Web Conversion Optimization: A Deep Dive

October 15th, 2019

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Summary

All B2B buyers are also B2C consumers. This fact, combined with the evolution of digital marketing technology capabilities and increased data availability, have increased users’ expectations for high-quality websites and meaningful online experiences. Demand marketing requires a website experience designed to attract, engage, qualify, and adapt to target buyers. The website must be optimized for conversion and provide a unified experience across devices and channels. In this report, we describe the phases and components of web conversion optimization (WCO) that enable buyers to support their decision-making and purchase process by driving meaningful interactions at each stage of the buyer’s journey.

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