The Complete Guide to Successful Landing Pages
For B2B marketers with long, complex sales cycles, landing pages are an essential tool for generating new leads. However despite being very straight forward tools, landing pages are rarely optimized to their full potential. The typical landing page loses over half of it´s visitors immediately. This leaves a company with only a tiny portion of visitors being converted to leads. So how do you not only keep visitors on your page but successfully convert them into leads?
Optimize and Convert
- Design - keeping the look and feel of the landing page consistent with your brand will help capitalize on familiarity and preceived value.
- Forms - forms can make a user uncomfortable. Creating forms with the user in mind helps minimize this feeling and maximize lead generation.
- Analyze - perfecting a landing page can take numerous tweaks and revisions. Spend time finding out what works and adjust accordingly.
- Value - users have to be enticed to provide their information. Providing an appropriate incentive will dramatically increase conversions.
- All branding, colors, and styles should be consistant with the full website.
- A call to action and value proposition should be clearly visible to visitors.
- Navigation away from or around a landing page should not be provided.
- Forms should be simple, easy to complete and displayed prominently.
- Call to Action - it should be immediately clear to visitors which action a company would like them to take.
- Value Proposition - a short paragraph or list stating the value in providing informations provides a clear incentive to visitors.
- Form - one prominently displayed form prevents any confusion for the user on how to complete your call to action.
- Reward - visitors need to feel like they have made the right decision in providing their information.
- Specials - it always comes down to the bottom line and providing special pricing or promotions can be an easy way to convert leads and keep visitors coming back to a site.
- Target - a prospect´s needs change constantly. Target consumers more effectively by developing a wider variety of content for different phases of the buying cycle.
- Relevant? - is it something a potential client would be interested in? Does it pertain to the appropriate industry and space?
- Valuable? - does it provide a direct benefit to a potential client? Does it help them reach a goal or improve their situation?
- Timely? - is it appropriate for that stage in the sales cycle? Does it help move a prospect closer to buying?
- Get the Essentials - the information collected by a form should be valuable and relevant to a specific goal.
- Limit Your Fields - minimizing the number of field will aid in completion.
- Email Delivery - sending an offer via email instead of a redirect helps you begin to build a relationship.
- Set Goals - landing pages should always be designed with a specific purpose in mind. Explicitly stating goals and determining how they will be measured will make it much easier to monitor the success of a landing page.
- Adapt - industries and users are constantly changing and a landing page strategy needs to keep up. If a landing page is not performing, it may be time to make a change.
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