As a B2B marketer, getting your landing page right is essential. It’s the first thing your potential customer will see, and a good landing page could be the difference in whether they follow through on their interest. As such, it is vital that you get it right. Unfortunately, there are some extremely common mistakes that can hold your landing page back. This article will show you how to avoid these pitfalls when optimizing B2B landing pages, making sure it stands out to potential customers.
Putting too much information on your page
According to studies, the average web page viewer will form an opinion on whether to click through within 1/10th of a second. As a result, you need to make sure your landing page makes a good first impression. If you put too much information on your page, you risk overwhelming the customer.
When optimising B2B landing pages, make sure you only put essential information on our landing page, presenting this in a few short paragraphs or an informational video. That way you can give the customer everything they need without bombarding them with too much information.
Not focusing on the customer’s needs
While it is important to tell the customer what your product does, the main thing you want to get through to them is that your product can make their life easier. Talking about the features of your product is all well and good, but the customer is there because they want to find out how your product will benefit them and their business. Emphasize how your product can help them as succinctly as possible so you can keep them interested.
Ineffective call-to-action
Your call-to-action is important because it tells the customer what to do next. Using a weak or unclear CTA won’t capture your customer’s interest.
Too many CTAs
Similarly, if you bombard your customer with a CTA every 5 minutes, they’ll be sick of them long before they’re finished with the page.
Incorrect links
It’s vital that you ensure the links on your page will actually take the customer where they want to go. If they click a broken or incorrect link and don’t land on the product they’re looking for, there’s a good chance they’ll give up and start looking at competitors.
Ineffective/absent social proof
Social proof can be a major factor in the success of a web page – 84% of visitors will trust a review on a webpage as much as they would a friend. Word of mouth is a strong marketing tool, but a basic review is unlikely to impress your customer. Make sure the reviews are detailed and well-optimized, highlighting how your product can be helpful.
Poor mobile optimization
An increasing amount of a website’s traffic comes from mobile phones. If your landing page isn’t optimized for mobiles, your conversion rates will suffer. Use a simple layout with clear and concise wording so as not to take up too much space. You can also use Google’s Mobile-Friendly Test to see if your landing page is well-optimized.
By avoiding these mistakes, you can ensure that your landing page is well-optimized, which will keep your customer interested and your conversion rates healthy for many years to come.
