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September 27, 2007
Ten Tips for Lead Generation Landing Pages
Posted by Jon Miller
As I’ve discussed before, landing pages are critical to getting the most from your pay-per-click campaigns. Our customers at Marketo have found that targeted landing pages can improve their conversion rates by 200% or more.
So how do you create better lead generation landing pages? I recently contributed a guest post to Lee Odden’s wildly popular Online Marketing Blog in which I shared ten tested and proven tips you can use to improve and optimize your landing pages.
Read the entire article: Ten Tips for Lead Generation Landing Pages.
Here’s a short summary:
- First Impressions Matter. Make sure your landing pages are instantly relevant to the search term.
- Have an Offer. Your landing page only needs to convince the visitor to sign up for a free offer; it doesn’t need to sell your company.
- Remove The Site Navigation. Simpler pages usually work better for lead generation.
- Use Graphics Wisely. Graphics are main thing that draws the eye — the right one can work wonders, the wrong one can distract from your conversion.
- Make Your Content Scan-able. People don’t read landing pages, they scan them.
- Only Ask What You Really Need. Simple forms convert better, and you can always collect more during your lead nurturing process.
- Capture Implicit Information. Use hidden fields and click paths to capture additional information about your leads.
- Have Reasons to Give Valid Info. Don’t just give the offer to the prospect, email it to them — this ensures you get a valid email address.
- Say Thank You. The confirmation page is a great opportunity to deepen the relationship by making another offer or asking more information.
- Test… But Don’t Over Test. Testing is a great way to optimize your pages, but don’t over-test — A-B testing works great and most B2B companies don’t have the volumes to support more sophisticated techniques like multivariate testing.
Landing Pages Don’t Need To Be Hard
Unfortunately, three out of four B2B companies still send clicks to their home page. The biggest reason for not using more landing pages is a lack of resources, and time from web developers is the most difficult resource to get. That’s why Marketo Landing Pages allows you to create landing pages with no IT, using an easy-to-use PowerPoint-like interface. Check out www.marketo.com/demo to learn more.
Read the entire article: Ten Tips for Lead Generation Landing Pages.
David Koopmans said on October 2, 2007 at 10:10 pm
Jon,
I thought I let you know that I posted a follow up to your article here:
The biggest hole in paid search marketing?
Annuity Leads Generation said on March 1, 2009 at 8:28 pm
Remove navigation?
Our “leads” are actually insurance agents, and, the navigation is kept on our landing page as part of the enticement to enroll with outr company.
As we’re getting upwards of 15% conversion on our first site I believe we are correct to keep the menulinks.
Dennis Foreman
Connor Bringas said on July 12, 2010 at 3:27 pm
This is definitely true. If you dont have a good landing page then whats the point in advertising? I like the way this blog is set up too it shows the short summary with points. Awesome blog.
Kyla Jane said on July 12, 2010 at 7:48 pm
Very helpful, but is it necessary to remove the navigation? So do we need to post links that are invisible to the site visitor? And how can people sign up and give valid info? But I do agree with the other tips, it can really make their conversions high. And the idea is to make people like your landing page so that they will be interested in your services.
Jon Miller said on July 17, 2010 at 9:44 am
Removing links keeps the visitor focused on the page, your offer, and the form on the page. Include links as necessary, bit no more than needed.
ellipsis dive said on August 18, 2010 at 1:43 pm
Hi 
The ten points list is a bit too general, but it works. Thanks a lot for the tips. I like your blog and you seem to post pretty nice and informative blogs. Keep up the good work
Emerson Hartley said on September 27, 2007 at 3:11 pm
As a customer of a MVT provider (Memetrics), it used to take our marketing and IT groups much longer and require more technical effort to do simple AB tests. The point of MVT is to compress the testing cycle from 12 months to 1 or 2. Plus, MVT allows you to test by visitor segment rather than a one size fits all landing page.