Maximize your B2B landing pages to increase conversion rates

Mark Davis, Thursday 10 May 2018
 

 

landing page for conversion-453141-edited

Building a successful landing page is counted among the top five challenges faced by B2B marketers today. When done properly, a landing page can triple the amount of leads brought in from a campaign, but how do you know if you’re doing it right? There are so many variables to consider in the construction of a lead generation landing page, knowing what ones have an effect on your conversion rate can be a challenge, so we’ve constructed this list of ways you can optimize your landing page to increase conversion rates! 

Why not look into how Lead Forensics can help you assess the success of your lead generation landing pages, by showing you which businesses are visiting your website? Our software tells you who’s visiting, how they found you and what they’re looking at along with contact details, all in real time -book a free demo here!


So what makes a landing page that converts? 

 

Relevance

 

This is hugely important. Less than 50% of organizations make a different landing page for each campaign, which is a vital mistake. Many businesses are so keen to push a conversion that they forget to factor in the journey made by the visitor - it all needs to link up. If you see an advert for something, and when you click on it, get something completely different to what you expected - you won’t take it further. Ensure that the landing page is relevant to the email/advert/image that brought the visitor to it, and the copy also tracks back to that source tying it all together. You'll generate business leads that have a clear picture of what you can do for them, instead gaining low-quality mislead prospects that won't make a sale. 

 

Start at the top

 

You only have 8 seconds to grab the visitor with your header, and 90% of those who read the header and like it, go on to read the CTA copy - so the top of your landing page is of vital importance! In fact, everything above the fold is critical to the success of your lead generation landing page - not only should the copy be outstanding, but the layout needs to be just as enticing. Remember you want it to be irresistible, but also clear and direct - THIS is what they’ll gain from you!  In B2B marketing, it pays to get their first, and with your buyers having such a short attention span, you need to be speedy.

 

Directional Cues

 

As you can’t be there in person to take them through your landing page, you need to use directional cues to guide the reader’s eyes down the page and tell them what to read. Techniques used can be obvious, in the form of arrows, boldened sections and buttons, or subtle, through imagery of people looking in the direction of the contact form. You’d be surprised how much this can help business lead generation, as studies prove focus levels can double when direction cues are employed on a landing page. Filling in the contact form becomes almost mindless, you see a big flashing arrow, and you want to do what it says!

 

Narrow your focus 

 

48% of B2B landing pages have multiple CTAs and purposes - this can cause confusion for the visitor, and heavily effect your conversion. Your landing page should have a singular aim, so make it clear from the start what that is. Try limiting your copy amount to only 2 sentences that cover how your offering helps the visitor. You can of course expand this later, but its good practice for getting your message across quickly and concisely. Also get rid of any pop-ups or fly-overs; you have one goal here - don’t distract the visitor with additional extras, let them focus on what you want them to do.

 

Mobile friendly

 

What it says on the tin really. Over 80% of business professionals use their mobile to access emails as well as a PC, and Google sees over 50% of B2B buyer searches come from mobile devices, so the need for a mobile first approach across your marketing has never been higher. Take this through to your landing pages - make sure they’re easy to navigate and use on a mobile device. Nearly 50% of B2B organizations do not link their images or buttons to the appropriate page or form, meaning they’re missing out on those crucial conversion opportunities from mobile users; so look at your landing page and ask yourself, how would I use this on my phone? 

 

Urgency

 

This is a well-known tactic for converting visitors on any online page - instilling a sense of urgency, encouraging them to act now instead of later. Scarcity is a great driver of this, for example, if you’re encouraging people to sign up to a free trial and offer a free e-book with sign up, mention that only the first 50 people to sign up get the eBook. Your visitors will be keen to act that moment, instead of coming back later. It’s a great way to encourage action on instinct, and prevent your visitors overthinking the landing page and moving away. 

 

Images

 

Images are key to a landing page’s impact. Our minds are physically lead by what we see - if a landing page has no images and appears bland, then the visitor will think just that of your company. I remember stumbling across an accounting website that featured an incredible, scenic image of breath-taking rock formations. This had little to do with accounting, but it made a lasting impression on me and I read the entire page; days later, I was able to recall the company name and website (and I wasn’t even looking for any accounting services!). This is because we are 80% more likely to read a landing page if it features an image we find colorful and enticing. Include imagery showing something in kinetic motion, or a sight that surprises the mind in some way. Match it to the colors or feel of your brand, and you’ll find it far easier to engage visitors to read on - so make sure you have the copy to match your outstanding imagery!

 

Testimonial 

 

Though it’s important to keep copy concise on a lead generation landing page, using a short quote from a previous client can do wonders for pushing visitors over the tipping point and getting them to fill in that contact form. It’s like the final thumbs up - a definitive seal of approval from an outside source letting the visitor know everything you’ve said is true. Remember - one short, genuine testimonial goes further than a paragraph of sales-y text pushing your product; 88% of buyers trust a testimonial as much as a personal recommendation - so use them! 

 

Loading time 

 

A one second delay in landing page loading time can reduce conversion rates by 7%. Add this up and 5 seconds too long means you lose a third of your business leads! You need a page that looks great and loads in a few seconds. This not only improves your conversion, but your SEO too. It’s also vital for that mobile first approach, so run regular tests from varying devices to check that your landing page loads fast, or else it could kill your conversion. 

 

Ask for less

 

A successful CTA persuades the visitor to enter their contact details, and makes sure they’re clear on what they’ve just signed up for. Studies prove that the shorter the form, the more inclined buyers are to fill it in, and many are more willing to give their email address above a phone number. Bear this in mind when designing your contact form. Ask for as little as possible - remember if they inquire, you’ll be in contact with them shortly, so you can ask them for more details later! 

 

At the end of it all, a lead generation landing page has a simple job - express your brand and gain contact details. As long as you’re doing all you can to fulfill these two things, you’re on the right track. When updating your landing pages, conversion optimization is everything, but there are two hugely important factors to account for also- 

 

1) Small changes - for your regular and returning clientele, a big change to your regular landing page format has proven to drop conversion by around 20%. So when planning a landing page overhaul, change variants one at a time across a few campaigns. This also does wonders for in-detail analysis, so you can pin-point the exact changes that brought about the most impact. A gradual approach is better here.

 

2) Testing - the more you do it, the better your results! A/B split testing is the most common and successful way of testing landing pages, and there are plenty of tools on the market enabling you to do it. Some organizations have seen differences as high as 300% in conversions from testing landing pages, so if you’re going to put in the hard graft to update them - make sure you’re testing all the time.

 

Landing pages are so crucial to any marketing campaign - there’s no excuse not to get them right. So make sure you can measure their performance properly. Look into Lead Forensics - our software allows you to see which businesses are visiting your website, how they found you and what they looked at. You can see the audiences your landing pages attract, how long they spend on them and where they go from there - do they convert, do they look for more info or do they bounce? Whatever happens, Lead Forensics also gives you the contact details for key decision makers in that business, so you can get back in contact with them instantly, convert them into a lead and even gain some feedback on your landing page - what’s not to love? Better yet, we offer a free demo and trial, so you can see it working for yourself. Get started today! 

 

Free guide - Effective multi-channel models for marketing and sales is packed full of hints and tips about landing page integration and conversion. Download for free today!

  

Effective multi-channel models for marketing and sales

 

Topics: B2B marketing, Lead generation, Lead Forensics, Website performance, Website analytics

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