B2B Website Lead Tracking

[dot_recommends] March 9, 2022 Manufacturing Marketing Tactics

Part 3 of B2B Website Conversion Optimization: Setting Goals and Tracking Leads

Common B2B marketing measurement challenges include B2B website lead tracking of buyrer activity between stages (46% endorsed))


We recently published benchmarks and tips for optimizing B2B website conversion rates. This third part in the series looks at B2B website lead tracking.

How do you measure your B2B website conversion rate? Also, what does it mean for your B2B digital marketing strategy?

What’s Your B2B Website’s Conversion Rate?

If you don’t know your website’s conversion rate, you’re not alone. There are several reasons why this information can be hard to pin down.

  • First, the word “conversion” is used to mean different things, so you need to know what you’re measuring.
  • Second, unless you have a marketing dashboard or regular reports on website performance, you may not have current data points to reference.
  • Third, a data point and a benchmark alone are not enough to understand the lead conversion performance of your B2B website. You need more information to grasp the meaning behind the numbers.


What Counts as a Conversion on Your B2B Website?

When you acquire specific contact information for a website user, you have a lead. This action is also known as a conversion of that website visitor.

The sought-after contact data is typically an email address. Often name, company name, and other details are also requested.

  • Be careful what you ask for from website visitors!
  • Leave most items on lead forms optional.

Asking for too much information will cause you to lose the lead altogether.

So how do users become leads on your website? RFI forms? RFQ forms?

There are many ways to invite visitors to provide their email address. A compelling offer works best for optimizing conversion rates.


You’ve Got B2B Marketing Lead Forms. Now What?

Manually counting leads and comparing them to website visitors data is tedious and inefficient. That’s why we recommend setting up goals in Google Analytics or another web analytics tool. These tools track conversions for you and make reporting easy.

In Google Analytics, conversions are measured by goal completions. For example, you could set a goal of visitors getting to the thank you page after completing a lead form. Google can track that thank you page activity if you set it up as a goal. Achieved goals are reported on as website conversions.


What Does Your B2B Website Conversion Rate Mean?

A B2B website conversion rate in the 5% to 11% range means you’re doing something (or many things!) right.

If your conversion rate aligns with the average B2B conversion rate of 2.3%, you have room for improvement. Conversion rates below average indicate a need for action.

A higher B2B website conversion rate indicates the following:

  • 1. SEO on your website is attracting the right audience
  • 2. The website content and design work for your audience
  • 3. You’re making the buyer’s job easy
  • 4. You have a compelling offer

A word of caution: Low traffic volume may inflate conversion rates. If your website traffic volume is low, then work on boosting traffic along with making improvements to optimize for conversion.

Wondering Why Your B2B Website Has a Low Conversion Rate?

Many factors can cause low conversion rates.

  • First, check out technical issues like page load time.
  • Next, look at your copy and other content.
  • Then, evaluate the user experience on the site.
  • Finally, ensure your SEO matches your target audience.

Not sure how to solve the problem? Consulting a B2B marketing agency will help you pinpoint best website investments for optimal results.

How does your company approach B2B website lead tracking? We value your perspective.

Connect with us on LinkedIn or Tweet us. We’re always happy to talk.

– parin

Managing Partner

Image: Marketing Charts

Managing Partner | + posts

With over two decades of experience, Parin leads an expert demand-generation agency, StratMg, that helps industrial manufacturing clients achieve unambiguous and quantified organic sales growth across the US, EMEA & APAC.

Parin has built & positioned StratMg to be a value-added marketing services provider that strives to create a culture of quantified sales-driven marketing initiatives leading to sustained business growth through channel management, diversification, new customer acquisition and retention strategies and tactical execution.

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