Trying to improve Landing Page submission rates

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We have a number of landing pages on our website, and want to start optimizing them.  Here's one example.  It currently gets a 57.6% submission rate, but we think we could do better.

 

Any tips or advice?

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Community Thought Leader | Diamond Partner

Hi @gnadivi

 

Great question.

 

Firstly 57.6% is a pretty respectable conversion rate for a B2B landing page, so well done. Any increases you can obtain by optimising the page are likely to be incremental from this starting point. Obviously you should A/B test rather than risk all of your current conversion power.

 

Also, the source of traffic can have a large impact on conversion rate, so its worth looking at which sources are converting at the best and worst rates, to see if they can be optimised too. 

 

As for the page, here are some ideas to consider testing for their effect on conversion rate:

 

  • More content - consider writing more about the contents of the offer and/or showing images of the content, not just the cover. More information may give visitors greater confidence in the value of the offer
  • Shorten the form - while obtaining this much information on a B2B landing page is totally fine, fewer form fields may result in more conversions
  • Remove Phone number or make it optional - phone number is a particularly sensitive piece of data - asking for it as a mandatory field, when phone contact isn't necessitated by the offer, may be losing you some conversions
  • Show a shorter form on mobile - mobile users tend to have a lower threshold for form completion. With smart content, you can show a shorter form to visitors on mobile devices
  • Remove social icons - social icons are CTAs and are a distraction from your main, desired CTA of conversion. Also, almost no one shares B2B landing pages and the icons are negatively impacting the design of yours
  • Try a different layout - while the layout of your landing page is a classic one, due to the proliferation of mobile devices more brands are trying out single column LPs that work consistently on all screen sizes

Just some ideas to get you started. 

 

Hope this helps.

Phil Vallender | Inbound marketing for B2B technology companies

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Community Superstar

@gnadivi, Phil makes excellent points (as usual). And congratz on a very respectable conversion rate (56%). However, you never reported the corresponding traffic number for that conversion rate. Reporting conversion rate without a corresponding traffic number can be a little (or a lot) misleading. In other words, 56 conversions out of 100 guys you met personally at a trade show and on a page that's been up for just a week thereafter does not a conversion rate make (over time). However, 56% out of 1000 TOFU visitors on a regular basis ROCKS!

 mfjlabs-screenshot-5 Ways to Beat the Education Budget Crunch with IT Process Autom_-20181117-225828.png

 

That being said, and once you remove your lowest-performing referral source from the conversion rate calculation for that page your conversion rate number will actually be HIGHER! 🙂 Based on that fact alone, we wouldn't change the existing page just yet, but instead test the 'B' variant based on lowest performing referral source alone. This will allow you to isolate and 'play' with the lowest performing referral source at near zero risk -- always a win-win.

 

That form is a totally different matter.

-1- Definitely make the phone number optional. It will immediately improve the quality of that data. (... your sales guys will love you. haha)

-2- If, as indicated, "Ayehu supports thousands of automated processes across the globe ..." maybe make that form more GDPR-compliant by unselecting the newsletter subscription checkbox by default. [we viewed from the US, so this may already be handled in the EU.]

-3- Optimize the FORM for mobile. We'd almost bet $5 that the lowest performing referral source for that page visits predominantly via mobile. We've had good success using 2-stage forms on mobile to help deliver content in mobile bite-sized chunks!

(example to follow as time permits)

 

Finally, and this is not by any means to suggest that your page is 'ugly' -- an often misunderstood and inappropriately viewed industry term, we've seen the 'ugly page' phenomenon yield crazy good conversion results for many of the reasons listed in this article by the guys at CrazyEgg.

 

Maybe start by updating the form and adjusting the 'B' variant to better accommodate the lowest performing referral source. These two items alone should get you the incremental bump you're looking for in fairly short order and with minimal risk to your already good numbers.

 

Hope that adds to the discussion. Happy testing and have a great weekend.

 

Best,
Frank

Remote  B2B Digital Marketing Manager


hubspot-solutions-signature-mfrankjohnson-v05.png

MFrankJohnson.com | Connect on LinkedIn

Find posts quickly ... accept this solution now.

 

Note: HubSpot is a constantly evolving platform. Please check the date of each post and view all solutions in that context.

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Hope that helps.

 

Be well,
Frank


Support • Web • Apps • Training

HubSpot's Hiring World-Wide!

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2 Replies 2
Solution
Community Thought Leader | Diamond Partner

Hi @gnadivi

 

Great question.

 

Firstly 57.6% is a pretty respectable conversion rate for a B2B landing page, so well done. Any increases you can obtain by optimising the page are likely to be incremental from this starting point. Obviously you should A/B test rather than risk all of your current conversion power.

 

Also, the source of traffic can have a large impact on conversion rate, so its worth looking at which sources are converting at the best and worst rates, to see if they can be optimised too. 

 

As for the page, here are some ideas to consider testing for their effect on conversion rate:

 

  • More content - consider writing more about the contents of the offer and/or showing images of the content, not just the cover. More information may give visitors greater confidence in the value of the offer
  • Shorten the form - while obtaining this much information on a B2B landing page is totally fine, fewer form fields may result in more conversions
  • Remove Phone number or make it optional - phone number is a particularly sensitive piece of data - asking for it as a mandatory field, when phone contact isn't necessitated by the offer, may be losing you some conversions
  • Show a shorter form on mobile - mobile users tend to have a lower threshold for form completion. With smart content, you can show a shorter form to visitors on mobile devices
  • Remove social icons - social icons are CTAs and are a distraction from your main, desired CTA of conversion. Also, almost no one shares B2B landing pages and the icons are negatively impacting the design of yours
  • Try a different layout - while the layout of your landing page is a classic one, due to the proliferation of mobile devices more brands are trying out single column LPs that work consistently on all screen sizes

Just some ideas to get you started. 

 

Hope this helps.

Phil Vallender | Inbound marketing for B2B technology companies

View solution in original post

Solution
Community Superstar

@gnadivi, Phil makes excellent points (as usual). And congratz on a very respectable conversion rate (56%). However, you never reported the corresponding traffic number for that conversion rate. Reporting conversion rate without a corresponding traffic number can be a little (or a lot) misleading. In other words, 56 conversions out of 100 guys you met personally at a trade show and on a page that's been up for just a week thereafter does not a conversion rate make (over time). However, 56% out of 1000 TOFU visitors on a regular basis ROCKS!

 mfjlabs-screenshot-5 Ways to Beat the Education Budget Crunch with IT Process Autom_-20181117-225828.png

 

That being said, and once you remove your lowest-performing referral source from the conversion rate calculation for that page your conversion rate number will actually be HIGHER! 🙂 Based on that fact alone, we wouldn't change the existing page just yet, but instead test the 'B' variant based on lowest performing referral source alone. This will allow you to isolate and 'play' with the lowest performing referral source at near zero risk -- always a win-win.

 

That form is a totally different matter.

-1- Definitely make the phone number optional. It will immediately improve the quality of that data. (... your sales guys will love you. haha)

-2- If, as indicated, "Ayehu supports thousands of automated processes across the globe ..." maybe make that form more GDPR-compliant by unselecting the newsletter subscription checkbox by default. [we viewed from the US, so this may already be handled in the EU.]

-3- Optimize the FORM for mobile. We'd almost bet $5 that the lowest performing referral source for that page visits predominantly via mobile. We've had good success using 2-stage forms on mobile to help deliver content in mobile bite-sized chunks!

(example to follow as time permits)

 

Finally, and this is not by any means to suggest that your page is 'ugly' -- an often misunderstood and inappropriately viewed industry term, we've seen the 'ugly page' phenomenon yield crazy good conversion results for many of the reasons listed in this article by the guys at CrazyEgg.

 

Maybe start by updating the form and adjusting the 'B' variant to better accommodate the lowest performing referral source. These two items alone should get you the incremental bump you're looking for in fairly short order and with minimal risk to your already good numbers.

 

Hope that adds to the discussion. Happy testing and have a great weekend.

 

Best,
Frank

Remote  B2B Digital Marketing Manager


hubspot-solutions-signature-mfrankjohnson-v05.png

MFrankJohnson.com | Connect on LinkedIn

Find posts quickly ... accept this solution now.

 

Note: HubSpot is a constantly evolving platform. Please check the date of each post and view all solutions in that context.

-- Visit

 

Hope that helps.

 

Be well,
Frank


Support • Web • Apps • Training

HubSpot's Hiring World-Wide!

View solution in original post