As the French writer Jean-Baptiste Alphonse Karr said in 1849, “the more things change, the more they stay the same.” This is as true for lead generation practices as it is for anything else. Even in the nascent days of digital marketing, landing pages were always an opportunity for marketers to collect data on potential customers. The buying landscape is regularly shifting, however, bringing new challenges for generating quality leads. That’s why optimizing your landing pages for quick conversions is so important. You only have a small amount of time to engage your buyer’s interest, which makes every element of your page valuable.
Prioritizing Page Loading Speed
How many times have you been to a website and it “times out” because of the bloated content, complex scripts, or even server-side problems associated with the page? Unfortunately, this is a common issue and one of the largest reasons landing pages fail to convert new leads. Your CMS can only handle so much content, so reducing the overall size and functionality of everything on your individual pages can really help with loading speeds.
Here are a few things to look out for when it comes to page functionality.
- Besides the header image, you really only need a couple of supporting graphics on your page. Try and keep your mid-page images to 500x500px or 800x600px for optimal load rates.
- Don’t worry about additional pop-ups, they only result in confusing messaging and slow page responses.
- Choose an embedded video or .gif over a self-hosted video running in a native video player. Video players may look a little better from a branding and design perspective. However, they come with a lot of useless code that can weigh down your page.
If you’re interested in learning more about the role of images on web page design, read what Kickoff Labs has to say.
Page Design and Flow
In web design, there’s a certain number of intangibles when it comes to the construction of a page. Professional artists and illustrators will say their work has an “eye movement” appeal, because viewers can absorb all of the information, color, and wonder while exerting little-to-no energy. The exact same concept applies to page design.
When building your landing page, think about why your buyer would look at each element. Does every section of your landing page have value? The use of negative space or “white space” can really help embolden the effects of specific pieces of content. Before you build out your landing page, spend time creating a diagram or wireframe of how and why you’d like your buyer to engage with your content.
Valuable Call-to-Action (CTA)
The most important part of any lead generation asset is the call to action. One common struggle businesses face when coming up with a CTA is presenting its intrinsic value as a statement. The phrase “download now” or “contact us” doesn’t really mean anything if the rest of the content hasn’t built up to that direct request for engagement.
A good thing to ask yourself and your marketing team is, “why does our buyer care?” Answer that question first and work backwards. If they care about “x,” then “y” is what makes them care, and “z” is their journey to caring about your product. Creating this narrative structure can help your product storyline flow more naturally as you lead up to the CTA.
Streamlining Your On-Screen Text
As much as narrative structure and page design are important, the adage “less is more” applies almost 100% of the time to your marketing content. As we already pointed out, you only have a few seconds to grab a visitor’s attention. It’s important to limit the amount of text you have on your landing pages.
If you can, stick to key phrases on your page that tell a story about what’s being presented. With B2B buyers, it’s especially important to remain focused on the value you provide. In short, don’t try to explain everything about your company, products, and services on a landing page. Instead, focus on actionable takeaways.
There’s a lot of truth behind the adage “the more your customer demos, the more likely they’ll buy.” This is true with landing page conversions as well. Adding videos, .gifs, readable infographics, and even bolded text can mimic that “demo” feel to a prospect. They’re essentially previewing the end result of your call to action. Again, keep your page loading speeds in mind.
Here are some great examples of engagement points for your landing pages.
- Product videos
- Short demo .gif
- Infographic on key data from your product
- Hover-engaged flip cards
- Clickable text
- Statistics about the product
- Reviews about your organization
Testing New Options
Another thing to have in mind when creating landing pages for your marketing campaigns is the importance of testing. You won’t know if something works until you launch it, so creating a small, controlled environment to test in is a great place to start. Pick a targeted group of buyers you have successfully marketed to before and see how they respond to your page. If you get decent feedback, you can launch it to a wider segment of your audience.
If you’re interested in increasing your lead conversions and are unsure where to start, check out DemandScience’s Convert solution. We use our SDR-as-a-Service platform to generate, qualify, and convert leads for you without the hassle of a large-scale marketing program.
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