When it comes to B2B marketing, the landing page is arguably the most important aspect. No matter how well-designed your website is, if your landing page doesn’t provide the relevant information then the client won’t click through. These eight practices are essential to optimising B2B landing pages to get great conversion rates.
Don’t make your home page the landing page
Make sure your landing page focuses on the product you’re advertising. If the client lands on the home page and must navigate their way to the product page, they may lose interest in buying from you.
Make your page clear and concise
B2B products can sometimes be quite complex, and it can be difficult to explain how they work. To avoid turning away potential customers, keep your copy as clear and concise as possible. Explain clearly what your product is and how it can benefit them, and your conversion rates will improve.
Include a video
Similarly, by including a video you can clearly explain your product, making your proposition easier to understand. Videos can have a big impact on your conversion rate: a study found that including a video on your landing page can increase conversions by 12 to 86%. Include a video, but keep it simple, so the prospective customer has a clear idea of whether your product is right for them without overwhelming them with too much information.
Using testimonials from previous clients is a great way to build your image and increase trust from your customers. Include a few short testimonials and a Trustmark of previous clients on your landing page. You can also include a link to a case studies section of your website.
Talk about benefits, not features
Although features are important, they’re less likely to persuade the customer to buy the product. Instead, focus on how your product can help them. Learn about the client so you know what problems they have, and explain how your product can solve them. For many customers, purchases are made based on emotion rather than logic. So, by explaining how they can benefit from your product, you can directly appeal to their emotions.
Include a call to action
A clear call to action is a necessity for a good landing page. It’s all well and good convincing the customer about your product, but without a call to action they won’t know what to do next. Make your CTA stand out using strong visual cues so they know the exact action to take next.
It’s a good idea to create more than one landing page, using different selling points on each, and seeing which one has better conversion rates. You’re unlikely to make an effective landing page on your first try, so keep experimenting and optimising B2B landing pages until you find a good formula.
Keep it simple
Finally, remember to keep your page simple and easy to navigate. B2B customers are busy, and if they must navigate numerous obstacles, they’re likely to be turned away.
In summary, a concise and easy to use landing page that focuses on how your product benefits the client and includes a clear CTA can significantly improve your conversion rates.