B2B Conversion Rate Optimization: 14 Effective Ways to Increase Conversions

B2B conversion rate optimization

Selling to a business isn’t drastically different from selling to a consumer. They’re both people after all.

The big difference is that businesses may have more than one decision-maker, are savvier in regards to how they spend business money, and won’t be sucked into weak offers as easily.

If you’re looking to increase your B2B conversions, here’s a list of things that will help you out. Check out our ultimate guide to conversion rate optimization for more best practices.

Note: WatchThemLive is a behavioral analytics tool that has several features for boosting your business’ conversion rate. Read on to learn more. 

What Is a Good Conversion Rate for B2B Businesses?

Before we get to the strategies, let’s answer a frequently used question. What is a good conversion rate for B2B businesses? The average conversion rate of B2B businesses is 2.23%; however, this doesn’t mean a good conversion rate. The top 10% of the best B2B websites are converting users at an average conversion rate of 11.70%. So, having the average conversion rate can actually equal a bad conversion rate!

How can I improve my B2B conversion rate?

Let’s waste no more time and get to what you’re here for right away. Here are 14 conversion rate optimization techniques for B2B businesses. 

1. Make Your CTAs Obvious

Try moving your call to action higher up on the page for more clicks. Is it visible? How big is it? Is what you want the user to do clear enough? You can also try different languages in the CTA to increase conversions.

WatchThemLive is a behavioral analytics tool that has a feature called heatmaps. Heatmaps are visualization of data that are very easy to understand and need no further knowledge. Heatmaps allow you to see visitors’ clicks and mouse movements. Knowing where visitors click the most, and their navigating patterns helps you find the most suitable place for your CTAs and other important elements. You can also realize what’s distracting your users from clicking on your CTAs. Interested? Sign up here and snag your FREE plan now!


2. Rework Your Offer

Take a serious look at your offer. See if there’s anything you can do to sweeten the deal. You can also look at how you position the offer. Are you highlighting the best parts of the deal? Is there anything more you can do? Don’t be afraid to change pricing or incentives to achieve better conversion. A small decrease in product price can actually lead to more overall profit.

3. Talk About Benefits, Not Features

Too often, we list the features of a product or service instead of how it will benefit us. The features aren’t the real selling point; it’s how it will benefit the business. A feature is “fast service.” The benefit of the speed is that you’ll have more time to focus on sales. Use the benefits to gain more attraction.

4. Target High-Quality Leads

Casting a wide net could be costing you more than it actually helps.  Whatever methods you’re currently using to attract leads, ensure that it’s targeting the right people. Your conversion rate can jump just by funneling more high-quality leads in and not changing anything else. If you haven’t analyzed your target market in a while, take another look and use solid lead generation techniques. See if you can be more efficient.

5. Retarget Your Audience

There’s always the temptation to throw as much money at as many leads as possible, but your best chance of converting may be someone who’s already traveled down the sales funnel a bit. Retargeting ads can help keep you top of mind and give your landing page a second life.

6. Watch the Competition

See what your competitors are doing. Keeping a close eye on them might give you some insight into changing a couple of things to help conversions. Pay close attention to how they walk you down the sales funnel, such as their pricing, landing page copy, and marketing efforts. Following them on social media and signing up for the newsletter will keep you in the loop.

7. Increase Credibility

Trust is a hard thing to achieve with strangers. Try adding some credibility to your page with testimonials, listing the reviews of other clients that use your product or service, and consider offering some money back or satisfaction guarantees. A little trust goes a long way.

8. Use Email and Automation

Put technology to work for you. By using email and automated marketing, you can work leads down the funnel without having to track them yourself. Send emails about your exclusive offers, nudge them to finish the transaction, sweeten the deal, or just remind them you exist. Email is a powerful tool that you don’t have to spend a lot of time on once it’s set up.

9. Personalize the Content

If you know where your visitors came from, tailor the content to that audience. You can dynamically change location information, personalize name information or add their business to the landing page. The possibilities are endless. Personalization can go a long way to finalizing the transaction and increasing your conversion rate. 

10. Test Everything

Marketing messages, call-to-action buttons, emails, landing page copy – test it all. Maybe not all at once, but over time do split testing and try new things. Language, visuals, and offers can make a difference in response. Testing will allow you to find out what works the best in all cases and bring it together.

11. Don’t Trick People with Ads

If your ad promises something your landing page doesn’t deliver, you just wasted your time. Getting a click on an ad isn’t nearly as important as getting a relevant click on an ad. If you want to increase conversions, you need to make sure your advertising isn’t tricking people into visiting your site. Only solicit qualified leads.

12. Target Pain Points

Every business has pain points. You just need to locate them. Is it cash flow? Staffing? Find the pain points that you’re able to solve, and push those buttons. If you can solve a pain point, you’ll have a sale.

13. Make Your Offer Easy to Read

Don’t confuse things. Keep your offers easy to understand and read. If you can’t do it, find someone good at content writing. Your offer needs to be easily understandable. Your landing page should be something the business owner can skim. They don’t need every little detail in order to make a decision, and if you waste their time with a hard-to-read page, they’ll leave before you even get to your pitch.

14. Simplify the Experience

What can you cut out of your sales funnel? What can you cut out of your landing page? How much are you asking the potential buyer to do before they count as a conversion? The more forms and fields you ask them to fill out, the more your conversions will drop. Cut out anything you can, and make the user experience as simple as possible. 


Many businesses assume that they have to build a website, bring good quality products or services, and that’s it! The sales will roll in! But in fact, that’s not true at all. Will a flower bloom by itself when you plant it? No, it needs nourishing. That’s also the case with businesses. If you are a B2B company and want to increase your conversion rates, you need to implement strategies. 

In this article, we explained 14 techniques for increasing your B2B business conversion rate. Keep in mind that you can always utilize behavioral analytics tools such as WatchThemLive to help you improve your conversion rates. Want to know more? Sign up for free or ask any questions that you have.

Cyrus Nambakhsh
Cyrus Nambakhsh
Cyrus is a serial entrepreneur, product-led-growth expert, a product visionary who launched 7 startups. He has built scalable platforms to help businesses and entrepreneurs. Visit my profile here: https://brandid.app/cyrus ==> For Guest Posts and Links Contact: [email protected]
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