A high converting landing page is the holy grail of any B2B inbound marketing campaign.
While you probably know that’s true, you may be struggling with how to create a landing page that converts well.
You aren’t alone.
First, let’s start with the basics…
What is a Landing Page?
If you are new to B2B marketing, you probably have heard this term thrown around a lot, but might not know exactly what it means.
A landing page is a page on your site that stands on its own – it is generally a place you direct traffic to in order to get them to take some sort of action.
Generally speaking, a landing page will have a form on it. Though, that’s not normally the case.
What Do You Put on a Landing Page?
Landing pages come in all shapes and sizes.
From your run of the mill non-designed page with a form to a more engaging and dynamic landing page – if you ask 3 marketers about what should be on a landing page, you’ll get 4 different answers.
Generally speaking, you’ll want to include the following elements on your landing page in order to maximize conversions:
- Headline: You’ll want a catchy headline that is easily understood but short and to the point.
- Sub-headline: Below the main headline, you should put a slightly longer description of what a visitor could expect from the asset you are offering if they fill out the form.
- Form: The form itself should be above the fold and easily visible to the visitor immediately upon landing on the page.
- In-Depth Description: As a visitor travels down your landing page, you can assume they are more engaged. Therefore, including a more in-depth description, perhaps with bullet points, is a good idea. This should be done below the fold.
- Reviews/Quotes: It’s a proven fact that “social proof” increases conversion rates. In fact, 70-90% of people say that a review increases their sense of trust.
- Second Call to Action: If a visitor gets to the bottom of your landing page, clearly they are engaged. Don’t lose these visitors, make sure you include another call to action button. Ideally, the button should bring them back to the top of the page where they can fill out the form.
How Do You Optimize a Landing Page?
Now that we’ve established what a landing page is and the best tools to build on, let’s take a deeper dive into actually creating one and how to optimize them.
There is a simple, 6 step process you can follow to help you optimize your landing page.
Step 1: Define KPIs
Before any real design work can be done, you first have to define the metrics you will be looking at – your KPIs.
In essence, how do you define success with your landing page?
There are several KPIs that can be applied for a landing page, and you may want to measure several of them.
- Time on Page: How much time do visitors spend on your landing page, an indication of how engaging the page is
- Conversion Rate: How many people actually fill out the form or take the action you want them to take.
- Sales Qualification: How many of the visitors who fill out the form end up becoming leads that are qualified to begin the sales cycle
- Total Sales: How many sales are generated as a result of this landing page
- Revenue Generated: How much revenue was generated from the sales that resulted from this landing page
Once your KPI(s) are defined, you can then move on to the nitty-gritty aspects of creating your landing page.
Step 2: The Form
For most landing pages, the ultimate goal will be to have a visitor fill out a form in return for some sort of asset – a white paper, eBook, access to a webinar etc.
Creating the form for your landing page can often be a science as much as an art, and there is plenty of research that has been done on the subject.
While you may want to get as much information out of a prospect as possible, you do so at your own peril
Generally speaking, you should really only ask for 3 pieces of information – First Name, Last Name, and Email.
Neil Patel once found that by removing just one field, he was able to increase conversions by 26%!
The most basic fields you will need are:
- First Name
- Last Name
In reality, you could just stop there.
However, you may want or even need more information.
There are a few options you could consider.
First, you could take the risk of adding more fields simply because you have no other choice. In this case, be as thoughtful as possible about the questions you ask.
Fields such as phone numbers are going to give your conversion rate a much bigger hit since people are much more hesitant to give up that kind of information.
You could also consider Progressive Profiling in which you leverage a tool like marketing automation in order to ask different questions for each additional form a visitors fills out.
If you do decide on putting additional form fields, here are a few to consider:
- Job Title
- Are you interested in learning more about X? (x being your product or service)
Step 3: The Design
The design of your landing page is a crucial element of getting visitors to convert into leads.
As with any web page, the design of your landing page should be well thought out and executed professionally.
With regards to the design of your landing page, there are several things to consider:
You want the look and feel of your landing page to reflect that of your brand.
Make sure the color scheme you use is similar to that of your other channels, such as your website.
Depending on what you use for designing your website, you could work off a stock template. A quick search through WordPress’ plugins will provide you with a multitude of tools for landing page templates.
A great option for B2B marketers is Instapage.
Bar none, Instapage is the most powerful landing page tool for marketers who don’t necessarily know how to code.
Instapage enables B2B marketers to do the following:
- Highly customize landing pages
- Integrate landing pages with a variety of other marketing tools
- Test and Optimize for the best conversion rate on landing pages
- And much more
Step 4: The Content
As mentioned earlier, landing pages generally follow the following template in terms of their content
- In-Depth Description
- Second Call to Action
Let’s go through each one in more detail.
The headline of your landing page is the first thing anyone will see when they land on your page, so it has to catch their attention.
The headline on your page should be anywhere between 20-70 characters in length. It should also be noted that your headline (H1) has immense SEO value, so make sure to include the keyword(s) you want to rank for.
Your headline should be descriptive, but concise. Think of an elevator pitch, but for a really short elevator ride.
The sub-headline will be displayed just below your main headline, in a smaller font.
Use this opportunity to go a little bit more in-depth about what you are offering, but still keep it relatively short. The sub-headline should be a maximum of 2 sentences.
Once you’ve attracted a visitor to stay on your landing page beyond the first second or two, you can move to be more descriptive about whatever it is you are offering if they fill out your form.
The in-depth description can be multiple sentences or paragraphs. However, an ideal format to follow would be a short 3 sentence paragraph followed by bullet points detailing what you are offering.
If your form leads to an eBook, go through the main points that will be discussed within the eBook.
Step 5: Call to Action
The main call to action on your landing page will be the button a visitor presses to submit the form.
The styling of this button, including its color and text, is a hotly debated topic. Given its extreme importance in terms of conversion rates, the styling of your call to action is something you should be very thoughtful about.
CTA Button Color
There is a lot of psychological research on the power of color to persuade people. While the color of your CTA button might seem insignificant, it can be the main difference between a high converting landing page and a poorly performing one.
While many people will argue that one color is better than another, it’s a bit more complex than that.
As with most things, it comes down to context.
You are going to want your button to stand out from the rest of the page. Therefore, the color should be bright and not the same as any other element within view.
Here are a few colors to consider and some stats about them relating to conversions:
- Blue: Has a calming effect and reduces blood pressure and slows the respiratory system
- Green: The color of money, could be considered for situations where your target is trying to save or make money
- Red: Been shown to raise blood pressure and increase excitement
- Orange: Widely popular as a CTA button color for many years, but has begun to be overshadowed. Still, there’s plenty of evidence that orange helps with conversion rates.
CTA Button Text
Though sometimes an afterthought, the text of your CTA button is of great importance.
In one test performed by Impact, the button text was changed from “Free Download” to “Show Me How to Attract More Customers!”
Can you guess the impact of this seemingly insignificant change?
They increased conversions by 78.5%!
So what can we learn from this test?
You have to entice the person filling out the form with the benefit they’ll get from whatever it is they are signing up for. In this case, changing from the standard “free download” to a sentence that explained exactly the benefit – attracting more customers – had a massive impact.
Step 6: Tracking
You can’t measure what you don’t track, and if you can’t measure then you’ll never know if your landing page is performing in line with your goals.
As mentioned earlier, before launching your landing page, you must first define your KPIs.
Now that they are defined, and your page is launched, you’ll have to make sure to measure those KPIs.
For many of the most important metrics, Google Analytics is perfectly sufficient.
However, if you want to track users who have filled out the form and their actions afterward, you’ll need to invest in some more robust tools such as marketing automation.