How can you maximize B2B landing page conversions?

personalisation is key in 2023. generic pages dont work as well as one catered to the reader consider spending time to do customer research by talking to existing customers to understand what their painpoints are and why they have purchased your product/service this will help create those more relevant and personalised landing pages

Besides buyer persona, understanding the state of mind of target audience when they are reading your landing page allow you to provide timely information needed by audience. Filling in the gap of information needed for a prospect to be ready to provide you contact details is also crucial. Marketers should always speak to field sales or field marketers to know the reality in influence/ sales process.

Your online aesthetic should be a blend of current trends and timeless elements. A consistent color palette, recognizable logos, and cohesive imagery can set the tone for your brand's essence and mood. Ensure these visuals effectively communicate your brand's ethos.

In today’s digital led world, KYC(Knowing your customer) is of much importance. In B2B marketing there is not one persona or layer of decision making. It’s a web of many personas with a common goal. I believe the biggest challenge for them is time. Every pixel on your landing page should add value in your customers journey of finding the right information in their preferred manner. Do focus on integrating user preferences in your design language!

Maximizing B2B landing page conversions requires a strategic approach that combines effective design, persuasive content, and a seamless user experience. Minimal Navigation: Reduce distractions. Keep the focus on the conversion goal without leading visitors away from the page. Experimentation: Continuously test different elements on your landing page, such as headlines, CTAs, colors & layouts. A/B testing helps you identify what resonates best with your audience.

Usually business and brands make a mistake in either: - not telling immediatelly in the main slider/header, what their page is all about (offer, benefits, etc;) or - wanting to tell too much at once (too many messages that confuse the visitor and at the same time impacts visible aspect of the side in a negative way). Also another common mistake is putting too “heavy” animations/videos, which can - if not optimized correctly - have a very negative effect when it comes to loading time, can cause scrolling lags etc…). In a nutshell: - use only one main message and be very conciese - tell your user immediatelly what are the benefits in working (buying from) with you - don’t sacrifice usability for “fancy” looks

A compelling landing page that converts is all about the Value Proposition tailored for a focused Audience Segment and designed for a specific Stage of Decision-making. For example, the landing page offering a value proposition for the Procurement Teams, at an early research stage, will be different as compared to a landing page targeted at CFOs in the same stage. The last yet very important component is, 'How do we define a conversion'? A conversion in the early research stage could be a Whitepaper download, In the consideration stage, it could be a case study video view, and at the BoF stage, it could be scheduling a meeting or filling a form, etc. Hence our Landing pages need to be tuned for a specific conversion optimization.

1. Your headline and content of the page should be skewed to the segment you’re targeting. It should have a solve for their pain point. 2. Use case studies, testimonials, brand logos to build trust & credibility.

I keep my headlines as direct as possible. No fancy words, no external references. Think of your headlines as a straight punch to communicate the product or service benefits.

Creating a high-converting B2B landing page in the SaaS industry demands a strategic approach. My suggestion would be to begin with a clear value proposition, preferably with metrics, succinctly stating your SaaS product's unique benefit. Of course, craft a compelling headline that emphasizes the advantages of your SaaS solution. Utilise engaging visuals, including professional images or product screenshots. Consider incorporating explainer videos to showcase your product's functionality. Also build trust through customer logos, testimonials, and case studies. Highlight prominent clients or partnerships, reinforcing your credibility.

Use an engaging video. It’s more personal, shows your product in action, and builds trust. You can start with a basic video like screen recording, or if your budget or goals allow you to have a professional video, that would be awesome. Give it a shot!

Place a video at the top section of your landing page. Google's crawling algorithm was updated in May. From an SEO perspective, your video will have a great chance of being indexed by Google if you place it on the first section of your landing page. ??

For copy: focus on the solution and benefits that you want to communicate, use fewer words, avoid the passive voice, write like you talk (our how your customer talks), and do your best to tell a story. On the visual side, almost every B2B SaaS or B2B company out there looks similar. Illustration on the left, a headline on the right, or centered text with an extensive image below. Try to avoid the trend and help your customer to understand how your tool or service looks, screen captures of your product, or logos of some clients that already work with you. It's all about building context on that 10-second first impression.

Key to a successful lead capture form is to avoid causing fear or frustration. Ensure that you request only essential information, minimizing the effort required from the target audience can result to a higher form completion rate.

Also, always allow auto-complete to be enabled if the feature is available with the form plugin you are using. It reduces the time for users to fill in their information and get access.

Use as few fields as possible; you can always enrich your lead information with external services. Also, don't forget the "how did you hear about us" open field. Works like a charm to understand your attribution.

Avoid multiple CTA. Sometimes it happens that there is a call to action in the copy, you would not notice w straight away. Focus on the main conversion action if you can.

Design concise forms to collect essential information, and use action-oriented, personalized CTAs like "Get Your Free Demo Now." Regularly conduct A/B testing to optimize headlines, visuals, and CTAs based on performance data. Do ensure mobile optimization for a seamless experience across devices. It also goes without saying that you need to implement analytics tools to track user behavior and make data-driven adjustments for continuous improvement. And lastly, prioritise page speed and security to enhance user trust and experience.

Incorporating multiple Calls to Action (CTAs) within your landing page can be a strategic approach to guide visitors through different stages of the funnel. Having 3-5 CTAs allows you to direct visitors to various relevant resources such as use case pages, feature pages, gated content, registration, or demo request pages. Each CTA can serve a specific purpose catering to different levels of interest and engagement from your visitors. This diversified CTA strategy can provide multiple pathways for engagement, increasing the chances of conversion.

1. Optimise page loading speed to reduce bounce rate. It is a small, yet critical action to ensure your customers are not left frustrated. 2. Keep the navigation simple guiding users towards the conversion goal.

The most effective landing pages are the ones that ask the least of the user. Say what needs to be said, briefly. And have them fill out as few fields as possible. And if you can fit in some assurances that their data won't be abused, that'll be nice, too.

Important steps for better page optimization: 1. Give answers to all main users questions: Page visitors shouldn't feel the need to research anything off page; 2: Make things simple: A good LP will have only 1 clear CTA, so limit unnecessary distractions like navigation bars, excessive buttons or popups; 3. Use customer stories: People want to read from others who have experienced your product or service.

Avoid click-bait behaviour and allow users to get access to the report, case studies and demo without having to first speak to your sales team. Examine where they are dropping off, staying on the longest and a heat map of their footprints in general to see what works and what doesn't. Include instant feedback elements to collect responses of whether certain content is more helpful than others. Be clear about the problem statement, who you are trying to speak to with your content and why they should care in the opening paragraph.

What we found effective is applied psychology, especially the Fogg Behavior Model. This model is built on three crucial elements: Motivation, Ability, and Triggers, where Behavior (B) results from the alignment of these (B = MAT). This model finds a natural fit in B2B landing page design. 1. M: Address pain points, emphasize benefits, and align with business goals to instill motivation in prospects. 2. A: Streamline the user journey, minimize steps, and create an intuitive design to facilitate easy engagement. 3. T: Employ strategic CTAs, visual cues, & timely prompts to encourage immediate action. Of course achieving the right balance among these elements requires experimentation, as every use case is unique. Psychology can be magic.

This is a very deep subject, so talk with the experts. Contact the people at MecLabs. They've been doing this for over thirty years.

In my experience, a stellar landing page should also need 1. An FAQs section. 2. Trust-building elements like customer testimonials, awards, and recognitions. 3. Value-added content, such as ebooks or whitepapers, presented as exit-intent popups. 4. A clean design—clutter not only confuses visitors but can harm your brand's image.