Prelude

The landscape of B2B has changed a lot particularly after the dawn of digitization. The modern digitized B2B businesses rely on hyper-targeted campaigns which are based on the research derived from the omnichannel data of prospects, including their demographic, technographic, firmographic, psychographic, “fit-data” as well as data from their past researching behaviors & buying habits. The first & third party intent data of the prospects are analyzed with the help of artificial intelligence (AI) & machine learning-based algorithms & the prospects are delivered with hyper-targeted pieces of content, to address their pain points specifically, so as to improve their users’ experience (UX) & drive sales conversions.

No matter how targeted the campaigns are, it is always absolutely essential for the B2B marketers to have clutter-free, well designed & tactically split-tested landing page designs. Optimized landing pages have a direct correlation with improved users’ experience (UX) which ultimately drives the marketers towards their ultimate goal of Conversion Rate Optimization (CRO). 

Landing Pages, also termed as “lead capture pages”, “static pages” or “destination pages” are the standalone pages designed to capture leads (often in the form of prospective customers who click on a Call to Action (CTA) button) or to promote products or services via specifically designed ads. 

Conversions on the website aren’t instantaneous & require compelling storytelling – to attract the customers through multiple channels & engage them leveraging omnichannel marketing. Once, the prospective customers perform certain specific sets of functions such as filling up a form on the landing page, the conversions on the website are accomplished.

Landing Pages are designed to bank upon the interests of the potential customers, wherein, they provide their exclusive consents to use or avail pieces of information about products or services, often by hitting a Call-To-Action (CTA) button. Well-designed landing pages with impactful & relevant copywriting help in expediting the journey of the prospects through their individual sales funnels & thus help the marketers in achieving their ultimate goal of CRO.

In the era of the Internet of Things (IoT), where everyone is looking for instant gratification, the customers hate misleading or complicated information & hence the pieces of content on the landing pages also need to be engaging, yet simple.

As stated by Oli Gardner, Co-founder of Unbounce, in an article: “Your landing pages aren’t Wikipedia. Stop adding unnecessary links.”

Landing Page Optimization (LPO) is an important component of the Conversion Rate Optimization (CRO) & while the design & look of a landing page will vary according to different businesses, there are some universal rules for LPO.

Ways to Accomplish Landing Page Optimization (LPO) 

1. Having a Good Website design Abiding by E-A-T:

The website should be clear & unambiguous with a clearly visible business goal. It should be designed to allow the users to easily navigate through the pages and should be clutter-free, containing relevant pictures.

The pages should contain all the information that the potential buyers may be looking for, yet shouldn’t be too complicated for the users to understand. 

The website pages will ultimately lead to the landing page & hence it is necessary that the audiences skimming through them get a clear understanding of the product, services or any other Kool-Aid that the company is publicizing. 

The pages should follow the E-A-T framework viz. Expertise, Authoritativeness & Trustworthiness so that the content might be discovered by potential clients through search engines such as Google. 

Some examples of pages leading to a landing page include:

  1. Brand Pages
  2. Service Pages
  3. Product & Category Pages
  4. Contact Us Page 
  5. Pages displaying Blogs, News & Articles
  6. Pages having Keystone or Evergreen content 

Additionally, the following factors need to be given special impetus:

  • Headings & sub-headings need to be clear & concise & must captivate the attention of the readers
  • Relevant pictures & infographics assure clear conveyance of the message
  • Hyperlink the landing page containing Call to Action (CTA) button to the anchor text on the website pages, wherever feasible
  • Use bullet points & short paragraphs more often in the content

2. Keeping the Content Contextual & Providing the Users with all the Relevant Information to Initiate a Prompt Response: 

The Pages should have the right amount of information which should be in accordance with the interests of the potential buyers & have all the information at one place so that the potential buyers don’t waste their time searching for a particular piece of information. 

The ideal pages driving conversions must have all the essential ingredients being searched by the potential clients at one place so that the website conversion rates are expedited.

3. Instant Gratification by highlighting the instant benefits of the products or services

If one has to upsell a product or service, focusing on the instant advantages that the user will get from the purchase, often proves to be beneficial. 

For example, if a white paper has to be promoted, the target audiences must be told about the vital information that the document contains, & not straightaway about the product or service that the whitepaper is promoting.

If a free trial of a product or service is being given, the instant benefits of installing the free version must be highlighted first & other features of the upgraded version might follow afterward.

4. Testing the Alternative forms:

 There are several methods to test the alternative forms of a landing page in order to establish which one works best for a specific set of audience. 

A/B testing is one such test that helps to establish which alternative forms of the landing page work the best.  Besides, conducting multivariate analyses can also prove to be beneficial.

5. Chatbots help in Conversion Rate Optimization (CRO): 

Chatbots have only become better with time. With the development in the AI-based algorithms, the chatbots have now become capable of delivering personalized solutions to the problems of the shoppers & engaging them.  

According to a survey by Edison, 64% of Americans stated that the best feature of chatbots is that they provide a 24-hour service. Chatbots help the marketers assist their buyers with specific solutions to their problems & supplement the human elements of the customer service. 

 Using chatbots has several benefits as:

  • Instant Resolutions to a specific set of problems
  • Personalized answers to simple & generic questions
  • Easy & unbiased solutions to problems
  • Improvement in uses’ experiences (UX)
  • Detailed or expert answers which can be accessed by the audiences all the time

 Once the users get quick & personalized resolutions to their problems, they are more likely to make a quicker buying decision, which in turn, helps in optimizing the conversions.

6. Nurturing the Leads: 

According to a report by MarketingSherpa, organizations that spend time nurturing the leads observe a 45% increase in their revenue. The marketers must understand that not every person that contacts them is instantly ready to make a purchase. 

Leads require time before they can be converted. They need to be nurtured & the marketing team needs to keep the audiences engaged before they are converted into the Sales Qualified Leads (SQLs). Even the SQLs may not be instantly ready to make a buying decision.

The trick to converting more leads is to provide them with personalized experiences & carefully guide them through the sales funnel until they make a buying decision. While the buyers’ cycle in some instances can be expedited, some leads just require their share of time to be nurtured & converted.

7. Sending Automated Emails:

According to the interest of the buyer persona, sending personalized emails to educate them about the products or services helps the marketers in optimizing conversions.

Once the marketing team has access to the inboxes of the potential buyers & they have an idea about the researching habits of prospects; generating conversions through landing pages is easier. Connecting some anchor text in the email content or whitepapers to the landing page may assist in optimizing the conversions through the landing pages.

Marketers should take the permission of the prospects before sending the automated emails to their respective inboxes. They should also ensure that they specifically target those audiences who are genuinely interested & are doing some form of research that may culminate into a purchase.

8. Tracking the Conversions:

Tracking conversions through the landing pages is an essential pre-requisite to LPO.

Once the marketers have an idea about the number of conversions being generated per visit, they can take specific endeavors to generate the maximum conversions through the landing pages.

This also gives the marketers insight into whether they are generating quality traffic through their campaigns or they need to reshuffle their strategies to fetch more quality leads.

Tracking conversions is merely a start. Oftentimes, the actions the prospects take after being converted are equally important to decide whether the conversions on the website are of high quality.

9. Using Video Tutorials & E-books as messengers to the Audiences:

Video tutorials & e-book downloads when used to educate the audiences, act as catalysts to bolster the conversions on the landing pages.

10. Update the Heading & Sub-Headings:

Headings should be compelling & need to speak for themselves as well as for the pieces of content on the pages. A good heading should be SEO friendly & not too long. The sub-headings should also properly represent the texts they precede. 

A/B Testing can be applied to test alternative formats, colors, font designs, etc. if required.

11. Avoiding Keyword Cannibalization: 

Targeting a specific keyword and publishing it on multiple pages is not only detrimental to the overall SEO health of the website but also adversely impacts the LPO. 

Conclusion

Landing Pages are often linked to the social engine marketing, search engine marketing, e-books & automated email campaigns to boost the conversions.  Measuring the Click-Through Rates (CTRs) on the landing pages helps in determining the successes of various marketing campaigns. 

Landing Page Optimization (LPO) is an integral part of the broader internet marketing strategy called the Conversion Rate Optimization (CRO), & focuses on converting the maximum number of visitors into customers or the actual buyers.

Focus on 3 main types of Landing Page Optimization: 

1. Associative Content Targeting/Rule-Based Optimization/Passive Targeting:

This strategy focuses on optimizing the conversions on the landing pages using the modifications in the page content based on the geographic areas of the audiences, their search criteria, and the sources for visitors & other explicit strategies meant for customer-segmentation.

2. Predictive Content Targeting/Active Targeting: 

This strategy is based on leveraging prior purchase behavior, personal demographic information, firmographic information, ‘fit-data’, cookie data, browsing patterns, etc. to create a landing page content that is based on forestalling the future action of the buyers using predictive analytics. 

This approach employs predictive intelligence & precognitive marketing to anticipate the future actions of the potential buyers & accordingly optimizes personalized experiences.

3. Customer Directed Targeting/Social Targeting: 

In this strategy, the pieces of content on the landing pages are designed to attract audiences through social referral channels such as Facebook, Twitter, Instagram, LinkedIn, Pinterest, SnapChat, etc. – based on referrals, reviews, ratings, tagging, etc.

Furthermore, there are two major types of Landing Page Optimizations (LPO) based on experimentation i.e. Close-ended Experimentation & Open-ended Experimentation

The former is an A/B testing practice where the audiences are exposed to several variations of the landing pages – altering variables such as headings, font size & style, font color, etc. & their behavior are tracked to see if their distractions are at a minimum, so as to contribute to the optimization of the conversion rates. Optimized landing pages are also associated with reduced bounce rates. The experiment concludes with the selection of one, most appropriate page, best-suited for CRO.

In an open-ended experimentation strategy, the landing page designs are optimized constantly using a greater number of variables & this continues even if an ideal design has been found out. This strategy tries to keep pace with the interests of the ever-evolving buyer personas.

There is no hard & fast rule for LPO; however, there are certainly some indispensable elements of highly converting B2B landing pages. Based on the businesses & target audiences the approaches towards optimizing the landing pages may vary greatly; however, some essential rules described above should always be abided by, as best practices for LPO. Constant experimentation or open-ended experimentation works best for beginners.

There are always some external contributing factors that influence the result & also impact the degrees of freedom of the experiments such as campaigns, press releases, seasonality, and search traffic (that cause the deviations to swig in a biased manner, away from the expected mean). 

Furthermore, experimenting with several elements for alternative forms can be a challenge.

In spite of all the challenges, experimentation is a good idea because of which the marketers are able to establish the external factors that influence the ideal result within their niche or targeted market segments. Once they figure out the external factors causing deviations from the mean, a standard deviation can be quantified & the marketers can statistically deduce which designs will prove to be best in converting their website traffic to actual buyers.

We, at Valasys Media, are experts in shaping perennially healthy sales pipelines for our customers. Our services include lead-generation, account-based marketing, lead nurturing, content syndication & business intelligence to name a few; all of which have been designed to help our clients achieve their bottom-line goal of Conversion Rate Optimization (CRO). For more information on our services, feel free to contact us.

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