For companies doing B to B business, it is important to make their website profitable and aim to attract many customers. This is because users’ information can be obtained by sending inquiries and requested materials through websites, which are already commonplace, and are expected to reduce advertising costs.
Nowadays, many small and medium-sized enterprises are faced with a labor shortage and are unable to increase the number of employees responsible for their own sales, so a website that can efficiently attract potential customers will be an important starting point for B to B companies.
Therefore, it is important to build a website that clearly highlights the appeal points and conveys your company’s services to users in an easy-to-understand manner. What does it take to improve a B to B business website? Research and analysis targeting companies that handle SaaS.
Case studies and guidance
Users visit websites operated by B to B companies for various purposes. Among them, the one that is most likely to attract attention is the “case study page.”
Users who are interested in your company’s services, those who are interested in your company’s business, those who are planning to compare it with your competitors, or those who are interested in your company’s services often browse to see case studies. After guiding users who are considering the service to the case study page, it is important to encourage them to take further actions, such as offering a “free trial” or “requesting information.”
However, this survey revealed that users’ behavior after viewing the case study page was not directly linked to requesting information, and was sometimes lower than that of users who did not view the case study page.
Why are case study pages that should have had a positive impact on CVR not leading to further action? The verification results are below.
Reference source:
Recommendations for improving case study pages on B2B sites that handle SaaS
The “optimal number” for case studies
Source:
Recommendations for improving case study pages on B2B sites that handle SaaS
Case study pages that potential users are likely to view. A survey found that the optimal number of examples to prepare for the content is 30.
In my opinion, the more examples there are, the better the CVR will be, which seems to be a good measure for attracting users, but as you can see in the diagram above, as the number of content increases, the impact on improvement will increase. is getting smaller. This is probably because the effects that were directly linked to improvements are becoming smaller.
This is a typical example of how presenting too many examples can have the opposite effect.
As you can see from this, in order to meet the needs of various users, we do not list numerous examples on the site, but rather focus on the difficulty of finding the optimal page from a huge number of pages and summarize them clearly. It seems better.
On the other hand, results have shown that reducing the number of pages too much to make it easier for users to read does not improve CVR as much as expected.
It would be a good idea to limit the number of contents to 30 as a guide, and add content that meets your needs.
Create a conductor from the case study page
Source:
Recommendations for improving case study pages on B2B sites that handle SaaS
For measures to increase CVR on case study pages, it is essential to prepare and install a “conductor” that guides users’ subsequent movements.
The survey results show that sites with both items have a better impact on free trial CVR than sites with only a “free trial” item but no “request for information” item. Depending on the needs of your users, your site should have both rather than just one or the other.
Also, it is essential to promote your company at the top of the list of case studies that can be expected to improve CVR. Try to display information that will make it easier for users to adopt the service by citing outstanding achievements and examples with major companies. It is important to build a site that is persuasive and gives a sense of security to users who are in the consideration stage.
summary
A case study page is the perfect content to attract prospective users who are considering your services. B to B companies will need to actively use case studies to impress upon them the usefulness of their services. To do this, it is important to first create useful case study pages and thoroughly improve CVR so that not only your company but also the services you provide and operate are recognized. The key is to pick up about 30 of your company’s accomplishments in order of salience and set them up as a guideline for the future.
Reference source:
Recommendations for improving case study pages on B2B sites that handle SaaS