Why B2B Marketing Strategy Needs Conversion Rate Optimization Platforms


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Firms can increase their B2B conversion rate by monitoring KPIs, using retargeting techniques, and providing their audience with a safe and reliable experience.

Digital marketers have been focusing on providing a customer experience (CX) that sets them apart from the competition. They need tools that enable a positive experience for each user.

Many marketers still don’t fully understand what it takes to convince website visitors to take the next step to conversion. They also need to identify ways to deliver a failsafe Call to Action.

One good way is using Conversion Optimization Platforms (COPs). COPs give insights into site visitors’ preferences how and why they act and behave as they do. These allow marketers to strategically test and customize websites, mobile apps, and other touch points.

There are many advantages to using conversion rate optimization.

Typically, conversion optimization platform functionality includes:

  • Tools for running successful experiments and managing testing program
  • A/B and multivariate testing
  • Personalization is frequently improved by machine learning and AI
  • Experiments on the server side

Significance of Conversion Optimization Platforms

Conversion rate optimization is crucial as it allows marketers to reduce customer acquisition costs. It gets them more value from the users and visitors they already have.

They can help optimize the conversion rate, increasing revenue per visitor. Also, the platform shares various insights to acquire more customers and grow the business.

For instance, a landing page that has a conversion rate of 10% and receives 3000 visitors a month will generate 300 conversions per month. If they optimize the elements on the page according to the user preferences, it can increase the conversion rate.

According to an article by WordStream, The best-performing websites have a conversion rate of 11%.

Hence, there’s a lot of room for improvement on the site. They must direct their efforts toward enhancing the website’s conversions.


Industry leaders can define what makes for a great customer experience. Even in B2B marketing, companies that fail to provide a competitive or better checkout or delivery experience finally fall by the wayside.

Brands that maintain personalization achieve their business objectives. Their strength comes from tailored offerings and outreach to the right individual at the right moment, and thus providing the right experiences.

Delivering this tailored experience to the users builds a positive connection between the brand and the users. It makes the conversion process seamless.

According to McKinsey’s Research, companies that excel at personalization generate 40 percent more revenue from those activities than average players.

Across US industries, shifting to top-quartile performance in personalization would generate over USD 1 trillion in value.

Agile Development and Marketing

Tools for conversion optimization are compatible with the agile methods that many marketers use. It adopts the “sprints” and “backlogs” approach made popular by developers rather than a “project” or “campaign” mindset, where initiatives are discrete sets of tasks that begin and are completed.

The workflow typically consists of iterative experiments, reflections on their efficacy, and actions taken in response to feedback and learnings.

Since it is made for continuous workflows, COPs fit with this strategy.

This strategy also encourages teams to use similar work practices because they frequently participate in experimentation and roll-out with marketers.

Conversion Funnel and Customer Journey

Search Engine Optimization (SEO) helps at all stages of the buyer’s journey by giving insights into what consumers seek. It helps track the customer’s journey by determining content intent.

Brands must understand the complexity of consumer intent to engage and reach modern consumers effectively. This broadens the search beyond a marketing strategy to a multifaceted discipline.

This includes customer experience management and funnel optimization, allowing a more solid connection between a business and a consumer.

Advantages of Conversion Rate Optimization Platforms

Many conversion events generate revenue. Furthermore, since COPs maximize conversion events, assessing whether a platform is profitable is simple.

However, generating revenue is only one advantage of conversions. COPs assist companies in maximizing the return on their investments in marketing their websites or mobile applications.

Capabilities of Conversion Optimization Platforms

Depending on the vendor’s approach to optimization and the use of AI, conversion optimization platforms have different features.

Common capabilities enable:

  • Design and conception of experiments for websites and mobile apps
  • Real-time tailoring of customer interactions
  • Directing testing initiatives and deploying effective experiments
  • Conducting A/B and multivariate tests and analyzing the results
  • Constructing audience segments using various data types


The main purpose of COPs is to test changes to websites and apps that improve user experiences, conversion rates, and results. This could be standard A/B testing, multivariate testing, or findings drawn from AI.

Usually, the user interfaces include browser-based tools with drag-and-drop graphic editors. They can then edit code and create new features to test or switch between these modes.

Lead generation and sales are just two aspects of conversion optimization.

Due to a more complex purchase cycle, firms must focus on generating the right leads, ensuring relevant offers, and improving their in-app experience.

They can save time and increase the likelihood of conversion by focusing on the right B2B strategies and integrating conversion optimization platforms.

Swapnil Mishra
Swapnil Mishra
Swapnil Mishra is a global news correspondent at OnDot media, with over six years of experience in the field. Specializing in technology journalism encompassing enterprise tech, marketig automation, and marketing technologies, Swapnil has established herself as a trusted voice in the industry. Having collaborated with various media outlets, she has honed her skills in content strategy, executive leadership, business strategy, industry insights, best practices, and thought leadership. As a journalism graduate, Swapnil possesses a keen eye for editorial detail and a mastery of language, enabling her to deliver compelling and informative news stories. She has a keen eye for detail and a knack for breaking down complex technical concepts into easy-to-understand language.


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