Selective attention is our coping mechanism to process the information around us. This ability to focus keeps us alive and smartly productive.

When scanning websites for information, visitors have an aim. With a goal in mind, they don’t pay attention to all elements on page, they rather focus on the useful elements for the task, so the brain can process just useful information.

Here are a few ways you can increase conversion rates by helping visitors focus on the right elements on page.

1. Conduct Usability Studies
2. Focus on Visitors’ Goals
3. Declutter and Use White Space
4. Be Careful with Banners and Right Column Content
5. Use Functional Animation
6. Use Visual Hierarchy
7. Use Pop-Ups and Modal Windows

We love getting into the nitty gritty of conversion rate optimization here at dexter.agency whether that’s reading research reports, discovering new techniques or playing around with the latest tools. We searched high and low for tools to cover everything you need to do along the conversion research and testing process. This list contains ove

AB Tasty
Adobe Target
Apptimize
ChangeAgain.me
Conductrics
Convert
Dynamic Yield
Google Optimize
Kameleoon
Maxymiser
Monetate
Omniconvert
Optimizely
Qubit
Sentient Ascend
SiteGainer
SiteSpect
VWO

Optimizing for higher B2B website conversion rates doesn't have to be complicated. This infographic has 16 simple ways to make sure your B2B website helps visitors become buyers.

The metric you may not have heard of is click to open rate (CTOR) which essentially measures the effectiveness of the content of your email. It is calculated by the number of unique clicks divided by the number of unique opens.

Using our ongoing example 100 clicks / 180 opens (multiplied by 100 for a percent) = 55%. As with all other email metrics, this can fluctuate based on how awesome your content is. A good CTOR will vary between 20 – 30%.

As I mentioned earlier, A/B testing can be a game-changer if you have well-thought-out, strategic hypotheses for what you want to test.

But how do you know what to test? How do you come up with a high-quality hypothesis?

This is where I want to show you a 10,000ft view of our own methodology. We call it the Testing Trifecta.

Whether or not it’s doing its job of transforming more strangers into loyal customers. It’s not always easy to tell, though. It’s tough to know whether or not that’s actually happening.

Heatmaps, scrollmaps, and clickmaps can help. Using them together can tell you exactly what people are doing on your website. So you can see – plain as day – if your landing page is pulling its own weight (or not).

They’ll tell you where people are looking. Whether they’re reading or not. And how interested they potentially are in what you have to offer.

Micro-conversions occur at every single step from when someone hits your site. Those ‘user flows’ are critical to eventually, one day, turning into paying customers (assuming they had a good experience, first).

Then once they do come back, micro-conversions could mean the difference between a larger number of visitors turning into customers because of video views, progress bars, and more. Or it could mean the difference between a greater of number people abandoning your checkout process because you don’t allow guest checkouts.

The only way to know for sure, is to switch your focus away from conversion rates (initially) and instead spend more time helping customers complete the “task” that brought them to your site in the first place.

1. Emphasize it’s about finding answers together
2. It’s not more work
3. It reduces your risk
4. Emphasize tangible outcomes, not optimization itself
5. The greatest innovators follow this process
6. Start with the people that need the least convincing and make them your pilot program
7. Get a sponsor from the top

1. Slow load time

2. Wrong color scheme

3. Confusing navigation

4. Cluttered design

5. Crappy imagery

6. Excessive options

7. Missing or hard to find contact info

8. Spelling/grammatical errors

9. Stale content

10. Crazy salesy copy

11. No social proof

12. No trust elements

13. Annoying sign-ups

14. An arduous checkout process

15. No A/B testing

How much does page load time actually affect your conversion rates?

Conduct deeper keyword research

Use tools like the Ahrefs Keywords Explorer to make sure you’re targeting the best possible keywords for your business.

Make your call-to-action more prominent

Reduce loading times

Slow-loading pages have 72% higher bounce rates than the faster ones (Decibel Insight)
Over half of your users will ditch your mobile site if it takes more than three seconds to load (Google)

That’s right. On average, only 2% of your website visitors convert and drive your online revenue.

Let’s dive into some key B2B lead conversion-tracking methods for win-win clarity.

1. Lifecycle Stages
2. Source & Cost Attribution
3. Goal Ramp Incorporation
4. Monthly Recurring Revenue per SQL
5. Months to Payback
6. Multiple views of the above data

To boost our reply rate, we asked ourselves: What makes the best online content so engaging?

The answer: The best online content speaks to the user in terms of value. More specifically, the user's personal values. So, what are these user values that we need to target? Well, to look at that we need to understand today's average user. As opposed to their predecessors, today's savvy post-digital users value personalization, customization, and participation.

Our hypothesis was as follows: If we can craft an email user experience that improves upon these three values, our reply rate will spike. 3 successful tests later, our reply rate has gone from 8% all the way up to 34%.

1. Poor design

2. Unnoticeable calls to action

3. Using trashy or cliché stock photos

4. Lack of Hierarchy

Not only should the images be authentic and relevant, but also the hierachy. Without an attractive and informative heading and hierarchy on your landing page, users will be confused.

5. No social or user trust cues

6. Too much text

The visual cues did impact how much a user pays attention to the form.

• The hand-drawn arrow resulted in the longest amount of time on the form.
• The human looking away from the form resulted in the shortest.

So, while every site is different, here’s some empirical data that says you should perhaps test hand-drawn directional objects (e.g. an arrow) for guiding the attention of users.

Also, if you use an image of a human as a visual cue, have this person looking in the direction of the CTA or key feature. The human looking away was the worst in terms of fixation time.

1. Use interactive content

2. Ask for feedback

3. Pose questions on Facebook

4. Host contests and giveaways

5. Personalize your emails

• "Tools for web analytics: Despite being free, Google Analytics is a sophisticated and powerful web analytics suite. It is sufficient for most websites. If you’re looking for an enterprise solution, check out Google Analytics 360. Google Analytics alternatives include Adobe Analytics, Webtrends, Quantcast Measure, Woopra, Piwik and Flurry Analytics specializes in mobile apps.
• Tools for click-mapping: We often use Crazy Egg (mobile-friendly), Hotjar (mobile-friendly), ClickTale (mobile-friendly) and several A/B-testing tools that include similar functionality. Other alternatives include Fullstory, Inspectlet, Jaco, Lucky Orange, MouseStats, Ptengine, UsabilityTools, UserTrack, and Zeerat.
• Session recording tools: ClickTale (mobile-friendly) pioneered session-recording software. Alternatives include Hotjar (mobile-friendly), Inspectlet, UsabilityTools, UserReplay, SessionCam, FullStory, Decibel Insight, and Mouseflow,
• Form analytics: Options include ClickTale (mobile-friendly), Hotjar (mobile-friendly), Formisimo, SessionCam and Inspectlet.
• Live chat solutions we come across often: ZenDesk Chat, LiveChat, Drift, FreshDesk, Olark, LivePerson, HappyFox, SnapEngage, LiveAgent, Intercom (for web apps), and Comm100.
• Cobrowing tools:  Solutions for cobrowsing include Pega, Oracle Service Cloud and Surfly."