The road to improved sales lies in increased conversions — on-page activity such as clicking a button to purchase a service or downloading a white paper.
But conversion optimization rarely sparks marketers’ interest. Although discussions of online customer behavior have increased over the years, conversion rate optimization wasn’t always a priority, especially in B2B firms. The justification being that the customer journey didn’t only occur online.
Enter the global COVID-19 pandemic and the push to move everything possible online.