In the midst of social media, email marketing and SEO, landing pages can get lost. Creating the best subject lines, attention-grabbing intros and fresh content are just a few of the tasks modern B2B marketers are tasked with. With all that going on, landing pages are sometimes forgetten about. However, they are crucial to the success of your website and business. In fact, HubSpot’s 2012 Marketing Benchmarks Report found that companies see a 55% increase in leads when increasing their number of landing pages from just 10 to 15. More landing pages provide your business more opportunities to deliver a connected and continuous experience to customers. In order to create the best landing pages for your business, consider these best practices.
Integrate the Source with the Page
Landing pages are often the first step in a lead nurturing campaign. Don’t confuse your prospect right off the bat by having broken continuity from a link to a landing page. You want to keep a consistent experience for the user, using similar language, design, etc. Integrate the source of the landing page with the page itself. If your landing page is for a link sent out on a social network, you’ve got to make sure you have a more information built out on your landing page, since a tweet or status update isn’t going to give those clicking through as much information as an email or newsletter snippet might. You also want to give the prospect a sense of continuation. They should feel the brand extending from your email or tweet to the landing page in terms of design, copy and offers.
Keep Social Media in Mind
In the past, marketing professionals have had the idea to create landing pages specifically for those accessing the page through their mobile device. While some companies may still continue along this route, marketers need to consider streamlining all landing pages to accommodate those visitors who may be coming in from a friend’s “forward,” a mobile search or a social media post. One example would be to reduce the number of form fields for those visiting a landing page on a mobile device versus a laptop. Eloqua found that there is a significant drop-off in overall conversion rates after both three and seven fields in a landing page form. You can nurture those leads and gradually collect more information by directing them to other content that requires minimal, but additional information to be accessed such as related whitepaper or case study.
When it comes to social media traffic, the share-ability of your landing page is important to keep in mind to generate future traffic. Having social share buttons is a must – you could even include social proof once a page is successful. One example is eye glasses and lens provider ACLens which experienced a 41% increase in conversions and 58% increase in value per transaction after incorporating customer testimonials in their landing page.
Don’t Lose Out on Layout
The layout of your landing page matters. While the source may be a factor, it isn’t the only thing to keep in mind with layout formatting and design. According to MarketingSherpa’s Landing Page Optimization Benchmarks Report, page layout came out on top when analyzing which elements of a landing page had the greatest impact on overall website performance. The layout of a page can affect its load time,which can cause a business to lose conversions and customer satisfaction. According to the Aberdeen Group, a one-second delay in page-load time results in 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions.
Different landing pages will be successful for different tests. The best practice your business can take is to ABT, or “Always Be Testing.” Test different layouts, form fields, and designs to determine what type of landing page will be the most successful for your business. Consider your customers and what they would be expecting when landing on a page. You want to leave a positive and lasting impact so that in the event a prospect chooses not to fill out a form, they keep your business in mind for when they are ready.
How many landing pages does your business currently optimize?