When compared to B2C businesses, B2B ones tend to be more complex and complicated. This is special because the B2B customer in a single entity is not one. In other words, what drives the CEO of an entity, might not appeal to the Marketing or Sales Head. When it comes to B2B Landing Pages, the decision is taken by multiple stakeholders.
This is why the Sales process is usually longer, the negotiations tougher and the conversions far slower. If you are a B2B business, looking to launch a campaign for lead generation, you might want to rethink your Landing Page strategy.
In this article, we are going to look at five key B2B Landing Page Optimizations, which will help you drive better conversions and leads. However, before we begin, let us first discuss Landing Pages.
Landing Pages: What are they and why are they important for Campaigns?
A Landing Page is a simple web page, designed specifically for campaigns. These campaigns for any of the following-
- Sales and Marketing related activities
- Branding and Promotions
- Newsletter Subscriptions
- Offers and Coupons
- News and Updates
- Pre-Bookings and New Launches
A business designs a campaign, which ultimately culminates in the user coming on to the landing page filling out the form details. A user can arrive on the landing page from a social media ad or a Google ad, or any other digital platform like Quora, etc.
In other words, the function of a landing page lies at the end of any sales funnel. The improved targeting, clear focus, and direct communication regarding a brand’s offerings make landing pages a critical component for any business’ growth strategy.
As compared to brand website pages, which are diluted to showcase too many offerings, landing pages are distinct. According to experts, brands should not lead campaigns on home pages of websites. Rather, specialized landing pages need to be created for the best performance.
List of 5 Ways to Optimize B2B Landing Pages for Lead Generation
1.The Problem-Solution Proposition-
When it comes to B2B Landing Pages, it is important to showcase the problem and the solution to the landing page (represented by the brand) can help solve. This can be anything- from increasing sales to improving efficiency, to boosting productivity. Another business would be interested to try out your product or submit a query only if your product/service is helping them. The key is to ensure that you illustrate the benefits rather than the features.
2. Clean Design and Direct Messaging-
You do not need to woo businesses with out-of-the-world designs. For best performance, B2B Landing Page Design needs to be clear, uncluttered, and simple. The same goes for content. The communication should spell out what the product can do, why should a business start using it, and enforce the same by backing it up with credible client testimonials. A few product features, images, and explainer videos are enough.
3. Use Small Forms-
Experts are of the opinion that B2B businesses are more likely to avoid filling out longish forms as compared to their B2C counterparts. This means that a good B2B landing page needs to have as shortened forms as possible. This strategy is also referred to as removing as many hindrances as possible. Remember that the person filling the form is also a business and they shy away from giving too much information for fear of getting their data collected.
4. Showcase Credibility-
It is important to back up your Landing Page and product’s appeal by showing it is backed up by similar businesses. The feeling- ‘if someone is saying so, I should check it out’, is a human psyche, which cannot be controlled. It is only natural for others to feel more encouraged if they see similar businesses rooting for the product/service in the form of a video on the Landing Page. This adds to your chances of improving conversions and securing qualified leads.
5. Test the Landing Page-
Every time someone creates a Landing Page, they become biased about its efficacy. It is natural to feel protective of something, which you have created after investing a lot of thought, strategy, effort, and investment. However, what you might like or even love, does not necessarily mean that others would feel the same. This is why successful campaign managers state that A/B Testing landing pages are a must to improve optimizations at multiple levels.
The Final Word
Once you have done all the above-mentioned B2B landing page optimizations, you can rest assured that you are one step closer to success. Having a clear focus, simple design, direct messaging and backing up the same with social proof with all help you improve conversions on your landing page. Can you help point out some more B2B landing page optimizations, which can help businesses and their campaigns? Let us know below.