GUIDE

How to Optimize Landing Pages for Conversions | HubSpot

A landing page is a web page allows you to capture a visitor’s information through a lead form. It’s where the visitor “lands” after clicking on a call-to-action and it’s effective for 94% of B2B and B2C companies. So, landing pages need to be optimized for every stage of the marketing funnel.

This guide helps you create effective landing pages and show you all aspects of landing page conversion optimization.

Firstly, find out the 7 ways that landing pages help marketers accomplish key goals:

  1. Delivering lead intelligence.
  2. Boosting site SEO.
  3. Maintaining lead flow.
  4. Producing long-tail leads.
  5. Advancing lead intelligence.
  6. Delivering insight into your marketing effectiveness.
  7. Providing fuel for other marketing channels.

Secondly, find out the basic optimization techniques for optimizing every element of your landing page:

  1. Headline:
    It’s critical to have a clear and concise headline and use your headline to sum up your offer as clearly as possible.
  1. Hidden navigation:
    Hide any top and side navigation bars from the page and don’t try to send your visitors to another page on your site in order to reduce friction on your landing page’s bounce rate and increase the chances that your visitors will stay on your page.
  1. Context:
    Consider using a subheader to provide a little bit of information about the benefits of your offer.
  1. Value:
    Use the rest of the text on your landing page to clearly and simply explain the value of your offer.
  1. Image:
    Include a relevant image on your landing page and try to match it with the offer.
  1. Lead-capture form:
    Only ask for information you need from your leads and it’s better to use smart forms that autofill fields that a returning visitor has already entered.
  1. Privacy policy link:
    Include a link to your business’ privacy policy on your landing page or directly within your lead-capture form.
  1. Submit button:
    Avoid using a general word like ‘submit.’ Instead, use specific action words so your visitors clearly understand what they have to do to obtain the offer you’re presenting.
  1. Social sharing buttons/links:
    Enable visitors to easily share your landing pages with their connections by including social media sharing links or buttons.

Finally, test your landing pages and identify which elements you should spend the most time testing and optimizing.

How to Optimize Landing Pages for Conversions | HubSpot

Graph Shows the Impact of Landing Pages on Lead Generation

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