Guest Blog: What B2B Marketers Can Learn from DTC’s CRO Playbook

By: Oliver Kenyon

Getting website visitors is hard. Getting them to convert is even harder. For years, DTC brands have relied on conversion rate optimisation (CRO) to turn passive browsers into paying customers. But CRO isn’t just for e-commerce. B2B marketers can use these same tactics to engage leads, build trust, and grow their businesses without increasing traffic costs.

In fact, research from HubSpot indicates that companies that implement CRO strategies effectively can increase their lead generation by up to 30%. Focusing on optimising existing traffic rather than constantly seeking new visitors is a proven way to maximise marketing ROI.

Here are three proven CRO strategies from the DTC world that can deliver results in B2B marketing. 

1. Simplified, Conversion-Focused Design

DTC brands succeed with clear, distraction-free landing pages that guide visitors toward a purchase. Elements like concise messaging, visible calls-to-action (CTAs), and streamlined forms reduce friction and increase conversion rates.

Take Boom Beauty, for instance. By redesigning their landing pages to prioritise clarity and user experience, they achieved a 32% increase in revenue per session, contributing to a projected $3.2M increase in annual revenue. B2B marketers can achieve similar results by:

• Reducing excessive content that overwhelms visitors
• Using clean layouts with prominent CTAs
• Ensuring mobile responsiveness for on-the-go decision-makers

Additionally, Google research shows that mobile-friendly websites are 67% more likely to convert visitors into customers. In both DTC and B2B spaces, simplifying the mobile experience is essential.

2. Using Social Proof and Trust Signals

In DTC e-commerce, customer reviews and testimonials are essential for reducing purchase hesitation. For B2B brands, the principles are the same. Decision-makers seek proof of value before committing to a product or service.

Hyper Creative, a UK-based office branding company, saw a 495% uplift in conversions, going from 1.6% to 9.52%, after strategically placing social proof and trust badges throughout their pages.

B2B companies can replicate this by:

• Highlighting client success stories and testimonials
• Showcasing industry certifications and awards
• Displaying logos of well-known clients to establish credibility

A study by BrightLocal revealed that 79% of consumers trust online reviews as much as personal recommendations. For B2B decision-makers, positive case studies and testimonials build the confidence needed to move forward.

3. Continuous Testing and Data-Driven Decisions

DTC brands regularly test every aspect of their digital presence, from button colours to checkout processes. This commitment to experimentation has helped brands like Free Soul achieve a 50% increase in mobile conversions, along with a 30% increase in revenue per visitor.

B2B marketers can implement similar practices by:

• Running A/B tests on landing pages and contact forms
• Analysing heatmaps to track user behaviour 
• Experimenting with different messaging for various audience segments

Remember, data-driven decisions make sure marketing resources are allocated effectively. A report by MarketingSherpa found that businesses that test and optimise their websites consistently see a 20% higher conversion rate than those that don’t. Making small, data-backed adjustments over time can lead to significant long-term improvements.

The Takeaway

While DTC and B2B audiences have distinct behaviours, the principles of effective CRO remain consistent. By simplifying design, using social proof, and committing to ongoing testing, B2B marketers can optimise their funnels and improve lead generation.

A strong CRO strategy also improves the overall user experience, reducing bounce rates and increasing engagement. Studies show that websites with optimised UX can see up to a 400% increase in conversions, proving that thoughtful design and functionality matter just as much as traffic volume.

ConversionWise has been CRO-addicted since 2013, helping brands achieve remarkable results through data-driven CRO strategies. From boosting Boom Beauty’s revenue by $3.2M annually to driving a 495% uplift for Hyper Creative, the lessons learned in e-commerce can be just as effective for B2B brands.

If you’re ready to turn more clicks into customers, it’s time to apply these DTC-tested principles to your marketing strategy.

By:

Oliver Kenyon 

Co founder / CEO of Conversion Wise