Creating Conversion-Driving Customer Experiences
When every click counts and each lead is a potential game-changer, landing pages hold a special place in marketers' hearts. They are the digital doorways through which prospects enter your world, where first impressions are formed, and conversions can either soar or stagnate. But did you know that, on average, only 9.7% of visitors actually convert on landing pages, (reported by HubSpot)? This statistic conveys the critical importance of crafting compelling landing page experiences that are sure to drive action.
In this blog post, we'll delve into the art and science of B2B landing pages, exploring 10 best practices that can help you transform your landing pages into conversion-driving powerhouses.
Let’s dive in!
Here are 10 best practices for B2B landing pages to drive conversions.
Create a clear and relevant headline. Your landing page headline should grab the visitor's attention and clearly convey the value proposition or offer. It should be relevant to the audience and the product or service being promoted. Although you may be tempted to opt for a clever or creative header, Sumo’s study suggests otherwise. They tested over 150,000 opt-in headlines, and found that straightforward headlines out-performed the more creative alternatives 88% of the time.
Include engaging visuals. Visual content can help convey complex information more effectively. Use high-quality images, graphics, or videos that support your message and engage the visitor. If you want to kick it up a notch - hone in on video. In fact, using video on landing pages can increase conversions by 80% (Saleslion). NOTE: Make sure to include alt text to keep your site accessible and help ensure search engines can crawl your content.
Write concise and persuasive copy. I mean this in the nicest way possible: no potential customer visiting your site is interested in reading paragraphs and paragraphs of text. Keep the text on the landing page concise, focused, and persuasive. Explain the benefits of your product or service and how it solves the visitor's problem or fulfills their needs without wasting too much valuable landing page space. Organize the content with a clear visual hierarchy, making it easy for visitors to scan and quickly comprehend the contents of the page. Use headings, bullet points, and whitespace effectively.
Use a strong call to action (CTA). Your CTA should be prominently displayed and clearly state what action you want the visitor to take. Say things like, "Request a Demo," "Get Started," or "Download Now." Want to take things a step further? Consider personalizing your CTA. A Hubspot stat shares that "Personalized CTAs convert 202% better than default versions."
Include a form or contact information. If you're collecting lead information, include a form that's easy to fill out. Only ask for essential information, as long forms can deter potential leads. In fact, if you reduce the number of form fields to 11 to 4, it can result in a 120% increase in conversions (Klientboost).
Show social proof. Showcase testimonials, case studies, or logos of well-known clients or partners to build trust and credibility. This demonstrates that others have had positive experiences with your product or service. Hubspot found that "36% of top landing pages have testimonials, 11% have reviews."
Ensure mobile responsiveness. Landing pages must be optimized for mobile. A whopping 75% of all internet users access the web through their mobile devices (Finances Online). Ensure that your landing page is fully responsive and looks good on various devices, including smartphones and tablets.
Conduct A/B testing. Continuously test different elements of your landing page (e.g., headlines, CTAs, images, forms) to see which variations perform better. A/B testing can help optimize your page for conversions over time. As a matter of fact, according to Klientboost 44% of companies use A/B or split testing software.
Prioritize loading speed. I’m sure you’ve heard this before but humans have an attention span of 8 seconds (apparently less than a goldfish - yikes). Slow pages can lead to high bounce rates. Studies show a one second delay in load time can decrease conversions by 7% (Klientboost). Make sure to optimize images and minimize scripts to improve page speed.
Provide privacy and security assurance. In today's climate, people tend to be more skeptical, especially when it comes to sharing sensitive information. If your website collects personal data, it's essential to instill confidence by reassuring visitors about the robust security and stringent privacy measures in place. One effective way to achieve this is by prominently displaying trust seals or certifications, where applicable.
As you venture forward into the realm of landing page optimization, know that you're not alone. Our marketing agency stands ready to partner with you, applying these best practices and more to create conversion-driven experiences tailored to your (and your customers’) unique needs.
