Lead-Generating Landing Pages: 6 Must-Haves to Help Hit Your Lead Goals
According to CMI’s most recent B2B marketing report, lead generation is the number one goal for 85% of B2B marketers in 2016. Landing pages are lucrative online real estate for businesses to optimize efforts, with over 67% of B2B businesses using landing pages to acquire new leads for future conversion.
However, just implementing a landing page isn’t enough to generate leads. Visitors are being asked to invest their time in completing your form for content they may or may not read/view at a later time. Most viewers also weigh the risk of uninvited marketing in deciding whether or not to share contact information — or they use an alias with false information like I do.
The goal of an optimized landing page is to keep your bounce rate low. In order to do this, you’ll need to make the content simple, engaging the user and establishing trust.
Are you incorporating these 6 crucial ingredients for lead-generating landing pages to hold the viewer’s interest and maximize data collection? Let us know which tactics work best for you below in the comments.
Spotlight your value
The second your landing page is opened, your prospect needs to know that they came to the right place and that you have content to help solve their problems. Use a clear, catchy headline that highlights your value proposition followed by a short subheading that emphasizes unique selling points. You should also include a concise, bulleted list of 3-5 power bullets of information from your content.
Always stick to scannable content: bullets, headings and bold key words.
The flow of your landing page should lead the viewer to your form. Focus the page around your offer – a free whitepaper, guide or checklist – and avoid the urge to add unnecessary information about your company or credentials. Eliminate navigation menus and other links that pull the visitor’s eye away from the content and get the viewer to click. You can always use follow-up emails to provide links or additional information.
Optimize form design and placement
Expedia found that removing a single form field (an address confirmation) increased their annual profit by $12 million. Increase your form completion rate by using a minimal number of form fields, preferably 2-3. You can build on this basic data when you follow up with engaged users later with later stage content.
The form itself must be visually obvious and distinct from the rest of the page. Make the submit button large, in a contrasting color that stands out, like orange. Since people generally read from the upper left to the lower right of the page, aim to place the form on right-hand side of the page (above the fold) and keep the button at the viewer’s eye level rather than requiring them to scroll down the page to see it.
Offer true value
As incentive to complete the form, offer them net new information they can’t find elsewhere. LinkedIn’s largest B2B Technology Marketing Group found that the most common gated content was webinars, with 80% of marketers using them. Other frequent content formats are white paper and ebook downloads (79%), free trials (77%), and one-on-one product demos (75%).
It’s a good idea to include a simple graphic — whether it is the front page of your white paper or the title slide of your presentation. Be sure you’re getting valid contact information by emailing the offer to the user rather than just linking access from the submit button.
Video is reported to increase the conversion rate of landing pages by 80%, and 70% of marketing pros agree that video converts better than any other medium.
Visitors landing on pages with video stick around an average of two minutes longer than on pages without video. Also, videos can offer a better understanding of the product, provide an emotional connection to the company, or an opportunity to learn through audio-visual stimuli.
Try recording a product demo or teaser and keeping it around 1-3 minutes to encourage viewers to watch the entirety. Remember, autoplay video on a landing page can appear forceful so instead try including a large, noticeable play button instead.
Establish credibility and trust
Include one or two brief customer testimonials or quotes that mention a specific benefit of your product/service or support your claims. Display customer logos, certifications or social following. These final touches can establish credibility and trust for the business.
Be sure to track your conversion rates and keep testing for areas of improvement. Include these 6 must-have elements in your landing page design, keep the focus on simplicity, engagement and trust, and you’ll have a veritable lead-generation machine.
For other lead generating tactics, join us on the BrightTALK Academy for our live presentation “Who Wants to Be A Lead Generating Machine?” live at 10 am in the UK or 10 am Pacific on November 11th. See you there!