Making a successful landing page is an important part of B2B marketing. The landing page is the first thing your prospective customer will see, so getting it right could make all the difference in convincing them to buy your product. When optimising B2B landing pages, there are many important components that you should include. However, there are some little-known things you can add that could make a huge difference in increasing your conversion rates.
Make your landing page mobile-friendly
Nowadays, more web pages are being accessed through mobile phones. Indeed, a study from StatCounter shows that mobile accounts for more than half of a website’s traffic.
When optimising B2B landing pages, it’s important to remember that mobile users will have a different experience from desktop users. As such, you need to make sure your landing page is optimised so that the customer will have a good experience whichever format they use.
Improve your loading times
Another problem that B2B landing pages can run into on mobile is loading times. Studies show that mobile users will wait on average 3-6 seconds for a page to load before abandoning it. Every second you cut from your website’s loading time will improve your chances of winning over the customer.
Focus on the customer’s needs
It can be easy to just focus on the features and qualities of your product. But the customer wants to know how your product will benefit them. Make sure you know what your customer wants and let them know that you can give it to them, and you’ll keep them interested.
Include social proof
Reviews can make a big difference in convincing customers. A large majority of webpage users trust a review on a webpage, so including social proof is key to increasing your conversion rates. This can take the form of anything from testimonials to a ticker with the number of downloads/purchases.
Keep it simple
Remember: the customer is there because they want to know more about your product. If you drown them in unnecessary information, they’ll take their interest somewhere else. Only include essential information on your landing page, enough to get the customer hooked, and you can supply additional information later on.
Your headline needs to grab the customer immediately
The headline is the first thing the customer will see when they click through to your landing page. Most customers will make a decision on whether to stay with a website within milliseconds. Make your headline stand out and you’ll have a better chance of keeping the customer’s interest.
Use AB testing
AB testing is an important method for testing the effectiveness of your landing page. AB testing compares two near-identical landing pages with one difference, be it a headline or call-to-action. If you continually use this to experiment, you’re more likely to find the perfect technique to increase your conversion rates.
So, there you have it – 7 things that everyone needs to know about B2B landing pages. Getting your landing page right is essential, but with these techniques you can ensure that your page is grabbing the interest of your customers and getting the leads your business needs.
