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.
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%!