B2B marketers are successful when they deliver the right message to the right person at the right time and compel their target audience to take a specific action. Landing pages are often used to help you accomplish this, and so it’s in your best interest to ensure your landing pages are continuously optimized and doing their one job: getting your prospects to convert. Landing page conversion optimization can help you do just that.
Let’s take a look at how landing page conversion optimization is accomplished and how you can get started.
Landing page conversion optimization is the process of improving a landing page with the goal of increasing conversions, aka landing page form submissions. To optimize landing pages successfully, you need to understand your target audience deeply, and use these insights about their pain points, goals, KPIs, and more to ensure these pages resonate. For instance, a landing page may be tailored to those from a specific industry (e.g. aviation) or job function (e.g. data analyst), and you can explain exactly how your product or service will solve their problems and help them increase the metrics that matter to them.
Let’s look at some of the elements you might consider optimizing on your landing pages:
No matter which elements you choose to optimize on your landing page, be sure to test several variations of these elements (e.g. headline, social proof, and CTA) in tandem to find which combination not only resonates for each audience but more importantly, resonates for each individual within that audience (solutions like Intellimize can help with this). By optimizing your landing pages for each individual visitor, they’ll work harder for you and deliver the best results.
Before you can successfully optimize your landing pages to drive more conversions, you first need to measure the current effectiveness of your landing pages. Consider measuring the following data points:
With this data, you’ll not only have a baseline conversion rate but you’ll also have a better understanding of your visitors and how they’ve interacted with your landing pages thus far. You can use this data to identify which elements of your landing pages you’ll want to optimize first and set measurable goals for your tests.
Now that you’ve taken a deep dive into your landing page data, you’re ready to come up with test ideas that resonate with your visitors and get them to convert. For example, if you’re targeting demand gen marketers for a specific landing page, use headlines, CTAs, and copy that will resonate with their interests and pain points, such as how to address drop-off in their funnel. Tailor the social proof on your page to show that your solution has helped other demand gen marketers (maybe big names or logos that they’re familiar with!) see huge results. (Go ahead – create some FOMO!).
These are just two brief ideas of how you can optimize your landing pages so that they resonate with your prospects and drive conversions. Stay tuned for the second post of this blog series where we’ll focus on landing page conversion optimization tactics.