Who can run conversion rate optimisation on a B2B ecommerce site?

The standard optimisation playbook assumes high traffic and a same-session purchase. B2B has neither.

What works instead

• Session recordings and user interviews with actual buyers — a dozen well-chosen conversations usually beat an underpowered test.
• Funnel instrumentation so you can see where multi-session journeys break down.
• Friction removal in reorder, search by SKU, and account setup, which are where B2B revenue actually lives.
• Sequential testing or holdout groups where sample size will not support a clean split test.

Measure the right thing

Optimising for add-to-cart rate on a site where half the revenue comes from quote requests will make the numbers look better and change nothing. Agree the primary metric before any work starts, and make sure it connects to revenue.