Lead generation forms, pages and overlays.
Landing pages and conversion forms are crucial. They’re the point at which you turn your visitors into leads. They allow you to capture information about the specific needs of a buyer and to create a new contact in your CRM database. Once that entry’s been added, you’ll be ready to begin to nurturing them into customers. Landing pages also provide great opportunities to use marketing automation to personalise your marketing. Make it personal and you’ll improve your engagement, resulting in prospects who are more amenable to buying.
In this guide, we’re going to consider the primary objective of landing pages and the goals you should focus on when assembling them. We’ll then move on to examine ways in which you can optimise every element of your landing pages to breed better results.
Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15
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A landing page completion can start a multi-step email nurture campaign. Every time that contact moves to a different stage in the sales funnel, automation can see to it that a member of your sales team is notified.
Landing pages and conversion forms make great sense in your lead generation process. But how should you use them?
You could argue that any page on your website is a landing page to some extent. But what makes a landing page unique is the fact that it has ONE reason to exist, and that is to convert a visitor into a lead using a specific offer.
This is why landing pages are often pared right down, with no navigation and zero distractions. Just one outcome – conversion. In fact, landing pages are sometimes called squeeze pages as their task is to 'squeeze' people into converting.
A landing page completion is a milestone in the journey you create for your buyers. Who exactly are your buyers? That’s something you identify by creating distinct buyer personas. You can then use these profiles to serve these individuals with information that’s relevant to their needs throughout the buying process.
Successful landing pages are aligned with the needs of your customers. They are trying to solve a specific problem and if your content or offer can help them with their problem, you'll find success. If you've done your work on buyer personas, you will have developed an insight into the sort of problems your customers face and how to frame them effectively.
Now that we’ve considered the theory behind landing pages and the objectives you should consider when creating yours, let’s drill deeper. It’s time to consider some practical tips for improving your landing pages from top to bottom.
The headline is the first thing a prospective reader sees and it will also be the last thing they see if your headline isn’t strong enough to hook them in a heartbeat. You’re fishing for bites in a sea of enticing headlines. Your bait needs to be great. This means devising a headline that promises to answer a nagging need your prospect has. It needs to pique their curiosity and offer them something of value – a solution of some sort. Writing succinct yet informative headlines is an art. Spend some time mastering it and you’ll reap the rewards with added clicks and better engagement.
Your landing page should be simple enough that even if a reader were to skim it – which many will do – they’ll be able to get the gist of the message. Simply by scanning the headlines and images alone, your message should be evident and so should the action that the reader is being urged to take. Your body text provides the detail, but every element on your page plays its part. Break up dense paragraphs of text with bullet points, graphs, images, headlines and subheadings that provide a skimmable overview of what’s on offer.
It’s not just your headlines that need to be concise – so does your introduction. Don’t waffle, because time is of the essence and attention in short supply. It’s essential to put your most important information above the fold because not everyone is going to make it to the foot of the page where your award-winning summary and irresistible CTA lies. You need to capture the reader’s attention from the get-go, which means toploading your landing page with the stuff that really matters. Your introduction also needs to correspond with your headline of course. Luring in readers on false or vague promises isn’t how you go about building customer relationships.
Remember: one message per landing page. You’re not trying to sell your entire product range. Stay on topic and don’t introduce multiple choices or anything else that might distract the reader. This applies to the design of your page too: remove sidebars, footers, share buttons, pop-overs and anything else that might take their eyes off the page and slow their progress. Be mindful of how many outbound links you include too. You need to balance the desire to provide proof of studies and facts cited in your copy with the need to keep the reader on the page.
What you say about your business matters, but what other people say matters even more. If your product is as great as your landing page says it is, you should have an ample supply of customers who’ll be willing to provide a short testimonial. Whether it’s the use of client logos or user reviews, social proof in some shape or form can play a huge role in convincing prospects that you’re the real deal.
For your call to action to work, it needs to be in the right place, it needs to be prominent and it needs to convey a sense of urgency. The right place doesn’t mean ‘at the bottom’. It means at the perfect juncture for converting the prospect, immediately after you’ve whetted their appetite to learn more. The CTA also needs to be prominent enough that it stands out from the surrounding page elements and its invocation needs to be a rousing one. What do you want? Conversions. When do you want them? Now, today, ASAP. So convey that sense of urgency in your call to action, encouraging the reader to take action now for their benefit.
The web is full of amazing desktop landing pages...that look like total garbage on mobile. Whether they’re too slow to load or don’t scale properly, there are many ways in which a 10/10 desktop page can become a 2/10 on mobile. Even if your target audience is B2B, don’t assume that they’ll be accessing your content on desktop. Research shows that even enterprise buyers are increasingly using mobile to research purchasing decisions. Whatever your market, mobile needs to be at the forefront of your landing page strategy.
We get it, you’ve made this awesome product and you can’t wait to tell the world about its amazing features and advanced tech. Don’t confuse features with benefits though. You’re not selling people a product – you’re selling them a solution. You’re selling them a feeling, be it satisfaction, peace of mind, comfort or luxury. Your gadget is merely the means to the customer experiencing that positive emotion.
There’s a wealth of great landing pages out there you can draw inspiration from. Learn from the best and identify what it is that makes them so good. What do these pages possess that makes them convert better than the rest? What can you do to make your page as compelling as theirs? Don’t replicate them – emulate them.
Whatever you change about your landing page, be it a button colour or a headline, don’t just assume that the edit is better – prove it. A/B testing is the only way you can verify that your improvements are just that, and that you’re not moving sideways or in reverse. Whether you want to test two completely different page designs or to fine-tune one you’ve been optimising, A/B testing is the final arbiter of what works and what doesn’t. Segment your traffic and let your readers decide which way is best. Experiment with changes to the wording and images on your landing pages. Small refinements can quickly add up.
With your landing page in place and looking good, all that’s needed now to start generating leads is some traffic.
You can drive traffic to your landing page from anywhere: your blog; AdWords; email campaigns. Anyone who clicks a link to your page already has an interest. However, some traffic sources will be better qualified than others, and it's worth making sure the pages that are sending that traffic are aligned correctly.
For example, if you are sending traffic from Google AdWords, make sure that the keyword search triggering your advert matches your landing page title. Create multiple landing pages to address important search variations. You’re looking to make this process seamless, and a better match will improve your position and lower the cost of your campaign in addition to better suiting the reader’s needs.
Jumplead captures, tracks and scores all contact activity in a unique profile including all landing page completions, website activity and email activity. This can be difficult to manage when using separate landing page, CRM, analytics and email marketing tools.
This information gives you and your sales team a great insight into where each contact is in your sales funnel. You can then create email broadcasts targeted at contacts that have reached a specific sales stage.
Remember to use automation to send notifications to your sales team if your landing page indicates a good level of sales readiness.
A conversion on your landing page is a contact putting up their hand to let you know exactly where they are and what they would like help with. Using email autoresponder campaigns in combination with landing pages is a common and powerful marketing automation technique.
Relevant emails sent with marketing automation software drive 18 times more revenue than just email blasts.
Use the opportunity to personalise and narrow down your conversation with your lead. The more specific you can be when you follow up with automation, the more successful you will be. People respond well to personalisation and using marketing automation alongside your landing pages allows you to scale personalised interactions.
It's the point at which you exchange content and offers for your contacts’ ongoing permission.
How you use them as a tool for your business will depend upon your business. You probably won’t nail your landing pages at the first time of asking, but that’s okay. Be willing to learn, experiment and fine-tune and find out what works for you. Pretty soon you’ll be the proud owner of high converting landing pages that turn visitors into leads all day long.
A landing page is a very specific page that is designed to convert visitors to leads by encouraging them to complete a form. But how and when should you use them to the best effect?