Implementing barebone integrations

5 common B2B website mistakes caused by measuring ROI and not COI: ⬇️

First,

– ROI: Return of Investment
– COI: Cost of Inaction

In KPI terms, ROI is forecasted uptick of performing an action.

Most projects and workflows are derived from this – which investment will lead to an uptick in revenue based on past data or industry trends.

🤯 COI is neglected – and often detrimental to success. What are the negative aspects of NOT doing something?

1. Website speed 📉

A faster site doesn’t generate revenue on autopilot. But a slow site:

– Doesn’t pass Google CWV requirements
– Has a higher bounce rate
– Lower conversion rate
– Impacts SEO ranking

Not investing in performance has a high COI.

2. Legacy codebase 📉

A starter web build, a generic premium theme, a heavy page builder or complex sliders still work.

But most multipurpose solutions are generic, and therefore heavy. This impacts security, stability, and performance.

We spend a lot of time fixing bugs from 3rd parties that don’t exist with bespoke WordPress sites from scratch.

3. A limited CMS 📉

Some B2Bs and startups still stick to Wix, Squarespace, Webflow, a limited custom CMS or an outdated framework.

They commonly pose limitations with problems rising in popularity/importance over the past years:

– GDPR/CCPA
– Accessibility
– Multilingual support (poor i18n mapping)
– SEO opportunities
– CRM/ERP integrations

4. Lack of maintenance 📉

Self-hosted systems require ongoing maintenance. Sites going through careful monthly support can last for years, gradually improve, and scale dramatically.

Abandoned sites lead to increased failover rates, additional outages, handling technical debt, and posing regressions with integrations.

Great digital teams include A/B testing in the mix for continuous improvements.

5. Barebone integrations 📉

It’s surprising how many B2B websites we review lacking basic GTM tagging, social pixels, lead identification tooling, contact form integrations with CRMs, heatmap or screen recordings.

📊 Connecting all core systems together and integrating them into a proper Data Studio dashboard or Tableau goes a long way.

Chasing ROI as the holy grail is one thing. But focusing on paid campaigns or funnels with a slow, outdated, inefficient site is throwing money away.

💣 As budget cuts have been happening in the past 18 months, COI will lead to increased renovation and rebuild budgets in the next year for abandoned web properties that don’t yield results.

And after 14 years of scaling enterprises past 100M views, we’ve seen more horror stories than the George R.R. Martin’s series can accommodate.