Most smart B2B marketers already know that the design and copy in a landing page have huge impact on the success of online B2B marketing campaigns — or even offline, if the call to action is to visit a URL.
Many B2B marketers, however, don’t have a large enough universe of prospective customers to conduct valid testing on their own. So it’s handy to have so many others conduct tests, and, from those tests, establish the best practices the rest of us can use.
Last week I experienced two landing page-related events that brought these best practices back into my focus.
One was a discussion with a client marketing team about the creation of a new landing page template. The other was the arrival of an email link to the 2012 Online Testing Awards Winners from “Which Test Won.”
The discussion included reports from several team members on landing page best practices they had picked up at recent Webinars. Most of the testing was done with B2C products and services and less for B2B, but those that would most affect B2B landing pages include:
- Make sure the landing page headline and content continue the messaging that began in the PPC ad, banner, or whatever message directs the prospect to the landing page URL.
- Have a strong, clear and quickly visible call to action.
- Use directional cues to direct attention to the CTA, such as arrows.
- Keep the landing page to a single purpose.
- Show a visual of what is being offered — white paper, checklist, etc.
- Use video, which has been shown to boost conversion by 80% (I don’t know if this is B2B or B2C, or if it even matters).
- Keep the message clean, short, clear and easy to read.
- Keep the registration fields required to receive the offer as short as possible.
The biggest surprise that has come out of landing page testing is that indicating required fields with asterisks actually reduces response.
The 2012 Online Testing Awards Winners provide a wonderful opportunity for us B2B marketers to test our own instincts about what’s best on a landing page. Each test provides the two pages tested, lets you vote, then reports which version really won the test and why.
It provides fun and instant insight into how small changes to landing pages can make a big difference in results.