In late October MarketingSherpa published a chart from their 2012 Website Optimization Benchmark Report, highlighting average conversion rates broken down by industry.
B2B search marketers certainly obsess about conversion metrics and this chart does well to provide broad expectation for success, from an industry perspective. That said, the associated article does a good job identifying important considerations in addition to just benchmark information.
- How do you define conversion?
- How do you use benchmark data?
For this article, I want to look deeper into the improvement of conversion rates for the B2B website. The two questions above are starting points.
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