The proliferation of internet marketing over the last decade means that consumers now look almost exclusively online for information and products. In fact, a survey conducted by Retailer Today in 2014 showed that 81% of shoppers research online before making big purchases. That’s why landing pages are so important for any business: their ubiquity is now synonymous with lead nurturing. Landing pages are usually stand-alone pages that prompt consumers to take a particular action and convert them into leads.
These actions could include making a purchase, subscribing to your mailing list, or visiting any other page on your website. While they’re just a click away for the ordinary surfer, online businesses spend an incredible amount of time designing and improving their landing pages as part of their web development. With more than 1 billion websites on the internet today, it’s no surprise that creating landing pages and testing them using analytics is one of the top five challenges faced by B2B marketers. Here, we’ve condensed all you need to know about solidifying your landing pages into five key concepts that will boost your conversion rates and strengthen your company’s branding.
Know Your Audience
For a website that takes more than three seconds to load, 40% of visitors will abandon it and 80% will never return. To avoid losing potential leads, it is imperative that you recognise who your internet marketing strategy aims to capture. Likewise, your landing pages should be customised to your target audience rather than being generalised calls for attention. You should conduct thorough market research to find out more about their preferences and interests. A website targeted toward millennial lifestyle for example would have more catchy landing pages with engaging articles, while an informative website should have precise and short subtitles that lead consumers to exactly what they want.
Formatting Matters
Web Development has transformed over the years from a modicum to a full-fledged marketing platform available to people from all around the world. Formatting does play a large part in lead nurturing since most people only glance at websites for three seconds before moving on to another. If you want to maximise your leads through landing pages, then your website should have a highly crisp format and navigation interface that seamlessly guides audiences between pages. Your main title for example should positively stand out from the rest of your website, and having a ‘back to the top’ link for long articles is a useful function. A study by Xerox also found that people are 80% more likely to stay on a page with strong visuals and colors. While these minor details may seem insignificant, they are powerful tools in internet marketing that can make all the difference.
Clarity
This is perhaps the most important aspect to solidify your landing pages. Remember that websites are functional platforms with a business objective to maximise conversions. The more your landing pages are clear, precise, and succinct, the more likely you’ll get people to do your desired actions. Tell your audiences exactly what you are branding, why they should know about it, and how they can access it. The best way to do this is by asking yourself why you want people to see a specific page- what do you want to convey and how will you do it? Do not clutter your landing pages by adding more than what is necessary, and make the desired action the clinching focus instead. In internet marketing, less is always more. Remember, lead nurturing isn’t as much about the content of your website as it is about how well your target audience clicks with it.
Use Analytics to Your Advantage
Google has revolutionised web development– not just for ordinary people, but also B2B internet marketing. Google’s comprehensive analytics allows you to see how much traffic your landing pages receive along a certain interval in comparison to your competitors. You can see which of them absorb the most traffic and implement those strategies to other pages. Google Analytics also tracks how much traffic came from social media, so you can exploit the top ten to twenty landing pages falling in this category and share them on social media platforms. It’s important to assess how well your landing pages are doing in order to continuously improve them and create new, better ones for your website.
Think Like A Consumer
Internet marketing has grown to become both a science and an art. The simple concept of inducing someone to do something has become astonishingly difficult for most B2B players. Perhaps it’s because they focus so much on branding itself that they forget some of the simple hacks of thinking like a consumer. Avoid having excessively long forms and try to inculcate freebies if you are offering a product on your landing page. Kissmetrics also found that providing a phone number increases your website’s legitimacy in the eyes of consumers. Keeping these simple tricks in mind can help you achieve higher conversion rates and traffic flow.
There’s no ‘magic recipe’ for making the best landing pages. The world of internet marketing is in a constant flux of dynamic trends as people find new ways to access information and products. Just two years ago, Google announced that mobile traffic outpaced desktop traffic for the first time in ten different countries. In such a chaotic environment, businesses need to anchor their websites and landing pages to reflect their target audience, product, and mission. The five concepts explained above are therefore paramount in staking your competitive advantage and increasing market share.
ThunderQuote is the most comprehensive business services portal in Singapore, Australia and ASEAN , where hundreds of thousands of dollars of procurement contracts are sourced every month by major companies like Singapore Press Holdings, National Trade Union Congress and more.