Fundamental to any successful lead generation strategy, landing pages direct the visitor’s attention to a particular offer. To obtain it, the visitor must fill out a form. Limiting distractions to anything other than obtaining the offer and guiding the visitor towards the action to take are fundamental practices for achieving good conversion rates on these pages .
Before we move on to tips that promise to increase the conversion of your landing pages, let us alert you to some statistics that prove that your Technology company should already be building Landing Pages:
The average conversion rate of a Landing Page is, in most sectors, 9.7%
Companies that use marketing automation software to build their landing pages have an average conversion increase of 30%
Personalized CTAs convert 202% better than standard versions
65% of landing pages have the company name in the title
36% of top landing pages have testimonials, 11% have reviews.
To help you turn your traffic into leads, we share 5 best practices to follow to create landing pages that convert.
1. Clearly emphasize the (relevant) value of the offer
No visitor will stay on the page if they don’t quickly understand what is being offered. The offer must add value and lead to action.
Highlight the benefits of the offer in a short paragraph and use bullet points whenever possible. Don’t be tempted to just list reasons for the visitor to download the offer; also highlight what they will gain by taking the respective action. Be specific when defining the benefits, and whenever possible, quantify them in language that is valuable to the business. For example: “Discover how in 6 months, you can increase productivity by 50%”.
Use appealing images, intuitive navigation germany business mailing list within the landing page, clear texts and direct calls to action.
2. Use a structure that facilitates conversion on landing pages
When creating the structure, keep in mind that “less is more” and that the goal of the landing page is to be a quick conversion point. Only include what is essential to spark the visitor’s interest and lead them to convert (provide data).
Here is an example of a structure that works:
Title that clearly describes the offer, emphasizing its value
Second, the subtitle that reinforces the message in the title
Support image with a brief description of what is being made available + conversion action (Call-to-action)
Form for obtaining information from visitors
As well as other supporting elements (optional) that may lend credibility to what is being offered – testimonials or logos of other customers.
How to promote a successful landing on your Landing Pages? With our “Landing Page” Template you will have the answer!
3. Create an easy-to-fill form
The form is the main element of a landing page, so you should plan it with extra care. Ideally, it should be as simple and intuitive as possible, so as not to lose the visitor before they become a lead.
Limit the fields you fill in and only ask for relevant data. Avoid requesting sensitive information that could be perceived as intrusive. For example, is it really necessary to know the company's revenue to subscribe to a blog or will a name and email address be sufficient?
In general, the more fields a form has, the lower its conversion rate will be.