’re trustworthy, and what you can do.

1. Thought Leadership

Thought leadership content is critical for financial services because it shows customers that you’re prepared to manage future issues.

88% of decision-makers say thought leadership sways their perception of a company but only 17% say the content they read is good.

Leadership at other companies want to know your leadership style so they can decide if you’re a safe partner for years to come.

2. Multimedia

Video, podcasts, and especially infographics are all must-haves for educating your audience.

3. Personalized Feeds and Hubs

You never know which account is visiting your site and what’s on their mind. AI can’t read minds but with intent data, behavioral data, and quality content, it can come pretty close.

Personalized content hubs use similar algorithms to Netflix to personalize based on industry, account, pain point, and more.

4. Buyer Enablement

Stakeholders want you to make their job easier with useful content. If you can, you’ll close larger deals with less stress for them.

Personalize Your Financial Services Content Marketing with the Right Tech

The right technology is vital to every content marketing strategy. On one hand, your technology shows customers that you’re on top of the latest advancements and capabilities to improve their experience and security.

Technology also helps you get the right content in front of the right people at the right time. It makes your job as a marketer that much easier and more effective.

Learn how Tipalti improved lead conversions by 597% and lead quality by 79% with Hushly’s content engagement tools.

9 Vital Tips for Marketing Financial Content Online

No industry is riper for disruption than financial services – especially B2B financial services.

Despite the surge in automation and technology everywhere else, most B2B’s payments and processing still rely on outdated systems and methods.

Deloitte points out that COVID-19 served as a catalyst for digital transformation:

Deloitte

Researchers at Deloitte also predict that the biggest disruption in global banking is yet to come.

Even among consumer startups, fintech has only recently started gaining considerable traction – mostly by targeting pain points and demographics traditional financial institutions ignore.

Consumer fintech startups like Robinhood and Chime also understand the importance of educating their audience through content.

Their websites are filled with well-organized, plain-spoken, and digestible FAQs for not just using their services, but learning how to invest and manage money effectively.

Chime has their target market nailed down pat:

Chime

It’s smart to follow their lead in marketing your financial content for B2Bs.

How to Create and Market Financial Content Online

Your financial content marketing’s success depends on a few key factors:

  • Positioning your solution as more secure than traditional methods
  • Identifying pain points, especially issues your buyers might not even be aware of
  • Educating audiences about your industry and expertise
  • Getting your content in the right place at the right time

Use the steps below as they apply to your company and audience to create and market financial content effectively.

1. Create Detailed Buyer Personas

You must understand who you’re creating each piece of content for if you want it to resonate with anyone. Otherwise, it will be too generic to interest anyone.

Detail matters tremendously for marketing financial content. Each business faces unique challenges in their digital transformation where finance is concerned.

Aside from the usual firmographic details, answer questions like:

  • How will their revenue change over the next five or ten years?
  • What payment systems do their clients use?
  • What is their biggest financial security risk?
  • Which obstacles are holding back their digital transformation?

2. Set Up News Alerts for Relevant Pain Points

See why detailed personas are so important now? Once you map the pain points for each persona, put yourself in their mind.

Run a Google News search for each persona’s top pain points and set up alerts:

Google

When you create content, you’ll know exactly what they’ve already read, and you’ll have endless ideas for adding nuance to current events.

3. Map Your Financial Content for Each Stage

Much of your content’s job involves generating demand and building brand recognition so people can trust you. You’ll need to carefully consider what content formats are best for each persona at each stage.

Infographics, webinars, on-demand tutorials, expert interviews, whitepapers, case studies, calculators – work engaging content into each part.

4. Use Financial Content Marketing to Educate

Robinhood has an extensive library of digestible evergreen content to educate new investors:

Robinhood

Like Robinhood, your job is to make complex ideas easy to understand.

Keep in mind that many stakeholders don’t have extensive finance backgrounds. Write in their language and explain terms or concepts as needed. Infographics, GIFs, and short animated explainer videos are useful for this.

5. Show that You’re the Future via Thought Leadership

Thought leadership content shows why you’re a trustworthy authority on the topic.

It’s not about always having a unique take on things either.

Imagine someone finds your thought leadership blog and scrolls back through the years. Are you confident that your opinions and ideas held up? Were you too bold and risky? Or did you neglect to consider the full picture?

Those are the things target accounts – especially enterprises – will look for as they debate doing business with you. They plan for years and decades so they need to trust that your business leadership can hold up too.

6. Commission Original Research to Promote in Places Like Yahoo Finance

Like thought leadership, original research shows that you’re tapped into the heart of finance and your audience. It shows you’re committed to learning, understanding, and figuring things out as they come.

Plus, original research is a goldmine for backlinks to the stats.

Make sure to publish press releases or news articles for each piece of research and submit them to relevant places like Yahoo Finance.

7. Connect with Influencers to Market Your Financial Content

Influencers have already established trust in your target markets, so they provide the perfect places to market your financial content.

Always analyze each influencer’s followers to make sure the firmographics match those of your personas.

Likewise, thoroughly vet each influencer’s background. You can’t predict their future behavior, but you can make sure the credentials and experience in their bio are correct.

8. Get Your Content on Google News and RSS Feeds

Applying for Google News is easy but, if approved, earns you instant access to millions of people each day. Look for other RSS feeds that relate not to your industry but your audience personas.

Make sure you choose a target keyword for each piece of content to optimize the title, subheadings, images, and copy. Google and other feeds will scan your content as they decide where to place it in personalized feeds.

 9. Personalize Your Website Content with AI

Speaking of personalization, don’t neglect your on-site content experience either. AI-driven tools use algorithms to personalize each visitor’s content feed – just like Netflix.

Everyone will see the content you made for their unique vertical and business needs. Using these tools, other financial service companies can generate 597% more leads.

Optimize Your Financial Content Marketing Experience

You really can’t afford to market your financial content without the best tools available.

That’s not hyperbole either.

As a financial services company, you must show potential customers that using cutting-edge technology correctly is always your top priority. Your ability to effectively personalize your site’s content experience with AI-powered streams, smart forms, and custom ABM campaign pages instantly builds trust.

Show potential customers that you prioritize the latest technology on your front-end and they’ll be more likely to trust that you’re running the latest security features as well.

Websites are really all about making a positive and memorable first impression – especially in B2B financial services. What first impression are you giving?

Give your leads a comforting and exciting first impression with Hushly’s full suite of AI-driven personalization tools.

How Does B2B Personalization Differ from B2C?

In 2021, personalization takes no prisoners among consumer products:

  • Supplements and vitamins
  • Facewash and skincare
  • Workout routines
  • Oreos
  • Sneakers
  • Makeup pallets
  • Protein powders

You might say, “These are customized products themselves, not marketing. Plus, custom acne cleanser has nothing to do with B2B marketing.”

Don’t be so sure.

People expect personalization everywhere – and not just any personalization. They demand accurate personalization.

Look at it this way.

What’s better than receiving an email containing a full line of curated skincare products from different brands, all picked with love (from AI) based on your needs and buying behavior?

Well, customizing your own made-from-scratch skincare line, of course.

It’s only the logical next step after personalized marketing with curated content and products.

The marketing personalization technology came first and it’s no doubt directly to thank for the rise of completely customized everything in consumer products.

Your business buyers are the same person whether they’re discussing workplace productivity problems on a Zoom call or searching Pinterest for a natural supplement to relieve their inflammation.

Despite all the advancements, only 22% of consumers are happy with brand personalization.

B2Bs look about the same: Only 20% effectively personalize at scale despite 85% of buyers expecting it.

Now that we know how important personalization is and how poorly most brands are managing it, where do we go from here?

First, it’s critical to understand how B2B differs from B2C in terms of marketing personalization. This understanding will let you build on personalization’s core overlapping factors while adjusting the context for business.

How is B2B Personalization Similar to B2C?

The idea behind personalization is remarkably simple: People want relevant and useful things to either fix problems or improve their lives.

In that way, it’s easy to see how B2B vs. B2C personalization should follow the same strategy:

  • Finding the top priority or pain point to help their audience.
  • Choosing the best routes, tactics, and content to provide that help.
  • Leveraging data to understand your audience, what they need now, and how/where to help.

How Does B2B Personalization Differ from B2C?

Most B2Bs struggle with effective personalization due to the last point on the list above: data.

Low-quality, siloed, outdated, incomplete, and otherwise incorrect data is the number one killer of every personalization strategy.

This lack of data also leads to a general misunderstanding of how to use personalization in B2B. How can you personalize a website visitor’s experience if you used bad intel to create the content? You can’t.

Lots of B2B marketers also seem to be applying B2C journey characteristics to their B2B personalization.

Always start with what you know about your audience. Specifically, keep these key ideas in mind to understand how B2B differs from B2C marketing personalization.

Gartner

Consumer Journeys are Linear – Buyer Journeys are Anything But

Aside from a few outliers, customer journeys follow a specific linear progression. It’s even easier to map customer journeys within verticals and market segments.

The B2B journey is convoluted and impossible to predict. That’s why AI real-time personalization tools are critical.

Buyer Journeys Last Much Longer Than Consumer Journeys

Not only are they shorter but each B2C industry’s journey sticks to a uniform length – except for high-cost industries like leisure travel.

Buyer journeys can drag on for months – or even years – as stakeholders research. Your best chance at journey uniformity lies within individual companies and you’ll use account-based marketing to personalize.

B2B Personalization Targets Several People – B2C is Individual

Consumer brands might factor spouses into the deliberation process and even then, only for high-value items.

With B2B, even one-to-one ABM content must consider how the individual uses the product/service within a team context. You’re usually personalizing for groups instead.

Consumer Products Usually Have One Use – B2B Use Cases Depend on Role

Personalizing for consumers usually involves picking one main pain point and how your brand can fix it. Most consumer products only have one main use case.

As B2B, however, you must market a unique benefit to each role at a company from end-users up to C-suite.

Customer Experience Matters More for B2B Marketing and Personalization

A holistic customer experience might not matter for water bottles, but it sure does for enterprise software. 86% of buyers are even willing to pay more for the same product if one offers a better experience.

That’s why it’s so important to demonstrate your commitment to personalization and service immediately.

B2B Personalization Needs More High-Quality Content Than B2C

Do you think an average consumer reads 13 blogs before buying a new yoga mat? One or two maybe, but the average business buyer reads 13 during their journey.

Use content personalization to streamline your buyer’s vetting process and you’re sure to make an awesome first impression.

Consumer Personalization Must Prioritize Timing – B2B Personalization, Trust

Half of effective consumer marketing personalization involves just showing up at the right time. Hit them with an email on payday letting them know the couch they’ve been eyeing is 40% off and you’re golden.

Emotion matters more in B2B marketing than most people think but it’s rarely impulsive. B2B buyers plan for years and decades so establishing trust via personalization is paramount.

B2B Marketing Personalization Shouldn’t End After the Sale

B2B companies must invest more into post-sale customer experience than consumer brands due to the high cost of acquiring new clients.

Use personalization to understand how customers use your product, how they can squeeze more value, and what they can improve for better results.

Choose the Tools to Build B2B Personalization That Rivals B2C

Whether B2B vs. B2C marketing, it doesn’t matter: Personalization is only available to marketers today thanks to technology.

AI-driven content, data, and website tools let you collect accurate information, create a seamless website experience, and offer personalized content suggestions for every visitor.

Countless B2B companies trust Hushly’s innovative suite of personalization tools because our tech is designed to keep your data accurate in the process. Plus, you never have to sacrifice the user experience to collect lead data – not even a tiny bit!

Learn what Hushly does and how easy it is to personalize your B2B website in just a few hours.

9 Underrated Tactics for Boosting Your Website Retention Rate

All the incredible headlines, content, and research reports in the world can only get you so far.

If you don’t make customer experience your top goal, your website retention rate will always suffer.

Buyers consume an average of 13 pieces of content before they choose a vendor.

Most of that content should come directly from your website. But if your site experience pushes people away from the first contact, how can they ever read it?

They won’t. They’ll go somewhere else with a better experience.

Here’s how to rethink your site’s function and goals for better retention rates.

What is a Good Website Retention Rate? Why Benchmarks Don’t Matter

This is such a tough question to answer honestly.

If we’re talking about your website retention rate in terms of visitor traffic, benchmarks say B2Bs should aim for 40% to 60%.

In other words, 40% to 60% of people who find your site through any channel should stick around to consume more than one piece of content or page.

But there’s a big channel with retention rate benchmarks – and all website traffic analytic benchmarks in general. There’s no “normal” way for people to interact with a website.

Everyone who visits your site has their own job, industry, needs, and reason for visiting your site in the first place. That’s why so many marketers sing the praises of quality traffic over quantity.

How people find your site also matters.

  • Someone who opens a blog you shared on social media is still in the scroll mindset. You must overcome the allure of the endless scroll with something fascinating if you want to convince them to stay.
  • When someone finds that exact blog post from an organic Google search, however, they’re in a researching mindset. That’s why search traffic tends to stick around more than social traffic.

Your Goals for Your Site Directly Oppose the Reasons People Visit It

Most B2Bs design, update, and manage a website with the main goal of collecting leads.

Content pulls people into the website. Lead forms restrict access to the best content in exchange for data. Pages and posts are designed to encourage conversion.

Unless someone already knows who you are and they’re prepared to buy, that’s not why they’re visiting your website in the first place.

Most visitors don’t want to feel duped into clicking a blog link. They don’t want to give you more data, and they definitely don’t want to buy anything or sign up for a list – especially when they feel used, tricked, or forced.

People visit your site because they want to learn something. They might want to know more about who you are, what you do, who you’ve helped, or just what you can teach them about your industry.

You must design your site to meet those goals if you want an impressive website retention rate – along with all the benefits that come with it.

9 Underrated Tactics for Boosting Your Website Retention Rate

The concept is simple: Create the website experience your visitors want and they’ll stick around. In other words, think about their needs more than your own.

Unfortunately, this is harder said than done – especially when you have to prove an entire website overhaul to your higher-ups that conflicts with everything they believe.

Below you’ll find a list of specific and actionable strategies you can use today to improve your website experience for visitors, ultimately boosting your website retention rate.

1. Rework the Same Piece of Content in Multiple Formats

Reading, listening, watching, viewing – everyone learns differently.

Create your content in bundles. Each topic deserves a blog or eBook, infographic, video, and audio recording.

Internal links are useful for both SEO and website retention rates, but relevancy is key.

AI-powered tools scan your content and analyze visitor behavior to understand which content they should read next.

3. Update Evergreen Content for SEO Consistently

Your organic traffic gems deserve consistent updates. Add a few hundred words, update stats and links, include new context, and replace keywords if needed.

4. Direct Visitors to Custom ABM Campaign Pages

61% of B2B buyers say they like to reach out to sales teams for custom pricing. Why add the extra step? Take the burden off visitors with customized ABM landing pages with personalized pricing, offers, and content.

Graphical user interface, website  Description automatically generated

Hushly

5. Custom Exit-Intent Popups That Don’t Ask for Anything

No one wants to fill out a form when they’re trying to leave your site. Instead, use AI-powered tools to recommend relevant pieces of content and keep them on the page.

6. Remove Invasive Lead Forms from Your Content Marketing

Forms and gated content also drive visitors away from your entire website. Even worse: many fill required forms with fake details. Bad lead data is a silent killer among 80% of personalization strategies.

Just say no to invasive forms.

7. Endless Content Streams with Personalized Suggestions

People will binge content for hours if it’s interesting and relevant. Use personalized streams to do the work of finding that content for them.

8. Publish More Video and Visual Content

Video works wonders for engagement. Branch out from promotional videos into interesting series or interviews with industry experts. Be entertaining.

9. Sponsor Original Research for an Under-Addressed Topic

Like organic search, referral visitors are already in a researching mindset. Choose an industry topic lacking current research and either use your own data or hire a research company to do it right. Make sure to promote your findings in the right papers.

A Solid Website Retention Rate Starts with the Right UX Tools

Your website retention rate really boils down to making a good first impression. If you can create a positive experience, visitors will be more likely to stick around and return later. Plus, they’ll think of your brand fondly.

AI-driven tools are vital for creating the personalized content experience your visitors expect. B2Bs across several industries trust Hushly with their content engagement needs because our tools are easy to use and deliver results almost instantly.

Learn why Hushly guarantees a 51% increase in lead conversions with our content engagement tools.

Your Ultimate Checklist for Reducing B2B Website Abandonment

Your buyers spend most of their journey researching independently without ever contacting your sales team.

In fact, your buyers spend 27% of the process researching online resources like your website.

Your website is your most valuable asset for:

  • Building authority as an expert in your industry
  • Earning the trust of your target audience
  • Allowing leads to self-nurture
  • Explaining why you’re the best choice over competitors

For your website to do its job, people need to stick around and consume your content.

That’s why reducing your website abandonment is key.

Most abandonment problems stem from your website experience. Your website experience must be optimized to offer the most relevant content instantly without friction.

Use these tips to keep people on your website longer.

What is a Good Bounce Rate?

It depends. Some sources say B2Bs should shoot for a 40% to 60% bounce rate but it all depends on your individual pages and their purpose.

Some landing pages are intended to have high bounce rates. For example, the goal is for someone to sign up for an email list or download something and leave. High abandonment rates in these pages are fine.

Your content, however, should tell a different story.

If your content is engaging, useful, and relevant, people should almost never bounce.

Why Does Your Website Retention Rate Matter?

Your website retention rate tells you how many people return to your website week-over-week or month-over-month.

A high website retention rate is a good sign that your content is engaging and relevant. It’s also a great sign that your website provides an overall user experience your visitors enjoy.

It’s smart to monitor both website retention rates and bounce rates as you evaluate the effectiveness of your website experience.

Don’t necessarily shoot for a specific number. Rather, aim for improvement compared to your current statistics.

6 Steps to Reduce Your B2B Website Abandonment and Improve Engagement

Use the tips below to create an awesome user experience and effectively reduce website abandonment.

1. Remove Intrusive Lead Forms to Reduce Website Abandonment

If all your content is hidden behind a form, people can’t stick around to read it.

Most B2Bs use long lead forms to collect contact details but the reality is that quality leads are more likely to abandon your website than fill out the form.

Instead, offer your visitors a few hundred words of each piece of content. Gating all content all but guarantees over 90% abandonment rates.

Visitors will feel compelled to stick around and read your content until they see something interesting enough to provide their email address for downloading.

2. Add an AI Engine for Personalized Recommendations

We all know apps like Facebook and Netflix are addicting. These apps use our behavior and the behavior of millions of other users to provide personalized recommendations for a totally unique experience.

Plus, these apps are interactive. They just beg to be tapped, clicked, and shared.

Your site should supply a similar experience if you want to reduce website abandonment – and the numbers show it. 58% of buyers say they’re likely to spend between five and 20 minutes consuming content if you offer it in an interactive format.

An AI engine is easy to add to your website – no coding knowledge needed – yet can instantly boost content engagement by 280%.

3. Don’t Leave Landing Page Visitors Hanging

If visitors get to the bottom of your landing page and don’t find your CTA relevant enough to take action, they’ll abandon your website.

Instead, swap out your traditional landing pages for self-nurturing options. A self-nurturing landing page offers personalized recommendations at the bottom of your content.

We’ve found that 37% of all leads come from content recommendations, so personalization is key. Artificial intelligence tools will take information from the current landing page and suggest the next best article to nudge leads down the funnel.

4. Speed Up Your Website to Reduce Abandonment

Speed is everything. If your website takes longer than three seconds to load, visitors will hit the back button instantly.

Tools like Pingdom can help you identify your current website speed and find issues you can address instantly. Large images, Google Ads, certain plugins, heavy themes, and poor coding can all drag down your website speed.

When it comes to load times, every little bit helps. Installing a compression plugin or speed optimizer can help you clean up problems.

Speeding up your website is a quick way to reduce website abandonment right away.

5. Offer Personalized ABM Landing Pages

In addition to self-nurturing landing pages, AI can also help you offer a completely personalized experience for each account.

It’s not as tedious or challenging as you might think.

Start by breaking your audience up into segments by industry and vertical. Next, look for key accounts who you think deserve their own individual pages.

Using a template, create individual landing pages for each account or cluster. Include personalized logos, branding, content, and pricing.

People are more likely to stay on your website and return when they receive the most relevant content possible.

6. Have a Backup Strategy to Reduce Website Abandonment

Finally, you should always have a plan in place to keep people on your website when they attempt to leave your page.

Most B2Bs use lead forms but these aren’t the most effective options.

Nobody wants to fill out a form and provide personal information as they’re trying to exit your page. Instead, give people a reason to stay on your page – personalized content.

When people hover their mouse away from your site, use a pop-up powered by AI to suggest content within their vertical, preferences, and stage of the sales funnel.

Hushly

Reduce Website Abandonment and Improve Website Engagement Instantly

AI-driven tools offer some of the best solutions for reducing website abandonment. Instead of static pages and generic content, AI lets you provide hyper-personalized and interactive content recommendations.

Hushly AI is user-friendly and easy to implement without any coding knowledge. B2Bs trust Hushly’s technology for personalized ABM landing pages, minimalist lead forms, Netflix-style content hubs, and more!

Learn how artificial intelligence can help you increase website content engagement by 280%!

How to Research a Target Market for Engaging Content

No matter how amazing your product is, no matter how perfect a company fits with your brand, buyers won’t sign onto your brand without effective content.

Buyers consume 13 pieces of your content on average throughout the journey from both your website and third-party entities.

They don’t want advertisements. They need content like case studies, tutorials, and reviews to help them understand who you are and what you offer.

When you provide helpful content, amazing things happen.

Buyers are 2.8x more likely to report purchase ease and 3x more likely to close higher deals with less regret.

Comprehensive research is vital for understanding your buyers on a deeper level so you can create the content they need. Your goal is to create content they didn’t even realize they needed until they found you. That’s how you win.

Here’s how to research your target market so you can create that winning content.

What is Target Market Research for Content?

Target market research in this context involves a deep understanding of who your buyers are.

Through target market research, you create comprehensive buyer personas based on segment firmographics or individual accounts.

By building these profiles, you can map out things like:

  • Which company they work for
  • What problems they face each day
  • Their biggest fears
  • Their competition
  • Their company’s market share and outlook
  • Their industry’s current events, wins, and challenges
  • Media outlets they frequent
  • Who they trust for advice
  • Who they turn to for inspiration
  • What types of software they’re already using

You should walk away from market research feeling like you thoroughly understand your target audience – like they’re a friendly colleague or coworker.

Why is a Target Market Research Strategy So Important?

Generic and irrelevant content is everywhere.

57% of buyers say most of the content companies give them is totally useless and 60% end up seeking content from other sources.

What do buyers want?

There are only a few constants as to what constitutes quality content for buyers. Buyers want:

  • Concise, digestible content – especially multimedia like video and podcasts
  • Content by industry experts, trustworthy names they recognize, and credible sources
  • Content about peers who share their pain points – like case studies and reviews

Otherwise, it depends. Each target market segment – and even each company – is unique. That’s why target market research is essential for getting inside your audience’s head and meeting them halfway via content.

How to Research Your Target Market for Content Marketing

Remember that target market research is an ongoing process.

Every day, new issues, competitors, solutions, and ideas arise. Use the tips below to develop a long-term sustainable target market strategy so you’re constantly tapped into your audience.

Change Your Lead Form Strategy

Target market research is easiest when you know who your existing audience is.

Lengthy and intrusive lead forms drive away quality leads while encouraging other visitors to submit fake information just to access your content.

Plus, 70% of all B2B searches happen on mobile devices. Forms asking for firmographic data are never mobile friendly – no matter how much you optimize them.

Instead, switch to micro smart forms.

You’ll give visitors a hefty sample of content and ask for only a business email and country to access the rest. Smart forms will fill in the rest of your firmographic data while vetting each lead for quality. Lead quality increases by 59% with this strategy.

Clean Your Lead Database and Draw Conclusions from Your Existing Audience

The sad reality is that most businesses are working with bad intel.

Every time an incorrect piece of data enters your system, it skews your marketing strategies and sales efforts.

It’s easiest to use your existing audience as a starting point for researching others in your target market. You already have experience in certain segments – why not keep the momentum going?

First, however, you need to clean up your database so you can draw useful conclusions and find new markets to target.

Segment Your Firmographics and Accounts

Once your existing database is clean and accurate, divide your audience up into smaller segments based on firmographic data like industry, vertical, market share, job roles, and anything else relevant.

You might also further divide your audience by company for an account-based marketing strategy.

By now, you can start developing detailed profiles on your existing target audience so you can branch out into new markets and accounts.

Elevate Your Social Selling

Most brands could stand to approach social selling differently.

Do more listening/reading and less speaking. If you feel compelled to speak, ask a question. You’ll learn much more about your audience this way.

Lurking in relevant Facebook groups, LinkedIn groups, and subreddits is an incredibly effective way to stay tapped into your target audience’s industry while exploring new verticals and markets.

Reddit’s r/InformationTechnology subreddit, for example, is pretty active and contains people of all stripes interested in IT:

Reddit

Send Surveys for Target Market Research

Sometimes, the best way to conduct target market research is just to ask your audience what’s on their mind. If it was good enough to spark the most popular social network, it’s good enough for the rest of us too.

Start with some self-administered research through your email list or contacts. Next, consider partnering with a research company for more detailed and relevant information.

Check Your Email Analytics and Google Analytics

Your email analytics and website traffic can tell you plenty about your target market if you know how to listen.

Who’s clicking links through your email? What qualities do they share? What companies do they belong to?

Your website traffic – where is it coming from? What blogs link to you? Which social platforms do your visitors use to find you? What keywords are people searching to find you?

These all offer excellent starting points for learning more about your target market.

Accelerate Your Insights and Content with AI

Artificial intelligence tools can help you gain more insight from your audience while improving lead quality and your entire content experience.

Hushly AI offers a wide range of AI-driven tools like adaptive content hubs, dynamic ABM campaigns, smart micro lead forms, self-nurturing landing pages, and much more.

Check out the Hushly resource center for our latest case studies and to see our user-friendly technology in action.