On average, just 1-4% of B2B landing page visitors convert to leads (BrightInfo). This is understandably discouraging for marketers who have spent countless hours identifying relevant offers, buying premium ad space, and designing landing pages to generate leads. What is going wrong?
There’s no easy answer, but one often overlooked element of B2B landing pages could be a major factor: the call-to-action. Too many marketers are defaulting to the dreaded “Submit” button and missing out on a serious boost in conversions as a result. Want to beat the low conversion rate blues? Take a look at the checklist below for six ways to generate more leads with better calls-to-action.
1. Keep it short.
Get straight to the point with your call-to-action. You can use headlines, body copy, and images to include supplemental information (which research shows is usually skimmed anyway and not read in its entirety), but your CTA itself should be between two to five words.
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Do: Get Free E-book
2. Don’t be bossy.
Use commands, not demands. By filling out a form or otherwise taking action on your website, visitors are doing you a favor. Don’t demand any more of them than they’re already giving by using generic and potentially demanding words such as “submit,” “send,” or “click here.”
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3. Convey value.
What’s in it for me? That’s what I want to know when I click a call-to-action button or submit a form with my personal information. CTAs like the don’t below are overly sales-oriented and imply a greater benefit for the business than for the prospect. Marketers should take care to explain (in as few words as possible) the value the lead will receive.
Don’t: Request a Consultation with a Sales Rep
Do: Schedule My Custom Consultation
4. Make the call-to-action obvious.
Don’t make potential leads work to navigate your landing page. It’s important to keep your CTA above the fold so visitors don’t have to scroll to find it, especially on mobile. (Of course, there’s an exception to every rule. You can find an example of a great below-the-fold CTA here.) Make sure it stands out from the background, as well. You can do this with a colorful button or otherwise differentiated text. Get more tips for landing page and CTA design in our recent blog post, How to Build a Killer Landing Page.
5. Indicate urgency.
It’s simple psychology: people are more likely to act when there’s a sense of urgency. ConversionXL wrote an insightful article about inciting urgency that I urge you to read. (Sorry — cheesy pun totally intended.) Whether you invoke a sense of scarcity on your landing page (“Only 10 free guides left!”) or add a time-sensitive word like “today” or “now” to your CTA, you’re likely to see a boost in your conversion rate.
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6. Test, test, test!
You’ve found a CTA that works well? That’s great, but I bet there’s one that will work even better. Create a couple different options, and then use automated A/B testing to determine which version of your call-to-action is more effective. Found a winner? Do it again with a third option. Even if you’ve got the wording down pat, you can still tweak something else to increase conversion rates — like button color, CTA placement, or page layout, just to name a few options.
Download the checklist below to keep on hand every time you’re creating a new landing page. Remember: calls-to-action can make or break your otherwise effective offer, so spending a little extra time crafting excellent CTAs is absolutely worth it.
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