How Hushly’s Conversion Rate Optimization Software Boosts Your Conversions

Conversion has become a complex mechanism that requires dozens of moving parts. There are several ways to attract and nurture leads and increasingly more ways for B2B customers to purchase products and services.

Conversion is the most essential part of your marketing and sales process because it’s the grand finale of all your other strategies. It pays for brand awareness, website traffic, and lead nurturing processes. It’s the ultimate goal of marketing.

To ensure you’re converting the highest quality leads, incorporate conversion rate optimization (CRO) software to handle the complexities of a conversion journey in 2023.

Learn how Hushly’s conversion rate optimization software gets the job done so efficiently it has earned the spot as the only all-in-one conversion cloud.

What is a Conversion Rate Optimization Tool?

A conversion rate optimization tool is software that supports and performs necessary tasks to convert traffic into leads and leads into customers.

CRO involves three processes:

  • Data collection and analytics to understand how customers act and how content performs
  • A/B testing to discover what method works best
  • Personalization to offer different experiences for each lead across several channels to attract and convert leads

Image from HotJar

8 Ways Conversion Rate Optimization Software Boosts Conversions

Here is a look at eight ways Hushly’s CRO software supports your conversion processes.

1. Retargeting

Conversion rate optimization software allows you to implement a retargeting strategy.

Retargeting reduces the number of website visitors that leave before you convert them. On average, 97% of visitors who leave a website don’t return. Visitors who leave aren’t always disinterested. They may be planning on returning later (and may forget), want time to think about it, or are looking for more information.

By retargeting those leads, you remind them about your products and services. You can also retarget those leads with more relevant content to address any remaining questions.

Retargeting can capture leads on other websites or retarget visitors about to leave your website.

When you use retargeting ads, your products and services appear in widgets on other sites based on what that visitor viewed while on your website.

When you retarget visitors on your site, you use popups and on-site widgets to recommend further reading to reengage those visitors. Exit-intent content is a popup that appears when visitors take an exit action, like scrolling to the end of content. The popup reengages visitors through personalized content recommendations and lead capture forms.

2. A/B Testing

A/B testing lets you see first-hand how your website performs based on different variables. It’s a central part of conversion rate optimization as it removes the guesswork from the process. Instead, you run several tests to see how traffic responds before committing to a method or design.

For instance, you may test several placement options for your lead generation form. You can run one test with the lead form before the content and one after the content. Compare the leads you generate with each form placement to identify the most effective design for the landing page.

Hushly’s CRO software supports A/B testing to help you identify the most effective strategies. Here are common places marketers use A/B testing:

  • 77% A/B test websites
  • 60% A/B test landing pages
  • 93% A/B test email marketing campaigns

3. Data Analytics

Data analytics is how you understand content and campaign performance. Data analytics also helps you know your clients better to optimize your strategy for each customer.

Hushly’s AI conversion rate optimization software collects first-party data. First-party data is becoming increasingly crucial as privacy laws and online cookie updates limit third-party data collection. First-party data is also invaluable because it comes directly from your customers and clients, making it most relevant to your business.

Conversion rate optimization is especially interested in buyer’s intent data. This data tells you when a lead is close to conversion so you can connect them to sales at the ideal time to ensure they make a purchase.

4. Site Audits

Perform regular website audits to analyze your content performance. Audits look at your pages, assets, and links. You’ll be able to identify which pages are most successful at converting visitors. You’ll also be able to identify areas where web traffic is most likely to bounce so you can update those pages.

Site audits identify issues that may interfere with conversions, such as slow load speeds, broken links, and poor navigation.

5. Email Automation

Email automation takes your interactions off your website and directly to the customer’s inbox. It allows for an extra level of personalization, which is often what helps you turn a lead into a customer.

Hushly’s AI CRO software offers sequenced sales outreach emails. You can set up an email map that shows which emails come at what point and in response to specific actions. Then, you can sit back and let the software do the rest for you, automatically adding leads to the sequence.

The sequence improves conversion rates as you can time emails and customize them automatically according to lead reactions to ensure they receive the most relevant emails and conversion options.

6. Automatic Website and Asset Personalization

Delivering a personalized experience targets your audience. Through personalization, you provide a relevant message to every visitor. The message includes shared pain points, applicable solutions, and customized conversion paths for each visitor.

Through personalization, you can increase your conversions.

Hushly’s AI CRO software allows you to offer unlimited personalization for every visitor without adding to your marketing workload. We can personalize:

  • Your website
  • Your landing pages
  • Your digital assets

We update content based on visitor data, such as who they are. We also offer content recommendations based on behaviors like the content they read.

7. AI Landing Pages

Landing pages have the highest conversion rates, even above popups and signup boxes. The average landing page conversion rate is 23%.

Introducing AI to your landing pages improves the personalization and user experience to maximize conversions.

Some of Hushly software’s landing page features Include:

  • Self-nurturing landing pages
  • Account-focused landing pages
  • Pre- and post-live event pages
  • Customer success pages

AI uses visitor behavior, intent data, and traffic sources to determine the best landing page for the customer. It then customizes the content on the page, including content recommendations to encourage further visitor engagement.

8. Smart Forms

Lead forms and conversions go together like peanut butter and jelly. When you optimize one, you’ll see a difference in the other.

Hushly reinvents the way you use lead forms to collect user data.

We recognize that long forms discourage visitors from completing them, and gated content prevents leads from accessing valuable marketing content.

That’s why we offer a different lead generation process that boosts your conversion rate.

We replace long forms with smart microforms. AI uses minimal information, like an email, to create a user profile. It then fills in the profile using user behavior, such as what content that user interacts with.

Because of our verified business email software, we can identify which leads are businesses and which are consumers.

Our microforms also encourage visitors to interact with more content by offering a multi-asset browsing experience. With multi-asset browsing, visitors only input information once and then browse endlessly, which generates more valuable and accurate data than from forms alone.

Add Hushly’s AI Conversion Rate Optimization Software to Your Toolset

What tools do you use for optimizing conversion?

You can replace them with the ultimate software solution.

Hushly’s CRO software is an all-in-one solution powered by automation and cloud software. We offer end-to-end user experience optimization. Our tools personalize content, collect first-party data, and support conversion rate optimization so you can spend more time closing sales.

Request a free demo to see Hushly’s conversion rate optimization software in action.

Your Ultimate B2B Conversion Rate Optimization Checklist

Marketing is like a game of baseball. Your marketing channels are the bases you want B2B traffic to touch. However, a phenomenal swing using SEO and social media to generate traffic doesn’t guarantee a home run sale.

So, what can you do to help those hits go further, so your traffic is more likely to make it home to a sale?

The strategy you have in place to turn your website traffic into B2B leads and those leads into customers is conversion rate optimization.

Use this B2B conversion rate optimization checklist to update your website and strategies for converting traffic to B2B conversions.

Weed Out Traditional Strategies That Don’t Work Anymore

Before you can build a B2B conversion rate optimization strategy that works, you must weed out any tactics that no longer reach your leads.

You can know if your conversion rates are optimal by comparing them to past performance and similar industries. The average conversion rate across industries is 2.9%. However, B2B account-based marketing usually produces higher conversion rates.

Image from Ruler Analytics

Here are a few outdated B2B conversion rate optimization strategies to review:

Creating Too Many Forms

Businesses WANT conversions. That’s the goal. Yet, often, websites make visitors jump through many unnecessary hoops. Adding multiple steps, long forms, and gated content during every stage of the conversion process can do more harm than good. It may discourage leads from signing up or engaging with content they’re interested in.

The first step to optimizing your website is opening it up to more people.

Manually Converting Customers

Manually managing conversion strategies can reduce your conversion rate. When you restrict yourself to manual processes, you limit your response timeframe, personalization ability, and the number of leads you can handle.

Offering the Same Experience for Everyone

All your customers are unique and will respond better to a customized experience on your website. When each customer, whether the company’s CEO or a financial decision maker, enters your website to the same landing page and content, you won’t connect with those visitors as well as when you offer unique journeys with curated content.

6 Crucial Steps for Your B2B Conversion Rate Optimization Checklist

Once you identify the outdated strategies, you can begin updating and replacing them. Here is a checklist of conversion rate optimization best practices to get you started.

Step 1: Streamline the Conversion Process

Since you removed unnecessary gates, how will you convert website traffic?

Hushly offers a mini form that’s quick and convenient for visitors to fill out without interrupting the browsing experience. Only one to three fields are necessary to collect the lead’s name and email. The rest of the information comes from visitor behavior and analytics.

For example, an email tells AI whether the lead is a business contact or consumer, helping you identify those B2B leads. Their behavior, such as what content they read, tells you their interest level and needs.

Because we offer multi-asset browsing, once a lead fills out a form, they can view endless content, allowing you to collect more lead information. We also allow visitors to fill out the form AFTER consuming content, which helps you build trust with your B2B leads before asking them to trust you with their information.

Step 2: Target Your Ideal Customer

You’re most interested in numbers if you’re building awareness or generating website traffic. You want to reach the maximum number of readers with your content through ads. However, once you begin focusing on conversion, your goal is to sort through that traffic and identify those most likely to become customers or clients.

To target potential clients, begin with creating an ideal customer profile. This includes who the decision maker is within your target companies, plus firmographic information such as the industry and company size.

Once you understand your ideal customers, you can create targeted content for each of those customers. You can attract those customers through specific niche keywords and connect with them through common pain points and relevant solutions. Those targeted website visitors are the ones most ready to convert.

Step 3: Design Unique Landing Pages

The B2B landing page is a crucial step in the conversion process. When visitors arrive on your site’s homepage, you can have little to no control over where they go, how long they stay, and what they do while on your website.

When you create landing pages, you give them a guided tour of your website by highlighting the most relevant content and offers. You also provide the next steps in their browsing experience to point them directly toward conversion.

Landing pages will become even more essential as more B2B companies offer ecommerce experiences. A 2023 survey showed that 74% of B2B marketers expect half of their sales to come from their websites.

A landing page should have several elements, including:

  • No distractions: Remove the navigation bar and other distractions that may keep them from taking the desired action.
  • Conversion content: While you want them to take action, like filling out a form, don’t forget to add conversion content that builds trust and tells them why they should act. Hushly’s landing pages will personalize the conversion content based on each landing page visitor.
  • A highlighted action: Make the desired conversion action front and center. You can use a large button or colors to bring attention to it. You should also keep it above the fold, so visitors see the action without scrolling.
  • A secondary action: If visitors begin scrolling and reach the end of the landing page without acting, there’s a chance they’re not convinced. Instead of losing those leads, offer a secondary action that requires less commitment but still allows you to connect with the visitor.

Step 4: Personalize the Browsing Experience

Your website is packed with quality, targeted content. To ensure the right website visitors see the most relevant content, you must create a personalized browsing experience. B2B customers in 2023 expect personalization.

Hushly’s automated system creates unique experiences for each visitor based on their behavior. As visitors interact with more content, our tools can better make recommendations based on the content they interact with.

Step 5: Segment Your Audience

Once you collect the B2B leads from your website, it’s time for your home run.

Each audience takes a slightly different route to conversion. The road to conversion depends on their point in the buyer’s journey, how long their decision-making process takes within the company, and their needs.

To account for these variances, B2B audience segmentation is crucial for B2B conversion rate optimization. So, the next part of your conversion rate optimization checklist is dividing the B2B leads you generate into groups based on similar characteristics. This allows you to customize your conversion strategies based on those similarities and know when to begin the conversion process based on their intent.

Step 6: Automate Conversions

Use automation to increase conversion rates and avoid limiting yourself to your manual capabilities. Automation keeps the conversion process moving. You can use automation to sort leads, send marketing emails, and customize experiences.

Automation not only has speed on its side, but it also has data. It can be more personalized for each lead than manually contacting them. Therefore, you can expand your marketing processes, even complex account-based marketing campaigns, using automated tasks.

Time to Update Conversion Rate Optimization for B2B Companies

The world is changing, and so should conversion rate optimization strategies. Use this checklist to audit your current conversion rate processes and replace them with updated tactics that use automation and personalization to turn more web traffic into home runs.

Get our FREE personalized demo to learn more about how Hushly increases conversion rates.

How to Audit B2B Marketing Strategies

B2B Marketing Strategies

Nothing is quite as frustrating as putting lots of time and money into your B2B marketing strategies only to be disappointed by their results.

However, before you go investing even more into improving your funnels, take a step back and conduct an audit first, so you can be sure of what’s wrong.

3 Ways to Audit B2B Marketing Strategies

The only way to consistently improve the ROI on your B2B marketing strategies is to continuously audit them.

Here are the three best ways to do it.

1. Audit Individual Marketing Assets

Today’s B2B marketing strategies may use any number of different assets to generate leads and nurture them towards conversions. Even social media platforms have become extremely popular in B2B industries.

That doesn’t necessarily mean they’re all equally effective, though, which is why you should audit your company’s individual marketing assets regularly.

This seems obvious enough when you have, say, blog posts with no social shares, comments, or clicks. Clearly, that needs to be addressed ASAP, either deleted completely or updated.

A simple content audit could be all it takes to improve your conversion rates, even when it involves getting rid of whole pages on your site.

Where most B2B marketers struggle is assuming that, as long as a piece of content is bringing in leads – no matter how few – it’s doing its job. Marketers put a lot of work into creating these pieces, so they just assume that it’s doing as well as it possibly can.

Even if that was true when it was first published, its effectiveness may drop over the years for countless reasons. If there’s not a way you can improve it now, you may need to replace it with something better.

We recently talked about one of these misconceptions. It used to be that time spent on an asset led to higher sales. This was taken for granted for years until it became impossible to ignore it was no longer the case. Companies that haven’t adjusted or replaced assets designed to increase the time that leads spent on them are going to continue to see funnel problems until they do.

2. Actually Speak – and Listen – to Your Sales Department

It should come as no surprise that one of the most common ways to judge if B2B marketing strategies are working or not is to look at their conversion rate. If you know you’re generating leads, but you’re not seeing new clients, that’s a logical place to look.

Usually, this “audit” involves looking at the sales teams’ numbers relative to the amount of leads the marketing team is generating for them. If there’s a costly disparity, it’s usually assumed that the marketing department needs to be more careful about focusing on qualified leads.

The problem is that the sales department is rarely consulted for specifics. Maybe the leads are qualified, but they’re getting sent to the sales team far too early. They still need some nurturing before they’ll convert.

Maybe the problem is fraudulent contact information, an extremely common problem that often ruins the potential ROI on otherwise valuable lead magnets.

Of course, there could be a number of different issues at play, too. The only way to know for sure is to sit down with the sales department and find out what their experience is with trying to convert the leads your marketing team generates.

3. Understand Sales Velocity

Finally, this next method is absolutely essential to auditing B2B marketing strategies if for no other reason than because most marketers don’t even know what sales velocity is.

Simply put, sales velocity measures the efficiency of your marketing funnel. In other words, not just how many sales your funnel nets you, but what kind of timeframe is involved. This concept is absolutely essential for effectively auditing your funnel because it provides you the most comprehensive view of its performance.

For example, without this kind of perspective, you might think the problem is an insufficient number of leads. So, you start investing in lead-generation without realizing that it’s the average ROI and the conversion rate that’s killing you.

Fortunately, the equation for sales velocity is extremely simple. It’s:

Number of Leads x Average Deal Size x Conversion Rate Percentage

Then, take that number and divide by the average amount of time it takes to get a conversion.

This equation – not just its product – will help you better understand why your results aren’t satisfactory.

Are B2B Marketing Strategies Falling Apart Right at the End?

Finally, if you’ve checked every other box on your B2B marketing strategies but are still losing qualified leads after they visit your site, it’s time to start using Hushly.

We are so confident in our platform that we actually guarantee a 51% increase in lead-generation and ABM conversions. Contact us today to find out why.

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