Optimizing for B2B, Customer Value Optimization, Digital Psychology, and Behavioral Design Training Review

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Optimizing for B2B

Optimization Goals for B2B websites

  1. Impressions
  2. Visitors
  3. Engagement Metric
  4. Form Filled (contact info)
  5. Sales Ready
  • How many pages do they visit?
  • Do they spend time on your website? Do they spend a lot of time on certain areas of the content? What can we learn from that? How do we use that to possibly market based on where they were on the website and what they were doing?
  • Did they engage with videos?
  • What was the pathing from what they have done on the website? What can we tell?

Common mistakes with optimizing for B2B

How the ‘average’ CRO consultant feels about common mistakes. | Image credit: GIPHY
  • Longer sales cycle
  • More considered purchase
  • Higher dollar value
  • Multiple people involved
Image credit: GIPHY
  • Lexical miscommunication
  • Wrong content
  • Not focusing on the customer
  • Treating their audience like B2C

“B2B needs to tailor marketing advice to appeal to the lifetime value customer.” — Bill Leake

Customer Value Optimization

  1. Identify your market
  2. Generate leads
  3. Convert lead into a buyer
  4. Turn the buyer into a purchaser of multiple products
  5. Return path
Image credit: GIPHY
  1. Highly actionable
  2. High perceived value
  3. High actual value
  4. Easy to consume
  • Free downloads
  • Checklists
  • Free software trials
  • Case studies
  • Quizzes
  • Assessments
  • Tests
  • Ebooks because they take too long to consume
  • Newsletter opt-ins (Duh!)

Digital Psychology and Behavioral Design Training

If superficial metrics was a person! | Image credit: GIPHY
  • Pageviews
  • Signing up/subscribing
  • Downloading
  • Retweeting
  • Voting, liking, plussing
  • Marking content as offensive
  • Posting/answering
  • Questions
  • Commenting
  • Forwarding, sharing
  • Tagging
  • Bookmarking
  1. Comprehending
  2. Desiring
  3. Deciding
  4. Acting
  • How to trigger: perceiving any internal or external threats
  • Controls behavior: grabs our attention, and drives us to remove the pain or threat
  • Neural impact: shapes neural pathways around threat perceptions (influencing reactions to threats)
  • How to trigger: Perceiving anything that promotes survival
  • Controls behavior: Create anticipation of a reward, curiosity, driving us to pursue rewards
  • Neutral impact: shapes neural pathways towards a reward (influencing good/bad habits)

My thoughts

Image credit: GIPHY
Image credit: GIPHY
  1. Intro to CRO and Best Practices Review
  2. Intro to Conversion Copywriting, Product Messaging, Psychology, and Social Proof Review
  3. Neuromarketing, Emotional Content Strategy, Influence, and Interactive Design Review
  4. Google Analytics for Beginners Review
  5. Landing Page Optimization, Conversion Research and Using Analytics to Find Conversions Review
  6. Google Tag Manager for Beginners, User Research, Fast and Rigorous User Personas Review
  7. Heuristics Analysis Frameworks for CO Audits, Google Analytics Audits, How to Run Tests
  8. Testing Strategies, Statistics for A/B Testing and A/B Testing Mastery Review
  9. Optimizing for B2B, Customer Value Optimization, Digital Psychology and Behavioral Design Training Review
  10. Advanced Experimentation Analysis and Applied Neuromarketing Review
  11. How to Design, Roll Out, and Scale an Optimization Program; Evangelizing for Optimization in Enterprise Review
  12. Building Your Optimization Technology Stack and CRO Agency Masterclass Review




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Ashley Neal

Ashley Neal

Queen👑of CRO💖 Conversion Rate Optimization Let's make even more money!

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