How To Optimise Landing Page For Sales Lead Generation
May 14, 2019
May 14, 2019
In the world of digital marketing, there are different strategies that marketers have to put in place to increase their webpage conversions. Part of the digital marketing strategy is the landing page design. According to recent data, approximately 68% of B2B businesses are using landing pages to generate leads for future conversion. As a digital marketer or a lead generation manager, a question you are bound to struggle with is how you can optimize the landing page for sales lead generation. First, for the avoidance of doubt, let us define what a landing page is exactly.
What is a Landing Page?
Also referred to as a lead capture page, a landing page is a single web page that appears in response to a click on the search engine results page or even an advert on social media. Ideally, a landing page can be defined as a focused and stand-alone page branded using custom domains and intended to attract customer’s action. The landing pages allow a business to make offers to their customers. A well-built landing page is designed to convert, is independent, and allows integrations.
Well, developing a landing page might sound like it involves very simple steps. The truth is that it can be a simple task, but then you need to put in place several basic considerations to ensure that the landing page converts. This article covers the basic ways for optimizing your landing page and getting it ready for lead generation. Keep reading to find out the basics you need to implement.
- It all starts on the design
A rough design will not instill confidence and so if you need to generate leads from a landing page, then the design of this crucial page needs to be taken seriously. Make sure that the design is clear and easy to understand for everyone. If you are using email marketing to drive prospects to the landing page, then the prospect expects you to convey or match the same look and feel of the email.
The landing page design needs to feel easy so that the prospects are able to get what they need quickly and with ease. Design a well-focused landing page and make sure it is customized to the marketing campaign. Focus on responsiveness and ease of use. The landing page design should allow viewing on different devices. Consider that the number of mobile phone users is expected to reach 4.78 billion in the year 2020.
These numbers show that landing page designers need to focus on enabling viewing on multiple devices. A simple landing page design will work! The bottom line should be getting the landing page engaging and bright.
2. Do Not Underestimate the Importance of Call to Action Buttons on your Landing Page
When working on the landing page, it is crucial that you pay closer attention to the call to action buttons. The call-to-action button is an element on the landing page intended to trigger the landing page visitor to take an action. You might have a very simple and nicely designed landing page, but without a nicely placed call to action button, you might not end up generating leads. Think of the call to action as a way of motivating the visitors to take action.
Wordstream.com defines a call to action as a part of the landing page that asks the visitor to take the next step. Therefore, you need to persuade the visitor to take the appropriate step. The call to action should be more than a combination of words meant to compel action from the audience. It is a powerful statement of intent. Consider the following tips when designing the CTA.
- Make use of a strong command verb to start the CTA. When designing the CTA, you want to be clear and concise, as you do not have too much space to tell the story.
- Use the words that provoke emotion and enthusiasm. You definitely want to be able to elicit a strong response from your audience.
- Add a reason why they should take the action. Will taking action help the person to do their job better? See this example of how Mentionlytics communicates to the visitor on why they should enter their details. This adds value to the CTA and it is a way to compel the visitor to take action.
3. Add Customer Testimonials
When used on the landing page, customer testimonials help to build brand trust. As you already are aware, the reason why you need a landing page is to convince the prospect to take the next action. By displaying customer testimonials on the landing page, it becomes easier to convert prospects. The customer testimonials aim to persuade the mind of the prospect with emotion. Thus, a good story will be able to capture the attention of the prospect.
According to a recent research, nearly 95% of online shoppers read online testimonials before they make a purchase. Another study found out that 92% of B2B buyers are more likely to purchase after they have read a trusted testimonial. Therefore, adding a testimonials section on the landing page is a great way of attracting the prospects to take action.
Consider customer testimonials as social proof that you are a trusted service provider. The more testimonials you post on the landing page, the more convinced the prospects will most likely feel.
4. Consider a Live Chat Feature on the Landing Page
A live chat agent is also a great tool for helping your prospects in their purchasing journey. Consider the live chat feature as a customer service desk. As you know, customer service is the backbone of any business and helps to grow the customer base. In a recent study, the American Express reported that 9% of Americans would spend more on a brand that provides them superior customer service.
The founder of Amazon said, “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” Part of delivering a great experience is helping the customer when making a purchase decision. If you answer the customer’s questions in a timely manner, you are already providing a great experience to guarantee you a referral.
The live chat feature is convenient for the prospects. It connects the prospect to the agent whenever the customer faces hiccups. In addition, the live chat feature also allows the customer to multi-task, as they continue with what they were doing waiting for your response. Ensure that the waiting time is almost negligible in order to easily convert the prospects. The live chat feature is also great since it saves money and so a cost-effective customer service solution that your business needs.
5. Customize the Landing Page by Adding Relevant Resources
A landing page that will stand out is one that provides the prospects with quality content that adapts for the audience. The focus when creating the landing page should be to ensure it is easy to understand and offers the audience interesting resources that offer value.
There are endless creative possibilities when designing the landing page. You can add an illustrative video to the landing page, an infographic, a guide, E-books, Articles, etc. the choice on what to add depends on what the intent of the prospect is. It also depends on what the purpose of the landing page is. For instance, if the landing page is meant to collect emails, you can add an illustrative video that requires the prospect to enter their email before they are allowed to view the content.
6. Look After the Landing Page Links
Whereas most businesses have designed custom landing pages, they fail to look after those links to make sure that they are working always. It is paramount that you check to make sure that the links to particular landing pages work effectively. An important factor to consider is whether a particular link points to the right landing page. With a number of different landing pages, it is easy to confuse the links and end up pointing to an irrelevant page. That is why you need to keep checking the landing page links and ensure they redirect the traffic to the specific page. Otherwise, your prospects will have a poor experience and so you will not convert. If you have a large number of landing pages to manage, you can hire a consultant to help.
The landing page remains a critical component of your business website. For an effective lead generation landing page, consider the tips we have highlighted above. These will helps you come up with a good landing page and hence more leads to increase the sales numbers.