In this article, we will look at some of the advanced conversion rate optimization strategies for B2B landing pages that will help you to fix your conversion rates and get better results than average.
Is your landing pages generate average results according to benchmarks and you cannot just figure out why it is?
Do you think you have tried countless conversion rate optimization strategies for your b2b landing pages and yet your results are the best mediocre?
Then you should check out my 4 advanced conversion rate optimization strategies for b2b landing pages that help me to boost my conversion rates from 2% up to 8% within just a few days.
Don’t worry these strategies are not difficult and I am going to give you some of my best tips on how you can apply these strategies even for your website to improve your results even faster!
1. Create Keyword-Targeting Landing Pages
The first on our list of conversion rate optimization strategies for b2b landing pages is to create keyword-targeting landing pages that are specifically designed to target a particular keyword.
Google is searching for relevance and their goals are clear, they want to provide the most relevant content to its users as soon as possible.
And the reason is simple. It is because everybody wants, get as soon as possible answer to their question without spending so much time searching for it.
That is why Google is all the time developing their algorithm to become better at it, so users keep coming back to it.
And that is the same reason why many searchers come to a particular website because they know it is a reliable source of information they are searching for.
So, if we know that relevancy is key, why do not we use this piece of information and use it to our advantage to increase the conversion rate for b2b landing pages?
Well, unfortunately, 40% of B2B marketers are using the homepage as a landing page which is not optimal for high conversion rates because it is not relevant to the keyword the searcher is using.
(source)
HubSpot has used this piece of information to increase the conversion rate for one of their post by 240% and then used for other 75 blog posts and increase the conversion rate for every single one of them.
Thus, creating landing pages based on a targeted keyword can greatly boost your conversion rate and ranking as it will be more relevant to the searcher, than generic landing pages.
(source)
And to increase the conversion rate even further you should also focus on long-tail keywords. According to Moz, 70%-80% of search traffic comes from long-tail keywords. People tend to be more specific with their searches because they are looking for specific results.
So, this means creating keyword-targeting landing pages to increase your conversion rate, also focusing on long-tail keywords can give you a great boost in your search traffic and conversions on your website.
Creating b2b landing pages specifically for targeted keywords is one of the best conversion rate optimization strategies for b2b landing pages that you can implement to increase your b2b lead generation from your website. (Learn more about B2B keyword research.)
And according to HubSpot, the more landing pages you have the more leads you can generate. Studies have shown that business websites with 10-15 landing pages tend to increase conversions by 55% over business websites with less than 10 landing pages. And those with more than 40 landing pages increase conversions by over 500%.
So, don’t be afraid to create more landing pages for your website as you can drive even more leads just by increasing the number of landing pages and keywords you are targeting.
How to Create Keyword Targeting Landing Pages
This is relatively easy to do, as you can just pick any keyword that you want to rank for and start creating a landing page specifically for that.
But always remember, that you must understand the keyword intent why people are searching for the particular keyword and then give them the answer.
This can be very difficult sometimes, but the best bet you can take is to look at the top 5 ranking pages and see what they included within their landing pages.
This usually gives you an idea of why people are searching for this and what they were looking for because Google places those pages there for a reason. After all, those pages performed the best according to their sophisticated algorithm and were the most related to the searcher intent.
Also, I recommend using a private browser and compere your targeted keyword in private and non-private windows as sometimes it can differ based on your history.
And to speed up your production of landing pages you should be using some of the advanced tools like LeadPages and Unbounce to help you not only create quickly landing pages but apply the best practices. (Check out Unbounce alternatives.)
Both these tools provide CRO recommendations based on the best performing landing pages so you can get quickly great results from your campaigns.
2. Create Better Lead Forms
The next on our list of conversion rate strategies for B2B landing pages is to create better lead forms on your website as in my experiences those can be one of the biggest reasons why you are not converting so well.
Lead forms can make or break your conversion rate on your b2b landing pages and online forms are the most commonly used type of lead capture tool, with 74% of respondents reporting they use them.
But typical looking lead forms are just not cutting it and not because they are ugly. (Even thou they are super ugly)
But because forms like this can scare your prospects as it looks complicated, too personal and most of the leads think they do not have time to fill-up the form and they do it later. Which means rarely.
And this is an old form, but not much has changed ever since, as many of the b2b landing pages still use complicated forms that decrease the conversion rate.
Using forms like HubSpot,
or Microsoft,
Cannot be used by everyone as those companies have high authority, leverage, and traffic that they can effort to lose out on conversion rate, as, for them, they need to focus on quality as they already have quantity.
I am not saying that you should focus only on the number of your leads as the quality is very important, but with not having much leverage and authority even high qualify leads think twice when they see the form on less authoritative websites and this is even more important if you are selling leads.
And I am not saying that short forms convert better than long forms as there are so many things to consider determining what is working for you the best.
Therefore, even your lead forms should be regularly tested and optimized as those who do that outperform their competition. Those who use form analytics report 15% higher satisfaction with their lead generation efforts and 19% higher conversion rates.
Therefore, if you are a business that always wants to increase the conversion rate of your b2b landing pages, you should investigate your forms as those can be the biggest hole in your conversions.
Using more advanced tools like LeadFormly can help you to boost your conversion rate and design beautiful and more effective lead forms for your landing pages.
Advanced lead form tools come with features like analytics and A/B testing that are important to track your lead form performance and become a data-driven marketer to see what is working and what is not for your website.
(source)
Also, you can use templates of proven lead forms with high conversion rates and simply design your form so much faster whether it is multi-step lead forms or not.
3. Use CRO Tools like Heatmaps and Session Recording
The next advanced conversion rate strategies for b2b landing pages in using conversion rate optimization tools like heatmaps and session recording to analyze and understand your users.
Probably the best way to figure out what your users do not like and like is to ask them, but this can be quite complicated to do that.
That is why conversion rate optimization tools are super helpful when you want to increase your conversion rate, as CRO tools have an average ROI of 223%.
Using features like session recordings on your website will give you deep insights about your prospects that convert and your users that do not convert as you can watch the entire session what they were doing on your website.
(source)
Seeing all recorded sessions enables you to remove most of the guesswork from your b2b landing pages and see what exactly caught your user’s attention and what made them take the desired action. Also, you can spot mistakes on your landing pages that probably you would never find.
Another useful feature within CRO tools are heatmaps that will help you to make more informed decisions when you are optimizing your landing pages.
Heatmaps will show you exactly what users what most from your landing pages and what information they are searching for.
Heatmaps can be used for identifying clicks on parts of a page that are not linked. In this example, only the ‘find out more’ text is a link, yet users are erroneously clicking on the icons in an attempt to get more information.
(Source)
Another example of heatmaps being essential is if you are running A/B testing for your landing pages because you can simply take both heatmaps and analyze them. This will not only tell you what version of the page performs better but why exactly the certain page outperforms the other version.
And like this, you can take only what works the best for your landing pages and use it across your website, without spending so much time trying to figure out why and what is working.
Conversion Rate Optimization tools are a super important part of conversion rate optimization strategies for b2b landing pages as they will give you deep insights that analytics cannot.
4. Follow Some Landing Page Templates
The last on our list of advanced conversion rate strategies for b2b landing pages are following some Landing Page templates that will help you achieve a higher conversion rate.
The thing is that there are already proven methods that are widely used across almost any industry that will help you achieve great results.
Event landing pages have certain aspects that you should follow to increase your conversion rate such as:
- Putting multiple offers on your landing page can decrease conversions by up to 266%
- Using videos on landing pages can improve conversions by 86%
- Only half of the landing pages are optimized for mobile devices, but 3% of online traffic is on mobile devices.
And there are countless more studies that you can use to get great results for your landing pages, but because speed is essential, then following some kind of template is recommended to speed up the processes.
Especially when you need to create a lot of landing pages to increase your conversion rate, which is recommended as the more landing pages you have, the more leads you are generating. According to recent studies, companies do see a 55% increase in leads when increasing their number of landing pages from 10 to 15.
So, to effectively market and generate landing pages I recommend following proven templates of b2b landing pages to effectively generate more leads for your business.
And using tools like Unbounce and Leadpages helps you with creating quickly stunning landing pages by using proven high conversion templates or you can create on your own.
They will guide and present you with the best practices as they analyze millions of landing pages to find the secret recipe of high converting landing pages.
Investing in tools like this you can create landing pages fast with great conversion rates to ensure you are not wasting your marketing budget and start generating leads for your business.
So if you want to level up your game, using landing page tools like Unbounce and Leadpages is a great investment as you will see the number of leads will increase from your marketing effort.
Final Advice
My final advice to you is that if you want to create highly effective landing pages that convert well and generate a lot of business for you then the first thing you must focus on is your relevancy. You should also check out my best landing page tips to learn more.
Because the most effective lead generation strategy recommended even by Google is to drive only relevant traffic to your landing pages as those people are interested. Thus the chance of them taking the desire action is much higher.
There is no point to go with a shotgun approach as it used to be, but rather with the sniper approach with proper targeting.
As even in 2021, the most important marketing strategy is personalization and one of the most difficult strategies.
But with a data-driven approach and by using some of the latest technologies out there, your company can use technologies like AI to effectively drive leads for your business.
Related Articles
- 7 Must-Have B2B Digital Marketing Strategies
- B2B SEO Statistics
- B2B Content Marketing Statistics
- B2B Digital Marketing Guide
- B2B Content Marketing Guide
- B2B Marketing Automation Strategies
Also, check out our Digital Marketing hub page to learn more.
Sources:
- https://blog.wishpond.com/post/89066037410/how-many-landing-pages-do-i-need-on-my-website/
- https://www.wordstream.com/blog/ws/2013/07/11/landing-page-conversion-rate-guide/
- https://techjury.net/blog/landing-page-statistics/
Disclaimer
Some pictures are coming from Freepik and some of my links are affiliate links, which means if you purchase something, I might get some small commission as a reward for reference. Of course, I am actively using all these services and products and I only affiliate products or service I have full trust in their quality!
