The whole point of having a landing page is that it will become a passive tool that can be used to increase conversion rates. Many businesses focus on getting their B2B prospects to the landing page, but then don’t put any focus on what the landing page actually communicates. By focusing on what is seen by B2B customers after they make a click and begin the journey through a sales funnel, every business can quickly increase their ROI.
Are you looking for some effective tips to improve the results you’re seeing from your B2B landing pages? Then here are some proven methods that have been shown to improve conversion rates that can be accomplished right now.
1. You Need to Build Trust Through Your Brand.
Confusion is the worst enemy of a business that is focusing on B2B sales. Confused customers already don’t want to conduct business because their #1 priority is to resolve their confusion. Instead of making a purchase, they’re composing emails to ask questions. By building up your brand on your landing page, you can eliminate a lot of the confusion and provide enough information to continue movement through the sales funnel.
2. Consistency Must Be 100%.
If you’ve attracted a B2B customer to your landing page because of the creatives that were included in the advertising that got them there, then why would change things? A landing page shouldn’t be trying to reinvent the wheel. It should instead be adding more wheels so that making a purchase becomes even easier. By putting branding, logos, and corporate colors in primary spots of emphasis that are extremely similar to your other creatives, then you’ll be able to create higher levels of overall consistency.
3. Content Matters.
You content cannot be different on your landing page as it is in your other creatives or on your other website pages. Speaking in the same voice, with the same style, will create conversational tones for your prospect that will allow them to feel comfortable with their choices.
4. Don’t Confuse Squeeze Pages With Landing Pages.
The B2B customer requires an emphasis on the relationship, so it seems only natural for a business to create a landing page that asks for email addresses or other contact information. The only problem is that doing so creates a squeeze page instead of a landing page. A B2B prospect will feel betrayed by this. They clicked because they saw something of value. Instead of getting value, they’re being asked to provide value instead. That’s what leads to high bounce rates.
5. There Must Be An Effective Call To Action.
The goals of a landing page should be to answer any question that a prospect might have. It doesn’t need to be a 3,000 word novel that a prospect needs to read, but it does need to be action specific so that real value can be achieved. Whether it is statistics about a product or service, visual images of a prototype, or a clear outline of how problems can be solved, there must be a specific action with instructions that a prospect can follow to continue proceeding through the sales funnel.
6. Use Images To Prompt Additional Action.
The human eye is naturally drawn to graphics before text. This means using large buttons, graphic buttons, or other visual aids can help a business attract more B2B prospects to deeper parts of the sales function. Images also enhance the content that is being viewed on the landing page. If the images are relevant and the user experience is self-explanatory, then B2B conversions have a good chance of increasing rapidly.
7. Think About Directional Aids.
It isn’t just large graphics that attract the human eye. People also naturally follow images that lead in a natural direction. Something as simple as an arrow next to a call-to-action is enough to bring a B2B prospect’s attention to it. It’s the same concept as those little “Sign Here” stickers that are affixed next to signature lines on a contract. The arrow draws naturally higher attention levels to the task that needs to be completed.
8. Simplify The Process.
You got a click because you were able to answer a problem that a B2B prospect has. Now you need to spell out how you’ll solve the problem. Rhapsody does that easily enough with a 5 word phrase: “All the music you want.” How could you sum up the value in what you’ve got to provide?
There are also some specific ways that a B2B landing page can be simplified to make the process more client friendly.
- Reduce the number of required fields that must be filled out so that your prospects can get right down to business.
- Qualify prospects through the required fields so that time isn’t wasted pursuing leads that are guaranteed not to convert.
- Consider putting registration forms on interior pages to enhance the simple look.
9. Change The Point of Emphasis.
A business can be doing everything right and still not maximize their B2B landing page because it isn’t properly communicating to their target demographics. Information flows fast and furiously on the internet today. That means the points of emphasis that a B2B prospect will have is going to change frequently as well. By changing the point of emphasis for the value being provided, it becomes possible to completely change how the value of a product is being communicated.
10. Put a Call to Action on Your Action Button.
“Click Here” is the most common call to action that is seen on landing pages today. What kind of value do those two words really have? None. It’s an instruction, not an invitation. “Try It For Free” is a better button-based call to action because it encourages people to do something that has real value to it. It’s still a bit of an instruction, of course, but it’s a friendlier one that offers vale [free] and the chance to get out of the deal if the product isn’t liked [try it].
11. Enhance the Content.
Instead of having a solitary landing page, consider the installation of a landing mini-site instead. This can help you to provide more complete information for the B2B prospect who wants to do some extra research. The only caveat to this is that all of your information must be relevant to the end goal: to create a conversion. If you do have a micro-site instead of a landing page, consider putting the registration form into a condensed, sidebar version that is on display with all pages so that the transition from research to conversion happens smoothly.
12. Keep Testing.
If you aren’t testing your landing page, then you’ll never know how people actually respond to it. The average designer is going to invite family and friends to check out their page and recommend changes, but how many friends or family members are going to double as B2B prospects in your field of industry? Not many.
Get your existing B2B client base involved with the testing instead. This will give you relevant feedback from those who are actually going to use the website.
- Offer the incentive of a discount on a future order for testing out your new landing page.
- Publish testimonials from trusted customers with a meaningful back link to their own page for added SEO value.
- Invite testers to webinars or seminars that will help them save time, money, or both that is either run by you or a top industry professional.
13. Learn From Those Who Don’t Convert.
Sometimes the behaviors of B2B prospects who don’t convert is more valuable than the actual conversions. By seeing what parts of your landing page are popular and what people are spending the most time looking at, improvements can be made in the design so that the top calls to action can be placed at the highest viewing points.
Don’t just focus on the conversion metrics. If you have a micro-site, does one of them have a high bounce rate? Do certain pages have low reading times? These can also indicate that certain changes may need to be made.
14. Never Give Up.
When conversions are low and prospects don’t seem to be coming in, the effort at creating a good B2B landing page can seem like time that is wasted. It is not. Don’t ever give up because you never know when that next prospect might decide that your sales funnel is where they want to be.
For a B2B landing page to be truly effective, an attitude of consistent improvement must be present. Although rapid, wholesale changes are not always the best idea, being willing to tinker with the content, images, or color scheme can help to create a consistent message that a B2B prospect will find to be valuable. Use these tips today to improve your own B2B landing page and you may just see a better ROI in the near future.