thet

What are the main differences in approach when it comes to conversion rate optimization in B2B versus B2C?

Recognize reality even when you don't like it - especially when you don't like it.
— Charlie Munger

Oziboomer

I'll kick things off...

Personally I find it easier to improve conversion rates in B2B than B2C and I think is due to a few reasons.

Being a business owner and operator for 25 years it is somewhat easier to think "like a business owner" so you tend to do your homework better and narrow down your targets better than when you are going B2C.

Although you can split test things and I do on a regular basis as it is ingrained in what we do I find it is easier to start from a stronger position in B2C and maybe that is because of the personality types that gravitate to certain roles or the various motivations that might make a business owner sit up and take action.

I think one on one and face to face conversions would largely be very similar because you are reading the situation as it unfolds and addressing the prospects needs.

When it comes to online you somewhat have to either be broader in the B2C or do far more specific targeting and calling out to your ideal prospect and then make sure you capture their attention very quickly and hold it.

B2B is easier in a way because you usually start out much more targeted from the get go.

I guess what I'm saying is you can spend less in B2B and gauge results from a smaller segment than you can from going to B2C.

The threads Ewen has got going in the offline forum and the copywriting forum in relation to "calling out to your ideal prospect" really link into the success you get at converting traffic whether that be online or offline.

Without the ideal client entering the widest part of your funnel it makes little sense in testing too much until you "know the ideal client"

Once you understand who that client is, whether it be B2B or B2C, is where the real impact happens.

Then you work on conversions.

I think too many people just spend far too much time and money attracting traffic or people who are not a good fit for the solution...even though they blindly forge on thinking they need more clients....when really they need better targeting.

It is easier converting the right prospect be it B2B or B2C..that is the real secret...

Then you get the best traffic and the best chance to move the needle with your split tests.

savidge4

I think the biggest difference is the target. with B2B your target is consistent regardless of traffic method. In other words the demographic of your target will remain the same. So regardless of the source be it offline methods or FaceBook or LinkedIn or search whatever.. you are simply focusing on the same target

B2C things change. an ad and lander that works on Facebook, more than likely will not work on Twitter. an ad and lander that works with adwords may not be optimal on Bing ads. There may be traffic you can get from Pinterest and the same method may not perform on Instigram. B2C becomes very traffic source specific. With every avenue of traffic there is a level of testing and tweeking involved with each. ( Unlike B2B )

I personally prefer B2C. It is far easier to get large amounts of traffic to optimize your pages. and not only easier but the process ends up being faster as well.

the other benefit is you can focus on not just getting the better of 2 choices.. but getting the choice that obtains a significant result. more traffic ultimately means more accurate results.

As an example you are testing 2 pages across 100 viewers and we will say that page A gets 1 click ad page B gets 6 clicks... In this scenario Page B as significant as it appears, is really just short of making the mark.. ( a 1:7 ratio reaches significance ) and for the sake of CRO math ( Determining Significance ).. 1 click and 6 clicks are one in the same.

Its determining Significance that really benchmarks a test. Running a test over a set amount of traffic and taking the best of the 2 at the end may not truly give you the best result.

mikfoxx

Yeah! I guess it will differ in your target marketing. B2B and B2C has different target approach with every niche.

amcg

This is a good point but it's not entirely accurate - many of the most trafficked B2B sites e.g. Staples are actively trying to win B2C customers in addition to their traditional B2B folks.