2.Reduce the "contact hurdles"
With the actual contact form, a few points must also be observed so that the visitor is not put off by the form. In the B2B area, the contact forms are often still determined by the principle: “The more information, the better”. However, this will reduce the conversion rate.
- Reduce the number of contact fields. This will greatly increase your conversion rate. Think about whether you really need the visitor’s address and telephone number and leave out optional fields completely. After all, they are optional, i.e. you don’t actually need them anyway.
- If you make an incorrect entry, mark a field as incorrect immediately, not just after completing the form.
- For the international context, fields should be adapted if necessary (in China, for example, there is no distinction between first and last name in contact forms)
Adjust your website elements on the foreign pages
Multilingual websites and landing pages are a must in the export business. A corresponding adjustment as part of the B2B conversion rate optimization ensures that you also achieve a high conversion rate with your potential international customers:
- Provide local contact persons with contact addresses, emails and telephone numbers on the corresponding page. This creates trust and assures the visitor that his request will be understood when contacting us.
- When choosing the products to be advertised, you should pay attention to country preferences and sales figures. Your foreign customers may be more interested in another product.
- If prices or delivery periods are displayed, the differences in currency, punctuation marks and the spelling of the date should be taken into account.
One last tip: if necessary, consult external providers for data enrichment
As soon as you have received more customer inquiries through your conversion rate optimizations, it is important to prioritize them sensibly. When doing business abroad, uncertainties often arise because less valid data is available in some cases. For example, some Chinese companies work with non-company-specific mail providers such as QQ or 163, which means that it is not clear who the business partner actually is. Contact requests are also made much more informally here. SMEs should not be put off by this and should call in external providers for data enrichment. These can also provide information about the creditworthiness and financial situation of the business partner. This enables you to better prioritize your online inquiries and process promising inquiries more quickly.
Even the smallest optimization of the conversion rate can result in a massive increase in new customer acquisition. Kyto wishes you every success with the implementation.