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How to Optimize Your Landing Pages for Your Visitors

By Dan RomanskiMay 20, 2015

optimize-landing-pageLanding pages. We’ve all seen them; we’ve all used them; and I am willing to bet there is a large number of us who have built a lot of them. But have you ever taken a step back to look at a landing page from a visitor’s perspective?

When you are receiving 50,000+ visitors a month, having a landing page that resonates with your visitor is key at increasing conversions and allowing you to begin the lead nurturing process.  Your landing page may be the very first thing your visitors see, and getting it right may be the difference between gaining a client or seeing them bounce.

Since this is the case, it is important you take your visitors into account when building your landing pages.

Here are three ways to better optimize your landing pages for your visitors.

Keep Your Pages Simple

When it comes to landing pages, simplicity is key. Having a simple design and layout, coupled with clear and concise copy, is the key to having an optimized landing page.

Your site's visitors don't have time to be distracted when researching your company. They want to see a clear path to the content they came to your site for. Clean up your landing pages by removing the following:

  • Navigation: Once you include navigation on your landing pages, there is a good chance your visitors will be distracted and leave the page entirely.
  • Social Icons: These icons, while great for other pages on your site, are used to draw attention to your social pages. With landing pages, we want to draw attention to the content offer.
  • Multiple Offers: Your visitor came looking for a specific piece of content. Why would you want to distract from that? Keep it to a single offer, and remember to present related content later.

Ask for the Right Information

Consumers are more discerning today than ever before.  They are busy and focused, especially B2B enterprise level companies.  If the Buyer Personas you are seeking to engage are B2B enterprise level clients, you need to respect their time and make the ease of conversion as simple as possible. 

How many times have you arrived at a landing page for an introductory content piece and are asked for your mother’s maiden name? OK, maybe not that far, but we can relate. Just as it is important to keep your landing page simple, it is also important keep your form simple.

While it is important to use your landing page forms to qualify your leads, it is even more important not to ask for too much information. You’re probably asking, “But Dan, how do I make sure I am getting the information I need without asking for too much?” The answer: HubSpot smart forms and progressive profiling.

HubSpot’s smart forms allow you to hide questions that have already been answered by a visitor. Progressive profiling is a method through HubSpot that allows you to replace previously answered questions with new questions, helping you to develop lead profiles over time.

For example, let’s say a visitor converts on your site and fills in the fields for First Name, Last Name and Email. Using HubSpot’s smart forms and progressive profiling, these fields will now be hidden, and you can ask more qualifying questions, such as Number of Employees, Annual Revenue or Job Title. These features from HubSpot help keep your forms short and simple, but still allow you to ask the deeper questions you need for profiling and segmentation. 

Say Thank You

The best marketing is Humanistic Marketing.  Make your visitor feel good about your website and your company. It’s a good feeling when somebody thanks you, isn’t it? Wouldn’t you want to extend the same type of gratitude to those who convert on your landing pages? There are many ways you can ensure you deliver a great thank you to your visitors:

  • The Original Offer: This is the reason your visitor converted on your landing page. Make sure the original offer can be found, downloaded and viewed easily.
  • Use Personalization: A great way of saying ‘Thank You’ is using the data you just collected. Including your visitor’s name on a confirmation page or in a follow-up email adds a nice personal touch.
  • Provide Related Content: Whether you include related CTAs on the Thank You page, or use your data to provide related pieces in the future, delivering relevant content provides your visitors with the information they are looking for. It can also help increase your conversion rates.
  • Include a Means of Contact: Providing a clear way for your visitors to contact you is always important. Why not call this out on the Thank You Page? This can be accomplished with a simple link to your Contact Us page or even an embedded form. 

When it comes to your landing pages, it is important to keep your visitors’ experience in mind. Without this, it might prove more difficult to grow your contacts and, in turn, your sales and opportunities. Have more tips to share? Leave them in the comments below.

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The Author

Dan Romanski

Dan Romanski helps companies connect with their contacts through marketing automation and lead nurturing campaigns. When not at work, you can find Dan exploring the outdoors or at a hockey rink.
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