When it comes to the goal of convincing prospects to become customers, the use of landing pages is a valuable marketing tactic to ensure your success.

Landing pages started as simple web pages with lead-capture forms for collecting information from site visitors in exchange for something of value to them, such as a free download of a guide. But a landing page has evolved into the most direct way to convert a higher percentage of visitors into leads, better than your homepage can.

Statistically, 68% of B2B companies use landing pages to generate leads. Most businesses aim for a conversion rate of 10% or more. Recent industry reports show that the average conversion rate for top-quality landing pages is 9.7% (get the report here). Compared to popups, signup boxes, and interactive options, landing pages have the best signup rate at 23%. About 11% of marketers polled say landing pages have a 20% or higher conversion rate on average.

Also, the number of landing pages seems to make a difference: Companies that increase active landing pages from 10 to 15 see a 55% increase in leads. Companies using 31 to 40 landing pages get seven times more leads than those with only one to five landing pages.

Today’s landing pages that convert are built specifically to improve conversions by:

• Providing immediate value with a direct link from the desired offer.
• Using quick and easy call-to-actions in exchange for a desirable reward.
• Providing essential context that people often need before they opt-in.
• Enabling analytic tracking and key performance indicator (KPI) measurement tied directly to goals.
• Testing landing page design and page content for best performance with audiences.
• Creating different approaches with segmented offers, providing insight into varied interests.
• Improving brand recognition with a great first impression.
• Nurturing leads for future conversion.

Landing Pages That Convert Communicate Value

How many landing page opportunities can you think of for your business? Keep in mind that ​​48% of marketers build a new landing page for each new campaign. Here’s a list of ideas:

• Lead magnets like ebooks, guides, whitepapers, and case studies
• Newsletter subscription
• Online course enrollment
• Event registration such as webinars, online presentations, or interviews
• Free trial or demo
• App download
• Exclusive memberships
• Unique value propositions

In addition to explaining exactly what you want site visitors to do and why they should do it, each landing page must communicate the value you‘re providing people in exchange for their contact information. That’s what helps conversions.

Top Trends to Create Landing Pages That Drive More Leads

Avoid the temptation of using your homepage as a landing page and focus on these game-changer considerations.

Realize the Importance of Page Structure

The following elements are often found on lead-generating landing pages:

• A benefit-focused headline and embellishing sub-headline
• A value-focused description of the offer
• Lead-capture form
• Contextual video - 38.6% of marketers agree that a video makes the most impact on conversions and can increase them by 86%
• At least one supporting image - 58% of landing pages include clickable graphics
• Social proof - 37% of the top landing pages include customer testimonials; review links such as Google and Yelp; logos of business clients, etc.
• Trust symbols for certifications, awards, industry memberships, and more
• Location information such as business name, address, and phone number (business names are often used in title tags and URLs)
• CTA (call-to-action) button to direct visitors to the next step (if applicable) - personalized CTAs convert 202% better than default versions

Keep Forms Brief

A good rule of thumb is to ask site visitors for only the information you need. Stay away from sensitive or confidential material that may raise privacy concerns, like age. Most marketers ask for a name, email address, job title, and phone number. Ask for information that pertains directly to your offer if you need it.

Not asking for age, address, and phone number can boost conversions. Experts say the most popular landing page for marketers is a squeeze page, which is designed for capturing emails and that’s all. Statistically, asking for email and phone number has the highest conversion rate.

Get Comfortable with Interactive Landing Page Content 

Since consumers want more personalized experiences now more than ever, marketers are experimenting more with clickable landing page elements and live chat. Not only does this make landing pages more shareable, but research finds that 73% of customers love live chat as the most satisfying way to communicate with a company.

Use Foolproof Navigation

Now that visitors have found your landing page, do everything you can to help them focus on doing the job at hand: filling out the form related to your great offer. Most marketers will remove the main site navigation from the page so they’re not tempted to wander off.

Optimize Landing Pages for Mobile

Amazingly, only 50% of landing pages are optimized for mobile, which cuts the chances in half that you’ll be able to capture anyone who’s mobile-savvy, searching, communicating, and shopping online – most of the time. Don’t let that happen. One helpful tip: Interactive landing pages convert 25.2% more mobile users.

Create Shareable Landing Pages

Let the people who have already landed on your pages get the word out. Include social media and email links so they can tell their friends and followers about it. The more people who discover what you have to offer, the more opportunities for converting leads.

Be Upfront with People

One marketing exec found that addressing buyer fears increased his conversion rates by 80%. By allocating space on his landing pages to concerns about what could happen by completing a form, such as email spam or intrusive personal data use, he developed enough trust in his visitors for them to convert.

Match Messaging Throughout the Conversion Path

If your promotional content says, “Download Our Guide Now,” make sure the landing page uses the same directive. This will reassure visitors that they’ve landed in the right place to get what they’re looking for.

Don’t Rule Out Long Landing Pages

Most of the time, it’s better to keep it brief, but there’s growing evidence that longer landing pages could be a good thing. Over the last decade, marketers have found that long landing pages can generate 220% more leads than short landing pages. Depending on your offer, you may want to increase the amount of information included on the landing page and then test it to see if it works for serious buyers. 

Consider Click-Through Landing Pages

Rather than using forms to capture lead information, click-through landing pages feature a call-to-action (CTA) that directs visitors to where they can convert instantly (usually another page). Click-through landing pages rely on the power of the offer itself to compel visitors to click through. Marketers will leverage everything from social proof and benefits to testimonials and videos to support them in making the decision, but the offer itself has to be:

• Only one clear-cut offer.
• Irresistible with a high perceived value.
• 100% risk free.
• 100% immediate gratification guaranteed.

If you can make such an offer, you’re in luck: According to the Unbounce Conversion Benchmark Report, click-through landing pages perform best for most industries (although 62.6% of landing pages use forms).

11outof11 Knows Content Creation for Websites

When you’re ready to beef up your landing page creation and drive more conversions, connect with 11outof11. Request a complimentary call with an 11outof11 expert. Contact us to learn more.