B2B Conversion Optimisation: The Unattended Potential of 4 Simple Tactics

Conversion Rate Optimisation in B2B Online Shops
Author: Haydar Yuece // 10min

In B2B, the primary aim is to acquire leads from decision-makers in companies and to convert them into customers by means of sales measures. In B2B, the aim is usually to establish long-term cooperation with corporate partners, which increases success in the long term. Anyone who operates a website in the B2B sector has the goal of convincing visitors in such a way that they automatically become contacts.

In B2B, the conversion rate (CR) is the most important key figure for this. Only those who know their conversion rate, analyse it and regularly initiate optimisation measures can successfully gain new leads. What distinguishes the conversion rate in B2B from B2C? Why is conversion rate optimisation so important, especially in business-to-business, and how can the conversion rate be optimised in B2B? We want to answer these questions in this blog post.

B2B Conversion Rate vs. B2C Conversion Rate

The conversion rate is one of the most important key figures in e-commerce for both B2C and B2B. It shows how many interested users actually perform a desired action on a website or landing page. In order to achieve the macro and micro goals of a website, the optimisation of the conversion rate should have a fixed place in the marketing strategy.

In principle, companies pursue one core goal with macro conversion: the execution of a desired action. All efforts in B2C and B2B ultimately always focus on the sale of a product or service. Unlike in B2C, however, the conversion rate in B2B must be measured on the basis of the leads acquired, which are later provided to the sales department for customer acquisition. In the next step, the conversion rate of the acquired leads into converted customers can be calculated. In classic e-commerce, this is measured directly on the sale.

conversion rate b2b

The difference can be seen in the fact that B2B companies often do not offer direct sales opportunities on their website. The resulting additional intermediate step of lead generation makes increasing the conversion rate in B2B significantly more complex.


Examples for Conversion Goals in B2B:

  • Filling out a form
  • Subscribing to a newsletter
  • Signing up for a quote
  • Contacting someone by email, phone or chat
  • Downloading a white paper

Importance of Conversion Optimization in B2B

The marketing goal of a website in B2B is therefore that a potential visitor makes a contact or product enquiry so that the sales department can build a sale from this lead and, in the best case, a long-term business relationship.

In order to achieve this goal, the website as a “digital business card” must be so convincing in the decisive phase of the initial contact that a high number of interested parties actually convert. This can only be achieved by optimising the conversion rate in B2B. Those who know their conversion rate and introduce appropriate measures to increase it can have an immense influence on the success of their company.

We explain what a good conversion rate is in the blog post Conversion rate in an industry comparison.


The Advantages Of Conversion Rate Optimisation in B2B

  • Customer Lifetime Value

The higher the conversion rate in B2B, the better the chance of increased customer lifetime value (CLV), i.e. the profitable acquisition of long-term customer relationships.


  • High value

Even one lead of a good conversion in B2B can have a higher value, as products and services usually generate higher sales here (B2C the sale of a T-shirt vs. B2B the contact for the sale of an industrial plant).


  • Lead quality

Potential prospects on the B2B website are usually already the decision-makers themselves or people who work closely with the decision-maker. The quality of the leads is correspondingly high.


For these reasons, optimising the conversion rate in B2B is particularly important. The main focus here is on increasing the quality. Ultimately, it is precisely those contacts that can be converted into customers by the sales department that should convert. Based on this, B2B companies should ask themselves the following questions before optimisation:

  • Which target group do I want to reach?
  • In which industries is it to be found?
  • What are the typical company structures?
  • Who is the decision-maker or how many decision-makers are there?
  • What are the typical sizes of the companies?
  • How are the departments structured?
  • What are the daily challenges?


Those who know their customers can accordingly improve the journey on the website to the lead efficiently by optimising the conversion rate and thus establish new business relationships. Therefore, it makes sense to first create a persona that acts as an image of the target customer.Furthermore, before starting CRO, the ACTUAL situation should be analysed to determine at which point visitors drop out along the customer journey. In this way, CRO can be applied specifically to mirco targets in order to achieve the marco target.

4 Simple Conversion Optimisation Measures for B2B

How can the conversion rate in B2B be optimised in concrete terms? We have compiled a selection of sensible and efficient measures below.

conversion optimierung b2b

1. Landing Page First: Meeting Customer Needs

When a company is researching new products for purchase, buyers want to get to the relevant information without detours. True to the motto “time is money”. Whereas in B2C customers primarily value a customer experience, like to browse through the shop and be inspired, in B2B a clear overview at the first click is convincing.

To increase the conversion rate in B2B, landing pages must be adapted according to the needs of the target group. Important elements that should be considered in conversion rate optimisation:

  • Put USP clearly in the foreground, point out solutions and provide arguments
  • Integrate clear graphic elements
  • Structured and reduced design
  • Place effective call-to-actions
  • Added value in the form of downloads


2. Facilitate Contact

By removing the barriers to contact, you can optimise the conversion rate in B2B relatively quickly and efficiently. To do this, keep the contact process as simple as possible. A contact form is much more effective if the number of fields is reduced to the essentials. Name, email and/or telephone number are usually sufficient for sales. Optional fields should generally be omitted. If information is entered incorrectly in fields, an immediate hint facilitates completion and thus minimises the risk of abandonment.

In addition, telephone numbers and e-mail addresses should be entered so that interested parties can decide for themselves how to contact the company. If a company operates in an international context, the fields should be adapted according to local usage. A direct contact person can sustainably increase the conversion rate in B2B. If a customer can already get an idea of the future contact person, this creates trust. This lowers the inhibition threshold for making contact.


3. Use Call-To-Actions to Attract More Leads

Call-to-action elements should be a central element of a landing page: If a customer is interested in a product, but does not know what to do next, he will most likely break off contact at this point. Call-to-actions take the customer by the hand and automatically lead him from interested party to lead. Here, the B2C sector is ahead of the game, because the buttons are already an integral part of almost every e-commerce shop.

To increase the conversion rate in B2B with call-to-actions, wording is linked to advantages (e.g. “Get a non-binding offer now”), the buttons are highlighted with appropriate colours and always placed where customers are to make a decision.


4. Onsite-Remarketing for B2B

Personalisation is also an effective way of optimising the conversion rate in B2B online marketing when it comes to the critical areas of the buying process. Here, too, the B2C sector is ahead of B2B, because the advantages of personalisation and personalised remarketing have been increasingly established here for several years to increase the conversion rate. In addition to preventing and bringing back abandoned purchases, this is also about customer loyalty.

If B2B companies offer buyers the opportunity to purchase the products themselves via an online shop, personalised remarketing can effectively increase the conversion rate and strengthen customer relationships.

Example: If a potential customer wants to abandon the purchase shortly before checkout, a personalised exit intent pop-up can reduce the abandonment. With the intelligent software solution from uptain, these are also individually tailored to the respective cart abandoner.


If a purchase is abandoned after all, a customer can still be generated from the seemingly lost prospect with personalised abandoned cart email. The innovative e-mail retargeting by uptain adapts individually depending on the reason for shopping cart abandonment. These abandoned cart e-mails are sent automatically after a defined period of time. In addition, the e-mails are provided with a call-to-action.

With personalised newsletter pop-ups, B2B companies can generate qualitative leads. With our smart solutions, hesitant and undecided visitors are automatically converted into email subscribers. This not only generates leads, but also builds sustainable customer relationships.

It is also quite important for B2B online retailers to learn about the conversion optimisation tips and tricks of the entire online industry.

Advantages of Online Marketing for B2B

In addition to optimising the website or landing page, strategic performance planning in online marketing has a significant influence on the conversion rate in B2B. The main goal is to increase brand awareness, to pick up customers exactly where they are and to convert them into the sales funnel. With targeted campaigns and measures, wastage can be avoided and high-quality leads can be generated.


Suitable tools for this include:

  • Google Ads or Bing Ads
  • LinkedIn Ads
  • Search Engine Optimization


The optimisation of the conversion rate should not be neglected by B2B companies. It can be used to reliably acquire qualified leads that can be transformed by the sales department into long-term customer relationships and thus into regular sales.

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