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This time of year means one thing for most B2B marketers: budgeting and planning season. The first and arguably most important step in marketing planning is reviewing the previous year, its results, successes, and learnings, including insights on CRO.
Aligning marketing goals with business objectives
Once you’re armed with this data, it’s time to work out what your team must achieve to deliver against the wider business objectives. This is often where B2B marketers draw the short straw. In Marketing Week’s latest State of B2B Marketing research, they found nearly 60% of B2B marketers have been asked to deliver more, with less. This shift has occurred in the last 12 months.
However, it’s not all doom and gloom. The IPA Bellwether Report Q2 2024 revealed that UK marketing budgets have increased by the highest levels in a decade.
For those being asked to deliver more with less, it’s crucial that your website is optimized for conversions. It should work as hard as possible to support your marketing efforts.
Here’s 5 reasons why you should be focusing on conversion rate optimization (CRO) and digital experience optimization (DXO) in 2025 and beyond.
Use this to inform your own planning, or share it with stakeholders to build your case.
1. It will improve your marketing results.
This one’s a no-brainer. Your marketing campaigns and content will dictate how much traffic you get on your website. From there, it’s up to your website to serve your prospects’ needs and seamlessly move them onto the next stage in your purchase funnel.
You could have the biggest marketing budget and the best advertising agency in the world. However, if your website isn’t optimized to convert the traffic you’re working hard to generate, your marketing campaigns won’t reach their full potential.
2. It can help you fix leaks in your purchase funnel.
Imagine your purchase funnel. It should be specific to your business and include all the stages your prospects go through to become a customer.
Next, look at the number of people at the top of the funnel (your total market) and at the bottom (your customers). Use quantitative data from your website, sales team, and agencies. This will help you estimate how many prospects are at each stage—and, most importantly, what the conversion rate is between each stage.
Now you can see where in the funnel you are losing the most prospects, aka your leaks. If it seems like your website has a leak—prospects arrive from the previous funnel stage, but only a small percentage convert to the next—consider the impact. Increasing that conversion rate by just 2 or 3% could generate significant revenue.
3. It will make your customer experience better.
CRO (Conversion Rate Optimization) is a subset of DXO (Digital Experience Optimization) which focuses solely on optimizing to increase conversion. DXO takes a broader look at UX and how a business can achieve optimum usability, accessibility and effectiveness in their digital experiences.
Prospects and customers will be using your website to serve a specific purpose, so it’s crucial they can do so quickly and easily. If they can, they will thank you for it. An Adobe report found that companies prioritizing DXO can see revenue increases of up to 20%.
4. It will make your budget go further.
When B2B marketers are increasingly asked to tighten their budgets, focusing on converting existing prospects is more cost-effective. It’s often cheaper than finding new ones.
The same goes for your website. By improving the conversion rate of your existing traffic, you can increase revenue and reduce your cost per acquisition (CPA) without having to spend more on generating new visitors.
5. There is never a bad time to invest in your website.
Chances are you already have a pot for general website maintenance and updates. In making the pot bigger and incorporating CRO, you can improve the results of your marketing campaigns, reduce your CPA and generate more revenue.
According to Econsultancy, companies that focus on CRO can experience conversion rate increases of up to 223%.
Webeo uses the power of website personalization to help B2B businesses increase their conversion and generate more revenue from their marketing campaigns. To learn how this could work for your business, book a demo with our team today.
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