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Landing pages are distinct, standalone pages on your website that serve as a tool to convert your visitors into leads. What distinguishes them from other pages is that they drive user action via a lead-capture form. In exchange, users gain access to exclusive content or marketing offers.
In other words, your landing page is a way for you to compel your target audience to convert. That’s why it’s extremely important that you incorporate effective copy and design aesthetics.
Apart from generating leads, landing pages are also an efficient way to collect information about which of your visitors are converting or engaging with you. With this information in hand, you can gain a deeper insight into your audience to help your brand nurture them along the sales process.
Due to the importance of landing pages to your B2B marketing campaign, you’ll want to make the most of the traffic to this page and maximize the number of conversions. That being said, optimizing conversion rates on your landing pages becomes much easier if you keep these fundamental principles in mind:
It’s understandable that you to want to grow your company but, keep in mind that landing pages are meant to direct your prospects to a particular offer and not toward your organization in general.
As soon as your prospects reach your landing page, they should instantly see the same content they have been offered in the ad or call-to-action button that they clicked. Resist the urge to include a lengthy list of your company’s achievements in your niche market.
Apart from matching the content on your CTA and landing page, you can also use similar design elements on the two as a way to indicate that your prospects are on the correct landing page.
Your landing page should be free of clutter such as multiple CTAs or top/side navigation bars, as these can confuse your prospective customers and drive them away from converting.
A proper landing page should look quite simple, offering a single, easy way for your visitors to perform the action they need to do to access their offer.
The lead-capture or conversion form on your landing page should be easy and fast to fill out. A good rule of thumb is to ask for only the basic information, enough for your sales or marketing team to qualify them as a legitimate lead.
If you have to ask for more than their personal information, like their company affiliation or what their annual revenue is, be ready to match the amount of time and effort they put in with something really useful for them, such as exclusive content or extremely well-targeted content.
Conversion forms should also be easily submitted on mobile devices, so you have to ensure that the text is visible on mobile screens and the buttons are large enough for touchscreens.
From the headline to your CTA, the text on your landing page should be clear and concise. Including straightforward descriptions of what your landing page visitors will receive when they complete the registration process.
For SEO purposes, include keywords that are commonly used in relevant search queries as well. But your copy should focus on explaining what the offer is and how it will benefit the user.
The Kaizen Principle, “A place for everything, and everything in its place” can be applied when choosing where to put your links, and it’s certainly not on your landing pages.
You want your prospects to click your CTA button and nothing else, especially not an external link as that might mean a lost opportunity to convert someone.
Your landing page message is a great opportunity to create something shareable on social media. Including social buttons makes it easy for your visitors to spread the word about your offer.
Social shares of your landing page serve as a trust indicator, highlighting your status as an industry expert or authority among your visitors.
You can add a touch of creativity and personality to your landing pages through videos and images that help you connect with your audience on a more personal level. Images capture a user’s attention and increase the chances that they’ll linger on the page longer, giving you more time to deliver your message to your prospective customers.
Adding images or videos is also a practical way of showing snippets of the actual content that you’re giving your visitors. After all, a picture is worth a thousand words.
The space “above the fold” is simply the content that a visitor sees as they land on your page. So, it’s important that you include everything you need to immediately convince a reader of the value of your offering in that space.
Make sure you’ve got a compelling headline that catches the user’s attention and that your CTA button is clearly visible. You’ve got short amount of time to convince a visitor to stick around, so make sure you knock their socks off as soon as they arrive on your landing page.
As tried and true as these principles may be, remember that they’re just guidelines for establishing your landing page design. The work doesn’t stop there!
At this point, you need to collect performance data on your landing page by gathering feedback or using an analytics tool. Proper analysis should indicate where potential improvements can be made, and allow you to make educated decisions on what to A/B test.
Think about it as a continuous process that you’ll have to continue over time. For optimal results, keep gathering and analyzing your landing page data, making improvements one step at a time.
Once your landing page starts generating quality leads, check out our FREE whitepaper on Lead Management 101 to find out how to convert those prospects into paying customers!
The rising costs of lead generation, increased competition, and the rapidly growing population of competing companies are all challenges in the B2B world.
Marketers are constantly being challenged to drive qualified leads into the sales funnel and to make sure that the cost per lead (CPL) is optimized. Of course, the lower the CPL, the better. However, many companies end up focusing too much on outbound lead generation and are forced to need even more sales to cover the initial cost of acquiring those leads. This practice is dangerous and should be avoided as much as possible.
One way for marketers to offset this challenge is to implement an inbound marketing strategy to reduce their B2B CPL. A recent State of Inbound Marketing report, which includes insights from over 3,300 executives, business owners, and marketers from all over the globe, revealed that there is a dramatic reduction in CPL for inbound marketing tactics as opposed to traditional marketing strategies.
Further, 34 percent of all leads generated come from inbound marketing sources. Inbound marketing also delivers 54 percent more leads (per dollar spent) into the marketing funnel than traditional outbound tactics. With those stats, why wouldn’t you consider inbound marketing?
The world today is ruled by the Internet, which accelerates the pace of information distribution. Buyers know this and can quickly access detailed specs, pricing, and reviews about your products and solutions with just a few clicks.
Social media drives buyers to share and compare while mobile phones add a “whenever-whatever” dimension to their consumer experience. This makes inbound marketing powerful. You’re giving users exactly what they’re looking for exactly when they’re looking for it.
Inbound marketing strategies aside, here are 5 more steps that can help business marketers reduce their cost per lead:
Before cutting costs, review your previous efforts. This sounds simple, but so many marketers just keep moving without looking back at what has worked and — more importantly — what hasn’t. Critically analyze your past efforts. Are your current projects generating the best results possible? Is there a particular channel that is producing the best (or worst) results?
Assessing reports and acting upon them bases your decisions on sound, real-life data instead of on a gut feeling. Be sure to also identify which channels are driving the best quality leads and not just the majority, as quality is more important than quantity. In most cases, cost per conversion (CPC) is a far more influential metric than CPL.
Marketers usually know who their best leads are, but having a clear understanding of where a prospect is in the buyer journey is key to making those leads cost-effective. That’s where your sales funnel comes in.
Defining the stages of the sales funnel — from the open top of the funnel where prospects have a basic awareness and curiosity about your company, to the narrow bottom of the funnel where prospects finally become loyal customers and advocates. Once you’ve figured out how your sales funnel looks, you can align your marketing and sales processes, providing the right content to prospects according to their position in the funnel.
78 percent of Internet users conduct basic online research before purchasing a product. When you use organic search, you are generating online leads by ranking high for certain keywords on Google’s search results page.
What does this mean for you? When leads and other potential customers perform online searches for terms that are relevant to your business, your site will appear in one of the top spots in search results — leading to more exposure and higher chances of receiving site visitors. Leveraging organic searches require the use of some basic search engine optimization (SEO) techniques and tools to get websites to rank higher. These search rankings are extremely important because most users do not look past the first results page.
Keyword research and analysis are useful ways to identify keywords that have the best chance of being searched for online and achieve higher search engine rankings. As organic search brings in more leads, you can lower the CPL further by cutting out less effective strategies such as print advertising or pay-per-click campaigns.
In this ultra-connected world, social media sites such as Facebook, Twitter, and LinkedIn have become powerful platforms for companies to engage and communicate with potential leads.
Like other inbound marketing methods, social media marketing costs virtually nothing for organizations to implement and use. However, careful consideration should be taken to ensure that the content shared via social media has value to the consumer, and shows that the company genuinely cares about what prospects think, need, and are looking for in a product.
Posts that come off as self-promotional should be avoided at all costs, as they can lead to negative comments and social media “shares”, severely damaging your trust rating and credibility.
E-mail remains an effective marketing tool and is still a great way to target your audience with a very specific message.
Instead of hanging out where your prospects spend their time online, you’re actively knocking on their door with an e-mail. This requires a very careful messaging approach so your brand doesn’t become seen as intrusive to your prospects.
A combination of these methods can greatly reduce your company’s CPL while creating a pipeline of leads that should result in higher profit margins for your business. Remember that your lead generation activities should not damage your company with methods that are outside your budget. Optimize these cost-effective approaches and you can generate healthy results for your business to thrive.