By ZoomInsights staff
Nearly half of B2B marketers are making a big mistake with their hyperlinks. According to the MarketingSherpa Landing Page Handbook (second edition), 44 percent of clicks for B2B companies are directed to a company’s home page, not a campaign-specific landing page! The result: lost leads and conversion opportunities.
If you’ve managed to drive traffic to your website, you should make sure those visitors will see information that’s relevant to the email or ad they came from. That will help convert them into customers. It’s very unlikely that your home page is up to the task.
Marketers who are using landing pages are often missing an opportunity, according to Brian Lewis, CEO of Solutions-insight Interactive, and Raj De Datta, co-founder and CEO of BloomReach. Speaking with ZoomInsights about his forthcoming book on conversion optimization, Lewis identified four crucial elements to building a successful landing page.
They say you never get a second chance to make a first impression, and the aesthetics of your landing page are critical to making a good impression. “You want to think about how to minimize the visual processing effort required of our visitors,” Lewis advises in his book.
“We know that our eyes are attracted to bright colors and contrast,” Lewis said. “By using colors and contrast strategically, you can create a visual hierarchy that helps the visitor prioritize the contents of the page in the manner you want.”
Though related to aesthetics, usability takes the design of your landing pages one step further. Or as Lewis puts it: “Usability refers to the ease of use and learnability of an object and is based on the visual interpretation of the elements on your page.”
Lewis suggests three simple steps to making a more user-friendly landing page:
- Make buttons and links consistent and clear.
- Choose fonts that highlight the importance of the different copy.
- Make navigation simple and easy to use.
A well-designed, effective landing page will turn visitors into customers and make the marketing portion of your page a top priority. Lewis suggests three modes of persuasion, to which he credits the man he calls the “world’s first marketer,” Aristotle.
- Pathos — appeal to your visitor's emotions.
- Ethos — establish trust and credibility.
- Logos — persuade your visitor with logic and reason.
Of course, in order to address these marketing concerns, you need to know your customer, which is where the final element comes into play.
Also known as context appropriateness, relevance is, according to Lewis, “all about anticipating the numerous needs of your visitors and understanding the various roles and/or tasks of your visitors. Relevance is goal-dependent. Your visitors will tune out everything that is not relevant to their need.”
In the mobile age, serving up relevant landing pages is also about understanding not only who your visitor is, but where he is and what device he’s using — and have pages ready to meet the needs of individual users.
“Your visitors will possess various goals, and conversion depends on your ability to proactively identify and fulfill those goals,” Lewis writes. “To do that successfully, develop use-case scenarios of your visitor's most likely roles and the tasks they intend to achieve and build a design that satisfies those scenarios.”
Want to improve the effectiveness of your digital marketing? First, stop sending visitors to your home page! Second, when you create the landing pages they’ll see instead, pay attention to their aesthetics, usability, marketing and relevance. Regardless of the goals of each campaign, you’ll see better outcomes.