Businesses in the B2B industry usually have a tougher time acquiring their target market. Since their audience is extremely defined and is limited in number, it becomes an even bigger challenge for marketers to craft the right messaging and campaigns that stand out from their competition.
Most B2B websites are completely to the point. They include a value proposition, a little description about the same, the features and benefits of the product, a few customer testimonials and a call-to-action.
Now while the approach isn’t really wrong, these websites don’t quite convert as high as they expect from campaigns. Here’s taking a look at some of the reasons why B2B websites lose conversions and how they can recover them:
1. The messaging is full of jargons
One of the biggest and the most common mistake made on B2B business websites, is to use too much industry jargon. While it is a given that most of your target audience knows what you’re talking about, there could be instances where they refer to something in a different manner.
It is important to identify the way your audience is looking for products similar to yours. Keeping the message content in as real a language as possible, makes it all the more consumable and relatable.
How to fix this?
There could be different segments even in your target audience; with each having a different understanding of your industry and different needs from it. To better understand what your market will relate to, dig into social listening and machine learning tools that will give in-depth insights for better acquisition campaigns.
For example, Zendesk keeps its value proposition pretty simple and even complements it with a subtext to explain what the product is about.
2. The navigation is unclear
Now most of the B2B websites have a defined navigation that takes a visitor through the various aspects of the product or service the business is offering. But more often than not, the visitor gets confused about where he has landed and where to head from that web page.
This results in losing the visitor and a possible conversion, just because you couldn’t make him understand what your business was about, quickly.
How to fix this?
Keep your navigation bar extremely clear on the web page. If you’re redirecting visitors from a social post or a digital campaign to your website, make sure you ‘highlight’ where he is on the navigation bar. So if the visitor doesn’t understand what the page has to offer, he automatically knows it isn’t the ‘what it is’ page and he should navigate.
For example, Quid’s website uses a very minimalistic design. Its navigation at the top is clearly present and the section the visitor is on, gets automatically highlighted.
3. Focussing on features and not solutions
B2B products and services often need to be explained well to the target market. Hence, most of the times the website is full of information about what they offer, the features, product listing and of course, the pricing plan.
But think about it, when you targeted your audience, you wanted them to see value in your products/services. Does your feature list or pricing really do that? Unless the visitor is on a business spree, he is probably going to find your business unrelatable.
How to fix this?
It is pretty simple to fix this problem – be a little more human. The visitor needs and wants to see solutions to his day-to-day concerns and not another sales pitch. So while creating the copy for your website, ensure that you have touched upon the pain points of the target market and are helping them visualise how your business can help them.
For example, Grammarly. The website focuses on the pain point of professionals who often end up making grammatical errors while at work. They address their audience’s challenge extremely clearly.
4. Trying to drive actions
The thing with today’s generation is that they want to consume all the information possible, at their own pace. If you nudge them too much, they tend to feel a hidden intent behind your actions and abandon your website.
Most B2B websites use popups to drive a visitor’s action and some include a live chat to have a person nudge him into the conversion path. In both the cases, the visitor’s website experience gets interrupted and there is a high chance he leaves the website.
How to fix this?
The simplest way to stop losing customers is to strategize on-site targeting as per their interaction with the website. In simpler terms, give them the option to close the live chat if they don’t require assistance and make sure the messages don’t keep bombarding him.
Also, instead of implementing popups across your web pages, ensure that their triggers are more action based. The safest and the wisest time to retarget on-site is when a visitor is just leaving – this gives you an opportunity to target him with a better value proposition, ensures his experience is not interrupted and increases the chances of a conversion.
5. Not helping the visitor understand the offer
Your web copy may be optimized to the ‘t’, but there are still going to be some visitors who have a tough time understanding what your business offers. Or they could simply be skeptical about interacting with your business.
If you leave such visitors unattended or let them decide if they would like to contact you or not, without even suggesting it, you’re most likely to lose them.
How to fix this?
Use an exit intent popup campaign on your website to target the leaving visitor with a message that encourages him to make an interaction with you. Be it a contact form or requesting for a demo of what you offer, be the one to initiate a conversation.
For instance, since we know that a lot of people don’t understand exit intent technology, we offer them a personalized demo before asking them to convert.
You can try using an exit or action triggered popup on your B2B website for an entire month using Exit Bee – for FREE! Watch your conversions soar and then make a decision about the product. 🙂
Over to you
The B2B market can be tough to acquire and it usually consists of people who don’t like being rushed into making a purchase decision. It is important that you look at ways to strike a conversation with your prospects before converting them so they can see value in it.
Aim at a micro conversion from some of the web pages of your website and you will realise that there are many who are still willing to make a smaller commitment to your brand. These are people you could target later with nurturing campaigns to convert in totality.