Effective landing pages are a necessary tool to capture and record visitor data through a lead registration form to generate leads for any organisation. Unfortunately, only 56% of B2B organisations use landing pages, and the primary reason for this is because marketers don’t know how to set them up or they are not seen as a priority*. Of those that use landing pages, a staggering 78% are unsatisfied with their conversion rates**. Read our tips to ensure that you become a part of the lucky 22% of marketers that use landing pages and get results.
Tips for optimising your landing page:
Layout and feel of page:
- First and foremost, really understand your target audience by determining their pain points and goals. This knowledge is pivotal in defining the information and questions, the layout and call to actions to be used on the page.
- The landing page should be very easy to navigate by including clear information and a few powerful images. If it is difficult to navigate, you will find users visiting the page but then dropping off, thereby not leaving their information. Hot tip – use complimentary or contrasting colours to ensure the page is eye catching and appealing.
- Include a clear call to action (CTA) that sits above the fold, whereby all important information and the CTA are able to be seen without scrolling down. The CTA must be highly visible in order to provoke a reaction and appeal to the users needs.
- Include a unique selling proposition. The USP will appeal to the prospect by solving their problem or answering their question. Your USP must be very clear on your landing page and on Google. Include benefits of your service, offer or product through a variety of mediums such as images or text so that customer simply can’t refuse.
SEO for the Landing page
- Use keywords in your landing page title and copy in order to ensure Google knows that your content correlates to the keywords. The keywords must not be overused as Google does pick this up as spam, however with the right level of usage your page will rank highly.
- You should also include social share buttons towards the top of your page to further engage users and spread word of mouth. This will increase reach and is relatively low cost to implement.
- Create appropriate meta tags for your landing page. The meta tags must include your keywords, which increases the chances of search engines displaying your page.
- Once you have configured your landing page, you should conduct A/B testing, which we talked about in a previous article that you can find here. A/B testing is a great way to discover what technique of communication works best for your customers, and will positively impact on your success matrices. You could test the call to action or copy on the landing page to see which gets the best results.
- Create multiple landing pages for different purposes. Produce multiple landing pages, as it will increase your opportunities to gain leads by promoting different offers, products and services.
- Only include a single offer or promotion on the page. **48% of landing pages include several offers which is not best practice, as it doesn’t keep the prospect fixated on one thing and can overwhelm them.
Try one or more of these tips today to see just how much you can improve by. In no time you will be achieving your goals by making the most of your landing page.
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