Making B2B marketing landing pages something to CRO about.


The content in an online session I recently attended made me very happy. The session was about maximizing and tracking online conversions. These efforts are now referred to as CRO — for Conversion Rate Optimization.

What made me happy was that the session confirmed that the landing page best practices I know are still valid based on current and extensive testing.

Many of my B2B marketing clients have a prospect universe that is too small to run statistically valid testing. So I continue to recommend that these B2B marketers follow the tested learnings of others, as that is their best way to maximize conversions.

Here are the landing page best practices that were confirmed in this session, plus a few I learned during a session at the recent Direct Marketing Association‘s annual conference:

  • Having only one “call to action” on a landing page creates a 240% higher conversion rate.
  • Having the landing page take more than 5 seconds to load drops conversion by 47%.
  • Visitors have a 3-second attention span. Redirects on a landing page create a 37% higher abandon rate.
  • Forms must take way less than 45 seconds to fill out.
  • Every added field on a landing page form loses 6% more registrations.
  • Using the same images on the email and the landing page raises conversion by 20%.
  • Having the landing headline match the PPC ad headline is a must; otherwise, the B2B marketing effort looks like a come-on and not a legitimate offer.
  • The word “Click here” continues to substantially outperform the word “Submit” on the landing page action button.
  • Simplifying the messaging and the presentation lifts conversions. Copy and design should direct the prospect to what they are to do and not distract them with too much on the page.

It’s smart for B2B marketers with a large enough prospect universe to test various landing page approaches and designs for themselves. But following the above rules consistently shows the highest CRO. So, testing or not, I suggest that these are the best CRO practices to follow.

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4 Comments

  • By Stephanie, November 15, 2012 @ 8:27 am

    Susan,

    I love reading your blog posts. They are extremely helpful and I have been reading back for several weeks.

    I have been more or less tossed into a new position where I create and send emails to prospects for our company. I love it and it uses my abilities and background very well, but I am still learning as far as what to say, frequency for mailing, etc etc. So far I have settled on a once a month email for some of our guys and every 2 weeks for another (who works on more of a short term from start to finish while the others are long-term).

    Bottom line is thank you for sharing your experiences because you are helping and influencing beginner B2B marketers like me.

    Thanks,
    Steph

  • By Susan Fantle, November 15, 2012 @ 8:52 am

    Feel free to reach out anytime Steph. The secret for determining frequency of course is to test and then measure increases or decreases in response against opt-outs.

  • By Paul Mosenson, November 17, 2012 @ 5:43 am

    Nice summary Susan.

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