B2B Tech Conversion Best Practices

Imran Suleman

Conversion is on the mind of every marketer. Below are key steps you can take that contribute to converting prospects into loyal customers.

Conversion begins with content

It is almost impossible to get genuine conversion (a click, a download, a form-fill) unless you have practical, educational content to offer your prospects. But what makes engaging content, you ask? Engaging content speaks to a specific buying stage (awareness, preference, justification) and addresses a specific pain point or persona, since different buyers have different purchase motivations. For example, you wouldn’t want to speak about specific product feature sets to a financial buyer. You would want to describe ROI, payback periods and efficiency gains for the financial buyer.

Prospects judge content by its title

Prospects are busy. Not only are they quickly scanning your marketing message, they are also subconsciously looking for keywords that speak directly to a problem or a pain point.

Don’t be gimmicky; be direct in your title. For example, a title as simple and direct as “5 Steps to Protect Against Phishing Attacks” will outperform something elusive or convoluted like this: “Success in Data Center Security Means Harnessing the Power of People.” I’ve dealt with many pieces of great content that were poor performers because they had a weak title. Once the title was rewritten with a direct and simpler tone, it outperformed its peers.

Are your landing pages built with conversion best practices?

You could do a great job with steps 1 and 2 above, but if you don’t have a conversion-friendly design, all your efforts could go to waste. Always remember these key best practices for your landing pages:

  • Your form should be on the right side of the page, never on the left. A/B tests prove that forms and calls to action work much better on the right than on the left.
  • The title of content should be direct, and the heading on your landing page should be direct as well.
  • Keep your landing page abstracts concise. Each sentence should be a paragraph. Avoid being verbose on your landing page.
  • If prospects have made it to your landing page, they want to get your content. Don’t make it difficult by confusing them or turning them off with too much text.

I hope these steps help you convert more prospects into loyal customers.