A landing page is a destination page for traffic results from certain marketing or advertising campaigns. Hence, the landing page is also termed as ‘lead capture page’, ‘static page’, and ‘lead capture page’. As the name suggests, the landing page must focus on the lead conversion and nothing else. The information provided on the landing page is way different when compared to the information on the home page.
The ads on the landing page must be slick and to-the-point tagged along with a call-to-action (CTA). Unlike the homepage, the landing must not contain any distractions in the form of navigations or information about similar products.
One of the vital attributes of a landing page is to boost the conversion rate of marketing campaigns. This, in turn, reduces the overall cost of leads acquiring.
Having stated the role of the landing page, a successful campaign has two vital components- a well-planned campaign that brings visitors to the landing page and an optimized landing page that converts visitors into customers.
If you are planning a marketing and advertising campaign, here is a handy guide- https://www.valasys.com/advertising-campaigns-for-b2b-businesses/
Further, talking about landing pages, architecture and information vary from sector to sector. For example, the landing page for B2B is different when compared to that of e-commerce and SaaS Marketers. The latter usually opt for ‘Click through Landing Pages’, on the other hand, B2B marketers prefer ‘Lead Generation Landing Pages’.
Since B2B marketing requires precise targeting, the landing page must also be super-focused. Here are a few important practices to follow for B2B landing page optimization.
- E-A-T Abiding Landing Page- The landing page should be clear and unambiguous with a visible call-to-action. It should be designed in a manner that users can easily navigate. Apart from keeping the page clutter-free, the page should also contain relevant pictures and information that may help potential buyers.
Further, the page should follow the E-A-T framework viz. Expertise, Authoritativeness & Trustworthiness so that the content might be discovered by potential clients through search engines such as Google.
Some examples of pages leading to a landing page include-
- Brand Pages
- Service Pages
- Product and Category Pages
- Contact Us Page
- Articles, Blogs, and News Pages
Relevant pictures & infographics assure a clear conveyance of the message
Hyperlink the landing page containing Call to Action (CTA) button to the anchor text on the website pages, wherever feasible
Use bullet points & short paragraphs more often in the content.
- Keep the Content Contextual and Convincing for Prompt Reader’s Response-
The landing page content should be relevant and informative following the interest of potential buyers. Hence, it is advisable to strategize the content. A well-planned content guides the lead till the end of the journey.
Further, providing all the information at one place reduces the risk of distraction. As a result, the conversion rate is proliferated.
Read how to strategize your content- https://www.valasys.com/strategic-content-mapping/
- Talk About the Product-
If one has to upsell a product or service, focusing on the instant advantages that the user will get from the purchase, often proves to be beneficial.
For example, if a white paper has to be promoted, the target audiences must be told about the vital information that the document contains, & not straightaway about the product or service that the whitepaper is promoting.
If a free trial of a product or service is being given, the instant benefits of installing the free version must be highlighted first & other features of the upgraded version might follow afterward.
- Find What Suits You the Best-
There are several methods to test the alternative forms of a landing page to establish which one works best for a specific set of audience.
A/B testing is one such test that helps to establish which alternative forms of the landing page work the best. Besides, conducting multivariate analyses can also prove to be beneficial.
- Chatbot Boosts Conversion Rate Optimization (CRO):
Chatbot has only become better with time. With the development of AI-based algorithms, the chatbot now becomes capable of delivering personalized solutions to the problems of the shoppers & engaging them.
According to a survey by Edison, 64% of Americans stated that the best feature of a chatbot is that they provide a 24-hour service. Chatbot helps the marketers assist their buyers with specific solutions to their problems & supplement the human elements of the customerservice.
Using chatbots has several benefits as:
Instant Resolutions to a specific set of problems
Personalized answers to simple & generic questions
Improvement in uses’ experiences (UX)
- Easy & unbiased solutions to problems
- Detailed or expert answers which can be accessed by the audiences all the time
Once the users get quick & personalized resolutions to their problems, they are more likely to make a quicker buying decision, which in turn, helps in optimizing the conversions.
Landing Pages are often linked to social engine marketing, search engine marketing, e-books & automated email campaigns to boost the conversions. Measuring the Click-Through Rates (CTRs) on the landing pages helps in determining the successes of various marketing campaigns.
Landing Page Optimization (LPO) is an integral part of the broader internet marketing strategy called Conversion Rate Optimization (CRO), & focuses on converting the maximum number of visitors into customers or actual buyers.
We, at Valasys Media, are experts in shaping perennially healthy sales pipelines for our customers. Our services included lead-generation, account-based marketing, lead nurturing, content syndication & business intelligence to name a few; all of which have been designed to help our clients achieve their bottom-line goal of Conversion Rate Optimization (CRO).
For more information on our services, feel free to contact us.