Traditional marketing methods are giving way to more complex sales cycles that allow for B2B organizations to deploy the right content to meet customer’s unique needs. In order for these companies to deliver value to their customers, the focus must shift from describing the brand to understanding customers’ goals and providing resources to that end.
Truth be told, even small tweaks to the website can result in conversions by as much as 20%. Providing compelling content with tactics aimed at capturing the audiences’ interest within the first 20 seconds of landing on the page will help increase conversions.
It’s all About Optimizing the Landing Page:
Conversion Rate optimization is a key practice in which the landing page serves as a streamlined visitor destination; the idea being this page directs the visitor to the conversion point – whether the conversion point be an online registration or online sale. It is paramount that there be no distractions along the way that detract from the conversion point. This will ultimately result in superior customer engagement and greater conversion rates.
Tweaking at the different stages of the marketing process results in exponential improvements over time.For instance, visibly small changes in the squeeze page, landing page and sales page will produce remarkable changes cumulatively. Ideally, organizations are looking for that big change that will have a tremendous impact on conversion but even slight increases at regular intervals will be apparent in the long run.
Targeted Landing And Sales Pages:
Here is where most marketers fall short. This is especially true for a product that offers varied benefits for different customers. A savvy online marketer will group similar Google AdWords together to form different groups based on the utility to the customer. This tight grouping of keywords placed in separate ad groups ensures that any keywords that may apply will all be directed to the same landing page leading to successful Pay-Per-Click conversions. In fact, the more tightly targeted the landing page is with respect to the keywords, the better the outcome.
Aligning The Sales Page With The Landing Page:
Having a sales page that is synchronized with the landing page, which in turn is aligned with the ad group and therefore the keyword, is essential! It is important to make the sales page relevant to the market audience. It is a sure-fire way to lose your audience if the sales page does not directly address the business’ needs. This will lead to a reduction in conversions. So using the same panned sales message across the board for every customer is a definite no-no.
Using A Control Landing Page:
This is the face of your B2B venture, so make it count! The logo on the upper left with a 16 point font headline is a straightforward approach that is sure to please in its simplicity. Reducing the number of inputs that the business must enter not only reduces friction but also results directly in increased conversion rates. Realistically, seeing a first name on an online letterhead is not fooling anyone into thinking that it is personalized. Ideally, one large prompt asking for an email address and a large font call to action copy and any required legal info is sufficient.
The Monster Promise Guarantee:
Minimizing risk to the business is critical. Making the most generous risk reversal offer one can afford to make, bodes well for increasing conversion rates. Most businesses see this as a guarantee and are more likely to buy when they sense that it is a win-win proposition.
Minimizing Order Form Abandonment:
Very often businesses make it from the landing page to the sales page only to land on the order form to walk away. This is an avoidable outcome when certain aspects are kept in mind. The more congruence there is between the landing page, sales page and the order form, the more likely a conversion will occur. Any large deviation causes friction and translates to lower conversion. In other words, “Hey this looks nothing like the page I was on! What are they trying to pull?”
Email Follow Up Sequence:
Feedback from the user is priceless, not only for improving the product but for learning of new uses, benefits and importantly keywords to further enhance your ad group.
Finally create a sense of emergency with the 30 seconds or so that the customer will spend on your landing page with actionable words calling attention to compelling limited time offers, specials and free trials when possible. It may be your only shot, so make it a good one.
