optimize your b2b advertising with targeted landing pages

Optimize Your B2B Advertisingwith TARGETED LANDING PAGES

EBook 2 in a 3 Part Series

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Optimize Your B2B Advertising with Targeted Landing Page |

LAnding PAge Trends

Online advertising that uses landing pages typically sees a

conversion rate improvement of at least 25%. (source)

Yet...

62% of B2B companies that use landing pages have six or

fewer total landing pages. (source)

Landing pages (LPs for short) are a prime location for lead capture. After spending

loads of money on online advertising campaigns, the next crucial step is optimizing your

destination links. Despite the data that practically screams at us to use targeted landing

pages, we still see companies using their homepage instead: In fact, 44% of clicks for

B2B companies are directed to a homepage, not a landing page (source). Landing pages

are crucial in today’s digital environment. A landing page is your opportunity to convert

your visitors, whether that is defined as obtaining the necessary information to follow

up with them, or immediately converting them into customers. When a visitor lands on

an LP, it is because he was driven by a specific message associated with the correlating

campaign. A focused landing page can give you insight into a prospect’s motivation,

making them essential for converting visitors.

In the case of B2B landing pages, the number of forms completed (and the amount of a

visitor’s information collected) defines the success of your campaign. In this ebook, we

will go through the challenges in optimizing your landing pages and the importance of

landing pages for your B2B ads.

http://www.google.com/url?q=http%3A%2F%2Funbounce.com%2Fconversion-rate-optimization%2Fconversion-economics-101-the-benefit-of-landing-pages%2F&sa=D&sntz=1&usg=AFQjCNExSQqONE9Qk5B5i0b9zom6HISbhg

http://www.marketingsherpa.com/exs/LPHExcerpt_9418.pdf

http://www.marketingexperiments.com/blog/research-topics/landing-page-optimization-research-topics/registration-form-optimization-steps.html


LAnding PAge ChALLenges

There are two key challenges to optimizing your landing pages for the highest possible

conversions. First, there are various visitor types from different sources that visit your

landing pages, whether it be through paid, social, or email campaigns. Using the same

language on the landing page as you did in the correlating campaign — what marketers

like to call “message match” — is important in developing trust with the visitor and

persuading them to convert. People who land on your landing pages need to be persuaded

with targeted messaging. Different visitor types, campaigns, industries, and locations

demand thousands of different messages. But who has the time to set up thousands of

landing pages for each targeted message and visitor type?

Once you’ve given your visitors a targeted message, your second challenge it to capture

the data you need for conversion, which usually involves filling out a form. Getting your

visitors to fill out a form can be a major feat. People don’t give away their data easily. You

have to prove that your brand is reliable through the messaging and images displayed

on your landing page.


WhY OPTimize YOur LAnding PAge?

Expedite the Process - Landing pages capture data on your prospects that helps

you expedite the B2B sales process. Once you have their information, you are able to

place them in the sales cycle and hopefully turn them into customers.

Lower Cost Per Lead - As your landing pages become more successful, your cost

per lead goes down. You’ll need to invest in driving traffic to those landing pages. This

price is a sunk cost, and it remains the same regardless of how many of these visitors

convert. But as more visitors convert, your cost per lead goes down. Once you optimize

your landing pages to convert more visitors, you will see a major drop in your cost per

lead.

Landing Page Visitors Cost You Money! - As we said above, you are paying for

each visitor to your landing page, whether it is through paid online ads, social campaigns,

emails, or content creation. A lot of money and effort goes into these campaigns. If you

don’t optimize your landing page, these costly visitors will become just that — very, very

costly.


LAnding PAge sTruCTure

When building a landing page, there are a few things to keep in mind. A successful

landing page answers the following three questions at first glance:

1. Who are you?

LOGO: This is where your logo comes in. Placing your logo in the top left corner of the

landing page tells your visitor who you are. The colors and graphical elements on the

page also help define who you are, so be sure all LP elements are branded.

2. What can you do for me?

OFFER: The offer and graphic images you have on your landing page should answer

this question right away. The best offers are always big, bold, brief, and relevant. Be

sure your offer matches up with the ads and links that take you to this landing page.

“Message match”, or keeping to the same language throughout the campaign, will help

build trust and consistency.

GRAPHIC: Landing pages NEED an image — a beautiful, persuasive, relevant image. It

can be a nice illustration, a photo, or an image of the offer you are presenting — as long

as it is relevant.


3. How do I redeem this offer?

CALL-tO-ACtIOn (CtA): CTAs should be persuasive and clear. If your CTA is to

download an asset or redeem a prize, make sure the necessary steps are obvious and easy

to complete.

nAVIGAtIOn vs nO nAVIGAtIOn: Navigation versus no navigation on landing

pages is a common debate among marketers. Website Optimizer tested it and found that

removing navigation increases conversion by 100%—and since conversion is the goal,

many marketers believe that removing LP navigation is the smarter choice. A navigation

panel might distract your visitors from the primary CTA. Yet other marketers concede

that giving visitors more options to explore increases usability and allows them to learn

more about the company.

FORM: The form’s length and usability is crucial in getting conversions. There is a

balance marketers need to achieve between gathering enough visitor data and earning

the highest number of conversions. But the fact remains, the less form fields your visitors

need to fill out, the greater the number of leads you will get, so keep the quantity of fields

at a minimum.

Landing pages should always be usable, persuasive, and trustworthy.

exAmPLes{ }

Optimize Your B2B Advertising with Targeted Landing Pages |

We love everything about this Apigee

landing page. With a strong, persuasive,

relevant offer that is big and bold, this

ebook landing page does the trick. There is

a nice graphic with more explanatory text

on what is included in the offer and why it

is important. The Twitter comments about

the ebook only help solidify your trust in

the brand and its offer. The form includes

only the necessary fields and even offers

an auto-fill option with your social media

profiles — talk about excellent usability.


This Box landing page has great,

relevant graphics accompanying

the offer. Box decided to forgo

navigation in hopes of a higher

conversion rate. Including some

of their customers at the bottom

definitely adds to their credibility

and clout. The CTA button is big

and bold while the form itself has

a few too many fields. Data append

form completion would help their

conversion rate.


This Mulesoft landing page has all the

right elements for an optimized LP. A big,

bold offer and image is included with some

persuasive highlights. They also opted

to not include navigation, narrowing the

visitors’ options down to either leaving or

converting.


This ebook landing page of ours

has one nice feature we want

to point out: the form is only

two fields long, optimized for

the visitor to convert, while on

the backend, we append all the

necessary firmographic data into

our CMS. (More information on

Form Completion on page 13.)


hOW dO YOu YOur B2B LAnding PAges?

Targeted Messaging As a B2B company, you’re probably targeting multiple industries, as well as multiple

organizations. Since the B2B sales cycle is so complex, you are often targeting multiple

decision makers within an organization. Each and every one of these different targeted

segments requires a different personalized message.

And as we’ve noted, studies find a direct correlation between the number of landing pages

businesses have and the number of leads that they generate. So aside from creating 30

or 40 different landing pages with different calls-to-action and having to deal with your

IT department and a designer, what other solutions are there?

Automatic, Dynamic CTAs According to MarketingSherpa, getting landing pages built and tested is indeed one of

the top five challenges faced by B2B marketers. And that doesn’t include creating the

the corresponding social post, email, or ad you are using to target each specific audience.

You can eliminate the hassle of landing page creation, testing, and linking by

automatically identifying which CTA is most effective. With Auto-Tune — the Insightera

engine that automatically serves up the best perfoming A/B campaigns — you’ll be able


to offer dynamic, personalized messaging for prospects based on their industry, job title,

or organization. Imagine the time you’ll save by creating landing pages “on the fly”.

All you have to do is create the content. Insightera’s machine-learning platform will take

care of the rest.

Shorter Forms, Richer ConversionsWith all of these different landing pages, you’ll need to accurately capture different

visitor information. More form fields mean more accurate data — but often fewer

conversions. Insightera’s form completion automatically appends important company

profiling information so that your visitors don’t have to fill out information you already

have — only information you need. Fewer fields, higher conversions.


ConclusionImproving your B2B ads is only the first step to executing successful ad campaigns.

Ensuring you have optimized landing pages is the crucial next step towards marketing

bliss. A focus on landing page optimization will expedite the customer journey and

lower your cost per lead. Consider every element of your landing page, from layout to

graphics, from the offer to your CTA button. Keep your forms short and stick to targeted

messaging, consistently offering your visitors the most relevant offer.

segment and Personalize Based on:

shOW me insighTerA

location digital behavior

industryorganization

r e A L - t i m e

MARKETING

http://www.insightera.com/features/