Common B2B Website Conversion Problems and Solutions

Most B2B websites convert only 2-4% of visitors. That means 96-98% of potential customers leave without taking action.

Here’s what kills your conversions and how to fix it:

Want proof? Hubstaff fixed these issues and got 49% more sign-ups from 259,000 visitors in just 3 months.

This guide shows you:

• Exact conversion rates by industry
• Step-by-step fixes for common problems
• Tools and tracking methods that work
• A 30-day plan to boost conversions

Key stats to know

Bottom line: Even a 1% conversion boost means 1,200+ extra leads yearly from your current traffic. Let’s fix your site.

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B2B Website Conversion Basics

What Counts as a B2B Conversion

B2B and B2C conversions work differently. B2C wants immediate sales. B2B tracks these key actions:

Standard B2B Conversion Rates

Here’s what the data shows across different industries:

And here’s how devices perform:

• Desktop: 3.9%
• Mobile: 3.5%
• Tablet: 2.2%

How Better Conversion Rates Help Growth

Let’s break down the numbers. Picture a B2B site getting 10,000 visitors each month:

Here’s the thing: Even small improvements make a BIG difference. Just a 1% bump means 1,200 extra leads yearly – from the exact same traffic.

Different marketing channels deliver different results:

Most B2B sites convert 2-5% of their visitors. But the best performers? They hit 8-10% by dialing in their targeting and optimization.

Common Problems and How to Fix Them

Slow Website Speed

Nobody likes waiting. After 5 seconds, visitors start leaving your site (Statista, 2023).

Here’s what’s slowing you down:

Weak Message and Benefits

Most B2B sites don’t show what they ACTUALLY do. Here’s how to fix that:

Hard-to-Use Lead Forms

Forms can make or break you. Just ask VentureHarbour – they jumped from 0.96% to 8.1% conversions by fixing their forms.

Missing Trust Signals

Show proof that you’re legit:

• Put customer logos up top
• Add case studies with numbers
• Show security badges near forms
• Link to privacy policy
• Add real customer quotes

Wrong Content Mix

Want 500% more leads? Hubspot says you need 40+ landing pages. Here’s what to make:

Poor Website Layout

Make your site work better:

4-Step Fix Plan

Here’s how to boost your B2B website conversions, backed by data:

1. Fix Technical Problems First

Your website needs to work perfectly. Here’s what to check:

2. Make Content Work Harder

Small tweaks = big results:

3. Track Everything

You can’t fix what you don’t measure:

4. Test and Make Better

Don’t guess – test:

The worst mistake in CRO is making changes without testing. Our clients who run proper A/B tests see 2-3x better results than those who don’t”,
– Ryan Gould, COO at Elevation Marketing.

Look at Hubstaff: They watched 259,000 visitors for 3 months using VWO‘s tools. After making data-backed changes? BAM – 49% more sign-ups.

Start small with forms (they’re quick to fix), then move up to bigger stuff. Test ONE thing at a time. Keep track of EVERYTHING.

Tools and Methods That Work

Here’s what actually moves the needle for B2B website conversions:

Want to know which tools to pick? Here’s a breakdown by task:

1. A/B Testing That Gets Results

VWO’s data shows where you’ll get the biggest wins:

2. Marketing Automation That Works

56% of B2B companies now use automation. Here’s what to focus on:

“With Mutiny you can create the most relevant website experience for your customers the moment they reach your website. This not only creates the best experience for your customers but also dramatically increases your conversion rates.”,
– JK Sparks, Head of Marketing at AudiencePlus

Fast Wins You Can Get Today

“AB Tasty also offers out-of-the-box widgets, multivariate testing, client and server-side testing, search and recommendations, personalization and emotion-based AI targeting.”,
– Chloe O’ Keeffe, former associate conversion consultant at Conversion.com

Start with ONE tool that fits your team’s skills. Master it. Then add more as needed.

Tracking Results

Here’s what matters for your B2B website performance:

Want to know if your numbers are good? Here’s what to aim for:

1. Get Your Tools Ready

You’ll need these three to start:

2. Daily Check-ins

Keep an eye on these numbers every day:

3. Monthly Deep Dive

Look at these conversion points:

What Should Each Lead Cost?

Start with these basics. Add more metrics once you know what drives YOUR results.

Next Steps

Here’s a 30-day plan to boost your B2B website conversions:

24-Hour Wins

Must-Have Tools

Track These Numbers

“Call in the first minute and you’re 391% more likely to convert”,
– Hubspot

Real Example: Hubstaff boosted conversions 49% by fixing their homepage with VWO data. They:

• Made benefits clear
• Cut form fields
• Sped up pages
• Fixed mobile views

Top Changes

Test each change. Keep winners. Drop losers. Your data will show what works.

FAQs

What is a good conversion rate for forms?

Let’s look at the real numbers for B2B form conversion rates:

Here’s the thing:

Most marketers will tell you to shoot for 2-3%. And the data backs this up.

But your actual results will depend on:

• Your specific industry
• The type of form
• Where you put it on the page
• How many fields you include
• Whether users are on mobile or desktop

Bottom line: Start with 2-3% as your target. Once you hit that, push for 4% or higher. Some sites get WAY better results (11.7%!), but nail the basics first.

“If you chat with any marketer about it, they’ll likely toss out a number between 2-3%. That’s been the go-to figure for years. And, honestly, I’ve found that to be pretty accurate overall.”
– Ketan Pande, Content Marketer at VWO