‘FYI: The ABC of CRO for B2B’ – ‘Website Magazine’ Article
The latest article on ‘Website Magazine’ is titled “FYI: The ABC of CRO for B2B”.
Joe Doveton says, ““Not the right time”- just one of the objections I have heard from business-to-business (B2B) digital marketers when introducing them to the topic of conversion rate optimization. CRO, it is believed, should be left for the big boys in business-to-consumer (B2C).
For many webmasters, the first hurdle to overcome in CRO is the terminology. As many B2B businesses may not be fulfilling a transaction online, they may not consider themselves to have anything to convert. The B2B sales cycle is likely to be a long one, with several stages of procurement and the final decision made by committee, not a click of a mouse by an individual. However, B2B sites often have a more nuanced set of conversion points than their counterparts in e-commerce. Generating sales leads“.
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