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7 B2B Landing Page Best Practices to Increase Conversion Rates You are using an outdated browser.
The additional benefit of an offer like this is that it invokes immediate action from the user, since it gives both a personalized grade on the performance of his or her website and an immediate list of action items that can be improved.3. By Bhaskar Sarma 8 Comments This is a first in a series of posts about improving conversion rates for different types of content on a typical website.
Conversion rate optimization, on the surface is about increasing the click through on call to actions on a site. Landing pages, in the B2B context, are designed to perform a certain role- converting the traffic that has landed on the page into something more valuable like email addresses,requests for demos or even outright sales.
An ideal landing page is like a toll gate or a valve, diverting traffic in a fixed direction. But since we live in a less than an ideal world most landing pages behave more like a trampoline, bouncing visitors off the page before they have completed the call to action.
That’s not really a great state of affairs, especially when landing pages are responsible for bringing home the bacon.
Every product or service needs a customized landing page that should go through multiple changes before an optimal design is arrived at.
These are a few principles to keep in mind as you go about designing that kick ass landing page.
You can try all the fancy tricks in the book but unless you have a handle on why visitors are on your page and what exactly do they want you have a snowball’s chance in hell of making the sale. A landing page should be designed in such a way that it does not distract the reader and helps them advance on the next phase of the buyer journey. There are other elements involved  along with plenty of testing before you get to a high performing page. As with every where else, headlines need to be benefit oriented, and reinforce the the content on the referring link. Next to the headline, this is probably the most important  part of the landing page and will determine whether your page is a hit or a flop. While writing great, attention grabbing copy is a hard job, advanced legwork on user personas will make it simpler.
One of the most important things that has the chance to sway readers in your favor is having social proof on your page. This social proof can be anything: testimonials from your customers, either in text with a photograph or in video, logos of marquee clients or real life results achieved by using your product or service.
Another thing that can increase traffic to your landing page is making the page easily shareable by adding social media icons. Notes: You have social proof, strong headline, a short form, a compelling call to action and social sharing.
Notes: Copy that segments readers based on needs and provides clear benefits along with compelling CTAs. Notes: Clean, minimalist design with plenty of whitespace, an attention grabbing headline supported by copy that’s benefits heavy. And finally, check out this infographic that brings all these elements together for a perfect landing page. This post has merely scratched the surface of what’s involved in designing a landing page that converts like gangbusters.

Obviously this list excludes external data points – eg search trends of customers around your key products areas and sectors). This entry was posted in Content strategy, Measurement on November 5, 2014 by Dan Williamson. See below an example of a strange skyscraper display ad for Mailchimp which takes a leaderboard image and rotates it 90 degrees to make a skyscraper. My Mailchimp maverick idea was then scotched somewhat when I clicked on the banner and was taken to a dedicated landing page (below). I’m a little surprised by this unusually non-amusing and less than intuitive user experience.
Cloud will enable your content to follow you wherever you go and cloud based analytics enhances the offline world in the form of sensors monitoring stuff going on in the home.
Not quite content marketing but just had to say hats off to RSPB and their digital marketing team of late. Marketing departments up and down the nation are slowly realising the potential of inbound marketing vs outbound marketing.
This entry was posted in Uncategorized and tagged Content marketing on November 11, 2013 by Dan Williamson. Lots has been made of the recent revamp of Google’s Adwords network to improve targeting smartphone and tablet users. The majority of coverage has focused on the need to simplify the process of targeting mobile users in the face of increasing mobile web traffic (the number of daily Google searches from mobile devices will surpass searches from PCs and laptops by next year – according to a Guardian report).
To date, businesses run mobile only ad campaigns because they have huge reach but for much cheaper cost per click fees than campaigns targeting desktop users. Massive mobile web growth means that businesses are only going to divert more of their ad budgets from desktop to mobile ads, which means cheaper ads for all, but much less revenues for a search engine like Google. Include a videoIt’s true, solutions and products within the B2B sphere can be complex. From the outside the TARDIS looks like a phone box, while on the inside it has the square area of a mansion.
But dive deeper and the whole subject starts looking like a tapestry with strands of marketing psychology, design, copywriting and other stuff woven in. But a landing page for training service is going to look very different from a landing page for an enterprise software suite. Besides, no one became a good photographer by learning about a particular lens or camera; they became one by learning about light and composition and storytelling.
A complete buyer persona means you won’t have to guess what your market really wants from you.
Headlines will determine whether your reader bounces off immediately or stays on the page long enough to do what you want them to do. Headlines that are simple and get to the point immediately are what attracts buyers like a nectar laden flower attracts bees.
Your copy can either be long or short, but it should be informative enough to convince readers that you are worth investing time and money. Focus on those social networks that are popular with your audience (easy if you have done the work with buyer personas). I know in this day and age that our competitors are our friends, but never seen this before?

Cloud allows everyone to become a media company so a football club can offer content outside of the two hour fun on the pitch.
A game which sees the banner sync with the actions on your smartphone – using a unique URL. With this increase, businesses are only going to want to target more mobile users and so it goes that they’ll need a simplified Adwords tool to do just that. Perhaps move to a new model where the two types of platforms are less distinct and charge one price for both mobile and desktop ad campaigns? Unbounce released this study that showed that including video on a landing page can increase conversion rates by up to 100 percent. I visit a cloud based calendar tool and I see a banner about saving nature while I shop at the RSPB e-commerce store. Of course, it’s important to pursue a strategy which observes the importance of both inbound and outbound. Provide clear and concise header messagingMore often than not, B2B products are complex, which can make explaining them difficult. Use trust marksBuilding trust is one of the most important responsibilities of an inbound marketer, and landing pages are a great medium to do so. A clear value proposition with meaningful and direct copy can drastically improve conversion rates.One of the best ways to do this is by using powerful words or invoking emotions that will resonate with your personas.
Incorporating customer logos, customer testimonials or partner testimonials are all great ways to do this.
A great example is how BaseKit was able to increase its pricing page conversions by 25 percent just by including a customer testimonial at the top, seen here:5.
Provide a valuable tool or offerThere are many different ways to deliver a valuable offer to a site visitor—from a whitepaper, e-book or webinar to a more developed tool. Provide clear calls to actionWouldn’t it be nice if your site visitors knew exactly what you wanted them to do next?
Remove navigation elementsNow this one is nuanced, but in many situations you will want to remove the additional header and footer navigation from your landing page. There are some use cases, especially when using paid tactics, where this might not always apply.
You can see that all the additional navigation has been removed, leaving the visitor a clear conversion path via the form.7. Use thank you pages to your advantageFinally, not using the redirect from your thank you page is a significant lost opportunity. As with any optimization campaign, these tactics won’t work for everyone, so be sure to carefully test your pages to see what will drive the best results for your business. These tips are sure to help B2B companies with their landing pages, especially the tip about including a video.

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