me too. on 'A' roads ,going with the flow without too many fast overtakes you can approach 80 mpg in an EX . At 70 mph low 50's mpg maybe less depending on headwind ,gradient etc. I find 65 mph a good compromise, upper 50's or , low to mid 60's mpg, a bit faster than trucks, but keeping place with those drivers s who's inaccurate speedos are telling them they are doing 70 mph.
Dont use climate control when you dont really need to . In cold weather use the heated seats rather than cabin heating .
Try to find the sweet spot where the car is quite nippy and responsive with only gentle use of the throttle. Exceed this and consumption (and noise) increases with little increase in performance. Some drivers may be doing this without realising it.
Avoid short journeys from a cold start.
I dont habitually use B mode except on long descents, or eco mode so cant say how much they help overall. For me ECO mode stifles throttle response , changing it from perky to sluggish.
Cruise control sometimes accelerates the car quite aggressively to regain speed. More than is necessary . Quite noisy and heavy on fuel. I just apply the throttle manually and do it more gradually.