How to Optimize Your B2B Conversion Rates with A/B Testing, Screen Recordings and Heat maps

Are you happy with your B2B conversion rates? If not, don’t worry – you’re not alone. The truth is, even the most well-run businesses can always stand to improve their conversion rates. After all, there’s always room for improvement when it comes to generating leads and closing sales.

Yet often conversion rate optimisation is an after-thought, with very few companies that we have worked with focussing on it at all. This is undoubtedly a massive missed trick in a world where your target audience are ever harder to find and engage. When you get them to your website, you need to ensure your website is working that lead hard and maximising your chances of converting them.

What Are B2B Conversion Rates?

B2B conversion rates are the percentage of visitors to your website who take a desired action—such as filling out a form or subscribing to a newsletter.

Conversion rates are important because they give you an insight into how effective your website is at achieving its goals. If your conversion rates are low, it could be an indication that there’s something wrong with your website—such as poor design, unclear messaging, or a bad user experience. On the other hand, if your conversion rates are high, it could mean that your website is effectively doing its job and that you’re on the right track. Either way, conversion rates are worth paying attention to.

Conversion rates have an awful lot of factors involved, from the offer through to the season, sentiment around your sector and the elements that we can change on the websites front end. However for the purpose of this blog, we’re focussing on the elements that the marketing function can change – the website front end features.

3 powerful tools to improve your conversion rate

Today we’re focussing on 3 tools which can be synergistically used in order to radically improve your websites performance;

  1. Screen recordings: a tool which records the screens of people navigating your site or application with the intention of visually revealing pain points that they experienced in their session
  2. Heat maps: a tool which captures a wider set of data on where people click, scroll, hover and touch on your page/s, to show elements which are grabbing the users attention, and where you can move your higher value CTA buttons to in order to gain higher engagement
  3. A/B testing: A tool which splits the traffic going to a landing page equally between variations of that landing page, so you can test different design features and measure which convert best

One of the best ways to optimise your B2B conversion rates is by using A/B testing, screen recordings and heat maps in conjunction with each other because each provides different data which combine to provide a fuller picture. By recording your users’ screens as they interact with your website or app, you can get invaluable insights into their behavior. And by tracking their movements with heat maps, you can see exactly where they’re getting stuck or falling off. Finally, by split testing different pages, you can see which messaging resonates most and how that impacts the other two tools output.

In this blog post, we’ll show you how to use A/B testing, screen recordings and heat maps to optimise your B2B conversion rates. We’ll also share some real-life examples of how this approach has helped businesses close more deals and boost their bottom line. So let’s get started!

How Screen Recordings Can Help Optimize Your B2B Conversion Rates

Screen recordings offer a wealth of insights into your users’ behavior. By seeing how they interact with your site or app, you can identify areas for improvement. For example, let’s say you have a high bounce rate on your pricing page. By watching a screen recording of someone visiting that page, you might notice that the pricing information is hard to find or understand. Armed with this knowledge, you can make changes to the page (like adding clarity around pricing) and improve your conversion rates.

Enterprise analytics platforms like the one we offer have incredible depth in their information, There are stats for almost everything conceivable, especially around form and conversion elements. However sometimes you need to actually see what somebody was doing to understand what went wrong. A named account could, for example, have hovered over the ‘book a demo’ button 3 times without clicking. This was a sign of intent but with hesitation, and means that particular lead may be primed for a direct email outreach or even a sales call. Which brings me on to;

Another way screen recordings can help is by showing you where people are getting stuck in your sales process. Let’s say you have a complex product with a lot of features. This is especially likely in B2B, where sales cycles are long because of the vast decision making teams (the ‘decision making universe’) combines with product complexity, making sales cycles typically very long.

It’s not uncommon for people or indeed just one stakeholder in that decision making universe to get overwhelmed when trying to learn about all the different aspects of the product. But if you watch a screen recording of someone using your product, you can see exactly where they’re getting confused or lost. You can then make changes (like simplifying the language or adding more visuals) to help them better understand the product – and increase your chances of making a sale.

We have had CMO’s and marketing professionals tell us that they have learned more about their messaging challenging, workflows, barriers to conversion and other such data in a multi-hour stint of watching screen recordings then they have in months or even years of face to face meetings, customer interviews and other more traditional tools in the toolbox.

The only real downside is that it is time consuming. It’s hard to scale and marry bigger and more robust datasets. That is until you add in heat-maps, the perfect tag team partner for screen recordings.

Heatmaps: The Secret Weapon for Optimising B2B Conversion Rates

In addition to screen recordings, heat maps are another valuable tool for optimising B2B conversion rates. Heat maps track user interactions (like clicks, taps, and mouse movements) and show you where people are spending the most time on your site or app. This information can be incredibly useful for identifying areas of friction or confusion. Their great advantage over recordings is that they bring an element of ‘big data’ and therefore, much like a new footpath being carved across a field, they show the path that gets trodden the most versus a recording giving a more personal viewpoint into one individuals thinking.

For example, let’s say you have a CTA (call-to-action) button that’s not getting much attention from users. By looking at a heat map of your site, you might notice that the button is buried at the bottom of the page beneath a ton of other content. In this case, simply moving the button up higher on the page could result in more clicks – and more conversions.

Another huge advantage of heat maps is their ability to rapidly show you how the page renders on different sized screens, and therefore how the key conversion elements move around, more into or further out of view. Multi-device conversion rate optimisation is front of mind in the B2B space, where stakeholders are accessing content across a raft of work and personal devices.

How A/B Testing Can Improve Your B2B Conversion Rates

A/B testing—or split testing—is a method of experimentation where two or more versions of a web page are shown to users at random, and statistical analysis is used to determine which version performs better.

It’s a powerful tool that can be used to improve the performance of your website, and in turn, your business. A/B testing can be used to improve your B2B conversion rates in a number of ways. Here are some examples:

  • Identifying and fixing usability issues: If users can’t figure out how to use your site, they’re not going to convert. A/B testing can be used to identify usability issues—such as confusing navigation or unclear CTAs—and fix them.
  • Improving the design of your site: The design of your site has a big impact on conversion rates. A well-designed site will lead visitors through your sales funnel and encourage them to take action. A poorly designed site will do the opposite. A/B testing can be used to test different design elements—such as layouts, color schemes, and fonts—to see which ones work best for your business
  • Testing different offers: The offer you make on your website has a big impact on conversion rates. If you’re not making an offer that appeals to users, they’re not going to convert. A/B testing can be used to test different offers—such as free trials, coupons, or discounts—to see which ones convert best.

There are many factors that go into optimising B2B conversion rates – but three of the most important are A/B testing, screen recordings and heat maps. By recording users’ screens as they interact with your site or app, you can gain valuable insights into their behavior. And by tracking their movements with heatmaps, you can see exactly where they’re getting stuck or falling off. A/B testing is a powerful tool that can be used to improve the performance of your website and increase B2B conversions rates. If you’re not already using A/B testing alongside screen recordings and heatmaps, we encourage you to start today. And if you need help getting started, we’re here for you. Contact us today for more information about our services, which includes an enterprise analytics platform which includes all three of these tools



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