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.
4. Triple-check landing pages. Triple-check your copy for grammatical or spelling errors and make sure the links work and forms submit. Many people are turned off by mistakes, and that alone will cause them to click away. You'll not only miss out on contacts, but you could damage your brand reputation as well. If your landing page isn't correct, what does that say about your products or work processes?
5. Shake off the clutter. Design clean, open pages. Use big, easy-to-read fonts and plenty of white space. Show visitors exactly where to look — i.e., at your value proposition and offer. You may be tempted to cram as much as possible on the page, assuming more information is better. Resist the urge to overexplain. If your offer is too complicated to articulate in a single page, either rethink the offer or add a couple of pop-up links that provide extra information without requiring the visitor to navigate away from your page.
6. Skip navigation. Don't include your main website navigation on your landing pages. Doing so only invites your visitors to click away from your offer, which will likely cost you a potential contact. You say you want to give them options just in case your offer doesn't entice them; it's not worth it. You'll lose other would-be prospects because some visitors can't resist clicking around, never to return. Stay focused on your offer. Remember that logo you added to the landing page? Have it link to your homepage if you want.
7. Keep it concise. Write as little copy as possible to put forth a compelling value proposition that visitors will act upon. Focus copy on the benefits of accepting your offer. Use bold headlines, bullet points and short sentences and paragraphs. Remember that people skim read on the web. There are times when longer, more detailed copy is appropriate, but it should be written keeping in mind that many people will merely scan what's written. Getting right to the point will get it done.
8. Make the sale. Whether you're offering a whitepaper, webinar registration, free product sample or other valuable content, your goal is get visitors to accept your offer. Create a clear call to action and place it prominently near the top of the landing page. Use an action button: "Download Now" or "Register Today." Repeat the call to action as text links on other parts of the page.
9. Create continuity between your ad and landing page. Use graphics and copy on your landing page that's similar to your ad so visitors know they've come to the right place. A B-to-B professional sees an ad that grabs their attention and clicks to learn more. You'll also be repeating the image or offer that motivated them to click in the first place, further increasing their desire to get what they came for.
10. Brand it. Your company logo and name should be visible on the landing page so visitors immediately know who is responsible for the content. This is important whether your company is widely recognized in the industrial sector or not. Visitors want to know whose site they're on; it increases their comfort level and trust.
Chris Chariton is senior vice president, product management and supplier marketing, for GlobalSpec, a provider of digital media solutions designed to connect industrial marketers with their target audience of engineering, technical, industrial, scientific and manufacturing sector professionals. Chris can be reached at firstname.lastname@example.org.
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