Are you converting leads with Landing Pages?

Are you converting leads with Landing Pages?

Tired of leads not converting? Only 52% of businesses that use landing pages actually assess them to find how to improve conversions?* In our previous article, we gave you practical tips on how to improve your landing page lead generation, if you missed it, check it out here. We have a few more handy tips to push those leads to convert.

Personalisation

Personalisation on landing pages is a way to create a unique and special experience for the prospect. Now you may have seen or used this for emails or websites, but what about on a landing page? Landing pages are a key point of lead generation and conversion, so why wouldn’t you personalise them? Personalisation allows you to generate trust and focuses on the prospect’s specific requirements. Personalised landing pages that are relevant to the prospects needs have a lower bounce rate and higher engagement levels.

What data should you ask for on a Landing Page form?

It is very tempting to ask prospects a million questions, but too many questions will require a great deal of effort that will end your prospects journey to a purchase. The goal of landing pages is to gather data to modify your sales and marketing strategies to help you contact the lead, show that you can fulfil their need, ultimately resulting in conversions. Identify the most important data you want to capture and stick to that.

We recommend the below fields as a minimum for B2B, and First name and Email address a minimum for B2C:

  • First name
  • Last name
  • Email address
  • Phone number
  • Interests
  • Job role
  • Company name

Once you have captured this data you can then nurture your leads with more content to ensure they become customers. This can be done through drip content into inboxes, to aid prospects to move through the funnel, consider the product or service, which can then softly prompt a sale. For more information regarding the prospect’s journey, have a look at our  Marketing Automation Strategy Guide.

Tracking/Metrics

Once you have created and tweaked your landing page you might think that’s it, but you have only just begun. In order to understand what is working on a landing page, Using testing and tracking methods can increase conversion rates by up to 300%. *

Some of the metrics include:

  • Bounce rate – How many people are visiting the page and then leaving without entering their information. A high bounce rate means that prospects are being directed to your landing page and are then leaving as the content does not cater to their need, the layout is unappealing or the questions asked are irrelevant, in which case you need to reassess your landing page.
  • Percentage of leads converting – How many people are filling out their information on the landing page and progressing through the funnel?
  • Time spent on page – How long are prospects staying on the page? If the average time they are spending is 5 seconds and there is a lot of content on the page this could mean prospects are disinterested. If prospects are staying for 5 minutes on a page and are leaving, this could mean the information or questions being asked of them are difficult to answer.

Attaining the desired lead conversion rate is not easy, and many businesses fall short.  Implement these measures and you will start converting leads today.

 

Want more information or need to talk it through? Contact us for a personable chat.

Interested in more?
How to improve a lead generation campaign
SEO 101 The Basics and Beyond
Is your digital and relationship marketing fit-for-purpose? Presentation at CeBit Conference

 

References:

* https://www.impactbnd.com/blog/statistics-about-landing-pages
http://blog.thechatshop.com/how-to-personalise-your-landing-pages-for-better-conversion-rates

http://www.evergage.com/blog/how-web-personalization-can-drive-better-landing-page-results/

http://www.adestra.com/january-2013-see-effective-content-personalised-landing-page-increases-conversions/

http://blog.hubspot.com/blog/tabid/6307/bid/34047/What-You-Can-and-Should-Ask-for-on-Your-Landing-Page-Forms.aspx#sm.00ml4ebo193sdl7105e2grei4szm6

http://www.b2bnn.com/2015/05/the-guide-to-knowing-the-right-metrics-for-b2b-landing-page-success/

https://www.semrush.com/blog/3-landing-page-metrics-that-actually-matter/

http://unbounce.com/landing-pages/ultimate-lead-capture-landing-page/

https://www.weidert.com/whole_brain_marketing_blog/bid/116966/Bounce-Rate-and-Average-Time-on-Page-More-Analytical-Ammunition

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