CRO Marketing: Your Guide to B2B Conversion Rate Optimization

June 3, 2023
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Are you struggling to boost your B2B business' conversion rates? If you're a marketer in the B2B realm, Conversion Rate Optimization (CRO) is undoubtedly one of the most effective strategies for transforming leads into profitable customers -- but it's easy to get lost in all the different aspects and often overlooked altogether. Having a conversion process and split testing is common the e-commerce websites but less so in a B2B sales process.

Don't worry: with this Ultimate Guide on CRO Marketing for B2B organizations, you'll learn exactly how to leverage CRO and make sure your efforts are paying off!

What is Conversion Rate Optimization Marketing

In the world of marketing, it's not just about getting traffic to your website, but also turning your organic traffic and paid site visitors into customers. That's where reviewing your current conversion process comes in. CRO stands for conversion rate optimization. Essentially, CRO is the science (and art) of improving the percentage of website visitors who take a particular action, whether it's making a purchase, filling out a form, or signing up for a newsletter.

And while it's not a new concept, it's become an increasingly important focus for B2B companies looking to get the most out of their website traffic. After all, more traffic doesn't mean more conversions. If you can meet your conversion goal with your existing website traffic, more traffic just pours fuel on the fire. With the right CRO strategies in place, you can turn your website into a lean, mean, lead-generating machine.

Why is CRO Marketing Important?

Being able to calculate conversion rate metrics across your digital properties is critical to the success of any B2B business. This strategy involves optimizing various components of your website, such as the design, user experience, and copy, to encourage conversions.

A CRO marketing strategy is a crucial factor in improving the conversion rate of B2B sales, which is the percentage of visitors who complete the desired action, such as filling a form or making a purchase. By constantly increasing the conversion rate, businesses can increase their ROI and revenue. CRO marketing is especially significant for complex or high-ticket B2B sales where the funnel's length can be longer, and a lot of strategic nurturing is needed to close a deal.

With CRO marketing tactics, businesses' digital experience is enhanced to provide a smooth and intuitive path to more conversions for their customers. Therefore, B2B businesses must prioritize and implement CRO marketing tactics to optimize more conversions and help their business grow.

Practical Ways to Improve B2B Conversion Rate Optimization (CRO)

Marketing teams are constantly on the lookout for ways to boost more conversions, and B2B businesses are no exception. However, it's not enough to just optimize your website; you need to target specific conversion points unique to B2B transactions. That's where B2B conversation rate optimization comes in.

By analyzing the specific needs of your target audience, you can tailor your messaging, design, and user experience to drive more paying customers. Whether it's through A/B testing, personalization, or targeted messaging, B2B conversion rate optimization is the secret sauce that can turn stagnant sales into a thriving business. So put on your thinking caps, marketers, and get ready to dive into the fascinating world of B2B CRO.

Here are some additional ways to boost conversions in the B2B world:

1) Use CTAs Effectively:

Make sure that your calls-to-action (CTAs) are appropriately placed and are highly visible on your website. Use compelling language to encourage users to take action, and make sure the next steps are clear and easy to follow.

2) Implement Chatbots:

Using chatbots, businesses can provide 24/7 assistance to website visitors, answer questions, and help them navigate the site. Chatbots can also engage with potential customers, offer product recommendations, and provide relevant information that can help increase conversion rates.

3) Test & Experiment:

Testing, measurement and constant experimentation is the key to improving CRO. Use A/B testing to determine what works best and identify what drives the best results. Continuously test and experiment to refine and optimize your website and campaign performance.

4) Focus on Mobile Optimization:

As more and more people use mobile devices to browse and access information, it is critical to optimize your website for mobile viewing. Ensure that your website is mobile-responsive, has high loading speed, and has easy-to-use navigation in order to optimize conversions on mobile devices. Having clear and relevant headings is one of the best things you can do in your mobile CRO process, as well as having a more readable font in general.

5) Create Urgency:

Create a sense of urgency by communicating special offers, limited-time discounts, or other scarcity-based incentives. Emphasize the benefits of taking action now and use language that inspires action, without being overly pushy.

By implementing the above strategies and continually testing, businesses can optimize their B2B website for higher conversions. By improving the user experience, building trust, enhancing personalization, and effectively communicating benefits and value, you can increase conversions, generate more leads, and ultimately drive sales growth.

Common CRO Marketing & Testing Tools

In the world of marketing strategy, tools are like a best friend. They make your job easier, your campaigns smarter, and your clients happier. When it comes to CRO (conversion rate optimization), the right tool can make all the difference.

From heat maps to A/B testing, there's no shortage of marketing tools out there. But which ones are the most common and useful for B2B marketers? Let's take a look. First on the list is Google Analytics, a classic tool for measuring site traffic and user behavior. Next up is Hotjar, which provides heat maps and user recordings to help optimize website performance.

And for A/B testing, Optimizely and Unbounce are two popular options. These are just a few of the many CRO marketing tools available, but they should give any B2B marketer a solid starting point in optimizing their campaigns.

Google Analytics 4 (GA4)

GA is a powerful CRO (Conversion Rate Optimization) marketing tool. It is a widely used analytics platform that provides businesses with insights into customer journey and behaviors, preferences, and interactions on their website. Some of the fundamental features of this tool include monitoring new and existing traffic, tracking user behavior, and measuring conversions (even micro conversion rates - button clicks, etc.).

With GA, marketers get access to an extensive range of metrics that help analyze their website's performance and optimize their efforts. Website owners can track user interactions, click-through-rates, bounce rates, and dwell times, just to name a few. The platform offers custom reports and interactive conversion data visualizations that allow easy tracking of KPIs and campaign success.

Furthermore, this tool provides marketers with tools to monitor user acquisition, retention, customer loyalty, and an audience report. These insights help businesses make informed decisions to increase website traffic, conversion, and ROI. It also allows the integration of tracking code which makes gathering and analyzing data a simple process.

In summary, GA is an essential CRO marketing tool for website owners and marketers. It provides extensive tracking and reporting abilities for businesses to optimize their digital strategies. It also supports various integrations and uses machine learning to provide valuable insights that help marketers improve usability, increase engagement, and maximize their website's conversion rate.


Hotjar is another powerful CRO (Conversion Rate Optimization) marketing tool that provides valuable insights into website user behavior and overall optimization efforts. This tool helps businesses understand how their website visitors interact with their page elements and marketing funnel, such as forms, buttons, and images.

One of the primary features of Hotjar is its user feedback tool, which collects feedback from website visitors through surveys or polls. This information is helpful in understanding user needs, and the feedback can be used to improve the website's user experience, conversion paths, etc..

Hotjar also includes heat mapping and click tracking features that allow businesses to track user activity on their website. It helps website owners know which pages are attracting the most attention and which sections of the website need to be optimized to increase conversions.

Additionally, Hotjar offers a session recording feature that records user activity on the site. This feature enables businesses to evaluate which page content is most valuable to users, where users are dropping off, or when they're encountering error pages.

Another feature of Hotjar is its visual editor that enables businesses to make design changes on their website quickly. The editor is user-friendly and straightforward, allowing users to create split tests, change page layouts, and run A/B tests with ease.

In summary, Hotjar is a robust tool that helps businesses extract valuable insights to optimize their websites. It provides a range of features such as user feedback, heat mapping, click tracking, session recordings, and a visual editor to help businesses enha

Google Optimize

Google Optimize is an A/B testing and personalization tool that allows businesses to test and optimize their website's pages and experiences. It is a CRO (Conversion Rate Optimization) marketing tool that enables businesses to create experiments and personalize experiences by making data-driven decisions.

One of the primary features of Google Optimize is its easy-to-use interface that enables businesses to test various page elements such as headlines, CTA buttons, and images. By using A/B testing or multivariate testing approaches, businesses can test different versions of the same page and determine which version performs better in achieving their UXP and CRO objectives.

Google Optimize also offers personalized experiences by segmenting users by their demographics, behavior, and interests. This personalized approach allows businesses to present unique offers, messages, and experiences tailored to each user's specific needs and interests, enhancing the user experience and maximizing conversions.

The tool integrates with Google Analytics, allowing businesses to track metrics such as page views, bounce rates, and conversions. This integration also enables businesses to gain insights into user behavior, preferences, and engagement levels, and using these insights to fine-tune their tests and personalizations.

Lastly, Google Optimize offers a feature to implement website changes without the need for any coding or technical support. It uses a visual editor that enables businesses to create page variations, adjust designs, and update site elements quickly and easily.

In conclusion, Google Optimize is an essential CRO marketing tool that helps businesses test, personalize their website pages and deliver better experiences to users. It enables businesses to optimize their conversions, enhance user experience, and use data-driven insights to make more informed decisions with ease and accuracy.


Optimizely is an A/B testing and experimentation platform that allows businesses to test various page elements, layouts, and designs, to optimize their customer's digital marketing experience. Optimizely is a CRO (Conversion Rate Optimization) marketing tool designed to help businesses increase conversions, revenue, and user engagement.

Optimizely integrates with Google and Adobe Analytics to enable businesses to track user behavior, engagement rates, and conversion rates. This information helps businesses to make more informed decisions about which page variations to should implement.

Another key feature of Optimizely is its experimentation capabilities. These capabilities allow businesses to test different variants of the same page simultaneously. By doing so, companies can determine which variant has the highest conversion rate and which variant should be the primary version.

Additionally, Optimizely provides a visual editor that enables businesses to easily make changes to their website, track visitor outcomes, publish changes, and monitor their impact. This feature helps businesses to optimize their website without technical support or assistance, thus increasing efficiency and decreasing costs.

Moreover, Optimizely's personalized targeting and messaging features allow businesses to create unique user experiences based on user demographics, interests, and demographics. These capabilities enable businesses to create tailored experiences that resonate better with their targeted audiences.

In summary, Optimizely is a powerful CRO marketing tool that provides valuable insights into user behavior, user engagement, and conversion rate. Its integration with analytics platforms, experimentation capabilities, personalized targeting, and messaging allow businesses to deliver an optimized digital marketing experience for their customers, resulting in higher conversions, revenue, and profitability.


Unbounce is a landing page builder and CRO (Conversion Rate Optimization) marketing tool designed to help businesses create a high-converting landing page for their marketing campaigns. With Unbounce, businesses can effortlessly create a custom pages with drag-and-drop features, inbuilt templates, and A/B testing capabilities.

One of Unbounce's key features is its drag-and-drop landing page builder, which allows businesses to create landing pages without any coding or technical expertise. Templates are available to suit various business applications, such as opt-in pages, registration pages, and product pages.

Another vital feature of Unbounce is its A/B testing capabilities. Businesses can develop two versions of the same landing page and then measure the performance of each variation by analyzing a site's conversion rate and other key metrics. Optimizing the landing page based on the insights gained from A/B testing improves the user experiences and increases the conversion optimization.

Unbounce also integrates with various marketing tools, including Salesforce and Hubspot. This integration enables marketing teams to capture lead information, manage contacts and track user activity, analyze user behavior, and perform other site optimization tasks.

Moreover, Unbounce allows businesses to create mobile-responsive landing pages that are optimized for optimal viewing on mobile devices such as smartphones and tablets. This feature is essential in today's mobile-centric world, where more than 50% of internet traffic comes from mobile devices.

In summary, Unbounce is essential for any CRO strategy where businesses aim to create optimized landing pages and convert more visitors into customers. Its drag-and-drop landing page builder, A/B testing capabilities, mobile responsiveness, and integration with critical tools make it a must-have tool for businesses looking to create high-quality marketing campaigns.

6 Tips for Implementing a CRO Marketing Strategy

When it comes to implementing a CRO strategy, there's one thing you need to keep in mind - it's all about the bottom line. Sure, you might have the fanciest website with all the bells and whistles, but if it's not driving conversions, it's not doing its job.

That's especially true in the B2B (Business-to-Business) space, where every lead matters. So don't get bogged down by vanity metrics or the latest marketing fads - just focus on what's going to drive your business forward and maximize your ROI. After all, at the end of the day, it's not about how pretty your website looks, it's about how much revenue it's generating.

How to Measure Success?

Measuring the success of CRO (Conversion Rate Optimization) marketing is essential to improve the effectiveness of the strategy and drive ROI. Here are some ways to track progress and evaluate results:

1) Define Success Metrics:

Before implementing CRO strategies, define the metrics that will use to measure success. These metrics can include your conversion rate, ideal conversion path, leads generated, and increasing sales.

2) Analyze User Behavior:

Analyze how users interact with the website – areas of high navigational engagement, user click-through-rates, and heat-maps to identify pain points and optimize a website accordingly

3) Use A/B Testing:

A/B testing is a way to compare two versions of web pages or design to determine which one performs better. It can be used to test the effectiveness of different web pages and their variations, messaging, or layout to determine what factors impact the conversion rate of a web page.

4) Monitor Website Analytics:

Use CRO tools to monitor the website's performance, such as traffic sources, bounce rates, time-on-page, and conversion rate. Tracking these metrics can help identify patterns and provide real-time insight to help perform continuous optimization.

5) Track KPIs:

Key Performance Indicators (KPIs) are metrics that measure campaign success or business performance over time. Track the KPIs that are related to CRO marketing efforts, and monitoring trends to determine improvements and areas of continual optimization.

6) Use the right CRO Tools:

Utilizing a powerful marketing analytics suite to create reports saves time and effort, provides segmentation and a broad range of metrics, enabling teams to identify trends and patterns.

Measuring CRO success involves tracking the metrics that matter most to the business and continuously analyzing and testing strategies to increase conversion optimization over time.

By following the above steps, businesses can track progress and evaluate results to make data-driven decisions to improve website performance and drive ROI.

Final Considerations in your Conversion Process

While CRO is a topic that could take the length of an encyclopedia, we're going to outline just a few of the multiple variables and considerations you should take into account while focusing on increasing B2B conversions.

1) Sources of Traffic Vary in Results

Search engine optimization might be a critical element of your CRO strategy, but that traffic, depending on intent of the keywords in your strategy, might result in a very different conversion rate than traffic from paid ads, for example. Track your conversions and micro conversions by traffic source. Traffic isn't created equal - some sources will always provide more value.

2) Site Speed & Performance Matters

While CRO is all about on-page engagement, you have to focus on how site performance, or your A/B tests will never yield much. A slow site makes ad costs go up, SEO suffer, and most important, conversion rates declines.

3) Site Content + Site Design

Don't think for a second that your only challenge is designing your site with the best call to action, pictures, etc. Rather, your site content is just as important, if not more. You can have a terrible looking site turn site visits into more revenue, but a great site with poor content is almost never going to convert.

4) Use Current Visitors as a Benchmark

Before you spend a fortune on advertising, focus on user research within your current visitors. Potential customers are already on your site and your path to more customers is converting more qualified leads, not simply adding traffic to your site. Turn visitors into more revenue then add traffic into the mix.

Wrapping it Up

In conclusion, B2B conversion rate optimization strategies are essential for businesses looking to increase their sales and grow their customer base. By implementing the tips outlined in this guide, such as developing a clear value proposition, optimizing landing pages, personalizing the user experience, and using social proof, businesses can improve their website's performance and achieve higher conversion rates through a CRO marketing strategy that actually works.

Additonally, incorporating chatbots, mobile optimization, and effective CTAs can help create a sense of urgency and motivate prospects to take desired action. With continuous testing, measurement, and experimentation, businesses can continually refine their marketing efforts and drive more sales. By prioritizing a CRO marketing process, businesses can create long-term success, improve customer satisfaction, and increase their bottom line.

Ready to increase your conversion rate optimization and increase your bottom line? The Revenue Institute is here to help. Check out our service pages for more information or jump straight to getting in touch with us here.


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