Lead generation is a core part of marketing from which businesses identify, attract, and convert potential clients into prospective opportunities.
In the B2B ecosystem, your website can – and almost certainly should - function as a core part of your online lead generation strategy
By effectively utilising digital lead generation techniques (such as landing pages or emails) you can create meaningful connections with potential business clients, offering useful content in exchange for the opportunity for further conversation and hopefully, a potential partnership.
Effective lead generation demands a nuanced understanding of your customer experience and potential friction points. Review platforms such as Feefo provide invaluable insights into customer interactions and website performance.
Strategic insights can be gained by systematically analysing customer reviews, identifying recurring challenges in user experience, uncovering hidden obstacles in conversion pathways, and developing proactive improvement strategies. B2B businesses such as training provider Astutis saw a 30% increase in interest in their courses after implementing Feefo and understanding their customers – and visitors – onsite challenges.
This process can be streamlined with automated review analysis. Organisations can detect subtle user experience challenges, refine website navigation and content, create more targeted engagement mechanisms, and develop responsive design strategies.
For example, Feefo's review analytics might reveal that potential leads are dropping off at a specific point in the sales funnel due to unclear pricing information. Armed with this insight, a company could redesign its pricing page to be more transparent and user-friendly, potentially increasing conversions.
Website forms represent critical conversion touchpoints. They’re also a badge of trust -if someone has given you their details, it marks the start of a relationship and should be treated appropriately.
Optimising these interfaces requires a strategic, user-centric approach. Form design principles include minimising required fields, creating clear, compelling value propositions, implementing intuitive design principles, and using conversational, benefit-driven language.
Conversion-focused strategies involve developing compelling call-to-action (CTA) messaging, designing visually distinctive submission buttons, providing immediate value propositions, and ensuring transparent data usage policies.
For instance, a B2B software company might use Feefo's insights to discover that their lengthy contact forms are deterring potential leads. By streamlining the form to include only essential fields and adding a clear value proposition (e.g., "Get a free consultation worth £500"), they could significantly boost form completions.)
A/B testing provides a data-driven methodology for continuous website optimisation. Key testing dimensions include headline variations, call-to-action language, page layout configurations, visual design elements, and content positioning strategies.
The testing methodology involves implementing controlled experimental designs, ensuring statistically significant sample sizes, focusing on singular variable modifications, and developing iterative improvement frameworks.
An example of this A/B testing capabilities to compare two versions of their homepage: one with a traditional "Contact Us" CTA and another with a more specific "Get Your Free Marketing Audit" CTA. By analysing the results, they can determine which version generates more leads and adjust their strategy accordingly.
Mobile search traffic now accounts for 50% of all B2B website visits. Part of the form optimisation process mentioned above will include refining the mobile visitor journey.
Strategies include implementing fully responsive design architectures, ensuring sub-3-second page load speeds, developing touch-friendly navigation interfaces, optimising images and multimedia content, and simplifying form interaction mechanisms.
Performance metrics to monitor include mobile-specific conversion rates, user engagement duration, bounce rate variations, and cross-device user experiences. For instance, thanks to specifically asked feedback, a B2B logistics company might discover that their lead generation forms are difficult to complete on smartphones. By redesigning the forms with larger touch targets and simplified input fields, they could significantly improve mobile conversions.
Mobile-optimised websites can increase lead generation potential by up to 38% (by appearing first in the SERP) underscoring the critical nature of responsive design.
By implementing these strategies and continuously refining them based on data-driven insights, B2B companies can transform their websites into powerful lead generation engines, driving business growth and success in the digital marketplace.
To see how Feefo can help you grow your B2B business and increase your leads, chat to our knowledgeable team.