Your Marketing and Design Reading for The Weekend
In this white paper, Demandbase and MarketingProfs liken the traditional exchange of business cards in person long ago to visiting web pages and clicking "submit" today. But prospects are becoming increasingly reluctant to share their personal information because they are saturated with such requests, they can get a lot of information without going through this process and they may not find the conversion offer a comparable tradeoff for the details requested. Plus, since individuals know a lot more about whatever they are looking for today, a B2B may only get one shot at a good first impression. Here is the advice provided:
1. Sharpen the hook. The web form is the hook on a landing page and it delivers the prospect into the B2B database, but typically very little investment is made in designing strong landing pages and contact forms. Shorten the form, identify the optimal fields your sales team needs to act and use the right labels for fields to increase the accuracy of information submitted.
2. Prepare the lure. Dedicated landing pages are common but not as much with B2B companies because they are not looking for high-volume, low-cost transactions. Rather, B2Bs need to bait (landing page) a hook (action form) for a select breed of customer.
A) Landing Page Content
- Focus on one message
- Test different types of content to determine the best response for the target.
- Use strong headlines.
- Deliver on the offer (e.g., a white paper, trend report, etc.).
- Organize content to facilitate conversion.
- Validate with client quotes, association memberships, client logos and other proof sources.
B) Landing Page Design
- Build trust by aligning the landing page to the corporate brand.
- Make the visual flow logical versus forcing visitors to jump around the page.
- Eliminate visual distractions.
- Reinforce the conversion offer and its value.
- Limit navigation to what is needed to convert the visitor (the cattle chute metaphor is used).
- Use color sparingly to draw attention to a few critical parts of the page.
- Place key items above the fold so they are immediately visible.
- Simplify the page.
3. Check your line. Test forms, test designs and test content. Pretty straightforward!