5 Ways to Improve Your B2B Landing Page Conversion Rates

September 29, 2015 Andy Beohar

landing-page-conversionLanding pages are one of the best tools a marketer can use to gain leads, but what can you do to improve your B2B landing page conversion rates? Below are tips for enhancing and refining 5 key elements of your landing page, with the ultimate goal of improving its conversion rate.

Grab Your Prospect’s Attention with Your Headline

Your headline is the first thing a prospectwill see on your landing page and should grab their attention and increase their desire to read on.  Ensure that your headline is consistent with the messaging of the landing page, and especially with what is being offered. Below are a few ways you can craft your headline for optimal strength:

  • Inform your prospect of the major benefit of your offer in your headline, such as: “Best Practices for Increasing Your Twitter Followers Revealed in our Whitepaper”
  • Include a sense of urgencyto entice visitorsto want to read the rest of your page, such as: “Don’t Miss Out on This Cloud Security Webinar”
  • Add an element of “peer pressure” to your headline so your visitor won’t want to miss out, such as: “The #1 Rated eBook on Improving Conversion Rates”

Optimizing Your Lead Generation Form

When it comes to creating lead generation forms for your B2B landing page,shorter isbetter.  Your prospect has expressed their interest in your offer based on their visit to your page, but their desire will cool quickly if what stands between them and your offer is a long form. Consider what information you actually need when creating your form, and test different entry fields (one at a time) and lengths to see if it affects your conversion rate.  More tips for optimizing your entry form for a better conversion rate include:

  • Use large text, whitespace, and colorful, oversized buttons to enhance your prospect’s experience while filling out your form
  • Make the benefits of filling out your form clear to the reader and position the text near the form as a reminder

Make Your Call-to-Action Compelling

Your CTA should be visibly distinct and compel a visitor to respond accordingly. It should answer the main question onewill have upon viewing your landing page: “What’s in it for me?” Use these tips to create CTAs that drive action and increase your conversion rate:

  • Make your CTA actionable and include a verb, such as: “download”, “request quote”, or “start free trial”
  • Steer clear of vague CTAs, such as: “submit”
  • Further reinforce your CTA by using the same action verb within your headline
  • Size matters: make sure your readers see your CTA immediately
  • Test the location of your CTA on your landing page to see where it gets the best results

Add Social Proof

You’ve got a great offer for your readers, but what reader wants to give away their contact information on a webpage they don’t trust? High-converting landing pages often feature trust elements to help prospects feel more confident in what they are offering. Landing page trust elements include:

  • Security badges, such as a Norton security badge
  • Reviews and testimonials
  • Industry awards and associations

Keep Design in Mind

The goal of your landing page is to entice your visitor to fill out a form to give you the information you need, so make sure that the design of your landing page reflects this. Keep your page distraction-free by decreasing or eliminating navigation elements so that your prospect is less likely to stray. Use a  visually appealing contrasting color schemethat highlights your headline and CTA. You can also test the layout of your landing page by moving around items and measuring the response.

Bonus Tip!

Remember to test, test, test

There’s no way around it: improving landing page conversion rates requires a commitment to consistent testing. During testing, your visitors are the ones letting you know what’s working for them, and what they want to see. By continually testing elements of your landing page and measuring the results, you can improve and optimize your landing page for a higher conversion rate.

Are you looking for assistance in creating conversion optimized landing pages for your business? Contact the team at SevenAtoms at 415.513.0435 or info@sevenatoms.com.

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