Launching Your Conversions to New Heights: How Better Landing Pages Can Propel Your B2B Marketing Strategy

The use of landing pages to support marketing efforts is nothing new; the concept first emerged in the early 2000s. In today's digital-first landscape, where B2B brands are constantly looking for effective strategies to generate leads, they are more important than ever. 

As a refresher, landing pages are standalone web pages specifically designed to capture visitor information and facilitate conversions. These can live within your main website or at their own vanity web addresses.  

Landing Page Design

If you're looking to boost your online success, you've come to the right place. Landing pages hold tremendous power in captivating visitors and turning them into loyal customers. In this tip-packed post, we'll equip you with actionable strategies and the latest industry insights to supercharge your landing page conversion rates.

• Do Include Multimedia Engagement: Incorporating multimedia elements, such as videos, on landing pages can have a significant impact on conversions. Studies indicate that using videos on landing pages can improve conversions by an impressive 86%. Videos can effectively communicate key messages, demonstrate product features, and engage visitors on an emotional level, ultimately influencing their decision-making process. 

Earlier this year, we launched a new landing page for a client whose Google Ads results had plateaued. The original page was very text-heavy; the new page featured more bulleted lists, scannable content, and a video. The experiment proved to be a success in optimizing the campaign for higher conversion rates. This multimedia-focused landing page boosted the conversion rate from 1.8% to 5%. The cost per lead also shrank from $153 to $64! 

• Don’t Include Multiple Offers: While it may seem tempting to include multiple offers on a landing page, it can actually have a negative impact on conversions. Research suggests that putting multiple offers on a landing page can decrease conversions by up to 266%. Instead, we recommend focusing on a single, compelling offer that aligns with the campaign objective and audience. This creates a clear and straightforward call-to-action, reducing distractions and increasing conversion rates. 

Another example from our client portfolio kept the landing page simple. We emphasized the visitors' interests by explaining why they should care and what they will learn, without any mention of the company or its products. The page features easy-to-read content, a colorful graphic to enhance the visual appeal and the form is kept concise, ensuring it is not too long. All crucial information is presented above the fold, maximizing engagement and encouraging the visitor to take action. Here’s a screenshot. 

• Do Include Multiple Touchpoints for Interaction: While it is important to simplify the offer presentation, it is also beneficial to provide multiple touchpoints for interaction on the landing page. This can include options such as automatic form fill and a trackable phone number. By offering different ways for visitors to contact and engage with the brand, B2B businesses can cater to individual preferences and increase the likelihood of conversion by about 4%.  
• Don’t Sacrifice Page Speed: Fast page loading speed is crucial for a successful landing page. Research shows that even a 1-second delay in page loading can reduce conversions by 7%. Visitors have high expectations when it comes to website performance, and a slow-loading landing page can lead to frustration and abandonment. Optimizing landing pages for fast loading times ensures a positive user experience and maximizes conversion potential. 
• Do Optimize for Mobile: Desktop traffic is still leading B2B searches, but with the increasing use of mobile devices, it is crucial for landing pages to be optimized for mobile. Surprisingly, only half of landing pages are currently optimized for mobile devices. By ensuring that landing pages are responsive and mobile-friendly, B2B brands can provide a seamless user experience, capturing the attention of mobile users and maximizing conversion opportunities.  

High impressions and clicks may look impressive, but without leads, you’ll never meet your sales targets. We’ve talked about a lot of impressive stats, but don’t forget that even a 0.5% increase in your conversion rate can make a big difference to your sales goals over time.  It doesn’t always happen overnight, but keep testing, and you’ll find what works well for your brand! 

Goldstein Group Communications (GGC) loves building landing pages, but we especially love to build them with HubSpot. HubSpot offers an exceptional platform that aligns perfectly with our client-focused marketing strategies.

HubSpot provides a user-friendly interface that empowers us to create visually appealing and highly optimized landing pages quickly and efficiently. With HubSpot's robust features, we can easily customize landing pages to match our clients' branding and campaign objectives, ensuring a seamless and cohesive user experience. HubSpot's comprehensive analytics and reporting tools enable our team to track and measure the performance of landing pages and to make data-driven decisions for continuous improvement.

The integration of HubSpot with other marketing automation features simplifies lead nurturing and conversion tracking, ultimately driving tangible results for GGC's clients.  

 So, what are you waiting for? Make this the year you boost your landing page conversion rates!  Drive conversions, generate leads, and stay ahead of your competition. Get started now and unleash your brand's true potential!  

Related Posts: 

• https://blog.ggcomm.com/how-ux-drives-b2b-marketing-success 
• https://blog.ggcomm.com/how-to-increase-leads-from-your-b2b-website 

Sources: 

• https://blog.hubspot.com/marketing/b2b-marketing 
• https://saleslion.io/sales-statistics/landing-pages-with-multiple-offers-get-266-fewer-leads-than-single-offer-pages/#:~:text=The%20more%20landing%20pages%20you,homepage%2C%20not%20a%20landing%20page 
• https://www.bigcommerce.com/ecommerce-answers/what-page-load-time-and-why-it-important/