B2B Websites: Simple Tricks To Track & Improve Your Website Performance

B2B Websites: Simple Tricks To Track & Improve Your Website Performance

Every website has its own purpose, but more often than not, the basic needs of having a web presence is to enable prospective clients, job seekers and the general public to learn more about the company.

Too funny not to put here

Too funny not to put him here

Here is the basic structure of the typical corporate website:

  • Home
  • About
  • Product/Services
  • News
  • Contact

The above navigation structure shows the basic information that the company should have, but it doesn’t necessarily answer the need for having a website in a quantitative way.

How can we increase the return of investment for our website?

Tadaa! A (insert your website cost here) question. Having a basic website doesn’t really provide an exact answer to the above question, but with a simple addition to your website, you can start having the answer.

Step 1: Add a lead capture tool into your website

Have a mechanism to track product/sales enquiries originating from your website. An all-purpose contact form is too general to keep track on, so you should have a separate one just to track the sales enquiries.


IBM request-a-quote page is a standard practice in capturing a lead information


Or you can introduce a drop down category for your contact form with ‘general questions’ or ‘product/services questions’. Or you can choose to keep 1 general contact form and do the stats manually, which is so 80’s.

Step 2: Track enquiries!

You should now track sales enquiries through the website for at least 6 months and come out with a sales/enquiry ratio:

Total visitors for first 3 months (eg: 120 visitors)

Enquiries for first 3 months (eg: 25 enquries)

Sales closed from the above enquires within the 6 months (eg: 3 clients made purchase)

Total value of sales closed (eg: RM8,000)

Conversion ratio: Visitors/Sales-Closed

Step 3: Boost your conversion performance with additional tools

Now that you have your matrices ready, prepare to boost the performance of your website through the following aspects:

Increase enquiries

  1. Increase the number of web visitors to your website (Search Engine Optimization, Pay Per Click Advertising)
  2. Increase the number of inquires made (landing page, call-to-action)
  3. Increase the number of captured visitor information for nurturing (auto-responders)

Increase the number of closed sales from enquiries

  1. Establish a clear classification of potential (Customer Relationship Management System)

CRM doesn’t have to be expensive. ZOHO CRM is free for 3 users inside your company. Set up and use it in less than 5 minutes without installing anything. 

Increase the average sales per customer

  1. Increase the understanding of visitors toward your product (blogging, newsletters)
  2. Increase the potential for cross-selling (related product section on your product page, product bundle/package)

Deloitte’s ‘Insight’ section provides their visitors help in understanding the complex audit, tax and regulatory process. By keeping their prospects enlightened, they can reduce the ‘fear of the unknown’ syndrom and give a better confidence for their prospects to investing more money

There you have it. This is a really simple start to your own Marketing Automation platform. It doesn’t hurt to take a little extra effort to ensure your website is up to the mark.

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