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Often, a landing page is the final step of the lead generation process, when trying to convert website visitors. One of the most discouraging experiences as a digital marketer is seeing a high bounce rate on a landing page. It can be frustrating to see so many visitors exit the page before taking the time to fill out a form—or even just to read what your offer is! Here’s what you need to consider when designing a landing page for driving lead generation.
Optimize your website for the best loading times on your landing page
When a potential lead clicks a CTA on your website and accesses a landing page, there is a very small window of opportunity to capture their attention before they bounce. In fact, more than 3 seconds of loading is often all it takes for 40% of buyers to leave a page. A dedicated website server is a necessity, to ensure that your landing page is functioning properly, but there are a few other steps you’ll want to take.
Some landing pages will opt to use video to provide more information about a content offer. While this is a solid strategy, make sure you are properly embedding the video. For example, if you use a video from a company YouTube or Vimeo page, you can embed the video directly in your landing page—visitors can watch on the page itself, or click to navigate to the source. This helps with loading times, as opposed to hosting directly in the landing page itself or using autoplay on videos.
Follow form etiquette; provide equal value in exchange for personal info
Imagine how you’d feel if you walked into a convenience store, brought a bottle of soda to the register, and then were asked to fill out your name, home address, and salary to proceed to purchase. No one in their right mind would want to fill out all that info just for a $1.25 bottle of soda! Now, apply this logic (though perhaps a little less exaggerated) to your landing page forms. If you ask too many questions in your forms, you probably won’t get many answers.
Your forms need to ask the right amount of info in exchange for the value of the content you’re offering. Naturally, most people don’t want to share too much of their personal information; you should only include the most vital fields for visitors to fill out. For instance, when using a form for a newsletter subscription, an email is the only requirement you should need. You can use a first name to help personalize your emails more, but you can leave that form field as optional.
Make your landing page as mobile-friendly as possible!
Whether you’re assessing load times on mobile or the spacing of your copy and form, you need to be sure that your landing page looks and functions correctly on mobile. With around 60% of b2b buyers claiming that mobile is a significant factor in their usual purchasing decisions, you’ll want to capitalize on this opportunity. Design your landing page so it will match style and consistency on both desktop and mobile—you’ll be doing your website visitors a huge favor!
Design multiple landing pages for different needs and pain points
This strategy works best when you are promoting a landing page offer via an ad campaign or sending targeted emails that link to the page. If you have multiple links to access your landing page, you can use alternate versions of your landing page depending on the source.
For example, if you offer an eBook that focuses on lead generation strategies for b2b marketers, you may place CTAs on several relevant blogs on your website. Then, you can link to a landing page that uses copy and headlines that match closer to the pain points expressed in that blog. For a lead generation blog, this may be something along the lines of “generating leads from social media” or “designing a form to generate leads.” Just be sure that the pain points you’re highlighting are actually featured in your content offer!
Every digital marketing company wants to generate more leads—but the ones who find the most success are those who take extra steps to design proper landing pages. Now that you’ve got the tips you need for your next landing page, it’s time to put them into practice. To discover additional lead generation strategies, download thinkdm2’s eBook.
