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3 Overlooked Ways to Increase B2B Landing Page Conversions

A top priority for many B2B companies in the new year will be to optimize any poorly-performing landing pages — but you probably don’t need to read a blog article to understand the benefits of shorter forms and bulleted text, right?

But what about some more overlooked ways to optimize your landing pages, like how your forms handle error validation or the types of images on your page?

If you’ve done your research and organized your landing pages according to best practices, but still aren’t seeing the results you want, take a look at a few more optimization ideas below.

Instantly validate errors on forms.

When it comes to filling out forms, your visitors want to get it right the first time just as much as you do. Put yourself in the buyer’s position and imagine that you’re filling out a landing page form, but upon submission, you get an error message instead of a confirmation that your white paper is on its way. How motivated will you be to fill out that form again? If you’re anything like me, you probably wouldn’t even consider it.

After an experience like the one described above, there’s a high risk that leads may be alienated forever. Fortunately, there’s a quick fix: instant error validation. This means that error messages are displayed as soon as your visitors complete a field, so they can correct their responses instantly if there’s a problem. This much softer warning creates a better user experience by avoiding the full-screen refresh that can be so frustrating for your buyers.

Brag about your credibility.

In the past, we’ve written about the importance of customer testimonials, social validation, and more. This extends to your landing pages as well, especially as buyers become less and less accepting of marketing messages that come straight from brands. Third-party credibility indicators carry more weight that anything you might say about yourself, and can help gain the trust of those wary buyers. Some examples include:

  • Cient quotes and/or headshots
  • Client logos
  • Site security badges
  • Awards and industry recognition
  • Ratings from industry analysts or other organizations.

Listing a few seals, certifications, or awards can help establish a trusting relationship with your buyers right from the start.

Skip the lifestyle shots.

How many times have you ended up on a landing page with a header graphic or sidebar image that has nothing to do with the offer? Stock images featuring women talking into headsets can be confusing for your visitors, and quite frankly, more than a little disappointing.

Instead, give your visitors an inside look at what you’re offering (after all, that’s why they came to your landing page in the first place!), like an image of your eBook lying on a table, or a stylized graphic featuring the title of the content available for download. This gives your visitors a better idea of what they’re signing up for, and is a much more compelling reason for them to convert.

If you’d like more landing page optimization tips, take a look at our full eBook, 8 Ways to Double Your B2B Landing Page Conversions.

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