What are the key differences between B2B and B2C conversion optimization?

B2B and B2C CRO might use similar CRO tools, but the buyer journeys couldn’t be more different. B2C often narrows down emotional triggers, fast decisions, and checkout optimization. B2B, on the other hand, involves longer sales cycles, more decision-makers, and content that builds authority over time. In B2B, you’re optimizing for leads, not just purchases. Messaging needs to speak to specific roles and pain points, not just general desires. Forms might be longer, but they need to qualify leads. Trust signals matter in both, but B2B needs deeper content, like whitepapers, case studies, and demos, to convert.