Is Your Landing Page a Dead-end or a Gateway to Lead Generation and Conversion?

By PJ MolskiMar 17, 2015

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We’ve all seen them and we’ve all second-guessed filling them out. But a good landing page is one of your most effective marketing techniques. It can deliver more b2b leads and convert them into clients.

A landing page should target a specific audience. Avoid going generic. If you’re driving people to a particular ebook, webinar, or promotion, your landing page should reflect the offer. It’s important to build a unique landing page for each of the offers you create.

Set up closely-targeted lead nurturing campaigns to follow up with your leads

50% of Leads are qualified but not ready to buy. So if you are not nurturing them, you are simply burning money.

- HubSpot

Once you have the lead’s information in your system, you have to establish contact quickly. In fact, 78% of sales that start with a web inquiry get won by the first company that responds. If you wait too long to nurture your leads, you’ll see a dramatic drop in response rates as time goes on. A follow up email should be sent within a day. Think about automating this process if it is currently being done manually.

Use A/B testing to optimize your landing pages, and what elements to test

It’s amazing how a few small tweaks to a form or changing your call-to-action can affect your lead flow. For instance, test fewer form fields to some of your prospects—if it drives more engagement, then you’ve come upon the right formula for that particular offer.

This powerful tool will help you segment your prospects into buyer personas which will help you build out future offers with a greater chance of hitting the mark with the right audience.

 

The importance of building effective thank you pages

This is your opportunity to deepen your engagement with a prospect. First, an effective thank-you page should clearly highlight the right offer. Second, social sharing links should be prominent—why not let your prospects find you more prospects? Next, a secondary calls-to-action may just deepen your engagement with some prospects. Finally, set up auto-response emails to complete the transaction with your prospects. Everyone is weary of scams and getting a confirmation email is comforting and polite, I must add.

Grade your landing pages

Walk through your latest campaign as if you were a prospect. How does your landing page stack up to these best practices?

For more insights into lead generation strategies, check out our free e-book, The 30 Greatest Lead Generation Tips, Tricks, and Ideas

 

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