Traffic from social media must come to a landing page to convert those visitors to B2B leads. Knowing the conversion rate of a landing page is the first step to optimizing that landing page.
The conversion rate of a landing page is the percentage of visitors that complete and submit the form on the page divided by the total number of visitors to that page. Generating leads with social media can be increased in two ways. The first is by increasing the amount of traffic to a landing page. The second is to increase the conversion rate of a landing page to enable more of the visitors to become leads. While improving conversion rates for a landing page is a long-term task, following best practices will help you start out with higher conversion rates and more leads.
Landing pages are different from website pages. Most of the pages on a business website are about education. Landing pages are about action. When a person visits a landing page, the most important aspect of the entire page is that it clearly directs the visitor to take an action. Most often that action is to fill out a form in exchange for an offer.
1. Provide One Clear Action
When looking at a landing page, take a step back from the computer. Take a quick glance, really only a second. During that oh-so-brief time and from that further distance, is the action that should be taken on that page clear? Simplicity is key to many aspects of social media marketing, but most important when it comes to landing pages. Part of simplicity on landing pages is removing options for the user. Too many choices are a bad thing. The more choices that you give a landing page visitor, the higher the likelihood that they will do nothing and simply leave the page without becoming a lead.
2. No Top Navigation
One of the easiest way to remove choices for the visitor is to remove the top navigation. Include a prominent logo in the uppper, that can link back to your home page, but do not include the standard menu across the top. Once you have gotten someone to the landing page, do not distract them with other paths. Let them finish the path they are on and complete the form. This means that you can’t use the standard web template to make these pages, but you need a clean landing page design.
3. Limited Bottom Navigation
The same is true about bottom navigation. Get rid of it. Lots of sites have a full menu and other resources in the site footer, which in this case would distract the visitor and keep them from completing the form. If your site needs copyright or policy links at the bottom of every page, add those very limited items to the landing page design, but don’t take the lazy route and include the entire web site footer.
4. Match Look and Language of Call to Action
A visitor clicked on something to get to the landing page. They were promised an offer. It had a compelling headline. It had a look to it. You set their expectations with that something (blog post, social media update, sponsored post) and now you have to pay off those expectations. The offer itself is part of that, but so is the look and feel of the landing page. You don’t want to create the disconnect of the visitor questioning what they just clicked on because there is no visual connection or pay off to their expectations.
5. What’s the Promise of the Headline
The headline on the landing page should continue with the promise of the offer. Will the visitor learn something? Everyone wants to be smarter. Will they get access to premium information? Everyone wants to feel like an insider. A simple way is to use the title of the ebook or webinar, which should already be optimized for attracting the right visitors with the right promise.
6. Keep Copy Short and Direct
Give them a brief summary of what they are signing up for. Include a few bullet points focused on benefits to the visitor, not features. And provide a clear call to action on the page so they know what to do next. Most landing pages have too much copy. See A/B testing below to determine if your pages have too much copy.
7. Include an Image
The correct image reinforces that the visitor is in the right place. It can show them what they are getting, although ebooks are often shown as physical books. Very confusing. It also helps someone scan the image and keep moving towards the form.
8. Limit Number of Fields
This is the most important part of the landing page. This is where you need to get the visitor to provide their information. Even though business contact information is much more available than it use to be, it still feels like an invasion of privacy to ask for certain information. Keep to the information you require and the number of fields at a minimum. Only ask for information you really need. If you are never going to follow up by phone from this offer, don’t ask for a phone number. Email is enough. Asking for a phone just reminds prospects that a salesperson will call. That will prevent some people from filling out the form. Many small businesses are reluctant to indicate their annual sales. Use number of employees as less intrusive way to gauge company size. Again, if you don’t need it, don’t ask for it. No matter what your sales team wants down the road.
9. A/B Test Everything (One at a Time)
A simple A/B test involves changing one thing on your landing page and driving traffic to both versions of the page to compare the difference in conversion rate. The more you can hold constant, the better your test will be. You should A/B test the big things like the headline, amount of copy, number of fields, even the button color and button text. Once Google A/B tested 50 different shades of blue buttons. Extreme, but they knew what drove more conversions.
10. Track the Right Metrics
And finally, to optimize your conversion rate, you have to have the right metrics. Start with how many people view the page. Next, you may have data telling you how many people started the form, but abandoned it. And lastly, how many people completed it. You conversion rate is the number of completed forms divided by the visitors to the landing page. This is the main number you are working to increase. The middle number of people who start the form and don’t submit it can provide specific feedback on the number of fields and the information requested. You will see a definite increase in conversion rate with fewer fields. But make sure the prospects are the right ones that lead to sales. And that is another set of metrics.
Do you have any examples of well-optimized landing pages or have you seen any particular fields that made you abandon a page without completing the form?