5/15/2014

Business-to-business websites should look beyond just A/B testing when trying to optimize conversion rates because their long sales cycle requires more engagement with customers than business-to-commerce companies need, writes Harrison Jones. B2B optimization should rely on data and testing for site improvements, starting with user surveys and heat maps to develop effective strategies. Direct survey questions will "capture your users' subjective experiences" and their "unfiltered thoughts on what works," Jones notes.

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