In the vast landscape of digital marketing, landing pages are the gateways to conversion, pivotal touchpoints where potential customers make the leap from merely curious visitors to prospects. However, driving conversions requires highly effective landing pages, especially when there is so much marketplace noise.
While 10% is considered a “good” landing page conversion rate, the average across all industries is 5.89%. What can B2B marketers do to improve their rates? Following are our eight tips for helping create more effective landing pages:
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Create A Compelling Value Prop
Prospects are busy with lots of competition for their time, so it’s crucial to succinctly articulate the value your product or service offers in a compelling manner. To do this, identify their pain points and clearly highlight how you provide an authentic solution.
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Streamline The Experience
Your landing page should be visually appealing, easy to navigate, and mobile-friendly. Optimize load times to prevent user frustration. Every click should guide visitors toward the desired action.
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Have A Clear Call To Action
Your CTA should be persuasive, concise, and strategically placed throughout the landing page. Use action-oriented language that prompts visitors to take the next step now, whether it’s signing up for a demo, downloading a whitepaper, or contacting your sales team.
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Build Trust
This is crucial, especially in higher-stakes B2B transactions. Incorporate proof points like client testimonials, case studies, partnerships, and awards received to validate credibility, instill confidence, and alleviate doubts.
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Minimize Form Fields
Only ask for essential information, such as name, email, and company size, to reduce form abandonment. Utilize auto-fill features when possible. Remember, you want things to be as effortless as possible. Research shows the ideal number of fields is three.
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Personalize The Message
Tailor content to resonate with your prospects. Utilize data analytics and marketing automation tools to deliver personalized experiences based on factors such as industry, company size, and past interactions. Consider having multiple landing-page versions that are segmented by audience.
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Test Continuously
Optimization is an ongoing process, so conduct A/B tests regularly to gauge the effectiveness of different landing page elements. Test variations of headlines, images, CTAs, and layouts to identify what resonates best with your audience and drives the highest conversions.
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Optimize For Search Engines
While overtly driving traffic to your landing page is essential, organic traffic shouldn’t be overlooked. Optimize content for relevant keywords and incorporate meta titles, descriptions, and headers to increase visibility and propel qualified leads.
The top five ways that companies drive traffic to their landing pages are through social media promotions (51.5%), email marketing (43.6%), SEO (35.6%), paid advertising (32.7%), and internal links in blog posts (28.7%). But no matter how you get the prospect there, implementing these proven strategies can help you to get those higher conversions.
Need help designing more effective landing pages? Our team of specialists can design the landing pages of your dreams and also implement strategies to generate higher traffic and get more qualified leads. Talk to us today.