What is EFO?
EFO is an abbreviation for Entry Form Optimization, which means optimization of input forms. Refers to all measures to reduce the exit rate and increase
rate by improving the input form of the website.
For example, if you improve the entry form so that it takes as little time as possible to fill out the form and completes it accurately in a shorter amount of time, visitors will be able to fill out the form without stress, which will increase your conversion rate. You can expect that.
Key points for implementing EFO on BtoB sites
The difference is that on BtoC sites, conversions from input forms are directly linked to sales, whereas on
BtoB
sites, conversions from input forms are inquiries and requests for materials, so they are not directly linked to sales.
In BtoB, after a conversion, lead information (information about the customer who made the inquiry) is passed from marketing to sales, goes through the process of negotiations and orders, and finally passes to
customer success
.
Furthermore, since lead information is used in multiple departments in addition to marketing, BtoB input forms do not only include personal information, but also information about the company the person belongs to and information used in sales. you need to do it.
Also, from the perspective of optimizing EFO, it is important to look at not only the conversion rate but also the negotiation rate and order acceptance rate. For example, adding items to prioritize approaches to leads generated from inquiries and document downloads can lead to improvements, so that sales can make appropriate approaches to each lead.
In this way, for EFO on BtoB sites, it is important not only to improve conversion rates through marketing, but also to create optimal input forms in collaboration with sales.
In addition, in addition to inquiries, you can set up micro-conversions such as
e-mail newsletter
subscriptions, document downloads, and free demos, and by setting appropriate items for each conversion, you can improve your conversion rate.
Reference article
