10 Tips for Improving B-to-B Landing Page Conversions
Landing pages are custom-designed web pages visitors arrive at after clicking on a link or advertisement. Typically, its sole purpose is to generate contacts and inquiries from site visitors interested in your offer. Effective landing pages are an essential component of successful online marketing campaigns and are probably the single biggest factor in determining if you'll convert a visitor into a lead that's willing to give you their contact information. Entice B-to-B professionals to accept your offer by following these 10 tips to create compelling landing pages that deliver a strong, clear message:
1. Use your new contacts right away. This isn't about the landing page itself, but it's important to the success of your campaign. Respond as soon as possible to all contacts and inquiries you receive through your landing pages. You can even set up an automated response system that sends out an email to thank the prospect for accepting your offer, as well as provides links to other information that will be of interest to them. Now that you've made the initial contact, go ahead and give them more content options.
2. Test variations. Let's say you're running an ad for three consecutive months in an industrial e-newsletter. Try three variations of the landing page to see which performs best. Experiment by placing the call to action in different places, using different words, different page layouts and long versus short copy. Incorporate your findings into the next version until you have a fully optimized landing page.
3. Format for simplicity. Long, complicated forms with many required fields are an invitation to abandon the page. One look at such a form can turn otherwise interested prospects away. Your goal is to capture enough information to make initial contact. Ask for name, company, email address and maybe a phone number. That's all you need. The rest of the information can be filled in later as you begin to engage with your new prospect and learn more about their needs.