Using website design to maximize your B2B conversion rates

Using website design to maximize your B2B conversion rates

Jamaica has a robust telecommunications infrastructure and one of the highest mobile penetrations in the world. The country has become a popular choice for businesses looking to set up off-shore operations or outsource business processes [1]. There is a lot of scope for B2B e-commerce in the country and the sector is expected to grow over the coming years.

If you have a B2B e-commerce website, you should pay attention to how users are behaving on your site. What is your conversion rate? Is there a logical user journey? B2B companies should work with a professional business website design company in Jamaica to improve their Conversion Rate Optimization and get the most out of their online presence.

Businesses in Jamaica should work with professional website design company

What is CRO?

Conversion Rate Optimization (CRO) is the practice of maximizing conversions on your website by encouraging users to take specific actions that move them along the sales funnel. A conversion in this case is not always a sale, it could be a PDF download, signing up to a newsletter, etc. These actions help you collect leads. These leads can then be nurtured in order to make a final sale. CRO is not the same as SEO. The goal of Search Engine Optimization is to increase your rankings on search results, while CRO is focused on how people behave after they land on your website. When selecting a website development agency, you should look for one that understands the importance of both SEO & CRO. Implemented together, the one-two punch of a well-ranking website and well-thought-out design will significantly increase your sales and revenue.

Design with a purpose

Good design is a combination of form and function. The goal of a business website should not only be to look good but to provide customers with the information they need, make it easy for them to contact you, and function as a channel for lead capture. A professional Jamaican website design company will design with a purpose. Their understanding of Jamaican culture and how Jamaicans behave online will allow them to make design decisions that have a logical reason. For instance, the colours black, green, and gold have strong associations in the country. A website design company that understands colour theory can use these associations to pick the right palette for the website content, for CTA buttons, and more. They will have a reason for placing certain elements in certain places. There should be intent behind your website design.

Designing website with right understanding of the target market is an important part of CRO

Understanding user journeys

The user should be at the center of your website design. An experienced website development team will start its work by understanding your customer’s buying journey. These days, B2B buyers conduct around 12 online searches before making a purchase decision [2]. What are your buyers looking for? Does your website have information for people in the different stages of the sales funnel? Are customers coming to your website from search engine results? Social media ads? Other online paid ads? Does your business conduct a lot of offline marketing activities? The answers to these questions will determine what customers need to see when they come to your website. A good website design agency will take the time to understand your customer personas and their unique buyer journey. Such an approach is necessary to create a website that works for all potential customers.

Read more on how to choose the right website design company in Jamaica

Design, deploy and reiterate

Great design is a continuous process. There is a feedback loop that is essential for improving your website design. By understanding user journeys and designing with a purpose, a business can create a website that has the best chance to generate conversions. The next step is to monitor performance. Are people actually taking the actions you wanted them to? Is the design working in the way you intended? If you are not getting the number of clicks you wanted from a CTA, try changing the colour of the button, the text, or its placement. Track how changing the design impacts website performance.

Monitor your website's performance and make necessary changes to the website for higher conversion rates

CRO is about making incremental improvements to your website that lead to an increase in the number of desired conversions. Whether you are getting a brand-new website or redesigning an existing one, ask the website design company you hire to set up your site in such a way that you can make these incremental improvements easily. It’s also a good idea to use tools like Google optimize to A/B test variations in your layout and identify what works best.

For professional website design and development services in Jamaica, get in touch with Toucan Digital Media. Their team of experienced designers and developers understand how CRO and SEO impact a website’s performance. The skilled website team at Toucan have helped many Jamaican businesses setup and run successful businesses online.


1. Oct. 2020, “Jamaica – Country Commercial Guide”, International Trade Administration, [available online] available from: [accessed May 2021]

2. N.d., “7 B2B Ecommerce Trends You Need to Follow for 2021 and Beyond”, Big Commerce, [available online] available from: [accessed May 2021]