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3 Huge Things to Test That Will Increase Your B2B Company's Conversion Rate

3 Huge Things to Test That Will Increase Your B2B Company's Conversion Rate

You have your site up and running, your landing pages are driving traffic, your emails are getting opens, even your call to actions are being used but you aren’t seeing any conversions. There are many reasons why you aren’t getting your conversions, but you won’t know what is and isn’t working if you never test out new things.

Where are you going to start, then? The first thing you will want to decide is where you want to see conversions happen more. If you are spending a great amount of time sending emails because you don’t have automation set up, you might want to start there. If you think users are spending time on your landing pages but not filling out forms is another great place to start.

I’m going to lay out three things to test in order to increase your company’s conversion rate.



You’ve spent time and energy creating emails for your marketing campaign filled with great copy, a clear message of next steps and you’re even getting a few people to respond. But then there’s the other 80% who haven’t even opened up your email. You’re going to want to start changing things up, otherwise, your numbers aren’t going to change.

  1. Send times. If you are doing the standard 8 am send time and not seeing any response, it’s time to switch it up. Play around with the times a bit: send half at 10 am and the other half at 2 pm. If you see more success with one of those times, go with that for a while until it plateaus again. When that happens, swap the times again. I would recommend rotating times for about 2 months until you can decide what send time is working best for you.

    Remember, if you’re sending different emails to different buyer personas, they may not respond best to the same time. You’ll need to find the optimal time for each of your personas.

  2. Subject lines. This may be one of the most important ones. I skip over and delete many emails based solely on their subject line. You are going to want to avoid sounding sales-y at all costs, while also captivating your user to clicking through the email. I recommend testing having an actionable subject line vs. an informative subject line. Feel free to add some other components as well such as an emoji or a personalization token (like the recipient’s first name or company name). These items will stand out more in their inbox and (ideally) will entice them to open your email. 

  3. Email copy. Try coming across as someone who isn’t there to sell, but instead inform recipients of what abilities your software provides. While doing so, test the email copy with having just a plain text and signature or a more designed email with your company logo and some other imagery that stands out.

All of this should be recorded by someone on your team so at the end of 3 months, you can analyze the results and go forward with the email setup that drives the most conversions.


Landing Pages

This is the bread and butter of your site; the reason that people are going to convert or not. Don’t just stick with a one-page layout because it fits the needs of having one. Try out everything from design to longer forms to incorporating more imagery.

  1. Page layout. This will be the biggest testing implementation that you will do to see the greatest results. Think about landing pages that you come across and what makes you stay on the page or, better yet, fill out a form. Is it because it’s visually appealing? Do your eyes focus on a particular part of the page which makes you want to fill out a form?
    These are the types of layouts you’ll want to play with. 

  2. Headers. These are like the subject line of a landing page. You want to engage your viewers and encourage them to keep reading and download the resource. Change up your headers from sentence case to title case. Try including more actionable copy or even emojis.

  3. Copy length. Do you have too much boring copy? Are you jargon-y? Is it not captivating? All of this should be changed up on the regular. Try adding actionable copy and explain what the content can help people with. 

Unlike emails, the length of your test will be all about your traffic. If you’re getting tons of traffic, you’ll have conclusive results sooner. If you’re only getting a dozen visitors each month, it’s going to take a long time to reach a conclusion.



Advertising can be immensely impactful for growing your business’s digital audience and driving conversions. Advertising can also get costly, quick. By testing, you’ll be able to optimize your return on investment.

  1. Graphics. With ads, images are the first thing viewers will see. You want to ensure these are attention-grabbing and encourage the viewer to continue reading and hopefully click. Explore how images of a download, stock photos and text-heavy photos perform.

    Remember, different audiences will likely respond to different styles.

  2. Audience. Most advertising platforms have incredibly specific targeting capabilities. This can be especially advantageous for trying to reach your target audience. The best way to figure out how to target is by building buyer personas. Explore the different interests and demographic qualities each of your buyer personas posses and ensure those are included in your targeting.

    If you’re getting responses to your ads, but the leads you’re generating aren’t high quality, this is a sign you need to switch up your targeting.

  3. Copy. As with landing pages and emails, switching up your copy can help you pique the interest of your audience, encouraging them to click on your ad. Try testing out more engaging copy, copy that speaks directly to your buyer persona, including emojis and more.

Some advertising platforms allow you to run tests right in the platform, without much extra work. It’s still crucial to document all your tests so your team can learn from them and continue to adapt.


Testing can be immensely impactful in improving the performance of your digital marketing efforts. Ensure you’re documenting each of your tests and sharing the data found with your team. Don’t forget that different buyer personas will respond differently, so it’s crucial to each element for each of your personas.

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