A huge part of a successful inbound marketing effort is converting visitors on your website into leads for your sales effort. Unfortunately, this is easier said than done. One way not to approach this is to drive visitors to your home page and hope they click on your Contact Us page. This is a recipe for failure.
Instead, you want to manage the visitor’s experience and options very carefully. For example, when creating a landing page, keep the navigation options to a minimum. We have found that landing pages convert at a much higher rate without navigation than with navigation. When you think about the change, it makes sense. As human beings we are easily distracted; eliminate the distractions and our behavior becomes more predictable.
Another tip is to use a visual image of the offer being promoted on the landing page. When you promote a specific whitepaper or tip guide, create a visual image of the content. Make it look interesting. Excite the visual pathways of your prospects. If the content is an eBook, give it some depth with 3D formatting.
Again, as human beings, we are looking for visual cues that make us feel more comfortable. Our data shows that landing pages with compelling graphic representation of the materials convert at twice the success rate than pages without a visual image of the educational content being offered.
Sticking to the theme of graphics and visuals, your call to action (CTA) buttons also have to be visually appealing. We have tested all types of buttons and have found that the highly visual graphic buttons (like the one we used below) outperform a text link by 10 times and a flat button by four times. This is significant when you are counting on those conversions to drive leads for your sales team.
Keep the text short and focused when you write copy for the converting landing page. You want to give the visitor an idea of what they are going to learn, why they should care, how it’s going to help them and why it’s different than any other piece of content they might have come across. The challenge? This all has to be done in short, bulleted text that quickly gets to the point. A long landing page is the quickest way to a low conversion rate.
Finally, too many fields might limit the conversions. In the past, we tried to stick to just email address for standard landing pages, but we have found over time that adding a few other key pieces of information to the form had little effect on conversion rates. In fact, these extra form fields actually produced more qualified prospects. When people take the time to give you more information, they are usually a little more serious and a little further along in the sales process. These prospects are the most promising for your sales effort.
The bottom line: You need a conversion strategy to deliver leads. You can't just jump in and figure it out page by page. That only leads to inefficiency and wasted time.
Start Today Tip – Create a conversion strategy for your landing pages. It’s not as hard as you think. What are the key pieces of information you need to know from your prospects? Start with a form that collects that information.
Take out all the superfluous navigation, add a visual graphic and write compelling copy that is short and sweet. Boom. You have a landing page.
Now test the page. Test it for two weeks. After the two weeks are up, create a different version and run it for two more weeks. This is called an A/B test. Did the second version outperform or underperform? Make additional adjustments accordingly. Before you know it, you have a proactive, performance-based inbound marketing conversion strategy for your business.
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