Hey, guys. What I want to show you today are three best practices to boost B2B lead conversion.
Here are some facts: B2B lead generation is hard. It’s supposed to be, it’s a big market but there’s lots of money out there. The most surprising fact is only 68% of B2B businesses are using landing pages that generate leads. That’s a lot of opportunities for you to beat out your competitors just by using a landing page.
A clear call to action grabs a visitor’s attention; it’s what it’s supposed to do, that’s what it’s there for. And the key is: a clear call to action should direct them to an appropriate place where the call to action is the same as the message that you get on the landing page. That’s what a solid landing page is all about.
Let’s dive in. So number one, be clear and to the point. Your call to action should be clear; should be clear of gimmicks; it should focus on the benefit; and should clearly outline what you’re offering to your customers. Leave the gimmicks and jokes for your blog posts and make sure your call to action and your landing page are entirely focused on what you’re doing for your customer, not what they can do for you.
Here’s an awesome example, Crazy Egg. All they do is focus entirely on what they’re doing for you and on top of all of that, they even say, “it’s 100% no risk double guarantee. There’s no questions asked. Refund if you don’t really like the product.” This is probably the best example of what proper benefits driven call to action should look like. And this website alone has an amazing conversion rate. It really speaks for itself.
Number two: make your call to action stand out. A call to action should attract attention and stand out. It shouldn’t be just lost in the weeds.
Now, here are some ways to make it stand out: Use contrasting colors. So, if you have a black background, use a white button; if you have a green background, use a red button. Very simple, just make it stand out and pop. If you think it stands out too much, you’re in the right direction.
Put your call to action on a plain background. By putting a lot of images around your call to action you’re basically detracting attention from it. All you’re doing is making users not want to click your own button. You’re making users go somewhere else by putting a lot of eye attracting elements around your own call to action.
The best thing that you can do: animate your call to action. If you have a black background and you have a green button with white text, animate it so it flips between green and red. That’s going to attract so much attention, you’ll have no problem to getting people to click your buttons.
Here’s an awesome example: Base Camp. If you look at their website, it’s entirely white with hand drawn animations which look phenomenal but the key is it’s entirely benefits driven and all the call to actions are separated from everything else. You can see here, there’s an image but the separation is text. And between the text and the button there’s enough space that your eyes go directly downwards to that button. And that button isn’t just, “click here and check it out”, it’s, “give it a try, it’s free for 60 days.” It’s still a benefits focused call to action.
Number three: one call to action, one landing page. Don’t drive traffic to your home page if you can control it, if you can control it, drive it to a very specific landing page that focuses specifically on what you’re trying to offer that person. Link any of your call to actions on your website, on your blog, on ads anywhere you put them to a very specific landing page that serves a very specific purpose. Every landing page you have should only have one purpose and one link.
So, if your landing page is there to drive you traffic and its there to drive you leads through an eBook or some type of lead magnet, make that the only thing that can be clicked. You don’t want people clicking out to your home page, you don’t want people clicking out to your blog, you want them clicking on that call to action, signing up, giving you their information so that you can move them on to the next step; to a thank you page or whether it’s to a up sale page or whatever you have in the backend there.
If you want to read and watch some really awesome content, check out our blog. We have a lot of really awesome content there on landing pages and B2B lead generation. Otherwise subscribe to our YouTube channel we’re going to have a lot of these videos coming up.