When marketers invest in lead generation campaigns, they want to take all possible steps to ensure they're maximizing the return. One of the most effective ways to improve marketing campaign results is through landing page optimization for tech services. Landing page optimization customizes pages for visitors and directs those visitors to a specific action that helps marketers accomplish campaign goals.
Learn seven tips for optimizing landing pages and why that strategy is crucial for B2B marketing campaigns.
- Landing page optimization removes distractions on the page to keep visitors focused on the primary call to action
- Adding a secondary call to action allows marketers to capture a visitor's information when that visitor doesn't respond to the primary action
- A/B testing helps marketers optimize pages for the best results
Why Tech Marketers Should Use Landing Pages
A landing page is a single web page designed specifically for a marketing campaign. Instead of directing visitors from the campaign to your main website, marketers direct web traffic to a designated page built around a campaign, target audience, and campaign goal.
For example, a company that runs an email campaign might create a landing page customized for the email recipients. Then, as the recipients click the link in the email, they arrive at a dedicated landing page with content personalized for the recipients and their pain points.
Landing page optimization is then adjusting the settings, appearance, and strategies of a landing page to maximize conversions from the page.
7 Tips for Landing Page Optimization for Tech Services
How do you optimize a landing page? Follow these seven landing page optimization tips to make the most out of your landing page investment.
Tip 1: Optimize the Traffic Source
Website traffic can come from nearly anywhere online such as:
- Sponsored content
- Third-party links
- Search results
- Content syndication
- Tech webinars
Therefore, before a marketing team can optimize a landing page, the marketers need to look at the traffic source. For example, social media traffic will be different from search engine results and may require a separate landing page centered around those different needs. Optimizing email segments for different landing pages can also improve results.
Sponsored searches will bring in quite a bit of traffic, as 93% of online experiences begin with a search engine. Adding positive keywords that attract relevant traffic and negative keywords that filter out irrelevant traffic ensures the landing page matches the audience.
Tip 2: Adjust the Page for Different Audiences
One of the greatest benefits of using landing pages is the ability to customize the page for specific audiences. Personalization boosts sales as 73% of B2B consumers prefer a personalized experience.
Therefore, when marketers create a link that directs email recipients to a designated landing page, that landing page can directly address those recipients by title, describe relevant needs, and offer personalized solutions. This level of personalization is valuable for all forms of marketing but is crucial for B2B account-based marketing.
Tip 3: Remove Distracting Elements on the Page
The HubSpot homepage has 10 clickable items on the navigation bar, many of which are drop-down menus with dozens of other options. In addition, there's a pop-up chatbot to the side. As visitors scroll down the page, there's link after link of options directing traffic throughout the HubSpot website.
This setup works well for a homepage because HubSpot doesn't know why visitors are there, so it can't offer any specific direction.
However, a landing page is much different. A landing page shouldn't have all those buttons, drop-down menus, and links because those elements distract from the primary message.
Take a look at HubSpot's landing page selling marketing software. Suddenly, the navigation bar only has a phone number and a link to its website. In addition, the images are simpler, the text is shorter, and there are only two clickable options: free and premium marketing tools.
The HubSpot landing page gives visitors precise directions. The visitors are to sign up for a marketing tool. HubSpot can customize the landing page to this one message because the marketers know visitors coming to that landing page arrived from a search for marketing software.
Image from HubSpot
Tip 4: Focus on One Clear Call to Action
If designers remove all the extra bells and whistles, what should the designer leave on the webpage?
A landing page should have one primary call to action (CTA). This CTA is the entire point of having a landing page and what will bring a return for the time and resource investment in creating the page.
The CTA doesn't have to be purchasing an item. The CTA could be signing up for a webinar, scheduling a demo, or subscribing to a newsletter. However, the primary CTA does have to be measurable, so marketers can calculate the ROI of the landing page and know whether the results are worth the investment.
Tip 5: Understand the Context of the Landing Page
A landing page is rarely a standalone strategy. Instead, the page is just one step in the buyer's journey. Understanding where the landing page fits helps marketers understand what to include on the landing page.
For instance, a landing page for the keyword "marketing tips" shouldn't sell marketing software because users searching that phrase haven't shown any interest or need to buy the software, making the landing page top-of-the-funnel content. However, the search phrase "marketing software" shows a much higher intent to purchase. Therefore, the landing page for that phrase will see greater success if it sells software subscriptions as bottom-of-the-funnel content.
Marketers should also consider a landing page's next step. Someone clicked a link and found the landing page. Now what? If the CTA is a form, the next step might be to automate an email sequence customized for that campaign. Establishing the next step for visitors ensures that hard-earned landing page traffic doesn't go to waste.
Tip 6: Capture the Reader's Information
While there should only be one primary CTA, all landing pages should also offer a secondary CTA for those not ready to commit fully. For instance, if a visitor lands on a page promoting tech software but isn't sure they want to buy, the business might lose the lead if there aren't any other actions for the visitor that might capture the visitor's information and turn that visitor into a lead.
However, if that same business added a secondary CTA that offers a smaller commitment, like subscribing to a newsletter, the company would have a greater chance of capturing that lead's information. Then the marketing team can nurture the lead in hopes that the lead will eventually be ready to purchase.
Image from Chili Piper
Tip 7: Perform A/B Testing
A/B testing is when marketers run several versions of the same landing page to see which option yields the best results. By A/B testing, marketers can try different formats, wording, and images before investing their entire budget in the campaign to ensure they're maximizing the results.
For example, marketers will run a landing page for a set time, then change a small item on the landing page. For instance, the designer might adjust the position and size of a trial signup button. Then, the marketers will run the same landing page with a slight adjustment and compare the difference in conversion rates.
Other items to test include:
- CTA buttons
- Text fonts, styles, and formats
- Page layout
- Content wording
Tools like Optimizely allow businesses to easily perform A/B testing and track the results.
Convert More Leads with Your Landing Pages
ActualTech Media offers several services to help tech brands generate quality leads. For example, our webinars for lead generation connect your business experts with hundreds of tech professionals.
Work with our teams of marketing experts to create a lead generation strategy and add a quality landing page to ensure you maximize the number of conversions from your campaigns.
Contact us to learn more about our marketing services for lead generation.