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.
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.