Landing pages can really improve the performance of your pay per click and social media campaigns however according to research, 44% of clicks for B2B companies are directed to a business homepage and not a specifically designed landing page.
Inbound marketing is on the rise and using landing pages to target specific audiences can drastically improve your lead generation efforts so we have listed 5 tips to help SMEs create the perfect landing page.
Call to action (CTA)
It is essential for all landing pages to include a call to action in order to capture visitor’s information. Offering high quality content such as a white paper, eBook or webinar in exchange for contact information will motivate action and increase conversions.
Make it relevant
Landing pages need to be a relevant extension of the link or sponsored ad the visitor has clicked on otherwise they will leave the page quickly. To increase conversions, it is important to customise landing pages to match each campaign depending on the keywords or search terms used.
Keep it simple
The main objective of a landing page is to capture leads so it is vital not to distract the visitor before they leave their valuable details. We recommend removing menu options and making the contact form the main focus of the page.
It is important to experiment with landing pages as different graphics, colour schemes and action buttons can influence visitors! One popular method is A/B testing, this is when you test two variations of a landing page to see what elements improve the performance.
Always say thanks!
Not only is it good manners but Google analytics allows user to track goals on landing pages using “thank you” pages. When the visitor reaches that stage it means they have successfully filled in the form and allows users to get an insight on how their landing page is performing.