Websites are one of the most important elements of a company. It is often the first touchpoint for audiences in getting to know who the organization is, what the mission is and why the product or service offerings bring value. Having a B2B website that engages audiences and clearly outlines key messaging and offerings are some of the foundational elements. However, all websites tend to be different whether it is due to the offerings you have, the industry you are in or the branding. Regardless of how a website looks, every organization wants to improve website engagement. But, there is not one trick or strategy that will support this, but rather multiple strategies, when used together, that can help boost engagement rates and drive more traffic to your website. Here are six strategies to improve your B2B website engagement.
Measure Key Data
The only way to tell if your website is performing well and on par to set goals is to analyze key B2B website engagement data. It is essential to look at metrics such as pageviews, sessions and users, but it is important to look beyond these basic metrics. Looking at engagement or bounce rate, average session duration and more can uncover if users are engaging with your website or simply bouncing and moving on. It is also essential to look at data over an extended time. This gives more data and uncovers trends that are not easy to see in a short time.
Set Benchmarks for Key Data
As important as measuring key data is, it does not necessarily mean anything if there are no benchmarks for them. Therefore, it is important to record your B2B website engagement statistics and keep a track record of how things look. This gives a benchmark for how your website was performing previously and can uncover trends, giving insight as to where improvements can be made. Additionally, this helps your team become proactive in addressing negative trends that can go unnoticed otherwise.
Identify Any Issues or Troubling Trends
Any data, metrics or trends that present as troubling should be addressed as soon as possible. There can be a variety of factors that play into these trends, so it might not be explicitly clear what the cause is. For example, your website’s bounce rate has been unusually high in the past few months. What is the cause? Well, it could be a certain page, or pages, skewing the rates, it could be a landing page with a 404 error that people are being directed to or it could be a blog that is not resonating leading to quick bounces. It could be several things. Finding the source, or sources helps in the next strategy for B2B website engagement rates.
Address Page or Site Issues to Improve Engagement
Once the sources of any issues have been uncovered, it is time to address them and make improvements. The source of the issues heavily influences what changes need to be made. If the bounce rate is high on one landing page, consider shortening the page, condensing information or making changes to the layout. If the conversion rate on a contact page is low, consider shortening the form fields or making the form more apparent on the page. There might not be a correct answer to begin with, which is why it is a best practice to test changes on the pages and site.
Measure Datapoints After Changes
Once you have made changes and allowed an adequate amount of time to pass, reassess your metrics and testing variables. For example, if a contact page is not converting and you decide to change the form and layout of the page, revisit the data for that page in a certain amount of time to see if conversion rates have changed. If so, great, see what other variables can be added to boost engagement even more. If not, see what other elements can be changed to see a trend reversal. It might take some time, but that is the name of the game when it comes to testing and honing in on what speaks to audiences.
Continue Testing and Updating as Needed
After analyzing the metrics you gathered against your benchmarks, you will want to keep the changes made or continue to test other variables and make updates. This process should be repeated regularly to keep your website performing at the peak level and meeting the needs of your audience, overall improving B2B website engagement.
Looking for experts to help you improve your B2B website engagement? Contact us today or request a free marketing consultation! We’ve helped many companies boost their website engagement through website improvements and more.