How to optimize landing page conversions
Landing page is essential for any inbound marketing strategy. Inbound marketing is essential for B2B firms to attract new leads, but having this strategy in place is often rendered pointless without the right accompanying components. There’s no sense in using marketing content to draw visitors to your website unless you have adequate systems in place to capture their information. This means ensuring landing pages are designed to convert with the right calls to action, content and forms. You could be wasting your marketing budget without these key components of your strategy.
Why inbound marketing alone doesn’t do the trick
When inbound marketing is done well with high-quality content, it acts as a magnetic pull for leads. However, content is only one piece of the puzzle. Marketers can accidentally sabotage their results in many different ways. Simple issues with website design and navigation can send potential customers away from your page as soon as they found it, according to an article for Business 2 Community written by Troy Henson. This is especially problematic when companies send traffic to the home page rather than a dedicated landing page that reflects the ad the visitor viewed. If a website visitor arrived on your page after clicking on an ad, he or she expects to see content that relates to the banner. Directing them to the home page instead can be slightly disarming. In addition, viewers will most likely leave immediately if it isn’t clear how to get to the pages they are interested in from the navigation bar.
If you are utilizing landing pages as part of your inbound strategy, it’s important not to overwhelm visitors with multiple offers because it can be confusing. Each landing page should focus on a specific thing rather than every discount you offer. Landing pages should always offer a streamlined experience, including the lead capture form. Potential customers will be put off by having to fill out too many fields. If this is their first encounter with your brand, they will want more information before they decide if they trust you or not. Asking for too much data the first time they fill out a form can cause individuals to worry about their privacy.
Tips for landing page optimization
By now, you hopefully realize how important landing pages are for inbound marketing efforts. They should provide a consistent experience with your brand and highlight the benefits of your offer to viewers. However, there are several other elements that go into making a high-quality landing page that drives conversions. Here are some considerations for creating pages that support your inbound marketing strategy:
- Call to action: This is one of the most important elements of any marketing method. Without a call to action, potential leads may not know what to do next, and they are more likely to do nothing than guess what you want them to do. It’s not only important that calls to action exist, but they need to stand out as well. The button should be highly visible, with colors that contrast from the background and easy-to-read text, Sivan Yerushalmy wrote for Conversioner. It’s important to only include one call to action per landing page because more than one can lead to confusion and cause visitors to leave the page instead of filling out their information. In addition, you need to communicate the benefits of the action to visitors to ensure they take the next step.
- Write good copy: This one may seem obvious due to the growing importance of content marketing, but it bears repeating. Additionally, landing pages have different considerations for copy than a standard blog post. Once visitors get to your site, compelling content gives them a reason to stay and convert, according to a post for The Blue Fountain Media Blog written by Matthew McAlister. You need to consider how visitors got to your website. Was it organic search engine optimization? An email blast? Pay-per-click advertising? Depending on the marketing method used to drive traffic to the website, this can inform your approach to copywriting. For example, if individuals arrive to the landing page from an email blast, they likely are existing customers. Copy should typically be brief and to the point. Potential customers don’t want to read an entire novel when they arrive on your website, especially if it’s their first visit.
- Images: While some B2B marketing as boring, it’s becoming more visual. In fact, content with images generates 94 percent more views than text-based content, Yerushalmy stated. Images stimulate memory more effectively than words. However, good use of images on a landing page requires an in-depth knowledge of your target audience to know what will create an emotional connection to your brand. In addition, videos can be an effective landing page tool because they enable you to condense complex information in an easy-to-understand format.
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