B-to-B Insights: Maximize Your Traffic
There is a good deal of buzz these days about blogging, viral marketing, social networking and other new methods of generating eyeballs and traffic online. But that traffic will not make you money unless you can convert those unique visitors to leads or customers.
Whether you are selling a product directly from your landing page, asking visitors to download a free whitepaper, or promoting a webinar or demonstration, conversion rates can range from less than 1 percent to more than 50 percent. Here are 10 keys to creating landing pages that can maximize your online conversion rates.
1. Build your credibility early. People always have been skeptical of advertising, and with the proliferation of spam and shady operators, they are even more skeptical of what they read online. Your landing-page copy must overcome that skepticism immediately.
To do this, clearly display one or more “credibility builders” on the first screen visitors see. If you are well-known, place your logo and company name in the banner at the top of the page; universities, associations and other institutions can display their official seals in the upper, left-hand corner of the screen.
Place one to three strong testimonials within or under the banner on the first screen. Also, consider adding a prehead or subhead that summarizes your company’s mission statement or credentials.
2. Capture the e-mail addresses of non-buyers. One way to do this is to use a window with copy offering a free report or e-course in exchange for submitting an e-mail address. This window can be served to the visitor as a pop-up or a pop-under. However, pop-up blockers can block both windows. An alternative is a “floater” window that slides onto the screen from the side or top. Unlike the pop-up and pop-under, the floater is part of the Web site HTML code, so it is not stopped by the pop-up blocker.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.