Conversion Rate Optimization (CRO) is one of the biggest and most effective trends in marketing right now but knowing how to do CRO or where to start can be confusing. Throw in obstacles like low traffic (50,000 monthly visits or less) or the fact most information you find on CRO is B2C or eCommerce-focused and the challenge is even greater. In this presentation, Gabe Wahhab of Square 2 Marketing (Diamond Partner) will walk you through how and where to get started with CRO for low traffic B2B websites.

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DEMYSTIFYING CRO
A Beginner’s Guide To CRO For
Low-Traffic B2B Websites
Gabe Wahhab, Square 2 Marketing

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HI, I’M GABE. NICE TO MEET YOU!
Director of Interactive Services – Square 2 Marketing

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1. What CRO is and what it’s not
2. Why use CRO
3. How to choose what to optimize
4. Why it’s different on low-traffic websites
5. How to execute the CRO process for low traffic
OUR AGENDA

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Other Tests Work For All?

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BE ALL END ALL OF LEAD GEN?

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CRO Is All About Testing?

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WHAT IS CRO?
A structured approach to
improving website performance.

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1. A/B or multivariate testing
2. Making small changes that have big rewards
3. Based on best practices, copying other tests, guesses, hunches
or the HiPPO
4. The end all, be all for conversion
CRO Is Not…

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1. Higher ROI vs. paid and organic traffic
2. Make better use of the traffic you already have
3. Focuses on quality, not quantity
4. Helps you understand your users better
5. Typical CRO metrics are also SERPs signals
Why CRO

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1. Form fill
2. CTA click-through
3. SERP click-through
4. Clicking through to another page
5. Scrolling down a page to a specific point
6. Spending a certain amount of time on a page
7. Email open/link click
8. Any desired measurable performance event can be a conversion
What Is A Conversion?

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THE CRO PROCESS

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What Should I Optimize
1. Evaluate existing data
2. Collect new data
3. Set baseline
4. Hypothesis
The CRO Process
Building
4. Build challenger
Testing & Learning
6. Run and monitor test
7. Evaluate, learn and
implement
8. Repeat

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What Should I Optimize?

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Quantitative
• HubSpot
• Google Analytics
• Google Search Console
• Google Tag Manager
Qualitative
• Surveys
• User testing
• Interviews int./ext.
• Heuristic frameworks
• Heat maps
• Complaints/questions
Start with Existing And New Data

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Heuristic Framework

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Heuristic Framework

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Target Ranges:
1. On-site landing pages – 25% to 65%
2. Paid landing pages – 3% to 10%
3. CTAs – 2% to 20%
4. SERP click-through – 3% to 35%
5. Time on site – 1:30 to 3:30
6. Bounce rate – 35% to 55%
* Industry can make a big difference
Snapshot Your Benchmarks

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Low Hanging Fruit

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Scoring – PIE Analysis
Potential Importance Ease Score
Landing Page Overhaul 6 8 4 18
Meta and Title on Service Page 5 9 9 23
Blog #21 CTAs 1 1 8 10
Lightbox Form vs. Landing Page 7 8 5 20
Home Page Value Prop 5 8 8 21
Offer on Menu 8 8 8 24
Sequential Test Landing Page 1 1 5 7
See Effect of Pricing on Website 1 1 5 7

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Common B2B
Optimization
Areas

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The Format
Changing _______ into ______ will
increase / decrease [conversion goal]
because [reason].
Creating A Hypothesis

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OK
• Improving the clarity of Page X will reduce confusion and improve CTA click throughs.
Better
• Changing the wording of the CTA on Page X to set expectations for users (from
“submit” to “send demo request”) will reduce confusion about the next steps on the
page and improve click throughs.
Creating A Hypothesis

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Building

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Time To Test

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The Low-Traffic
CRO Problem

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1. Review test results – determine winner or loser
2. Document what was learned
3. Notify appropriate parties with lessons learned
4. Determine next steps
Analyze And Learn

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1. Test larger changes that will have a greater impact
2. Data will likely be more weighted on qualitative data
3. Multivariate testing won’t work and A/B testing may or may not work
4. You may need longer testing periods or lower statistical significance
5. Testing multiple things at a time is an unwanted reality
CRO Low-Traffic Recap

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Text CRO To
66866
Download The Slides + Bonus Slides

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QUESTIONS?

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THANK YOU!

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1. HubSpot
2. Optimizely
3. Visual Web Optimizer (VWO)
4. Google Analytics, Tag Manager, Webmaster Tools
5. Hotjar
6. UserTesting.com
7. UsabilityHub
My Favorite Tools

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1. ConversionXL
2. Conversion Sciences
3. Qualaroo
4. WiderFunnel
5. Unbounce
Sources And Recommended Reading