In B2B email marketing, emails begin the conversation; landing pages start the conversion. As such, a landing page is the continuation of your email message and is where the call-to-action is (or isn’t) taken in its entirety. But are your landing pages really “converting” as much recipients from your business contacts list as you planned? Here are eight easy-to-apply tips to make sure that they do:
1. Focus on the purpose. A call-to-action landing page should remain completely aligned to the purpose for which it had been created in the first place. This ensures that your page visitors aren’t directed away from the main objective whatever it may be. Providing links to other unrelated pages can obscure this purpose and lead to a weaker ability to convert.
2. Personalize, don’t generalize. A landing page should be designed and tailored specifically for the intended audience. Like your email content, landing pages should also be matched to specific audiences. With proper segmentation and a very flexible contact database, this shouldn’t be much of a problem. As with emails, generic landing pages deliver lower conversion rates than highly-personalized ones.
3. Keep the fold in mind. Your landing page layout should be designed in such a way that all essential elements are immediately visible without having the need to scroll the page down. That’s why it’s good practice to consider the fold as both a physical and a psychological boundary that key landing page items must stay above of.
4. Use bullets, not paragraphs. Key points should be outlined in bullet form and not buried in deep piles of text. The recipients in your contacts list who eventually end up as your landing page traffic have already gone through your email message; making them read through paragraph-structured copy would be a complete redundancy that they simply wouldn’t hang around for.
5. Be careful with images. Using images on landing pages is a double-edged sword (pardon the cliché). While they do possess the advantage of stirring interest and response, images also have the disadvantage of becoming unwanted distractions and clutter. Anything that gets your page visitors’ mind away from the call-to-action should be viewed as a big no-no. That’s why it’s best to use images in moderation.
6. Outline real benefits. When the recipients in your contact databases have finally made it to your landing pages, their mindset is focused on whether they’re about to make the right decision or not. That’s why landing pages are the worst places to throw in product/service features and other marketing/sales material. Your landing page copy should reinforce the real benefits of taking the call-to-action and the hazards of not doing so.
7. Anticipate related questions. In relation to #6, landing page visitors should be reassured (not fooled) about the genuine value that your offer can deliver to them and their organizations. A good way to achieve this is to outline some points that answer the common questions about your call-to-action. One well-known tactic here is to ask and answer the “why” question five times.
8. Monitor and test. The optimum conversion rate of each landing page depends on a whole list of factors which tend to vary with time. In order to attain and maintain optimal landing page conversion rates, you need to regularly monitor and conduct evaluations similar to how you would treat email tests. Use page analytics as part of a data-driven landing page optimization effort.