This document outlines conversion rate optimization (CRO) hacks and best practices for accelerating the business-to-business sales funnel. It discusses defining goals, benchmarking current website performance, and implementing an ongoing program of A/B testing changes one element at a time. Examples are provided of specific elements to test, like call-to-action buttons, headlines, pricing displays, and other design elements. Committing resources to continuous CRO is emphasized as a way to increase qualified leads and sales.

1. 9 CONVERSION RATE OPTIMIZATION
HACKS TO ACCELERATE THE B2B FUNNEL
Thursday, May 25th at 1PM ET/10AM PT
SABRINA GILMORE KOCHANSKI
Director, Client Services & Business Development
LAUREN BLECHER SCHERBA
Director, Marketing

2. WE OPTIMIZE LEAD
FLOW FROM
CLICK
TO
CLOSE
TO DRIVE MORE SALES-
QUALIFED LEADS FROM
DIGITAL.
DEMANDWAVE
THE B2B DEMAND GENERATION AGENCY.
SEO
PAID MEDIA
CONTENT
DESIGN
ANALYTICS
ABM SUPPORT

3. Founded in 2004, we are digital veterans with a passion for demand generation.
We drive revenue growth for the best in B2B.
DemandWave is a trusted Google
Partner, a two-time winner of the Inc.
500|5000 list, and a two-time member
of the San Francisco BusinessTimes’
100 Fastest Growing Private
Companies.
We’ve earned our stripes.

4. ?WHAT IS CONVERSION RATE OPTIMIZATION?

5. “Conversion rate optimization (CRO) is the process of increasing the
percentage of conversions from a website or mobile app. CRO
typically involves generating ideas for elements on your site or app
that can be improved and then validating those hypotheses
through A/B testing and multivariate testing.
OPTIMIZELY, “OPTIMIZATION GLOSSARY.”
“

6. Small changes can yield big returns.
Source: Kissmetrics, “100 Conversion Optimization Case Studies.”
Changing the hero image to
feature a real person increased
signups by 102.5%!

7. Let’s all do conversion rate optimization!
That’s it?

8. Not so fast.
Conversion rate optimization is a tough job.
41% of companies do not have a
person or department accountable for
optimization efforts.
Source: ConversionXL, “The 2016 State of Conversion Optimization Report.”

9. Not so fast.
Conversion rate optimization is a tough job.
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2
3
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5
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Statistics
User experience
Tech skills
Copywriting
Analytics
Qualitative research

10. But, true conversion rate optimization is worth it.
Taking a scientific approach to our client’s
landing page testing reduced cost-per-
lead from $400 to $30. That’s a 92.5%
improvement in cost efficiency.
Another client saw a 120% increase
in lead volume after implementing a
new mobile homepage call-to-action.

11. 3 MAJOR
STEPS TO
BUILDING A
CRO PLAN.

12. That’s right, you can only choose one.
1. Define your most important goal.

13. Pre-requisite: Make sure you have a dedicated landing page for this call-to-action.
1. Define your most important goal.

14. Benchmark current website performance so you have something to test and measure against.
2. Know the status quo.
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Traffic volume (paid and organic)
Click-through rate
Typical user path
Bounce rate
Landing page conversion rate
Page load speed
Don’t forget to benchmark
by device, as well.

15. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
Let’s walk through the three components of a true A/B test.
3.A/B test for continuous improvement.
Source: Kissmetrics, “100 Conversion Optimization Case Studies.”
Test one element at a time and
send equal traffic to both
variations. Measure which
version yields the highest
conversion rate.

16. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
Let’s walk through the three components of a true A/B test.
3.A/B test for continuous improvement.
Tests must reach at least 95%
statistical significance. It’s
also a good idea to run each
test for at least a week.

17. Don’t get lost in a sea of data.Tie all tests back to your most important KPI.
3.A/B test for continuous improvement.

18. 9 CRO HACKS
TO START
TESTING
TODAY.

19. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
This includes color, design, placement, and copy.
A/B Test #1: Call-To-Action Button.
Source: Kissmetrics, “100 Conversion Optimization Case Studies.”
Changing the CTA button to
red increased conversions
by 21%!

20. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.A/B Test #2: Hero image.
Source: Kissmetrics, “100 Conversion Optimization Case Studies.”
Changing the hero image to
feature a real person increased
signups by 102.5%!

21. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
What information is truly necessary to qualify a lead?
A/B Test #3: Number of form fields.
Source: ConversionXL, “100 Conversion Optimization Case Studies.”
Compare HubSpot’s 12 fields
to 15Five’s single field.Test to
find the right approach for
your brand.

22. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
Test using progressive form fields or a progress bar.
A/B Test #3: Number of form fields.
Information we already have is
prefilled. New sales-
qualifying questions are
presented for each return visit.

23. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
Test benefit vs. question vs. risk.
A/B Test #4: Headline copy.
“The 9 CRO Mistakes Costing
You Sales", or “Are you
MakingThese 9 Common
CRO Mistakes?”

24. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
Copy length matters. Is there too much detail or not enough?
A/B Test #5: Body copy length.
Source: Instapage, “The Best Times to Use Long Form Landing Pages.”
Crazy Egg’s long form
challenger was 20 times longer
than the control, but
increased CVR by 365%.

25. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
Highlight awards and client testimonials.Which are the most effective?
A/B Test #6:Trust Symbols.
Source: Marketo.com
Client logos for Marketo’s
Technology Solutions page
compared to...

26. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
Highlight awards and client testimonials.Which are the most effective?
A/B Test #6:Trust Symbols.
Source: Marketo.com
Client logos for Marketo’s
Higher Education Solutions
page.

27. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
How will a landing page chat box impact conversion rate?
A/B Test #7: Live chat.
Source: Neil Patel, “How to Boost Your Conversion Rate by 45% with Live Chat.”

28. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
Will a video add value or merely distract the user?
A/B Test #8: Explainer video.
Source: Instapage, “The Medium Is in the Message: 20 Video Landing Page Example.”
Viewers are anywhere from 64-
85% more likely to buy after
watching a product video.
Source: Kissmetrics, “Can Product Videos
Increase Conversion Rates?”

29. Be patient. Don’t short change your test.
3. A/B test for continuous improvement.
This includes color, design, placement, and choice structure.
A/B Test #9: Pricing presentation.
Source: Kissmetrics, “100 Conversion Optimization Case Studies.”
In this case, adding the price to
the landing page doubled
lead acquisition.

30. 1
2 Zero in on the top goal of your digital marketing efforts.
Benchmark current site performance and identify bottlenecks.
Commit to continuous improvement with CRO.
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4 Make a plan to A/B test one change at a time.
Ensure CRO is a properly resourced marketing priority.

31. Talk to our team to start driving more sales-qualified leads today.
Build a better pipeline with smart CRO.
800.619.1570 results@demandwave.com