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Successfull B2B?, Here Its Tips

At the outset, Conversion Rate Optimization (CRO) seems like a clearly winning proposition: use real visitor data to optimize your website’s landing pages and calls-to-action, driving higher conversion rates and greater value-per-conversion. The fact that all of these are good for improving SEO as well is just a bonus.

However, the challenge for many CMOs interested in CRO services like Visual Website Optimizer  orOptimizely is the difficulty of tying website optimization directly to ROI numbers. This is especially true for B2B companies who aren’t tracking conversion value using an analytics engine (like Google Analytics). Sure, VWO might be increasing time-on-site or pages-per-visit, but is it actually earning greater ROI? Thankfully, data attribution can provide the answer.

# What is Data Attribution?

Imagine your funnel – at the very top, you’ll find website data collected by Google Analytics (or a competitor). Primarily, this will be focused on Sessions (visitors who reach a particular landing page on your website) and Inquiries (visitors who fill out a form of some kind). Google Analytics can provide a lot of data about that visitor – which landing page they visited, organic source data and source, medium, and keyword for paid traffic (if you’re utilizing UTM tags). For an ecommerce site, the funnel may end there (with a purchase), but for B2B companies this is often just the beginning of the sales process. The Inquiry ends up as a lead in the CRM (e.g. Salesforce), where it progresses through the funnel, reaching various levels of qualification (marketing-qualified, sales-qualified, etc.) before eventually ending up as Closed/Won business. The problem exists in the lack of communication between Google Analytics and your CRM – you may know which campaigns lead to the most traffic (in Analytics) and the ROI per lead (CRM), but you don’t know which campaigns lead to the most TOI

# Here’s an example that should clarify

Your website is running two promotions. The first is for “Apples”, and the second is for “Oranges”. Let’s also assume (to make our lives easier) that the conversion value for an “Apples” purchase and “Oranges” purchase are the same.

Google Analytics tells you the “Apples” campaign is generating 100 inquiries per day, while the “Oranges” campaign is only generating 10 inquiries per day. In your CRM, you know that 100 inquiries is usually worth about one conversion, so it would appear that the “Apples” campaign is the big winner. You decide to invest all of your content-creation resources into additional “Apples” assets (blogs, infographics, advertising, etc).

However, Data Attribution might tell you that, while the “Apples” campaign is generating 10x the Inquiries, five of the “Oranges” inquiries led to Closed/Won business. So, while the “Apples” campaign was creating 10x the inquiries, “Oranges” was actually generating 5x the conversions. Instead of spending all of your time and money on the “Apples” campaign, now you can target the highest-ROI option and quintuple your revenue via the “Oranges” campaign.

# What does this have to do with CRO?

Just as you can compare attribution data and ROI between different campaigns, you can compare between different landing page and CTA options using VWO! Now, instead of using VWO to learn how many extra visitors or inquiries your A/B test variations have brought you, you can connect those numbers to real ROI.

In order to properly track the data, you’ll need to make sure each of your variations has a specific tag, or “hash”, attached to its URL. This will allow the attribution tool to differentiate between the leads that are associated with each variation that you’re testing. Then, you can run your A/B test, and then check the results to see what’s leading to the most new revenue.

Setting up a hash is really easy in VWO – Starting from when you enter the campaign builder:

1. Click Variations

2. Click the gear icon next to the variation name (not the control)

3. Click ” EDIT CODE”

4. Add the following code.

5. Replace the highlighted text with a unique string for this variation

.hash = ‘ATest’;

Then, Attribution Data will delineate which landing page iteration led not just to inquiries, but also to qualified leads and ROI. No more guesswork about the value of CRO – simply compare the increased ROI of each iteration against the previous round and watch the revenue grow!

# The Importance of Proving ROI

Connecting the increase in top-of-funnel KPI (like Sessions, Time-on-Site, etc) with conversion conversion value is so imperative, some SEO Companies are making marketing attribution their entire focus. For agencies, pointing to the attribution data and say, confidently, “this action made us this much extra money” can keep them hired and win them more budget.

# Content Strategy, CRO, and Attribution

Once you know which variations are leading to the most Closed/Won business, you can restructure your content accordingly. Do certain CTAs generate leads that get stuck higher in the funnel? Does a certain landing page design lead to higher bottom-of-funnel conversion rates? What about conversion value? Even something as complicated and important as SEO can see massive improvements with the implementation content driven by attribution data.

Because content drives SEO, you can use the keywords and campaigns that show the highest return to develop new web pages, blogs, infographics, promotions, and more. Now, it’s no longer possible to get precise organic keyword-level data from Google Analytics, so you can’t be assured which keywords generate better leads. But, if you’ve implemented mapped keywords correctly, you’ll be able to determine high-ROI organic keywords with a high degree of confidence. Then, you’ll be able to generate content campaigns tied to those keywords for maximum impact.

Of course, this is all to bring users to your website. Once they’re there, letting VWO work its magic will optimize your website in a hurry – just be sure you’re using data attribution and optimize for revenue, not just for clicks or inquiries. VWO by itself is an incredibly powerful tool – when working together with data attribution, you can follow the money from website optimization to ROI.