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10 Overlooked B2B Optimization Opportunities to Boost Your Website

by Iris Shoor  |  
July 2, 2018
  |  3,609 views

We hear the same advice about website optimization over and over again: A/B-test your main call-to-action buttons, optimize your forms, and test different landing pages.

Here I'll explain 10 lesser-known optimization methods that can make a huge impact on your website.

Over the past year, my team at Oribi examined more than 150 B2B sites, tracked their key metrics, and analyzed which changes affected their conversion rates. These are our findings—a list of proven optimization methods and ways to test each one.

1. Remove your website's main menu from some pages

When building a website, the top priorities are usually highlighting the brand, creating the right flow, and maintaining consistent visual language. However, in over 70% of the cases we analyzed, using a lighter version of the main navigation bar—or completely removing it on strategic pages (such as features, pricing, or whitepapers)—helped increase the number of signups and other main objectives.


The psychology behind this change is that focusing visitors on what you want them to do helps prevent distraction and unwanted flows. For example, you don't want a user who just completed the product tour to enter the blog instead of signing up for a trial.

Measure it: To track the results of this change, follow the conversions on the pages you've changed as well as the overall number of conversions.


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Iris Shoor is the CEO and founder of Oribi, a tool that makes website analytics easy for everybody, without the help of developers or analysts. Find her on her personal blog, Unicorns Don't Wear Uniforms.

LinkedIn: Iris Shoor

Twitter: @IrisShoor

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  • by Jallen Mon Jul 2, 2018 via web

    This article provides good service. Thank you.

  • by Alison Mon Jul 2, 2018 via web

    Thanks for the great tips! Testing and re-testing is always important and I couldn't agree more that telling people to "subscribe" just isn't the most effective way to get them to do so.

  • by Eyrnn Thu Sep 6, 2018 via web

    Great article! I love that you used specific metrics to back up your strategies, it really comes across that you've done some measuring. Do you have one go-to tool for testing variables on your site?

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