Top 10 Tips for Lead Generation Through Landing Pages

Good Landing Pages. Better Leads.

Lead generation is part of our PR strategy for many clients. As the
world of public relations broadens its horizons with search engine
strategies, we give guidance to creating effective tools such as
Landing Pages.

According to Marketing Sherpa’s Landing Page Handbook, improving your
landing pages can increase your conversions by 40% or more. Experts
say, optimized landing pages work even better — as high as 200%
improvements in conversion rates.


Top 10 Tips for Improving Landing Pages

1. First Impressions Matter
2. Have an Offer
3. Remove The Navigation
4. Use Graphics Wisely
5. Make Your Content Scan-able
6. Only Ask What You Really Need
7. Capture Implicit Information
8. Have Reasons to Give Valid Info
9. Say Thank You
10. Test… But Don’t Over Test

 

Perhaps the largest difference between business-to-consumer (B2C)
and business-to-business (B2B) pay-per-click is that the post-click
goal for most B2B marketers is to capture a lead, not make a sale. This
means that B2B companies must focus on converting clicks into leads as
much as they focus on getting clicks in the first place.

Landing pages
are critical to making this happen. From the prospect’s perspective,
clicking on your link is easy and doesn’t cost (them) anything. In
contrast, converting and becoming a lead requires them to invest their
time and energy to understand your offer and fill out your form — not
to mention risk unwanted marketing since you require they share their
contact information.

According to Marketing Sherpa’s Landing Page Handbook, improving your landing pages can increase your conversions by 40% or more. In our experience at Marketo, optimized landing pages work even better — as high as 200% improvements in conversion rates.

So how do you do it? Here are ten tested and proven tips you can use to improve and optimize your landing pages.

1. First Impressions Matter

When a prospect scans your landing page, they decide in just a few
seconds whether to bail or stick around. When making this decision,
they consider two things: “Does this page look hard or complicated?”
and (2) “Is this page relevant to my search query?”. Design, copy, font
size, and form length all influence the former. To influence the
latter, make sure your page (especially the headline) directly connects
to the search term. This means having dozens or hundreds of landing
pages — at least one per ad group and ideally one for your each of your
top keywords.

2. Have an Offer

Your landing page doesn’t need to sell your product, service, or
company. It just needs to sell your offer. Focus your page around a
single call to action, such as a free whitepaper or demo. Avoid the
temptation to include extraneous company information.

3. Remove The Navigation

This isn’t your home page, so remove your main navigation. Simpler
pages almost always work better for lead generation. In eye tracking
studies, the navigation draws attention away from your offer and
conversion action. Worse, each link is an invitation for the visitor
(which you paid for) to click away instead of converting. As Marketing
Sherpa points out, it’s tempting to leave those links just in case the
visitor wants to dig through your site and learn more. Drop this
fantasy. Your goal is to sell your offer, and the only thing those
links can do is reduce your conversions. You can always share
additional information after they convert, on the thank you page or via
your lead nurturing. (Note: You can make your logo link to your home
page, and you can include your footer navigation since it draws the eye
less than your main navigation. These links help the page appear to
visitors and to Google as part of a larger site.)

4. Use Graphics Wisely

Graphics are the #1 thing that draws the eye. Use them carefully
since the wrong graphic can distract from the offer and conversion.
Include a hero shot, e.g. a mock up of the white paper cover with the
title blown up to be readable. Two other tips: Let people click the
graphics to get more info (visitors often click on graphics) and be
sure to have a caption (besides the headline, captions are the most
read copy on the page).

5. Make Your Content Scan-able

People don’t read landing pages, they scan them. Write in bullets,
if you can. Be sure your copy sells your offer when someone scans just
the first three words of each bullet or paragraph. Bold key words.
Consider using interactive elements, such as an audio clip or short
video / demo, on your landing page. This can engage buyers who want
more info without making the page look overwhelming.

6. Only Ask What You Really Need

If you met someone interesting at a bar, you wouldn’t ask for a ton
of information like their annual income —you’d simply get his or her
contact information so you could build the relationship over time. The
same is true for landing pages. Every field you ask reduces your
conversion rate, so collect as little information as you really need to
route the lead and stay in touch. You can always collect more during
your nurturing process.

7. Capture Implicit Information

Use hidden fields to capture additional information about your
leads, such as the keyword used, the search engine they came from, and
the ad they clicked. You can also use “click paths” to capture implicit
information. For example, if you want to know the prospect’s industry,
add some navigation on the left that lists your top industries. This is
different than your site navigation. Prospects are likely to click on
the link for their industry, so take them to an even more targeted
landing page —and capture their industry as a hidden field.

8. Have Reasons to Give Valid Info

After conversion, don’t just hand the offer to the prospect – email
it to them. This is a great trick to ensure that you get a valid email
address. Also, be sure to place a link to your privacy statement near
to where you ask for their info.

9. Say Thank You

After a customer converts, take them to a thank you page. This is
important to track the conversion. Plus, it’s a great opportunity to
deepen the relationship by making another offer, promoting your blog,
asking for feedback, or running a poll. Up to 40% of prospects say they
are willing to share additional information after they convert.

10. Test… But Don’t Over Test

Testing lets visitors vote with their actions, removing any debate
about what works and what doesn’t. The most valuable things to test are
the headline, graphic captions, the submit button, form length, and
graphical elements. However, be careful not to over-test. A good rule
of thumb is to take the number of conversions you get per day and
divide it by 10. Then take your testing period in weeks and divide that
by 2. Multiply the two results together to get the number of versions
you can confidently test in your testing period.

Landing Pages Don’t Need To Be Hard

Given the dramatic ROI of having multiple targeted landing pages,
why do three out of four B2B companies still send clicks to the home
page? The main reason is a lack of resources —and getting time from web
developers is the most difficult resource to get. As a solution,
companies can leverage products like those offered by Marketo that
allow marketers to create landing pages with no IT. The Marketo online demo can provide a first hand example.

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