According to CMO Council, nearly 80% of B2B marketers aren’t satisfied with their current levels of customer conversions. If you find yourself in this group, we’ve got just the thing for you. We’ve rounded up five of our favorite examples of B2B landing pages. Not only are these landing pages visually appealing, they follow best practices that are proven to boost conversion rates. Before we get to those examples, let’s take a quick look at the major components of a successful landing page.
The most effective forms are usually short and simple. In an A/B test, one company found that reducing the number of form fields from eleven to four resulted in an impressive 120% conversion increase. You can ensure that your forms remain short by using progressive profiling to gradually collect information about your leads over time.
If your forms are already short and sweet but you’re still not getting the conversion rates you want, read this blog post for more tips on improving your forms.
Nielsen Norman Group found that most people will read (at most) 28% of the words on a landing page, so it’s important to make the text easy to scan. People skim text in an F-pattern, which means they pay the most attention to the top and left side of the page. Concentrating your most important information in those areas will make it stand out. You can also emphasize text using bolded headlines, bullet points, and checklists.
Just because most people won’t read your landing page copy in its entirety doesn’t mean you can skimp on quality. Check out this blog post for copywriting tips to increase landing page conversions.
Images and Videos
A/B tests have found that including a video on your landing page can increase conversions by 86%—but that doesn’t mean you need to embed a YouTube video on every landing page you create. If an image seems more appropriate than a video for your landing page, be sure to avoid generic stock photos. People tend to react positively to images of others, but a photo of a smiling businesswoman on a laptop just isn’t authentic. Instead, use photos of people using your products, or showcase the asset you’re offering.
Make sure what you’re offering on your landing page is worth people’s time. Value can come in the form of a coupon, an exclusive eBook, or a discounted report, for example. It can also be helpful to offer a secondary piece of content for visitors who may not be interested in the first. According to BrightInfo, landing pages with relevant alternate content get in nearly 5% more leads.
90% of consumers who read online reviews claim that positive reviews influence their buying decisions. (Dimensional Research)
If your landing page visitors aren’t familiar with your company, they may be wary to provide their personal information. You can build trust on your landing page by including one or more of the following:
- A privacy statement
- Client testimonials
- Site security badges
- Awards and industry recognition
- Ratings from Better Business Bureau and similar organizations
Now that you’ve got the basics down, check out this SlideShare to see these landing page principles in action:
What are your favorite landing page tips? Let us know in the comments, and don’t forget to check out 8 Ways to Double B2B Conversions to get more out of your lead generation efforts.